Slogan

Last updated
In 1995, FDA's assertion of authority to regulate tobacco drew heavy opposition from the tobacco industry, which erupted into lawsuits and slogans urging "Keep FDA Off the Farm." "Keep FDA Off The Farm" (FDA 140) (8205957369).jpg
In 1995, FDA's assertion of authority to regulate tobacco drew heavy opposition from the tobacco industry, which erupted into lawsuits and slogans urging "Keep FDA Off the Farm."

A slogan is a memorable motto or phrase used in a clan, political, commercial, religious, and other context as a repetitive expression of an idea or purpose, with the goal of persuading members of the public or a more defined target group. The Oxford Dictionary of English defines a slogan as "a short and striking or memorable phrase used in advertising." [1] A slogan usually has the attributes of being memorable, very concise and appealing to the audience. [2]

Contents

Etymology

The word slogan is derived from slogorn which was an Anglicisation of the Scottish Gaelic and Irish sluagh-ghairm (sluagh 'army', 'host' and gairm 'cry'). [3] Slogans vary from the written and the visual to the chanted and the vulgar. Their simple rhetorical nature usually leaves little room for detail, and a chanted slogan may serve more as social expression of unified purpose than as communication to an intended audience.

George E. Shankel's (1941, as cited in Denton 1980) research states that "English-speaking people began using the term by 1704". The term at that time meant "the distinctive note, phrase or cry of any person or body of persons". Slogans were common throughout the European continent during the Middle Ages; they were used primarily as passwords to ensure proper recognition of individuals at night or in the confusion of battle. [4]

Likability

Crimmins' (2000, as cited in Dass, Kumar, Kohli, & Thomas, 2014) research suggests that brands are an extremely valuable corporate asset, and can constitute much of a business's total value. With this in mind, if we take into consideration Keller's (1993, as cited in Dass, Kumar, Kohli, & Thomas, 2014) research, which suggests that a brand is made up of three different components. These include, name, logo and slogan. Brands names and logos both can be changed by the way the receiver interprets them. Therefore, the slogan has a large job in portraying the brand (Dass, Kumar, Kohli, & Thomas, 2014). [5] Therefore, the slogan should create a sense of likability in order for the brand name to be likable and the slogan message very clear and concise.

Dass, Kumar, Kohli, & Thomas' (2014) research suggests that there are certain factors that make up the likability of a slogan. The clarity of the message the brand is trying to encode within the slogan. The slogan emphasizes the benefit of the product or service it is portraying. The creativity of a slogan is another factor that had a positive effect on the likability of a slogan. Lastly, leaving the brand name out of the slogan will have a positive effect on the likability of the brand itself. [5] Advertisers must keep into consideration these factors when creating a slogan for a brand, as it clearly shows a brand is a very valuable asset to a company, with the slogan being one of the three main components to a brands' image.

Usage

The original usage refers to the usage as a clan motto among Gaelic armies. Marketing slogans are often called taglines in the United States or straplines in the United Kingdom. Europeans use the terms baselines, signatures, claims or pay-offs. [6] "Sloganeering" is a mostly derogatory term for activity which degrades discourse to the level of slogans. [7]

Slogans are used to convey a message about the product, service or cause that it is representing. It can have a musical tone to it or written as a song. Slogans are often used to capture the attention of the audience it is trying to reach. If the slogan is used for commercial purposes, often it is written to be memorable/catchy in order for a consumer to associate the slogan with the product it is representing. [8] [9] A slogan is part of the production aspect that helps create an image for the product, service or cause it is representing. A slogan can be a few simple words used to form a phrase that can be used in a repetitive manner. In commercial advertising, corporations will use a slogan as part of promotional activity. [9] Slogans can become a global way of identifying a good or service, for example Nike's slogan 'Just Do It' helped establish Nike as an identifiable brand worldwide. [10]

Slogans should catch the audience's attention and influence the consumer's thoughts on what to purchase. [11] The slogan is used by companies to affect the way consumers view their product compared to others. Slogans can also provide information about the product, service or cause it is advertising. The language used in the slogans is essential to the message it wants to convey. Current words used can trigger different emotions that consumers will associate that product with. [11] The use of good adjectives makes for an effective slogan; when adjectives are paired with describing nouns, they help bring the meaning of the message out through the words. [12] When a slogan is used for advertising purposes its goal is to sell the product or service to as many consumers through the message and information a slogan provides. [13] A slogan's message can include information about the quality of the product. [13] Examples of words that can be used to direct the consumer preference towards a current product and its qualities are: good, beautiful, real, better, great, perfect, best, and pure. [14] Slogans can influence that way consumers behave when choosing what product to buy.

Slogans offer information to consumers in an appealing and creative way. A slogan can be used for a powerful cause where the impact of the message is essential to the cause. [15] [16] The slogan can be used to raise awareness about a current cause; one way is to do so is by showing the truth that the cause is supporting. [16] A slogan should be clear with a supporting message. Slogans, when combined with action, can provide an influential foundation for a cause to be seen by its intended audience. [17] Slogans, whether used for advertising purpose or social causes, deliver a message to the public that shapes the audiences' opinion towards the subject of the slogan.

"It is well known that the text a human hears or reads constitutes merely 7% of the received information. As a result, any slogan merely possesses a supportive task." (Rumšienė & Rumšas, 2014). [18] Looking at a slogan as a supportive role to a brand's image and portrayal is helpful to understand why advertisers need to be careful in how they construct their slogan, as it needs to mold with the other components of the brand image, being logo and name. For example, if a slogan was pushing towards "environmentally friendly", yet the logo and name seemed to show very little concern for the environment, it would be harder for the brand to integrate these components into a successful brand image, as they would not integrate together towards a common image.

In Protest

Slogans have been used widely in protests dating back hundreds of years, however increased rapidly following the advent of mass media, particularly with the creation the Gutenberg's printing press and later modern mass media in the early 20th century. Examples of slogans being used in the context of protest in antiquity include the Nika revolt, in which the cry "Nika!" (victory in Greek) was used as a rallying tool and nearly brought down the Byzantine Empire under Justinian I. The basis of slogans have been noted by many political figures and dictators have also noted its effectiveness, in Hitler's Mein Kampf he notes to tell and repeat the same talking points without any regard to if they have any philosophical or factual basis in reality, advising to state "big lies" in politics. [19] [20]

The basis of this simple propaganda effect was used brutally by the Nazi and Soviet regimes as noted in their propaganda posters. [21] [22] [23] In contrast, slogans are oftentimes used in liberal democracies as well as grassroot organisation, in a campaign setting. With the increasing speed and quantity of information in the modern age, slogans have become a mainstay of any campaign, often used by Unions while strike is called to make their demands immediately clear.

This has been noted by many scholars, as an example Noam Chomsky notes of the worrying fusion of media and reality in Manufacturing Consent Chomsky discusses this basis as well the potential dangers of this, particularly towards the context of corporations and producing advertisements that either seek to empower or exclude the viewer to encourage an in-group mentality with the goal of getting the viewer to consume. While Manufacturing Consent addresses the use of slogans in the context of national propaganda, Chomsky argues that national and capitalist propaganda are inherently linked and are not clearly exclusive to each other. [24] They are often used in disinformation campaigns, as quick immediate forms of propaganda suited well to modern forms of social media. Earlier writers such George Orwell notes the effective use of quick non-critical slogans to produce a servile population, written primarily in 1984 as a general critique of the manipulation of language. [25]

Politics and racism

Slogans are often used as a way to dehumanize groups of people. In the United States as anti-communist fever took hold in the 1950s, the phrase "Better dead than Red" became popular anti-communist slogan in the United States, especially during the McCarthy era. [26]

Death to America is an anti-American political slogan and chant. It is used in Iran. [27] Death to Arabs is an anti-Arab slogan which is used by some Israelis. [28]

Related Research Articles

<span class="mw-page-title-main">Advertising</span> Form of communication for marketing

Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement.

Advertising slogans are short phrases used in advertising campaigns to generate publicity and unify a company's marketing strategy. The phrases may be used to attract attention to a distinctive product feature or reinforce a company's brand.

<span class="mw-page-title-main">Sex in advertising</span> Use of sex appeal in advertising

Sex appeal in advertising is a common tactic employed to promote products and services. Research indicates that sexually appealing content, including imagery, is often used to shape or alter the consumer's perception of a brand, even if it is not directly related to the product or service being advertised. This approach, known as "sex sells," has become more prevalent among companies, leading to controversies surrounding the use of sexual campaigns in advertising.

<span class="mw-page-title-main">Media manipulation</span> Techniques in which partisans create an image that favours their interests

Media manipulation refers to orchestrated campaigns in which actors exploit the distinctive features of broadcasting mass communications or digital media platforms to mislead, misinform, or create a narrative that advance their interests and agendas.

Mass marketing is a marketing strategy in which a firm decides to ignore market segment differences and appeal the whole market with one offer or one strategy, which supports the idea of broadcasting a message that will reach the largest number of people possible. Traditionally, mass marketing has focused on radio, television and newspapers as the media used to reach this broad audience. By reaching the largest audience possible, exposure to the product is maximized, and in theory this would directly correlate with a larger number of sales or buys into the product.

In marketing, the unique selling proposition (USP), also called the unique selling point, or the unique value proposition (UVP) in the business model canvas, is the marketing strategy of informing customers about how one's own brand or product is superior to its competitors.

Marketing communications refers to the use of different marketing channels and tools in combination. Marketing communication channels focus on how businesses communicate a message to its desired market, or the market in general. It is also in charge of the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion.

<span class="mw-page-title-main">Advertising management</span> Part of the advertising industry

Advertising management is a planned managerial process designed to oversee and control the various advertising activities involved in a program to communicate with a firm's target market and which is ultimately designed to influence the consumer's purchase decisions. Advertising is just one element in a company's promotional mix and as such, must be integrated with the overall marketing communications program. Advertising is, however, the most expensive of all the promotional elements and therefore must be managed with care and accountability. Advertising management process also helps in defining the outline of the media campaign and in deciding which type of advertising would be used before the launch of a product.

<span class="mw-page-title-main">Advertising campaign</span> Advertisements based on a theme

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and concepts into one large media base. Advertising campaigns utilize diverse media channels over a particular time frame and target identified audiences.

Music in advertising refers to music integrated into mass electronic media advertisements to enhance its success. Music in advertising affects the way viewers perceive the brand by different means and on different levels, and "can significantly affect the emotional response to television commercials." It also affects the musicians whose music is featured in advertisements.

Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy which uses a celebrity's fame or social status to promote a product, brand or service, or to raise awareness about an issue. Marketers use celebrity endorsers in hopes that the positive image of the celebrity endorser will be passed on to the product's or brand's image. Non-profit organizations also use celebrities since a celebrity's frequent mass media coverage reaches a wider audience, thus making celebrities an effective ingredient in fundraising.

The target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to the previously intended audience. In marketing and advertising, the target audience is a particular group of consumer within the predetermined target market, identified as the targets or recipients for a particular advertisement or message.

Support our troops is a slogan commonly used in the United States and Canada in reference to each country's military forces or troops. The slogan has been used during recent conflicts, including the Gulf War and the Iraq War.

<span class="mw-page-title-main">Digital marketing</span> Marketing of products or services using digital technologies or digital tools

Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly used digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callbacks, and on-hold mobile ringtones. The extension to non-Internet channels differentiates digital marketing from online marketing.

<span class="mw-page-title-main">Propaganda techniques</span> Methods of mind manipulation, often based on logical fallacies

Propaganda techniques are methods used in propaganda to convince an audience to believe what the propagandist wants them to believe. Many propaganda techniques are based on socio-psychological research. Many of these same techniques can be classified as logical fallacies or abusive power and control tactics.

<span class="mw-page-title-main">Brand</span> Identification for a good or service

A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from generic or store brands.

Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations. Emotional branding is successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand that cannot fully be rationalized. Emotional brands have a significant impact when the consumer experiences a strong and lasting attachment to the brand comparable to a feeling of bonding, companionship or love. Examples of emotional branding include the nostalgic attachment to the Kodak brand of film, bonding with the Jim Beam bourbon brand, and love for the McDonald’s brand.

<span class="mw-page-title-main">Brand language</span> Words and phrases used when marketing a product

Brand language is the body of words, phrases, and terms that an organization uses to describe its purpose or in reference to its products. Brand language is used in marketing to help consumers connect specific words or ideas to specific companies or products. When developing a brand language, word choice and tone are the two fundamental components. Word choice is the vocabulary that is used in the marketing or advertising, while tone refers to the attitude of the advertisement. Tone is not limited to language, it can also be incorporated through visual elements as well as delivery.

Call to action (CTA) is a marketing term for any text desiged to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messages, or web pages, which compel an audience to act in a specific way.

<span class="mw-page-title-main">Propaganda through media</span>

Propaganda is a form of persuasion that is often used in media to further some sort of agenda, such as a personal, political, or business agenda, by evoking an emotional or obligable response from the audience. It includes the deliberate sharing of realities, views, and philosophies intended to alter behavior and stimulate people to act.

References

  1. Stevenson, A. (2010). Oxford Dictionary of English (Vol. III). Oxford University Press. doi:10.1093/acref/9780199571123.001.0001. ISBN   978-0199571123.
  2. Lim, L.; Loi (2015). "Evaluating slogan translation from the readers' perspective: A case study of Macao". Babel. doi:10.1075/babel.61.2.07lim.
  3. Merriam-Webster (2003), p. 1174. Irish
  4. Denton, R. E. Jr. (1980). "The Rhetorical Function of Slogans: Classification and Characteristics". Communication Quarterly. 28 (2): 10–18. doi:10.1080/01463378009369362.
  5. 1 2 Dass, Mayukh; Kohli, Chiranjeev; Kumar, Piyush; Thomas, Sunil (2014-12-01). "A study of the antecedents of slogan liking". Journal of Business Research. 67 (12): 2504–2511. doi:10.1016/j.jbusres.2014.05.004.
  6. Foster, Timothy R. V. "The Art and Science of the Advertising Slogan". adslogans.co.uk.
  7. Daly, Kathleen (1993). "Class-Race-Gender: Sloganeering in Search of Meaning". Social Justice. 20 (1/2 (51-52)): 56–71. JSTOR   29766732 via JSTOR.
  8. Ke, Qunsheng; Wang, Weiwei (1 February 2013). "The Adjective Frequency in Advertising English Slogans". Theory and Practice in Language Studies. 3 (2). CiteSeerX   10.1.1.735.7047 . doi:10.4304/tpls.3.2.275-284.
  9. 1 2 Ke. Wang 2013, p. 276.
  10. "Lewis Silkin - Error 404". Lewis Silkin.
  11. 1 2 Ke. Wang 2013, p. 277.
  12. Ke. Wang 2013, p. 278.
  13. 1 2 Ke. Wang 2013, p. 279.
  14. Ke. Wang 2013, pp. 278–280.
  15. Kohl F. David. (2011). Getting the Slogan Right. The Journal of Academic Librarianship, 37(3), 195–196
  16. 1 2 Kohl 2011, p. 195.
  17. Colla, E. (2014). The People Want. Middle East Research and Information Project. Retrieved from www.merip.org/mer/mer263/people-want.
  18. Rumšienė, G. R.; Rumšas (2014). "Shift of emphasis in advertisement slogan translation". Language in Different Contexts / Kalba Ir Kontekstai.
  19. "Mein Kampf (My Struggle)" (PDF). Archived from the original (PDF) on 2021-12-02. Retrieved 2021-11-28.
  20. Marjorie Van de Water (1938). "Propaganda". The Science News-Letter. 34 (15): 234–235. doi:10.2307/3914714. JSTOR   3914714 via JSTOR.
  21. Lasswell, Harold D. (1951). "The Strategy of Soviet Propaganda". Proceedings of the Academy of Political Science. 24 (2): 66–78. doi:10.2307/1173235. JSTOR   1173235 via JSTOR.
  22. Michael, Robert; Doerr, Karin (2002). "Nazi-Deutsch/Nazi German: An English Lexicon of the Language of the Third Reich" (PDF). Arild Hauges Runer.
  23. Doob, Leonard W. (1950). "Goebbels' Principles of Propaganda". Public Opinion Quarterly. 14 (3): 419. doi:10.1086/266211. S2CID   145615085.
  24. Zhang, Yonghong; Lee, Ching Kwan (July 15, 2019). "Manufacturing Consent: How Grassroots Government Assimilates Public Resistance". Urban Chinese Governance, Contention, and Social Control in the New Millennium: 6–38. doi:10.1163/9789004408616_003. ISBN   9789004408623. S2CID   203154512 via brill.com.
  25. "The functions of the narrative structure in Nineteen-eighty four: A look into the three-part novel and its relation to the author's warning message. Federal University of Technology – Paraná, By: Maior, Felipe Souto, 28 February 2014" (PDF).
  26. Coiner, Constance (1998). Better Red: The Writing and Resistance of Tillie Olsen and Meridel Le Sueur (Illini Books ed.). Urbana: University of Illinois Press. p. 7. ISBN   978-0-252-06695-5. LCCN   97039933.
  27. Arash Karami: Khomeini Orders Media to End 'Death to America' Chant Archived 2016-03-04 at the Wayback Machine , Iran Pulse, October 13, 2013
  28. Mackey, Robert. "Israel's New Leaders Won't Stop "Death to Arabs" Chants, but They Will Feel Bad About Them". The Intercept. Retrieved 4 April 2022.

Further reading