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A slogan is a memorable motto or phrase used in a clan, political, commercial, religious, or 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]
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] 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]
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.
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.
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 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 on strike 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]
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]
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to present a product or service in terms of utility, advantages and qualities of interest to consumers. It is typically used to promote a specific good or service, but there are a wide range of uses, the most common being commercial advertisement.
Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. It is a type of publicity. The term was popularized by Jay Conrad Levinson's 1984 book Guerrilla Marketing.
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.
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.
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.
In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives. Developing a good relationship with target markets is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc. The intangible elements are the experiences that the target markets share with the brand, and also the relationships they have with the brand. A brand manager would oversee all aspects of the consumer's brand association as well as relationships with members of the supply chain.
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 their 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.
Advertising management is how a company carefully plans and controls its advertising to reach its ideal customers and convince them to buy.
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.
Sustainability advertising is communications geared towards promoting social, economic and environmental benefits (sustainability) of products, services or actions through paid advertising in media in order to encourage responsible behavior of consumers.
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.
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.
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.
Virtual engagement is a metric to determine the level of affinity between a company and its customers.
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.
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.
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.
