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Slogan - Prestige (Official Music Video)
Slogan - Prestige (Official Music Video)
Published: 2017/08/05
Channel: Slogan Official
Slogan & A Flow Mobz - Underground Stars - Official Music Video 4K
Slogan & A Flow Mobz - Underground Stars - Official Music Video 4K
Published: 2016/12/04
Channel: Slogan Official
Slogan - Βασιλιάς του AutoTune | Vasilias tou AutoTune (Official Music Video 4K)
Slogan - Βασιλιάς του AutoTune | Vasilias tou AutoTune (Official Music Video 4K)
Published: 2017/05/12
Channel: Slogan Official
WΔLF - Nosferatu ft Slogan & A Flow Mobz (Official Music Video)
WΔLF - Nosferatu ft Slogan & A Flow Mobz (Official Music Video)
Published: 2017/06/25
Channel: OffBeat Records
Slogan - Bitcoin (Official Audio Release)
Slogan - Bitcoin (Official Audio Release)
Published: 2017/07/11
Channel: Slogan Official
Slogan - Adidas (Official Audio Release)
Slogan - Adidas (Official Audio Release)
Published: 2017/07/16
Channel: Slogan Official
19. Slogan - Α
19. Slogan - Α' Προβολή (Ft.SNIK)
Published: 2016/01/28
Channel: Slogan Official
03.Slogan - Ακούς το αύριο (Feat.Μικρός Κλέφτης & Raf)
03.Slogan - Ακούς το αύριο (Feat.Μικρός Κλέφτης & Raf)
Published: 2013/04/28
Channel: Slogan Official
14. Slogan - Σουίτα με θέα (Ft.Ypo)
14. Slogan - Σουίτα με θέα (Ft.Ypo)
Published: 2016/03/05
Channel: Slogan Official
A Kashmiri Lady Chanting Bharat Mata Ki Jai Slogan In Lal Chowk Srinagar
A Kashmiri Lady Chanting Bharat Mata Ki Jai Slogan In Lal Chowk Srinagar
Published: 2017/08/15
Channel: Jkupdate
Slogan-R.I.P (Prod. Boi Lee PRIME)
Slogan-R.I.P (Prod. Boi Lee PRIME)
Published: 2016/05/23
Channel: Slogan Official
Gio Melody - Game Over feat. Slogan & N.O.E. (Official Music Video)
Gio Melody - Game Over feat. Slogan & N.O.E. (Official Music Video)
Published: 2015/04/19
Channel: Gio Melody
9. Slogan - Bruce Wayne ft.Raf [Official Music Video]
9. Slogan - Bruce Wayne ft.Raf [Official Music Video]
Published: 2015/05/13
Channel: Slogan Official
18. Slogan - Messier 88 [Official Music Video]
18. Slogan - Messier 88 [Official Music Video]
Published: 2014/09/19
Channel: Slogan Official
Slogan vs Light  Beef (Videos)
Slogan vs Light Beef (Videos)
Published: 2016/12/22
Channel: vitavitakrt
How To Create Amazing Slogans
How To Create Amazing Slogans
Published: 2014/04/18
Channel: VIEW VAST
The 10 Most Powerful Slogans of Indian Independence Movement.
The 10 Most Powerful Slogans of Indian Independence Movement.
Published: 2016/08/13
Channel: ListBee
SLOGAN CHALLENGE!
SLOGAN CHALLENGE!
Published: 2017/05/12
Channel: TeamDylanHaegens
08.Slogan - Ναυαγός στα βαθιά
08.Slogan - Ναυαγός στα βαθιά
Published: 2012/12/21
Channel: Slogan Official
Slogan - Cocky - See you Remix
Slogan - Cocky - See you Remix
Published: 2015/12/07
Channel: Slogan Official
Slogan Making Contest-Ballesteros District Science Fair
Slogan Making Contest-Ballesteros District Science Fair '13
Published: 2013/10/12
Channel: Larry Ubarre
Video of Slogan The  Making
Video of Slogan The Making
Published: 2012/09/13
Channel: paef palauig
10. Slogan - Κουμάντα (Ft.Mpelafon)
10. Slogan - Κουμάντα (Ft.Mpelafon)
Published: 2016/03/07
Channel: Slogan Official
8. Slogan - 28/8
8. Slogan - 28/8
Published: 2015/08/28
Channel: Slogan Official
Slogan - Σκάμε στα μαύρα (Audio)
Slogan - Σκάμε στα μαύρα (Audio)
Published: 2017/03/14
Channel: GRap
21. Slogan - 공기 지구 [Aέρας-Γη]
21. Slogan - 공기 지구 [Aέρας-Γη]
Published: 2014/10/27
Channel: Slogan Official
ΟΥΡΛΙΑΖΕ ο Mad Clip: "Ο Slogan με είπε υποκριτή ενώ μιλάει για drugs στα κομμάτια του"
ΟΥΡΛΙΑΖΕ ο Mad Clip: "Ο Slogan με είπε υποκριτή ενώ μιλάει για drugs στα κομμάτια του"
Published: 2017/03/31
Channel: ραπ νοικοκυρά
COMO CRIAR UM SLOGAN INESQUECÍVEL
COMO CRIAR UM SLOGAN INESQUECÍVEL
Published: 2016/02/22
Channel: Forasteiro
15. Slogan - Ωχ αμάν 2 (Hangover)
15. Slogan - Ωχ αμάν 2 (Hangover)
Published: 2016/03/07
Channel: Slogan Official
07.Slogan - Χώρα ώρα μηδέν (Feat.Hatemost)
07.Slogan - Χώρα ώρα μηδέν (Feat.Hatemost)
Published: 2013/04/28
Channel: Slogan Official
Slogan - Aπο ραπ εσυ μυρωδια - U.O.E.N.O Remix
Slogan - Aπο ραπ εσυ μυρωδια - U.O.E.N.O Remix
Published: 2014/02/06
Channel: Slogan Official
TOP 9000 DES SLOGANS DE MARQUES - MDR 67
TOP 9000 DES SLOGANS DE MARQUES - MDR 67
Published: 2017/03/19
Channel: MDR
LIGHT VS SLOGAN BEEF+ΜΗΝΎΣΕΙΣ (NEW 2017)
LIGHT VS SLOGAN BEEF+ΜΗΝΎΣΕΙΣ (NEW 2017)
Published: 2017/04/01
Channel: ΗΔΖΞ
Nutrition Slogan Writing Contest-Ballesteros District
Nutrition Slogan Writing Contest-Ballesteros District
Published: 2011/07/22
Channel: Larry Ubarre
Yiyorsa, Apo diye slogan atın...
Yiyorsa, Apo diye slogan atın...
Published: 2017/03/14
Channel: Bozkurt Caps
UIRC : How JAI HIND Slogan Started ?
UIRC : How JAI HIND Slogan Started ?
Published: 2017/08/14
Channel: UIRC
The Democrats New Slogan Is Terrible
The Democrats New Slogan Is Terrible
Published: 2017/07/22
Channel: Secular Talk
Crea el slogan de tu marca
Crea el slogan de tu marca
Published: 2016/07/12
Channel: Platzi
3. Slogan - Αθάνατοι
3. Slogan - Αθάνατοι
Published: 2016/03/07
Channel: Slogan Official
Each One Plant One Slogan Making_18072014
Each One Plant One Slogan Making_18072014
Published: 2014/07/20
Channel: JPIS
PTI New Slogan Go Zardari Go Zardari
PTI New Slogan Go Zardari Go Zardari
Published: 2017/08/15
Channel: Current News
13. Slogan - Mona Lisa
13. Slogan - Mona Lisa
Published: 2016/03/07
Channel: Slogan Official
27 Slogans da propaganda e da televisão do Brasil
27 Slogans da propaganda e da televisão do Brasil
Published: 2016/02/02
Channel: Manoloyy
Slogan Meaning
Slogan Meaning
Published: 2015/04/13
Channel: SDictionary
Explication de texte : le slogan de Manuel Valls - Quotidien avec Yann Barthès
Explication de texte : le slogan de Manuel Valls - Quotidien avec Yann Barthès
Published: 2016/12/10
Channel: Quotidien
Slogan - Γνώμη για Light
Slogan - Γνώμη για Light
Published: 2017/08/09
Channel: GrNΔtion Music
Slogan - Γνώμη για Billy Sio
Slogan - Γνώμη για Billy Sio
Published: 2017/08/16
Channel: GrNΔtion Music
Happy Earth Day: Best Slogan & Quotes On Save Earth
Happy Earth Day: Best Slogan & Quotes On Save Earth
Published: 2017/04/18
Channel: Umi Wish
Top Battle Rap Motto
Top Battle Rap Motto's & Slogan's - A to Z
Published: 2017/05/21
Channel: Playboy X
SNIK feat. SLOGAN - SHOWTIME (Official Music Video)
SNIK feat. SLOGAN - SHOWTIME (Official Music Video)
Published: 2015/06/17
Channel: SHOWTIMEpartyTV
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WIKIPEDIA ARTICLE

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In 1995, FDA's assertion of authority to regulate tobacco drew heavy opposition from the tobacco community, 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] (Stevenson, 2010) A slogan usually has the attributes of being memorable, very concise and appealing to the audience.[2] (Lim & Loi, 2015). These attributes are necessary in a slogan, as it is only a short phrase. Therefore, it is necessary for slogans to be memorable, as well as concise in what the organisation or brand is trying to say and appealing to who the organisation or brand is trying to reach.

Etymology[edit]

The word slogan is derived from slogorn which was an Anglicisation of the Scottish Gaelic and Irish sluagh-ghairm (sluagh "army", "host" + 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 Jr., 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[edit]

Crimmins' (2000, as cited in Dass, Kumar, Kohli, & Thomas, 2014) research suggests that brands are an extremely valuable corporate asset, and can make up a lot 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[edit]

The original usage refers to the usage as a clan motto among Highland clans. 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.[better source needed]

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.[7][8] A slogan is part of the production aspect that helps create an image for the product, service or cause it's 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.[8] Slogans can become a global way of identifying good or service, for example Nike's slogan 'Just Do It' helped establish Nike as an identifiable brand worldwide.[9]

Slogans should catch the audience's attention and influence the consumer's thoughts on what to purchase.[10] 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 its 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.[10] 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.[11] 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.[12] A slogan's message can include information about the quality of the product.[12] 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.[13] 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.[14][15] 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.[15] 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.[16] 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).[17] Looking at a slogan as a supportive role to a brands 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.

References[edit]

  1. ^ Stevenson, A., (2010). Oxford Dictionary of English (Vol. III). Oxford University Press. doi:10.1093/acref/9780199571123.001.0001. 
  2. ^ Lim, L.; Loi (2015). "Evaluating slogan translation from the readers' perspective: A case study of Macao". Babel. 
  3. ^ Merriam-Webster (2003), p. 1174. Irish
  4. ^ Denton Jr, R. E. (1980). "The Rhetorical Function of Slogans: Classification and Characteristics". Communication Quarterly. 28 (2). 
  5. ^ a b 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. ^ Ke, Qunsheng. Wang, Wei Wei. (2013). The Adjective Frequency in Advertising English Slogans. Theory and Practice in Language Studies, 3.2, 275-284. doi: 4304/tpls.3.2.275-278
  8. ^ a b Ke. Wang 2013, p.276.
  9. ^ "Advertising Slogan Hall of Fame". 
  10. ^ a b Ke. Wang 2013, p.277.
  11. ^ Ke. Wang 2013, p.278.
  12. ^ a b Ke. Wang 2013, p.279.
  13. ^ Ke. Wang 2013, ps.278-280.
  14. ^ Kohl F. David. (2011). Getting the Slogan Right. The Journal of Academic Librarianship, 37(3), 195-196
  15. ^ a b Kohl 2011,p.195.
  16. ^ Colla, E. (2014). The People Want. Middle East Research and Information Project. Retrieved from www.merip.org/mer/mer263/people-want.
  17. ^ Rumšienė, G. R.; Rumšas (2014). "Shift of emphasis in advertisement slogan translation". Language in Different Contexts / Kalba Ir Kontekstai. 

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