Slogans

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." (Stevenson, 2010) A slogan usually has the attributes of being memorable, very concise and appealing to the audience. (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.

The word slogan is derived from slogorn which was an Anglicisation of the Scottish Gaelic and Irish sluagh-ghairm (sluagh "army", "host" + gairm "cry"). 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.

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). 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.

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