A slogan is a memorable
motto A motto (derived from the Latin ''muttum'', 'mutter', by way of Italian ''motto'', 'word', 'sentence') is the general motivation or intention of an individual, family, social group or organization. Mottos are usually found predominantly in written f ...

phrase In everyday speech, a phrase is any group of words, often carrying a special idiomatic meaning; in this sense it is synonymous with expression. In linguistic analysis, a phrase is a group of words (or possibly a single word) that functions as a con ...

used in a
clan A clan is a group of people united by actual or perceived kinship and descent. Even if lineage details are unknown, clan members may be organized around a founding member or apical ancestor. Clans, in indigenous societies, tend to be exogamous, ...

political Politics (from , ) is the set of activities that are associated with making decisions in groups, or other forms of power relations between individuals, such as the distribution of resources or status. The branch of social science that studies ...

commercial Commercial may refer to: * a dose of advertising conveyed through media (such as - for example - radio or television) ** Radio advertisement ** Television advertisement * (adjective for:) commerce, a system of voluntary exchange of products and se ...

religious Religion is a social-cultural system of designated behaviors and practices, morals, beliefs, worldviews, texts, sanctified places, prophecies, ethics, or organizations, that relates humanity to supernatural, transcendental, and spiritual elem ...

, 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 The ''Oxford Dictionary of English'' (''ODE'') is a single-volume English dictionary published by Oxford University Press, first published in 1998 as ''The New Oxford Dictionary of English'' (''NODE''). The word "new" was dropped from the title ...

Oxford Dictionary of English
'' defines a slogan as "a short and striking or memorable phrase used in advertising." A slogan usually has the attributes of being memorable, very concise and appealing to the audience.


The word slogan is derived from ''slogorn'' which was an
Anglicisation Linguistic anglicisation (or anglicization, occasionally anglification, anglifying, or Englishing) is the practice of modifying foreign words, names, and phrases to make them easier to spell, pronounce, or understand in English. The term commonly ...

of the
Scottish Gaelic Scottish Gaelic ( gd|Gàidhlig or Scots Gaelic, sometimes referred to simply as Gaelic) is a Goidelic language (in the Celtic branch of the Indo-European language family) native to the Gaels of Scotland. As a Goidelic language, Scottish Gaelic ...

Scottish Gaelic
Irish Irish most commonly refers to: * Someone or something of, from, or related to: ** Ireland, an island situated off the north-western coast of continental Europe ** Northern Ireland, a constituent unit of the United Kingdom of Great Britain and North ...

''sluagh-ghairm'' (''sluagh'' "army", "host" + ''gairm'' "cry").Merriam-Webster (2003), p. 1174. Irish Slogans vary from the written and the visual to the chanted and the vulgar. Their simple
rhetorical Rhetoric () is the art of persuasion, which along with grammar and logic (or dialectic – see Martianus Capella), is one of the three ancient arts of discourse. Rhetoric aims to study the techniques writers or speakers utilize to i ...

nature usually leaves little room for detail and a
chant A chant (from French ', from Latin ', "to sing") is the iterative speaking or singing of words or sounds, often primarily on one or two main pitches called reciting tones. Chants may range from a simple melody involving a limited set of notes to ...

ed 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 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). 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. 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 ''
tagline In entertainment, a tagline (alternatively spelled tag line) is a short text which serves to clarify a thought for, or is designed with a form of, dramatic effect. Many tagline slogans are reiterated phrases associated with an individual, social g ...

s'' in the United States or ''straplines'' in the United Kingdom. Europeans use the terms ''baselines'', ''signatures'', ''claims'' or ''pay-offs''. "Sloganeering" is a mostly derogatory term for activity which degrades
discourse Discourse is a generalization of the notion of a conversation to any form of communication. Discourse is a major topic in social theory, with work spanning fields such as sociology, anthropology, continental philosophy, and discourse analysis. Fo ...

to the level of slogans. 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.Ke. Wang 2013, p. 276. 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. Slogans can become a global way of identifying good or service, for example
Nike Nike often refers to: * Nike (mythology), a Greek goddess who personifies victory * Nike, Inc., a major American marketer of athletic shoes, apparel, and sports equipment Nike may also refer to: People * Nike (name), a surname and feminine given n ...

's slogan 'Just Do It' helped establish Nike as an identifiable brand worldwide. Slogans should catch the audience's attention and influence the consumer's thoughts on what to purchase.Ke. Wang 2013, p. 277. 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. 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. 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.Ke. Wang 2013, p. 279. A slogan's message can include information about the quality of the product. 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. 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.Kohl 2011, p. 195. 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. 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. 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). 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.


Further reading


External links

Coronavirus SlogansSlogans Directory
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