Slogan

A slogan is a memorable motto or phrase used in a clan or a 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".

[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".

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.

Dass, Kumar, Kohli, & Thomas' (2014) research suggests that there are certain factors that make up the likability of a slogan.

[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.

[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.

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.