The original usage refers to the usage as a clan motto among Gaelic armies. 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. Lastly, leaving the brand name out of the slogan will have a positive effect on the likability of the brand itself. The creativity of a slogan is another factor that had a positive effect on the likability of a slogan. The slogan emphasizes the benefit of the product or service it is portraying. The clarity of the message the brand is trying to encode within the slogan. 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.ĭass, Kumar, Kohli, & Thomas' (2014) research suggests that there are certain factors that make up the likability of a slogan. Therefore, the slogan has a large job in portraying the brand (Dass, Kumar, Kohli, & Thomas, 2014). Brands names and logos both can be changed by the way the receiver interprets them. 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.
Likability Ĭrimmins' (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. 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. 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. Slogans vary from the written and the visual to the chanted and the vulgar. 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"). The 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. 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."Ī 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.
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