Slogan

A slogan ( dt [ slo ː ɡn̩ ], Engl. [ Sləʊɡən ] ) is a catchy slogan.

The name derives from the Scottish Gaelic Sluagh - ghairm (pronounced [s ˠ ɫuə ˌ ɣɛɾ ʲ əm ] ) from consisting of Sluagh - People, Army, and gairm - reputation. A slogan is thus the collective call of the clans ( in peacetime ) and the collection and also battle cry during the fight ( in wartime ).

Slogans are used mainly in advertising or brand communication ( advertising slogan ) and used in politics. The slogan is intended to provide a statement in a compact shape and influence the public abruptly. In Germany the term Claim is often used interchangeably in the art. Strictly speaking, is meant by the claim rather general strategic core idea of ​​a brand and not implementing as advertisement. Is borrowed from the film industry as a variant, the tagline, the densification of the conceptual idea in a most colloquial sentence.

Properties

An effective slogan is usually followed by more of the following guidelines:

• Emphasis on the advantages of product, person, or idea: " Guinness is good for you"; "Vorsprung durch Technik "
• Formulation of a difference to the competition: "Freedom, Socialism "
• Simple, direct, concise and incisive statement: " nuclear power, no thanks "
• Humor: " We can do anything. Besides high German "
• Personal approach and highlighting as a special: " He never was as valuable as today "
• Credibility and clarity: " And runs and runs and runs "; "On the Chancellor matter"
• Mediation of positive feelings: "Model Germany ", " Yes We Can"
• Mediation of desire or a need: "Without Ö you what is missing"

Linguistic means

An effective slogan anchored by the memory

• Sonic means, mostly from classical rhetoric, or the art of poetry as: Alliteration ( Alliteration ): " Bitte ein Bit "
• Assonance ( " When it comes to money ...")
• Rhyme ( " Haribo makes children happy" )
• " Triad " ( three words), which impresses particularly well ("People, Animals, Sensations "; " facts, facts, facts "; " Because simple is just simple")

• Neologisms ( " Indestructible " )
• Word or sense games ( " thirst is water soluble "; " Not always, but more often " )
• Metaphor ( "Come to Marlboro Country " )
• Ellipse ( "Today is a king" )
• Paradox ( "less is more " )

• Pictures
• Jingles
• Audiovisual sequences