Slogans and meanings – a grammatical, semantic and stylistic analysis

• Main Author: Marinela Doina NISTEA
• Format: Article
• Language: deu
• Published: Vasile Goldis Western University, Arad 2012-01-01
• Series: Studii de Stiinta si Cultura
• Subjects: slogan; commercial; advertising; creativity; word
• Online Access: http://www.revista-studii-uvvg.ro/images/stories/28/11%20NISTEA.pdf

According to DEX, explanatory dictionary of the Romanian language, published by the Institute of Linguistics of the Romanian Academy, a slogan is “an eminent, compelling phrasing expressing in a lapidary manner the political or economic aims of groups, organizations, etc., a topical issue” or “a battle cry of old Scottish clans”. Extrapolating, one may say that, nowadays, a product’s slogan is equivalent to the old battle cry: it is defined by concision and memorability, it has a precise purpose and emphasizes the offerer’s personality. Its efficiency for advertising is undeniable. The role of a slogan is to evoke the message in the most focused possible wording, meant to draw the addressee’s attention, even to surprise him/her, getting them to remember the idea suggested, regardless of whether it concerns a certain product offered for sale, or it regards a candidate, a political program or an ideology.