DOCSLIB.ORG

The Campaign Slogans of 2008 and 2016: Meta-Analysis Of

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
The Campaign Slogans of 2008 and 2016: Meta-Analysis Of The campaign slogans of 2008 and 2016 : meta-analysis of the literature produced on political slogans with a view to establishing a protocol for analyzing the structure and rhetoric of Barack Obama’s, John McCain’s, Donald Trump’s and Hillary Clinton’s slogans Louise Anglès d’Auriac To cite this version: Louise Anglès d’Auriac. The campaign slogans of 2008 and 2016 : meta-analysis of the literature pro- duced on political slogans with a view to establishing a protocol for analyzing the structure and rhetoric of Barack Obama’s, John McCain’s, Donald Trump’s and Hillary Clinton’s slogans. Humanities and Social Sciences. 2018. dumas-01960550 HAL Id: dumas-01960550 https://dumas.ccsd.cnrs.fr/dumas-01960550 Submitted on 19 Dec 2018 HAL is a multi-disciplinary open access L’archive ouverte pluridisciplinaire HAL, est archive for the deposit and dissemination of sci- destinée au dépôt et à la diffusion de documents entific research documents, whether they are pub- scientifiques de niveau recherche, publiés ou non, lished or not. The documents may come from émanant des établissements d’enseignement et de teaching and research institutions in France or recherche français ou étrangers, des laboratoires abroad, or from public or private research centers. publics ou privés. Louise-Noor Anglès d’Auriac École Normale Supérieure de Lyon Département des Langues, littératures et civilisations étrangères Parcours « Études Anglophones » The campaign slogans of 2008 and 2016 Meta-analysis of the literature produced on political slogans with a view to establishing a protocol for analyzing the structure and rhetoric of Barack Obama’s, John McCain’s, Donald Trump’s and Hillary Clinton’s slogans. Mémoire de Master 1 Soutenu le 22 juin 2018 Sous la direction de M. Sébastien Mort Maître de conférence à l’Université de Lorraine 1 Louise-Noor Anglès d’Auriac Table of contents TABLE OF CONTENTS ...................................................................................................................................... 2 INTRODUCTION .............................................................................................................................................. 4 1. FROM SUSPICION TO SLOGANEERING: THE DYNAMIC EVOLUTION OF THE STUDIES OF SLOGANS ......... 8 1.1. DURING WARTIME: A SLOGAN IS A THREATENING SOCIAL TOOL ........................................................................... 8 1.2. THE STRUCTURAL INFLUENCE: A SLOGAN IS A CODE ........................................................................................ 12 1.3. BRANDING: A SLOGAN IS A COG IN THE MASS MEDIA MACHINERY ...................................................................... 15 1.4. THE RISE OF COGNITIVE STUDIES: A SLOGAN TRIGGERS METAL PROCESSES ........................................................... 16 2. FROM AN ETIOLOGICAL TO A FORMAL METHODOLOGY: BUILDING A PROTOCOL ................................ 19 2.1. A SLOGAN IS A DEFINED BY ITS EXTRA-TEXTUAL COMPONENTS .......................................................................... 19 2.1.1. The 14 features of a symbolic tool ................................................................................................ 19 2.1.2. Slogans as strictly defined by context ........................................................................................... 21 2.1.3. A slogan is strictly defined by its reception: appealing the superego, the ego or the aggression . 23 2.1.4. A slogan is designed by its emitter: understanding the communicator’s interest ........................ 25 2.2. SLOGANS AS DEFINED BY THEIR TEXTUAL COMPONENTS .................................................................................. 27 2.2.1. The rhetorical and poetic form of slogans .................................................................................... 27 2.2.2. A slogan is a specific language in itself ......................................................................................... 28 2.3. A SLOGAN AS DEFINED BY ITS COGNITIVE POWER ........................................................................................... 35 2.4. A SLOGAN IS DEFINED AS A BRANDING TOOL ................................................................................................. 38 2.5. BUILDING A PROTOCOL ............................................................................................................................ 43 3. THE 2008 AND 2016 CAMPAIGNS: SLOGANEERING TO MARKET A BRAND ........................................... 46 3.1. 2008-2016: TWO VERY SIMILAR ELECTORAL CONTEXTS ................................................................................. 46 3.1.1. The political backgrounds ............................................................................................................. 46 3.1.2. An analogy between issues and dynamics .................................................................................... 46 3.1.3. The electorate’s concerns .............................................................................................................. 50 3.2. BRANDING A CANDIDATE, A PARTY AND A VISION OF THE COUNTRY ................................................................... 51 3.2.1. Branding tools ............................................................................................................................... 51 3.2.2. The branding rhetoric .................................................................................................................... 52 3.3. … ADVERTISED BY A SLOGAN WITH RHETORIC CHARACTERISTICS… ..................................................................... 54 3.3.1. A meaningful morphosyntax ......................................................................................................... 55 3.3.2. The mastery of phonic schemes .................................................................................................... 60 3.3.3. An empty semantic toolbox ........................................................................................................... 67 4. THE 2008 AND 2016 CAMPAIGN: THE POLITICAL RHETORIC OF SLOGANS ............................................ 78 2 Louise-Noor Anglès d’Auriac 4.1. A BLATANT POLITICAL MESSAGE ................................................................................................................. 78 4.1.1. 2008: the questionable hero vs. the unifying manifesto ............................................................... 78 4.1.2. 2016: the candidate of the mass vs. the inadequate inclusiveness ............................................... 79 4.2. A POPULIST DISCOURSE ............................................................................................................................ 83 4.2.1. A dislocated social order ............................................................................................................... 84 4.2.2. “The differentiation of an excluded element” ............................................................................... 85 4.2.3. Empty signifiers “link together popular demands in a chain of equivalence” ............................... 86 4.3. A DISCOURSE ON DEMOCRACY ................................................................................................................... 90 4.3.1. The people an inclusive and a transformative dynamic ................................................................ 91 4.3.2. The legitimacy: selling legitimacy of proximity through compassion, familiarity and defective anonymity .................................................................................................................................................... 94 4.3.3. The electoral process ..................................................................................................................... 99 CONCLUSION .............................................................................................................................................. 104 BIBLIOGRAPHY ........................................................................................................................................... 108 1) PRIMARY SOURCES ........................................................................................................................... 108 A. ANALYSES OF SLOGANS ............................................................................................................................... 108 B. THE 2008 AND 2016 ELECTIONS .................................................................................................................. 108 i. Newspaper article and webpages .................................................................................................... 108 ii. Blog posts ......................................................................................................................................... 109 iii. Discourses ........................................................................................................................................ 109 iv. Video recordings .............................................................................................................................. 109 2) SECONDARY SOURCES ....................................................................................................................... 109 A. CONTEXTUAL ANALYSES .............................................................................................................................. 109 i. Studies of propaganda ....................................................................................................................
Load more

Recommended publications
  • The Linguistic Features and Persuasion Techniques in Marlboro Cigarette Advertisement Slogans
    PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI THE LINGUISTIC FEATURES AND PERSUASION TECHNIQUES IN MARLBORO CIGARETTE ADVERTISEMENT SLOGANS A SARJANA PENDIDIKAN THESIS Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree in English Language Education By Astriyani Sulistyowati Student Number: 111214161 ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION SANATA DHARMA UNIVERSITY YOGYAKARTA 2017 PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI THE LINGUISTIC FEATURES AND PERSUASION TECHNIQUES IN MARLBORO CIGARETTE ADVERTISEMENT SLOGANS A SARJANA PENDIDIKAN THESIS Presented as Partial Fulfillment of the Requirements to Obtain the Sarjana Pendidikan Degree in English Language Education By Astriyani Sulistyowati Student Number: 111214161 ENGLISH LANGUAGE EDUCATION STUDY PROGRAM DEPARTMENT OF LANGUAGE AND ARTS EDUCATION FACULTY OF TEACHERS TRAINING AND EDUCATION SANATA DHARMA UNIVERSITY YOGYAKARTA 2017 i PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI ヽ И Sαげα4α Pθ ″グ′どJttη″Thcsis On THE LINGUISTIC FEATURES AND PERSUAS10N TECHNIQUESIN MARLBORO CIGARETT逸 ADVERTISEMENT SLOGANS By Astriyani Sulistyowati Student Number: 11121416l Approved by Carla Sih Prabandtti,S.Pd.,M.Hum. Date: 10 May 2AI7 ― ― ― PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI DEDICATION PAGE Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you will be successful. (Herman Cain) If there is no struggle, there is no progress. (Frederick Douglass) We all make mistakes, have struggles, and even regret things in our past. But you’re not your mistakes, you’re not your struggles, and you are here right now with the power to shape your day and your future.
    [Show full text]
  • Coming to Grips with Life in the Disinformation Age
    Coming to Grips with Life in the Disinformation Age “The Information Age” is the term given to post-World War II contemporary society, particularly from the Sixties, onward, when we were coming to the realization that our ability to publish information of all kinds, fact and fiction, was increasing at an exponential rate so as to make librarians worry that they would soon run out of storage space. Their storage worries were temporarily allayed by the advent of the common use of microform analog photography of printed materials, and eventually further by digital technology and nanotechnology. It is noted that in this era, similar to other past eras of great growth in communications technology such as written language, the printing press, analog recording, and telecommunication, dramatic changes occurred as well in human thinking and socialness. More ready archiving negatively impacted our disposition to remember things by rote, including, in recent times, our own phone numbers. Moreover, many opportunities for routine socializing were lost, particularly those involving public speech and readings, live music and theater, live visits to neighbors and friends, etc. The recognition that there had been a significant tradeoff from which there seemed to be no turning back evoked discussion of how to come to grips with “life in the Information Age”. Perhaps we could discover new social and intellectual opportunities from our technological advances to replace the old ones lost, ways made available by new technology. Today we are facing a new challenge, also brought on largely by new technology: that of coming to grips with life in the “Disinformation Age”.
    [Show full text]
  • Public Relations: a Guide to Strategic Communication
    Public Relations: A Guide to Strategic Communication By Young Joon Lim FIRST EDITION Bassim Hamadeh, CEO and Publisher Kassie Graves, Director of Acquisitions Jamie Giganti, Senior Managing Editor Jess Estrella, Senior Graphic Designer Bob Farrell, Senior Field Acquisitions Editor Gem Rabanera, Project Editor Elizabeth Rowe, Licensing Coordinator Allie Kiekhofer, Associate Editor Kevin Fontimayor, Interior Designer Copyright © 2017 by Cognella, Inc. All rights reserved. No part of this publication may be reprinted, reproduced, transmitted, or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying, microfilming, and recording, or in any information retrieval system without the written permission of Cognella, Inc. Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. Cover image copyright © Copyright © 2015 iStockphoto LP/baona. Printed in the United States of America ISBN: 978-1-63487-475-5 (pbk) / 978-1-63487-476-2 (br) Contents CHAPTER 1 Introduction to Public Relations 2 Understanding Public Relations 2 Definitions of Public Relations 3 Who Uses Public Relations, and Why? 4 Six Representative Entities of Public Relations Practice Why is Public Relations Promising as an Academic Course? 7 How is Public Relations Processed? 8 ROPE: Research, Objectives, Planning, and Evaluation RACE: Research, Action, Communication, and Evaluation GRACE: Goal, Research, Action, Communication, and Evaluation RPIE: Research, Planning, Implementation, and Evaluation Who are the Essential Publics of Public Relations? 10 What are the Components of Public Relations? 11 What are the Stereotypes or Misperceptions about Public Relations? 11 How Does Public Relations Differ from Other Similar Fields of Practice? 12 Advertising vs.
    [Show full text]
  • Using Science As Evidence in Public Policy
    Using Science as Evidence in Public Policy Committee on the Use of Social Science Knowledge in Public Policy Kenneth Prewitt, Thomas A. Schwandt, and Miron L. Straf, Editors Division of Behavioral and Social Sciences and Education Copyright © National Academy of Sciences. All rights reserved. Using Science as Evidence in Public Policy THE NATIONAL ACADEMIES PRESS 500 Fifth Street, NW Washington, DC 20001 NOTICE: The project that is the subject of this report was approved by the Governing Board of the National Research Council, whose members are drawn from the councils of the National Academy of Sciences, the National Academy of Engineering, and the Institute of Medicine. The members of the committee responsible for the report were chosen for their special competences and with regard for appropriate balance. This study was supported by Contract No. SES-0630359 between the National Acad- emy of Sciences and the National Science Foundation; by Contract No. 7275 with the William T. Grant Foundation; by Contract No. 2006-7875 with the William and Flora Hewlett Foundation; and by Contract No. 20070001 with the Spencer Foundation. Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the views of the organizations or agencies that provided support for the project. International Standard Book Number-13: 978-0-309-26161-6 International Standard Book Number-10: 0-309-26161-9 Additional copies of this report are available from the National Academies Press, 500 Fifth Street, NW, Keck 360, Washington, DC 20001; (800) 624-6242 or (202) 334- 3313; http://www.nap.edu.
    [Show full text]
  • Protecting the Right to Freedom of Expression Under the European Convention on Human Rights
    PROTECTING THE RIGHT TO FREEDOM OF EXPRESSION This handbook, produced by the Human Rights National Implementation Division of the Directorate General of Human Rights and Rule of Law, is a practical UNDER THE EUROPEAN CONVENTION tool for legal professionals from Council of Europe member states who wish to strengthen their skills in ON HUMAN RIGHTS applying the European Convention on Human Rights and the case law of the European Court of Human Rights in their daily work. Interested in human rights training for legal professionals? Please visit the website of the European Programme for Human Rights Education for Legal Professionals (HELP): www.coe.int/help Exergue For more information on Freedom of Expression and the ECHR, have a look at the HELP online course: 048117 Prems Citation http://www.coe.int/en/web/help/help-training-platform www.coe.int/nationalimplementation ENG The Council of Europe is the continent’s leading human Dominika Bychawska-Siniarska rights organisation. It comprises 47 member states, A handbook 28 of which are members of the European Union. All for legal practitioners www.coe.int Council of Europe member states have signed up to the European Convention on Human Rights, a treaty designed to protect human rights, democracy and the rule of law. The European Court of Human Rights oversees the implementation of the Convention in the member states. PROTECTING THE RIGHT TO FREEDOM OF EXPRESSION UNDER THE EUROPEAN CONVENTION ON HUMAN RIGHTS A handbook for legal practitioners Dominika Bychawska-Siniarska Council of Europe The opinions expressed in this work are the responsibility of the author and do not necessarily reflect the official policy of the Council of Europe.
    [Show full text]
  • Report, Volume 9
    Report West Point Undergraduate Historical Review Volume 9 Spring 2019 Report West Point Undergraduate Historical Review Volume 9 Spring 2019 Report, 1 Report West Point Undergraduate Historical Review Volume 9, Spring 2019 Editors Daniel Berardino (2020) Editor-in-Chief Military History Helen Burleigh (2019) Assistant Editor International History Morgan Conrow (2019) American History Gregory Brookover (2020) Military History Andrew Carter (2020) Military History Mike Avallone (2020) American History Collin Keogh (2021) American History Brandi Braggs (2021) American History Cameron Hay (2021) American History Report, 2 Copyright and photocopying © 2019 Department of History United States Military Academy West Point, New York 10996 Acknowledgments The Editorial Board would like to thank the faculty of the History Department for their submission recommendations, all the students who submitted papers, and Captain Alexander Humes for his advice and guidance on historical scholarship. Without their help, Report would not have been possible. About The Review Report is a non-profit publication produced by undergraduate cadets at the United States Military Academy. It accepts and encourages submissions from undergraduates in the fall and spring. Reproduction in whole or in part without written permission is prohibited. On The Internet https://www.usma.edu/academics/academic- departments/history/history-journal Disclaimer The contents of Report, including words, images, and opinions, are unofficial and are not to be considered as the official views of the United States Military Academy, the United States Army, or the Department of Defense. Readers accept and agree to this disclaimer in the use of any information obtained from Report. Report, 3 Letter from The Editor Dear Reader, This year the Report editorial staff is pleased to present the spring edition of our journal.
    [Show full text]
  • An Analysis of American Propaganda in World War II and the Vietnam War Connor Foley
    Bridgewater State University Virtual Commons - Bridgewater State University Honors Program Theses and Projects Undergraduate Honors Program 5-12-2015 An Analysis of American Propaganda in World War II and the Vietnam War Connor Foley Follow this and additional works at: http://vc.bridgew.edu/honors_proj Part of the Cultural History Commons, and the United States History Commons Recommended Citation Foley, Connor. (2015). An Analysis of American Propaganda in World War II and the Vietnam War. In BSU Honors Program Theses and Projects. Item 90. Available at: http://vc.bridgew.edu/honors_proj/90 Copyright © 2015 Connor Foley This item is available as part of Virtual Commons, the open-access institutional repository of Bridgewater State University, Bridgewater, Massachusetts. An Analysis of American Propaganda in World War II and the Vietnam War Connor Foley Submitted in Partial Completion of the Requirements for Commonwealth Honors in History Bridgewater State University May 12, 2015 Dr. Paul Rubinson, Thesis Director Dr. Leonid Heretz, Committee Member Dr. Thomas Nester, Committee Member Foley 1 Introduction The history of the United States is riddled with military engagements and warfare. From the inception of this country to the present day, the world knows the United States as a militaristic power. The 20th century was a particularly tumultuous time in which the United States participated in many military conflicts including World War I, World War II, the Korean War, the Vietnam War, the Persian Gulf War, and several other smaller or unofficial engagements. The use of propaganda acts as a common thread that ties all these military actions together. Countries rely on propaganda during wartime for a variety of reasons.
    [Show full text]
  • Meanings of Figures of Speech Used in Tourism Advertising Slogan Texts in the Internet
    PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI MEANINGS OF FIGURES OF SPEECH USED IN TOURISM ADVERTISING SLOGAN TEXTS IN THE INTERNET A THESIS Presented as a Partial Fulfillment of the Requirements to Obtain the Magister Humaniora (M. Hum.) Degree in English Language Studies SISKA BOCHARI Student Number: 096332020 THE GRADUATE PROGRAM IN ENGLISH LANGUAGE STUDIES SANATA DHARMA UNIVERSITY YOGYAKARTA 2011 i PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI ii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI iii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI STATEMENT OF ORIGINALITY This is to certify that all ideas, phrases, sentences, unless otherwise stated, are the ideas, phrases, and sentences of the thesis writer. The writer understands the full consequences including degree cancellation if she took somebody else's ideas, phrases, or sentences without proper references. Yogyakarta, 17 March 2011 SISKA BOCHARI iv PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS Yang bertanda tangan di bawah ini, saya mahasiswa Universitas Sanata Dharma: Nama : Siska Bochari Nomor Mahasiswa : 096332020 Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan Universitas Sanata Dharma karya ilmiah saya yang berjudul: Meanings of Figures of Speech Used in Tourism Advertising Slogan Texts in the Internet beserta perangkat yang diperlukan. Dengan demikian saya memberikan hak kepada Perpustakaan Universitas Sanata Dharma untuk menyimpan, mengalihkan dalam bentuk media lain, mengelolanya dalam bentuk
    [Show full text]
  • Slogans, Brands and Purchase Behaviour of Students
    Published in Young Consumers by Emerald. The original publication is available at: https://doi.org/10.1108/YC-07-2019-1020. This article is deposited under the Creative Commons Attribution Non-commercial International Licence 4.0 (CC BY-NC 4.0). Any reuse is allowed in accordance with the terms outlined by the licence (https://creativecommons.org/licenses/by-nc/4.0/). To reuse the AAM for commercial purposes, permission should be sought by contacting [email protected]. Slogans, Brands and Purchase Behaviour of Students Maria Rybaczewska, University of Stirling, Stirling, Scotland, University of Social Sciences, Lodz, Poland, Siriphat Jirapathomsakul, Cosmo Group Public Company Limited, Bangkok, Thailand Yiduo Liu, Industrial and Commercial Bank of China Hubei Province Branch, Hubei, China Wai Tsing Chow, University of Stirling, Stirling, Scotland Mai Thanh Nguyen, Ho Chi Minh, Vietnam, Leigh Sparks, University of Stirling, Stirling, Scotland, Stirling Management School Marketing and Retail Divsion FK9 4NT Stirling, Scotland, United Kingdom Abstract Purpose: The aim of this paper is to extend the understanding of the influence of slogans (e.g. “Dare for More”) on brand awareness and purchase behaviour of students. Design/methodology/approach: Data were collected thorough 34 in-depth face-to-face interviews with university students, using the Customer Decision Process (CDP) model as an approach. Findings: Our research confirmed that conciseness, rhythm and jingle are key features strengthening customers’ recall and recognition, both being moderators of slogans’ power. The role and influence of slogans depend on the stage of the customer decision making process. Key influencers remain product quality, popularity and price, but appropriate and memorable slogans enhance products’ differentiation and sale.
    [Show full text]
  • The Influence of Brand Effect on Slogan's Memorability
    European Research Studies Journal Volume XXII, Issue 4, 2019 pp. 88-100 The Influence of Brand Effect on Slogan‘s Memorability Submitted 23/05/19, 1st revision 28/06/19, 2nd revision 17/08/19, accepted 20/10/19 Paulo Duarte Silveira1, Paulo Bogas2 Abstract: Purpose: The main aim of this article is to examine the influence of consumers’ brand effect on their ability to remember brand slogans. Design/Methodology/Approach: An empirical quantitative study was carried out via an online questionnaire, analyzing 370 real costumers of three telecom B2C service providers in Portugal. Findings: The results tend to indicate to not corroborate the positive influence of brand effect on brand slogan memorability. However, it was also found evidence to raise doubts on the absence of the relationships, since some components of brand effect had a positive impact on slogan recognition in some of the brands studied. Practical implications: Brands might consider focusing on other dimensions besides brand effect, if their aim is to increase brand and slogan awareness. However, since some contradictory results were verified, managers should not view that implication as a golden rule for management and branding decisions. Originality/Value: The main contribution of this study is to shed a light on a relation not yet sufficiently explored in previous studies related to slogan’s effectiveness. Keywords: Slogan, brand love, brand effect, brand recall, brand recognition. JEL Codes: M31,M37. Paper type: Research article. Acknowledgements: Authors acknowledge the support from the affiliation institutions Polytechnic Institute of Setúbal and CEFAGE-UE. CEFAGE-UE has financial support from Fundação para a Ciência e a Tecnologia (Grant UID/ECO/04007/2013) and FEDER/COMPETE (POCI-01- 0145-FEDER-007659).
    [Show full text]
  • The Importance of Advertising Slogans and Their Proper Designing in Brand Equity
    INTERNATIONAL JOURNAL OF INDUSTRIAL ORGANIZATIONAL LEADERSHIP MANAGEMENT 2013, VOL. 2; NO. 2; 62-69 INSTITUTE THE IMPORTANCE OF ADVERTISING SLOGANS AND THEIR PROPER DESIGNING IN BRAND EQUITY Somayeh Abdia*, Abdollah Irandoustb a. Islamic Azad University, Ardabil branch, Ardabil, Iran b. Entrepreneurship management, University of Allameh Tabatabaii, Tehran, Iran Abstract The term slogan derives from Slough-ghairm, pronounced as Slogorm from Scottish Gaelic which means battle cry. Slogan is usually an unforgettable phrase that is frequently used to express an idea or purpose. Slogans have been employed in religious and political areas since long time ago, but today they are mostly used in business and trading. They vary from other ordinary text and images, and often because of their simple structure cannot convey a lot of concepts and details. Hereupon, slogans instead of drawing specific audience, address general audience to convey their particular meanings. Brand owners pay lots of money to advertising agencies to come up with snappy advertising slogans. Advertising slogans often claim to have knowledge of something and attempt to show it. Slogans usually serve a substantial role in calling audience’s attention to one or more aspects of a product or service. Normally slogans claim that the advertised product or service is of the highest quality, or is the most delicious, the most inexpensive, or nutritious… one. The slogans should point out, at least, the most important advantage of a product, or respond to the audience’s needs, or offer more benefits for their future/probable customers. Keywords: advertising slogans, brand equity, competitive markets, customer knowledge 62 Introduction Advertising slogans and promotional tools enable companies to introduce themselves, their products, or services.
    [Show full text]
  • Psychological Operations Principles and Case Studies
    Psychological Operations Principles and Case Studies Editor Frank L. Goldstein, Col, USAF Co-editor Benjamin F. Findley, Jr., Col, USAFR Air University. Press Maxwell Air Force Base, Alabama September 1996 Library of Congress Cataloging-in-Publication Data Psychological operations : principles and case studies j editor, Frank L. Goldstein ; co-editor, Benjamin F. Findley. p. cm. At head of t.p. : AU Shield. "September 1996 ." 1. Psychological warfare-United States . 2. Psychological warfare-Case studies . 1. Goldstein, Frank L., 1945- . 11. Findley, Benjamin F. UB276.P82 1996 355 .3'434-dc20 96-22817 CIP ISBN 1-58566-016-7 Disclaimer This publication was produced in the Department of Defense school environment in the interest of academic freedom and the advancement of national defense-related concepts . The views expressed in this publication are those of the authors and do not reflect the official policy or position of the Department of Defense or the United States government. This publication has been reviewed by security and policy review authorities and is cleared for public release . For Sale by the Superintendent of Documents US Government Printing Office Washington, DC 20402 Contents Essay Page DISCLAIMER -------------------- ii FOREWORD . Lx PREFACE ______________________ xi PART I Nature and Scope of Psychological Operations (PSYOP) Introduction . 3 1 Psychological Operations : An Introduction Col Frank L. Goldstein, USAF Col Daniel W. Jacobowitz, USAF, Retired 2 Strategic Concepts for Military Operations . , 17 Col Fred W. Walker, USAF, Retired 3 No More Tactical Information Detachments: US Military Psychological Operations in Transition . 25 Col Alfred H. Paddock, Jr., USA, Retired 4 Blending Military and Civilian PSYOP Paradigms .
    [Show full text]