The name is derived from the Scottish Gaelic sluagh-ghairm (pronounced [ˈsˠɫuəˌɣɛɾʲəm] ), consisting of sluagh - people , army , and gairm - reputation. A slogan is therefore the rallying cry of the clans (in times of peace ) and the rallying and battle cry during combat (in times of war ).
Slogans are mainly used in advertising or brand communication ( advertising slogan ) and in politics , for example in US presidential election campaigns . The slogan should convey a statement in a compact form and suddenly influence the public. In Germany, the term claim is often used synonymously in specialist circles . Sometimes the claim is understood to be the general strategic core idea of a brand and not the implementation as an advertising message . A variant borrowed from the film industry is the tagline , the condensation of the conceptual idea in a mostly colloquial sentence.
An effective tagline should usually follow several of the following guidelines:
- Emphasis on the advantages of a product, person or idea: " Guinness is good for you " ; " Vorsprung durch Technik "
- Formulation of a difference to competition: " Freedom instead of socialism "
- Simple, direct, concise and apt statement: " Nuclear power, no thanks "
- Humor: “ We can do anything. Except high German " (Swabian hubris , slogan from the Mappus term of office )
- Personal address and highlighting as a special feature: "It has never been as valuable as it is today "
- Credibility and clarity: " And runs and runs and runs " ; " It depends on the Chancellor "
- Conveying positive feelings: " Model Germany " , " Yes We Can "
- Conveying wishes or a need: " Without Ö you are missing something "
An effective slogan is anchored in the mind
- tonal means, which mostly come from classical rhetoric or poetry such as:
- Alliteration ( alliteration ): " Please a bit "
- Assonance : " When it comes to money ... "
- Endreim : " Haribo makes children happy and adults too "
- " Dreiklang " (three words), which is particularly easy to remember: " People, animals, sensations " ; " Facts, facts, facts " ; " Because just is just easy "
- Rhetorical question : “ Do you still live or are you already alive? "
- Metaphors : " The star on your way " ; " Come to Marlboro Country "
- other rhetorical figures such as:
- Combination with visual and acoustic stimuli such as: