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f6 cigarette factory in Dresden with an advertising poster by Netto with the slogan - "Then go to Netto!"

A slogan ( dt. [ ˈSloːɡn, ], engl. [ ˈSləʊɡən ]) is a memorable motto .

Word origin

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:

Linguistic means

An effective slogan is anchored in the mind

Individual evidence

  1. Slogans? Claims? Taglines?

Web links

Wiktionary: Slogan  - explanations of meanings, word origins, synonyms, translations
Wikiquote: slogans  - quotes