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Slogans
What Is A Slogan?
Believe it or not, our English word "slogan" comes from the Scottish word "slogorne", which itself derives from the Gaelic "sluagh-ghairm" ("slaugh" meaning "army", and "ghairm" meaning "shout" or "cry").
So, a "slogan" was originally a battle cry used by Scottish Highland or Irish clans. But, today, in addition to its archaic meaning, the dictionary now defines "slogan" as:
- a motto
- a short distinctive phrase used to identify a company or organization, its nature, aims or goals
- an advertising phrase: a short catchy phrase used in advertising to promote something1
Today, slogans are still "battle cries", but now they're used by companies, corporations and organizations, which want to get their message across quickly and easily (and scare the heck out of the competiton).
Why Have A Slogan?
You've heard that a picture is worth a thousand words. That's often true. But not always.
It's also true that a few well chosen words can be worth more than a thousand pictures.
A picture can suggest your meaning, but is open to interpretation and confusion. It's much better, if you tell people directly and, more importantly, briefly, what you want them to know about your company and what you do.
And a slogan does exactly that - it says a whole lot about you in just a few short, interesting, catchy words. And, the right slogan not only conveys ideas, but it can actually paint a picture with words.
Coca-Cola's slogan is "It's the real thing". And that, in four short, simple, direct and powerful words, says it all. Isn't "the real thing" the best? Isn't "The Real Thing" what you want? So, whatever their slogan cost Coca-Cola, they obviously think it is important and worth having.
1 Encarta® World English Dictionary [North American Edition] © & (P) 2007 Microsoft Corporation.
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