Statement of the problem and rationale for the study
In today's developed world, the introduction of thousands of new products and services daily has transformed advertising into an intricate art form focused on informing and persuading consumers As Bovée et al (1995) noted, advertising has reached unprecedented levels of ubiquity Central to this advertising landscape are slogans, which serve as the essence of advertisements and are found in every campaign, effectively embedding messages in the minds of consumers.
“The language of advertising” titles these slogans the hooks which she calls “the initial piece of attention-seeking verbal language used to draw the reader in” (Goddard,
Slogans serve as vital, concise messages that advertisers use to connect with their customers, leaving lasting impressions Effective slogans encapsulate the core theme of a campaign, creating a strong association between the product and the brand (Bovée and Arens, 1992:274) Crafting a successful slogan is challenging, as it demands a deep understanding of linguistic elements such as phonology, lexicology, syntax, semantics, and pragmatics Therefore, analyzing successful slogans can reveal valuable insights into the art of language use, benefiting not only marketers but also sociologists, psychologists, and linguists.
A successful slogan is subjective and varies based on the type of products and services, geographical location, and target audience It is crucial for attracting consumers as it encapsulates the unique qualities, benefits, and marketing stance of the advertised product or service Additionally, an effective slogan should resonate with the overall mood and message of the advertisement.
This study analyzes the advertising slogans of world-famous food and drink products to uncover the linguistic features that contribute to their success These products, recognized for their unique tastes and established prestige, owe much of their success to effective advertising campaigns where slogans play a crucial role Given the essential nature of food and drink in daily life, these slogans must be crafted with precision to appeal to a diverse customer base across various demographics An exploration of the language used in these slogans can provide valuable insights for producers aiming to create persuasive marketing messages Despite the abundance of research on advertising language, studies focusing specifically on the linguistic characteristics of slogans are limited Previous works have primarily examined surface features or specific pragmatic aspects, making this investigation into food and drink slogans a significant contribution to the field and a pioneering effort in the context of MA theses at ULIS.
Inspired by previous research, a study titled “A Descriptive Analysis of Linguistic Features of Advertising Language Used in English Slogans for Food and Drink Products” was conducted to explore the key linguistic characteristics of advertising language in this context The researcher aims to provide valuable insights that can serve as a crucial reference for English language teachers, learners, translators, advertisers, and others interested in this field.
Aims of the study
This study aims to analyze the phonological, lexical, syntactic, and semantic characteristics of advertising slogans for food and drink products, highlighting the key linguistic features of advertising language in English Additionally, it explores practical implications for crafting effective slogans in the Vietnamese market to enhance brand success.
Research question
In brief, the study seeks the answers to this research question:
What are the most significant linguistic features of food and drink slogans in English?
Specifically, the linguistic features of slogans are analyzed based on these four different levels:
Scope of the study
Due to time constraints and the limited scope of a Master's thesis, this research focuses on 112 food and drink English slogans sourced from adslogans.co.uk, a prominent database of advertising slogans, rather than a comprehensive analysis across all advertising fields The study examines these slogans through four linguistic aspects: syntactic features related to sentence complexity, semantic features that encompass various figures of speech, phonological features involving rhetorical sound devices, and lexical aspects highlighting frequently used words in advertising language Notably, stylistic features and extra-linguistic factors such as typography and layout are not included in this analysis This targeted approach enables the researcher to gain a deeper understanding of the subject matter and deliver valuable insights.
Methodology
This study employs descriptive and analytic methods to examine linguistic phenomena in food and drink slogans, following Seliger and Shohamy’s definition of descriptive techniques that do not involve experimental manipulation The descriptive method offers detailed insights into these slogans, while the analytic method allows for the identification and isolation of specific linguistic aspects for focused analysis.
The research employed a mixed-methods approach, integrating both qualitative and quantitative techniques The quantitative methods were utilized for data collection and analysis, while qualitative methods were essential for developing the theoretical framework, interpreting the data, and drawing meaningful conclusions.
Organization of the study
The study consists of an introduction and four chapters The section entitled
The introduction of the study presents essential background information, including the rationale behind the research, its aims, key research questions, scope, methodology, and overall organization.
Chapter 1, titled “LITERATURE REVIEW,” offers a concise overview of existing research on the topic in English It establishes a theoretical framework for discourse analysis, advertising, and advertising slogans, while also exploring various linguistic techniques employed in advertising language.
Chapter 2 – RESEARCH METHODOLOGY outlines the research approach employed in the study, detailing the methods utilized for data collection and analysis to ensure optimal results for the author.
Chapter 3, titled "Main Findings and Discussions," presents a summary of the author's research findings by addressing four key questions outlined in the first chapter This analysis highlights the most significant characteristics of the English language utilized in food and drink advertising slogans.
In conclusion, this study highlights the significant implications for the creation of advertising slogans, particularly in the food and drinks sector It emphasizes the importance of understanding consumer behavior and preferences in slogan development Additionally, the findings suggest avenues for further research to explore innovative strategies and trends in advertising.
The study ends with “BIBLIOGRAPHY”.
LITERATURE REVIEW
ADVERTISING AS A DISCOURSE
1.1.1.1 Definition of discourse and discourse analysis
Discourse, as defined by Widdowson (2000:8), involves the use of sentences to execute communicative acts that come together to form larger cohesive components This process establishes a rhetorical model that characterizes language as a comprehensive form of communication.
Widdowson (2000:100) highlights the difference between Discourse and Text, defining Discourse as a communicative process that results in a change in circumstances In this process, information is shared and intentions are clarified, ultimately producing Text.
Yule (1996: 139) defines discourse analysis as follows:
In the exploration of language, intriguing questions emerge regarding its usage rather than its components This leads us to investigate how language users interpret the intentions of others in communication.
Discourse analysis explores how language users comprehend texts, interpret speakers' meanings beyond their words, distinguish coherent discourse from confusion, and engage effectively in conversation.
1.1.1.2 Context and its role in discourse analysis
Context is essential for interpreting language, as it encompasses the knowledge of the world beyond words (Guy Cook, 1989) It shapes the situation that generates discourse and embeds it within a broader framework (Nunan, 1993) Ultimately, understanding context is crucial for grasping the meaning of any discourse, as there can be no discourse without it.
Discourse analysis examines language in context, encompassing various written texts and spoken interactions ranging from informal conversations to formal speeches This field investigates language phenomena that extend beyond individual sentences, considering the influence of context, social dynamics, relationships, and cultural factors on communication.
Hymes (1962) sees contexts as a limit of the range of possible interpretations, and on the other hand, a supporter of the intended interpretation He states as follows:
Linguistic forms convey multiple meanings, which can be influenced by context When a specific form is applied within a particular context, it narrows down the potential meanings to those that the form can express, while simultaneously filtering out other meanings that the context does not support.
(Hymes, 1962 quoted in Brown and Yule, 1983:38)
1.1.2 Advertising as a discourse: Advertisements as Texts
Translators must understand genre and text type, as outlined by Hervey et al (1995:126), to effectively navigate the distinct styles and language used across various cultures This section focuses on the key elements of the advertising register, emphasizing the unique characteristics that define advertising as a specific text type.
Register refers to the specific lexical and grammatical features that characterize discourse within recurring situations (Johnstone, 2002:147) In the realm of advertising, Trosborg (1997:9) emphasizes that the primary criterion for any genre is its communicative purpose Therefore, the information presented in advertisements should be viewed not as the main objective but as a supplementary element that enhances persuasiveness As a genre, advertising falls under appeal-oriented texts, primarily focused on persuasion In commercial advertising, both form and content work cohesively to elicit consumer responses, with the ultimate aim of convincing potential buyers to purchase the advertised products (Reiss, 2000:38).
To sum up, it is also shown that the ultimate communicative purpose of advertising genre is persuasion This allows us to regard advertisements as appeal-focused texts.
CONCEPT OF ADVERTISING AND ADVERTISING SLOGANS
This part of the study will bring the general and basic ideas of advertising and slogans which are necessary for understanding the issue as a whole
Advertising is an integral component of today's competitive market economy, shaping our society in profound ways As Cook (1992:182) emphasizes, advertising is not merely an external phenomenon; it is an essential aspect of our lives, intertwined with our identities and experiences.
From a linguistic standpoint, advertising is defined as "a communicative situation" where language serves specific purposes and possibilities (Adler, 1985) In contrast, Goddard (1998) emphasizes the primary aim of advertising, highlighting its strategic intent.
Advertising extends beyond merely promoting products; it also involves crafting messages aimed at improving the reputation of individuals, groups, or organizations.
An advertisement serves as a public notice designed to disseminate information aimed at boosting the sales of goods and services in the marketplace, as noted by Vestergaard and Schroder (1985:2).
Advertisements can be classified based on various criteria, including geography, medium, and purpose Geographically, they can be local, national, or international, while in terms of medium, they fall into print and electronic categories The primary distinction lies in their purpose: commercial advertisements aim to promote sales of products or services to a mass audience, whereas non-commercial advertisements, produced by governmental agencies or associations, seek to influence public opinion through political propaganda or charitable contributions Despite the existence of other advertising types, commercial advertising dominates in terms of financial investment, professional expertise, and media space This analysis will focus specifically on commercial advertising, which Vestergaard and Schroder categorize into three types.
Prestige or good-will advertising - where firms advertise a name or an image
Industrial or trade advertising – where a firm advertises its products to other firms
Consumer advertising – where a firm advertises its products to potential consumers
Consumer advertising encompasses a wide range of products, including alcohol, cigarettes, beverages, food, clothing, cosmetics, automobiles, and home appliances, all aimed at ordinary consumers While many people often feel overwhelmed and bored by the constant barrage of advertisements across various media, they still rely on these ads for essential purchasing information Consequently, capturing consumer attention becomes the primary objective for advertising copywriters The advertising slogans examined in this study fall within the consumer advertising category.
Non-commercial advertising, also known as Public Interest Advertising, aims to inform, persuade, or remind the public about specific ideas, causes, or philosophies This form of advertising is typically utilized by non-business institutions, including schools, hospitals, and charitable organizations Unlike commercial advertising, which seeks to drive consumer spending, public interest advertising focuses on spreading concepts and promoting social ethics, using language that reflects its nonprofit nature.
Advertising can be categorized based on the medium used, including television, radio, brochures, leaflets, magazines, newspapers, and other printed materials, as well as online platforms, direct mail, and outdoor advertising.
1.2.3 Advertising as kind of communication
Churchill, Jr and Peter (1998: 142) show their opinions about advertising by stating as follows:
Advertising refers to any paid or donated message disseminated through mass media by a recognized individual, company, or organization Its primary purpose is to inform and persuade audiences about products, encouraging them to make purchases or reinforcing brand loyalty Additionally, advertising aims to communicate important information about the organization itself, enhancing the perception of product quality and reliability, which ultimately fosters customer retention and repeat buying behavior.
Therefore, advertising is, in its nature, a form of communication between advertisers and customers
Goddard (1998) explores the dynamics of advertising communication through the concepts of narrators and narratees She explains that the writer, typically a copywriter or artist in an advertising agency, is responsible for constructing the text, while the narrator serves as the storyteller within the ad Copywriters have the ability to create various narrators to effectively convey the advert's message, such as a female writer adopting a male narrator's voice or an adult writer embodying a child narrator Conversely, narratees represent those who are addressed by the advertisement, which may not be an individual but rather a target audience or the general public.
Advertising operates as a form of mass communication involving a copywriter and a diverse audience, rather than an individual Typically, an advertising agency employs a team to craft messages for advertisers, targeting a collective audience exposed to various advertising sources This audience varies significantly in terms of gender, education, social status, age, and income, necessitating that copywriters carefully consider their target demographics when creating advertisements The primary focus of this communication is on the products and services being promoted, with a crucial distinction made between spoken and written media in the advertising landscape.
1.2.4 Advertising slogan as an essential part of advertisement
1.2.4.1 Definitions of slogans and adverting slogans
According to Longman Dictionary of Contemporary English (1995: 1349), “a slogan is a short easily-remembered phrase used by an advertiser, a politician, etc.”
A slogan is a catchy motto used across various contexts, including politics, commerce, and religion, to express a specific idea or purpose In advertising, a slogan acts as a verbal logo, typically positioned near the brand name or product logo Essentially, it serves as a concise message that encapsulates the advertisement's core message, making it memorable for consumers Often, slogans are the first thing that comes to mind for customers when they think of a product.
A compelling slogan effectively encapsulates the essence of a product or service, making it memorable and worthy of repeated use in advertising It should resonate with the audience, ensuring that it is both easy to recall and significant enough to leave a lasting impression.
An advertising slogan, as defined by Rein (1982), is a unique phrase associated with a company or brand that encapsulates a "big idea" and unifies the elements of an advertising campaign A successful slogan should highlight the product's uniqueness or values, while also being attention-grabbing, memorable, and concise.
In different countries, slogans can be replaced by different terms such as endlines (in the UK), taglines or theme lines (in the USA) or signatures (in France)
According to Rey (1996, as cited in Abreu et al 2006:42), slogans can be used for the following general purposes:
To express especially the main advantage of the product
To identify clearly the advertised product
FEATURES OF ADVERTISING LANGUAGE
A slogan often accompanies a product's logo to ensure that customers can grasp key messaging even if they overlook the advertisement itself This strategic placement enhances brand recognition, as seen in KFC's marketing, where the slogan is prominently displayed alongside the logo in printed materials.
To effectively convey the key message of an advertisement, it is essential for readers to notice both the logo and the accompanying slogan simultaneously, as this strategic placement enhances the impact of the advertisement.
Language significantly impacts individuals and their behaviors, particularly in marketing and advertising The selection of language is crucial for effectively conveying messages aimed at influencing audiences Advertising language, often referred to as "loaded language," is versatile and can adapt to various forms to communicate its intended message, as noted by Sternkopf (2005) This adaptability allows advertising to utilize the full spectrum of linguistic possibilities.
In this chapter, a description of the language of advertising on the syntactic, lexical, semantic and phonetic levels will be presented
1.3.1 Syntactic Features of Advertising Language
This section explores the key syntactic features of English used in advertising, focusing on sentence types and structures A significant challenge for analysts studying advertising language, especially slogans, is its disjunctive nature, which complicates the understanding of their effectiveness and impact.
Advertising language is characterized by "block" language, which is constrained by spatial and temporal limitations Due to its specific communicative goals and space restrictions, the grammar used in advertising exhibits unique features that distinguish it from standard grammar found in other contexts As noted by Leech (1966:93), the differences between discursive and disjunctive grammar stem from these constraints.
In fully disjunctive grammar, minor and non-finite clauses operate independently, allowing sentences to exist without a finite predicator This independence means that a single nominal or adverbial group can stand alone grammatically, even if composed of just one word Consequently, there are no restrictions on the simplicity of grammatical units.
Sentence constituents can be categorized into four sub-types based on their complexity: groups, verbless and non-finite clauses, simple sentences, and multiple sentences Notably, compound-complex sentences are excluded from this classification due to their infrequent use in advertising language and slogans.
The Group is defined as expansion of a word (Richards, 1996:5)
NG: “New classics” (Chic and Cher)
Advertisements often feature lengthy and complex noun phrases, as noted by Toolan (1988) and Bruthiaux (1996) These noun phrases are particularly intriguing due to their pre-modifying components, which exhibit uncommon structural characteristics In many instances, entire advertising texts consist solely of noun phrases, allowing for clusters of two, three, or more adjectives within each phrase.
1.3.1.2 Verbless and non-finite clauses
A verbless clause is defined as “a clause containing no V element but otherwise generally analyzable in terms of one or more clause elements” (Quirk and Greenbaum,
1973: 310) Within a verbless clause, we can usually infer ellipsis of the verb “be”, the subject, when omitted, can be treated as recoverable from the context (Quirk and Greenbaum, 1973: 312)
Drei Wetter Taft (is) Always perfect
A non-finite clause is characterized by having a verb element that is a non-finite verb phrase, as defined by Quirk and Greenbaum (1973) There are four distinct classes of non-finite verb phrases, which correspond to four types of non-finite clauses The primary non-finite forms of verbs include the infinitive, the -ing participle, and the -ed participle, as noted by Quirk et al (1990).
Flirting with an idea of an eye lift? (OLAY eye lifting serum)
In disjunctive grammar which is considered a common characteristic of advertisements, non-finite and verbless clauses occur independently and can therefore form a sentence by themselves (Leech, 1966: 93, 113-114)
Simple sentences consist of a single independent clause, as defined by Quirk and Greenbaum (1973) They can be categorized into four primary syntactic classes: declarative, imperative, interrogative, and exclamatory sentences.
Leech (1966) and Myers (1994) identify imperatives as the primary sentence type in advertisements, which aim to prompt consumer action, particularly in purchasing products Biber et al (1999) note that imperatives typically omit subjects, modals, and tense markers, with the subject often implied to be the listener or reader Leech also highlights the high frequency of imperative clauses in advertising, underscoring their effectiveness in conveying persuasive messages.
Interrogative sentences in advertisements create a conversational tone and foster an interactive connection between the advertiser and the audience, as questions inherently suggest the presence of answers (Myers, 1994; Leech, 1966) These sentences often carry presuppositions that reflect underlying assumptions about power dynamics and gender relations (Fairclough, 1995), making them a common characteristic of advertising language.
Interrogative phrases in advertising frequently employ rhetorical questions that either suggest an obvious answer or provide one through the advertiser's messaging (Myers, 1994: 49) These questions typically serve to validate the purchase of a product or emphasize its superiority in the market.
Is your skin thirsty? (Clinique)
Declarative sentences are prevalent in advertising language as they effectively convey information, which is essential for informing customers about a product's quality and potential benefits.
The fun develops instantly (Polaroid)
Exclamatory sentences enhance personal and interactive communication, making them common in advertisements (Myers, 1994:50-51) These sentences typically start with "what" or "how" and follow a subject-verb structure (Biber et al., 2002:254).
What a beautiful day it was!
However, Myers argues that exclamatory sentence in advertisements could actually be seen as simple statements containing an exclamation mark
It is Miller time! (Miller beer)
Based on inner complexity, all sentences can be divided into simple, consisting of a single clause (see 1.3.1.3) and multiple, consisting of several clauses (Quirk et al.,
1985:40) Multiple sentences include complex sentence and compound sentence (Quirk et al, 1985:719)
A complex sentence is a sentence which consists of a main clause and one or more subordinate clauses
When you make a great beer, you don‟t have to make a great fuss (Heineken)
A compound sentence comprises two or more simple sentences linked by co- ordinating conjunctions (and, or, but) and each clause is a main clause
There‟s only one naughty thing in Dolmio and that‟s a Papa (DOLMIO Bolognese)
REVIEW OF RELATED STUDIES ON ADVERTISING LANGUAGE AND
Leech (1966) conducted an in-depth linguistic study titled "English in Advertising," which explores the intricacies of advertising language in Great Britain His research serves as a foundational analysis of standard advertising language, drawing upon Halliday's contributions to the field.
Leech's study, grounded in Systemic Functional Linguistics (SFL), explores two key dimensions: stratification, which includes lexico-grammar, semantics, and context, and rank, focusing on words, phrases, and clauses He identifies distinctive features of advertising language, such as the low frequency of function words like modal verbs, the complexity of nominal groups, and the simplicity of verbal groups Additionally, Leech examines the distribution of verbs and adjectives in advertisements, the presence or absence of cohesion, and the innovative language techniques employed by advertisers.
Advertising serves strategic objectives aimed at effectively engaging potential customers According to Vestergaard and Schroder (1985), building on Lund's (1947) framework, advertisers strive to achieve five key goals: capturing attention, stimulating interest, inspiring desire, fostering conviction, and prompting positive actions.
Advertising language has been extensively analyzed by various scholars Toolan (1988) outlines key characteristics of English advertisements, focusing on common syntactic, grammatical, and lexical patterns Like Leech (1966), Toolan also touches on the ideological and ethical implications of advertising, particularly its persuasive power.
Advertising directs our focus towards the acquisition and enjoyment of non-essential material goods (Toolan, 1988:63) Dyer (1982) analyzes advertising as a form of communication within contemporary societies, highlighting its cultural and economic implications Cook further explores this dynamic, emphasizing the interplay between consumerism and societal values.
In 1992, Cook examined advertisements as a significant discourse type within various societies, providing an in-depth introduction to advertising discourse through the analysis of complementary advertisements His research identified fourteen key features that characterize advertisements (Cook, 1992: 214) Similarly, Goddard (1998), in her book "The Language of Advertising," explored advertising discourse by focusing on the interplay between textual elements, such as connotations, and contextual factors like music, imagery, and the narrative voice of the speaker.
Fries (1993) investigates the language of advertising through the lens of information prominence, focusing on the Theme-Rheme structure He introduces the term "N-Rheme" (New Rheme), which designates the final element in both simple and complex clauses The study compares N-Rhematic information with Thematic information to identify the placement of key persuasive elements—such as product names, features, functions, and estimations—within clause structures The findings reveal that these persuasive objectives are strategically positioned in the N-Rheme Overall, the research highlights how advertising language is intricately linked to its situational context.
The approach chosen by Myers (1994) is rather close to that adopted by Cook
In 1992, the focus was on exploring the key characteristics of advertisements while also examining the societal context in which the language is produced This analysis highlights the crucial role that context plays in shaping the interpretation of advertisements As noted by Leech (1966), understanding advertisements necessitates a consideration of the interplay between language and its situational context.
Schaffner (2001) and Goddard (1998) identify key linguistic features of English advertising language, including the imitation of spoken language, the use of short and elliptical sentences, positive evaluative expressions, and a rich array of stylistic devices such as proverbs, puns, alliteration, and rhyme These language features are culturally specific and become more pronounced within the same register (Steiner, 2004).
In Vietnam, comprehensive literature on advertising is limited, primarily consisting of a few books on advertising techniques and various undergraduate and graduate theses in Marketing Studies and Linguistics Nonetheless, there are significant PhD dissertations focused on advertising language, highlighting the academic interest in this field.
In 2005, Ton Nu My Nhat conducted a contrastive discourse analysis of travel advertisements in English and Vietnamese, utilizing the principles of Functional Grammar This study explores the linguistic features and cultural nuances present in travel marketing, highlighting the differences and similarities between the two languages Through this analysis, insights into how travel advertisements are constructed and perceived in different cultural contexts are revealed.
In his M.A thesis, Tran (2007) examines the differences between English and Vietnamese advertising slogans, highlighting various types of presupposition and implicature within the framework of pragmatics.
In a 2011 M.A thesis, the author conducts a descriptive analytic study on slogans used in refractive surgery advertising, focusing primarily on their syntactic, structural, and grammatical features, along with some minor lexical characteristics.
CONCLUDING REMARKS
This chapter presents a literature review and theoretical framework that enhances the understanding of key topics such as discourse and advertising language, examining their primary characteristics from four perspectives A summary of prior research offers valuable insights for the researcher Subsequent chapters will outline the study's methodology and findings, informed by the discussed theories.
RESEARCH METHODOLOGY
RESEARCH APPROACH
Descriptive research is widely used “to describe systematically the facts and characteristics of a given population or area of interest, factually and accurately” (Isaac &
Research plays a crucial role in describing naturally occurring phenomena and assessing their current status, as highlighted by Michael (1981) According to Seliger and Shohamy (1989), it allows researchers to identify "what exists" concerning various variables or conditions A variable, as defined by Creswell (2005), is a measurable characteristic or attribute of individuals or organizations that can differ among those being studied.
Descriptive research is ideal for this study as it quantifies the frequency of common features in advertising language used in food and drink slogans According to Wisker (2001), this research aims to gain deeper insights into a phenomenon by capturing detailed information.
RESEARCH SAMPLES
In March 2012, English slogans were sourced from adslogans.co.uk, a renowned UK website known for its extensive database of famous advertising slogans across various sectors, including fashion, travel, and technology This platform was selected for its reliability and the predominance of slogans primarily used in English-speaking countries, particularly the UK and the US The choice of these slogans is significant, as they reflect the importance of language in advertising, highlighting how English serves as an international language and a common medium for translating slogans from other languages Analyzing these slogans offers valuable insights into advertising language, which is the focal point of this research.
The website categorizes advertising slogans by decade, spanning from the 1940s to the present, and includes details such as brand names, products, advertising media (television, outdoor, print, radio), and the year and location of each advertisement This organized approach allows researchers to easily refine their study and choose the most relevant slogans for analysis.
All the advertising slogans chosen for the research in the website were supposed to fulfill the criteria hereafter:
Being an advertising slogan for a food/drink product (e.g., cereal, wine, beer, baby food, etc.) belonging to the category of consumer advertisements – a sub-type of commercial advertising (see 1.2.2)
Appearing in print advertisements (referring to slogans listed under the letter “P” standing for Print in the Media column)
Being advertised in the UK or/and the US
A total of 112 food and drink slogans were selected based on specific criteria, with a balanced distribution across food and drink categories The detailed descriptions of these advertising slogans, which encompass a diverse range of sub-categories, are presented in Table 3 below This variety allowed the researcher to collect a wealth of information for analysis.
Categories and Sub-categories No
Discover a wide variety of food options, including baby foods, biscuits, cereals, chips, and salads with dressings Indulge in delicious pizzas, cheeses, soups, and breads, complemented by fresh fruits, milk, and eggs Satisfy your sweet tooth with pies, chocolates, crisps, and an array of snack foods like pickles and beans Enhance your meals with flavorful cooking sauces, and treat yourself to delightful ice creams and creams.
Drinks: including alcoholic drinks (beers, wines, coffee) and non-alcoholic beverages (soft drinks, energy / sports drinks, mineral water and tea)
Table 3: Information on advertising slogans used for research analysis
The procedures of data collection involved 3 following phases
Phase 1: The list of advertising slogans was downloaded from the Internet
Phase 2: All the food and drink slogans falling into the category of print advertising were picked out That is, slogans belonging to other categories such as health and beauty, household appliances, leisure / entertainment, travel and transport etc as well as food and drink slogans listed under the letters including “T” (Television), “R” (Radio), “O”
(Outdoor) and “Ot” (Other) were excluded
Phase 3: 112 food and drink slogans (including 59 food slogans and 53 drink slogans) were chosen for analysis
The researcher conducted a linguistic analysis of 112 food and drink product slogans, identifying key linguistic features across phonological, lexical, syntactic, and semantic dimensions These features, referred to as variables, encapsulate the essential characteristics of advertising language A comprehensive list of these variables is presented in Table 4 below.
(based on complexity of sentence structure)
Groups, verbless clauses/non-finite clause, simple sentences and multiple sentences
Lexical features Verbal groups, adjectives, brand names, new words and phrases, personal pronouns and possessive determiners
Metaphor, metonymy, hyperbole and personification
Alliteration, rhyme, assonance and onomatopoeia
Table 4: Four aspects of advertising language examined
All sub-categories of linguistic aspects were systematically coded and organized in Microsoft Excel alongside 112 slogans A detailed attributes table was created for precise enumeration of linguistic elements, allowing for a qualitative examination of each slogan This analysis identified the sub-category of sentence structure for each slogan, explored the use of lexical devices, and determined the presence of figures of speech or rhetorical sound devices Additionally, discourse analysis clarified the application of these linguistic devices within the slogans.
Subsequent to the analysis, comprehensive statistics were generated using descriptive, synthetic, analytic, and quantitative methods to assess the frequency of various sentence structures, types, verbal groups, adjectives, brand names, pronouns, determiners, and new words or phrases, along with figures of speech and rhetorical sound devices Finally, the researcher presented the findings and discussion based on these results in the following chapter.
FINDINGS AND DISCUSSION
SYNTACTIC FEATURES OF FOOD AND DRINK SLOGANS
Figure 1: Distribution of four sub-categories of sentence structure
Food and drink advertising slogans are predominantly simple, with nearly half of the analyzed corpus consisting of straightforward simple sentences These sentences are typically short and often elliptical, highlighting the trend towards simplicity in advertising communication.
People like Polo (Polo sweets) Pop start your day (Kellogg's Pop Tarts)
A simple sentence typically consists of a subject, verb, and object The prevalence of short and elliptical simple sentences in advertising is significant, as their concise nature enhances memorability and recitation, making them effective for slogans.
In the current study, noun groups represent nearly 73% of the 39 groups analyzed, with the remaining being adjectival and prepositional groups, which together account for only 28% of the total corpus Contrary to Toolan's (1988) assertion that advertisements typically feature lengthy and complex noun phrases, the analysis reveals that complex noun phrases are actually quite rare, while simple noun phrases are abundant.
Breakfast of champions (Wheaties breakfast cereal)
Zip in every sip (Viva cola)
In both example 3 and 4, two noun phrases comprise of a head noun and a prepositional phrase functioning as a post-modifier or a complement to complete the meaning of two nouns
Among 112 advertising slogans, multiple sentences are relatively rare, primarily because they are longer and less memorable The analysis reveals that both compound and complex sentences are present in the collected corpus However, these multiple sentence structures, which introduce diversity, inequality, and subordination, are significantly underrepresented, accounting for only 13% of the total.
You are not you when you are hungry (Snickers chocolate bar)
Wake up and smell the cash (Maxwell coffee)
Verbless and non-finite clauses are the least common elements in the analyzed data, comprising only about 10% of the total This indicates that disjunctive grammar, which pertains to incomplete clauses, is not frequently found in the 112 food and drink advertising slogans examined According to Leech (1966:95), disjunctive syntax is more prevalent in headlines, signature lines, and poster advertisements Examples of verbless and non-finite clauses illustrate this phenomenon.
Australian for chic (Forster‟s Gold beer) For breath sublime - Samovar Vodka truly fine (Samovar vodka)
Verbless clauses with the omission of verb “ to be”
Making water work (Southern water) Redefining smooth (Carrfrey‟s beer) Made to make your mouth water (Opal fruits)
Non-finite clauses with present and past participle forms of verbs
The non-finite past participle form emphasizes the expressed agents as the focal point of information, while the present forms suggest a promise of a timeless, immediate experience for users of the products.
According to Quirk and Greenbaum (1973), the research samples exhibit an unequal distribution of four sentence types: declaratives, imperatives, interrogatives, and exclamatory sentences, as illustrated in Figure 2.
Figure 2: Distribution of four sentence types
The most important feature to note from the chart is that there is a relatively low number of interrogatives and exclamatory sentences in the data (only 6% and 4% respectively)
How will you eat yours? (Cadbury's Creme Egg) What a different a shake makes (Yazoo flavoured milk)
The analysis reveals that declarative sentences are the most prevalent, comprising 48% of the total, primarily used to convey information about the product's quality and benefits Following them, imperative sentences account for 42%, often seen as the "generic sentence type" that encourages consumer purchases Examples of both sentence types can be found in the selected slogans.
We all adore a Kia-Ora (Kia-Ora soft drinks)
In example 14, a declarative sentence is used to make a claim that both the customer and the company admire this kind of soft drink
Take tea and see (Tea Council tea)
In example 15, imperatives are effectively used to encourage readers to take action in a user-friendly manner Readers are advised to try this tea, allowing them to experience its superior quality and distinguish it from competing products.
LEXICAL FEATURES OF FOOD AND DRINK SLOGANS
Leech's (1966) observation regarding the preference for simple verb forms in advertisements holds true in the current analysis, which identifies 80 lexical verbs across 63 advertising slogans The most commonly used verbs from these samples are detailed in Table 5 below.
Table 5: Most frequently used verbs in the corpus
Say it with Roses (Roses boxed chocolate) Say Seagram's and be sure (Seagram's whisky) Don't say brown, say Hovis (Hovis bread)
In three examples, the verb “say” is utilized quite often in the selected samples and even appears twice in one advertising slogan
In comparing the verb lists from Leech (1966) and Biber et al (2002:110), five key verbs—“make,” “get,” “see,” “go,” and “give”—appear consistently across all three lists, indicating their significance to advertisers across various industries and time periods Additionally, other verbs such as “smell,” “enjoy,” “like,” “sell,” and “live” also play a role in advertising language, suggesting a broader range of emotional and experiential connections targeted by marketers.
“taste”, “bring”, etc appear only once in the samples
3.2.1.2 Use of finite and non-finite verbs
Figure 3 below illustrates the distribution of finite and non-finite verbs among all slogans chosen for investigation
Figure 3: Distribution of finite and non-finite verbs
Finite verbs are rarely used in advertising language, yet they account for approximately 78% of verb usage, making them nearly four times more common than non-finite verbs.
Cheese to die for (Maxwell cheese)
“to die” is an example of non-finite verb Example 20:
Pukka people pick a pot of Patak's (Patak‟s cooking sauces)
“pick” is an example of finite verb
While modal verbs are generally rare in advertising English, "will" and "can" stand out as notable exceptions, according to Leech (1966:125) In fact, a review of the corpus reveals that modal verbs are present in only 8 slogans, accounting for approximately 7% of the total.
“will” and “have got to” (a modal verb which is frequently used in British English to give advice or recommend something) become the most widely used modals whereas “can”,
“should” and “would” occur only once
You’ve got to admire their sauce (HP bottles sauces)
How will you eat yours? (Cadbury's Creme Egg)
Current data indicates that simple present verb forms dominate slogan usage, comprising 94% of all slogans with finite verbs In contrast, past and future tense forms are rarely utilized, appearing in only one and three slogans, respectively Notably, only one slogan features "would," typically regarded as the past form of "will."
What would you do for a Klondike Bar? (Klondike chocolate)
In example 23, the term "would" is not indicative of a past event; rather, it serves as the main clause of a second conditional statement, expressing a wish or an unreal scenario in the present or future.
“Will”, according to Leech (1966:125), occurs in clauses expressing a promise or implying the infallibility of the claim
Paul Masson will sell no wine before its time (Paul Masson beer)
The company highlights its commitment to quality by stating that it will only sell its wine products when they achieve their fullest flavor and optimal quality.
The article highlights the prevalent use of the present tense in the corpus, suggesting that this tense indicates actions occurring in the moment and conveys a sense of "general truth" regarding the statements made.
Negatives are a rare occurrence in advertising, a trend that holds true for the analyzed slogans, with only 9% of the entire corpus containing negation However, when used, negatives can significantly amplify the message by adding emphasis through words like "never", "no", or "nothing", and intensifying emotions with the insertion of "not".
Never stop Never settle (Hennessy cognac)
In this example, “never” is repeated twice to emphasize the feeling that Hennessy cognac can bring to the users
Nothing can do it like McDonald‟s (McDonald‟s fast foods)
“Nothing” is employed here to lay emphasis on the uniqueness of McDonald‟s food products compared with those belonging to other brand names
Advertisers typically favor active voice over passive voice, as passive constructions are often associated with formal language Notably, there are no slogans in the analyzed corpus that utilize a fully grammatically correct passive structure However, some phrases may imply the passive voice, despite lacking essential components.
Refreshment refined (Carling Chrome beer)
This slogan can be unproblematically classified as a passive construction in an incomplete clause where the auxiliary “be” in its inflected form is absent Example 28 & 29:
Made in Medomsley Road, Consett (Phileas Fogg snack foods)
Made to make your mouth water (Opal fruits)
Examples 28 and 29 illustrate a more complex structure where auxiliaries and subjects are omitted In advertising, it's crucial for consumers to form a mental link between the slogan and the company's name or logo, allowing them to infer the missing subjects and auxiliaries independently.
Inspired by cheese (Bradburys cheese)
The subject of this slogan may refer to the customer He/she will/can be inspired after eating this cheese product
The limited use of full passive constructions in advertising can be attributed to the preference for brevity, as noted by Biber et al (1999:632), who suggest that reduced passive forms are favored to convey messages more succinctly Additionally, Leech (1966:122) emphasizes that advertisers typically steer clear of passive voice, employing it only in specific situations where it is necessary.
Out of 112 slogans in the corpus, 45, or approximately 40%, feature adjectives, showcasing a significant diversity in their selection Notably, many of these adjectives appear only once throughout the entire collection, highlighting the unique and varied language used in the slogans.
Table 6: Most frequently used adjectives in the corpus
Compared to Leech‟s (1966) list, only two adjectives “good / better / best” and
“fresh” are prevalent in both corpora Besides, many other adjectives including “sure”,
In the analysis of selected slogans, adjectives like "big," "fine," "great," and "delicious," as noted by Leech (1966), appear only once In contrast, more descriptive adjectives such as "sweet," "full," and "juicy" are prevalent, effectively capturing the essence of food and drink products within the corpus.
Your best bet for a fuller flavour (Carking Black lager)
The slogan features two adjectives: one in comparative form and the other in superlative form, creating a positive impression that enhances the enjoyment of this lager.
Small, sark and handsome (Hershey chocolate)
Three adjectives are used together in a special way to describe Hershey‟s chocolate in order to create a unique impression on target consumers
SEMANTIC FEATURES OF FOOD AND DRINK SLOGANS
Figure 4 – Popularity of 4 figures of speech in the corpus
The analysis reveals that 82% of the 112 slogans studied incorporate at least one of the four examined figures of speech By employing these rhetorical devices, copywriters enhance the impact and memorability of their slogans, making the conveyed messages more imaginative and rich in connotative meanings.
Metaphors emerge as the predominant rhetorical device in 112 food and drink slogans, highlighting their effectiveness in creating emotive associations with products Dyer (1982:152) notes that metaphors enable the construction of a product's image through the unconventional use of language Following metaphors, metonymy ranks as the second most utilized figure of speech, appearing in approximately one-third of the slogans that incorporate rhetorical devices This analysis reveals that metonymy is frequently employed, particularly in establishing connections between brand names and their corresponding products.
Figure 5 – Occurrence of 4 figures of speech in the corpus
Hyperbole, characterized by intentional overstatement and exaggeration, appears in 20 slogans, while personification—a unique form of metaphor—is utilized in only 6 slogans featuring figurative language Notably, some slogans incorporate multiple figures of speech to amplify their impact and effectiveness.
The next section provides some examples of slogans using at least one figure of speech in the corpus
The Coke side of life (Coca cola)
Life is often viewed as a multifaceted entity that cannot be fully defined by limited information By examining the term "side," we understand that life encompasses at least two perspectives In challenging times, we are encouraged to focus on the positive side of life rather than the negative This notion aligns with traditional views of life, suggesting that the presence or absence of products like Coca-Cola can influence our experiences Advertising slogans, designed to convey positivity, imply that the "Coke side of life" represents the brighter aspects of our existence.
Start your day the Kellogg's way (Kellogg‟s cereal)
Kellogg's slogan emphasizes that while there are various ways to begin a new day, choosing Kellogg's cereal stands out as one of the best options for providing energy throughout the day This metaphorical approach, combined with an imperative tone, effectively encourages consumers to purchase the product.
Shouldn't your baby be a Gerber baby? (Gerber baby food)
The company employs a metaphorical approach, encouraging parents to prioritize their food products for better care of their babies through a rhetorical question Recognizing that parents naturally want the best for their children, the term “a Gerber baby” resonates deeply, symbolizing a healthy, intelligent, and energetic child, effectively reinforcing the brand's message.
Unwrap a smile (Little Debbie snack cakes)
The slogan associated with snack cakes suggests that the joy of “a smile” is linked to the delightful surprise contained within the wrapped box When customers open or unwrap the box, they are greeted with a treat that is sure to bring a smile to their faces.
One of the salad wonders of the world (Kraft‟s salad dressing)
The salad dressing is likened to "one of the wonders of the world," evoking feelings of surprise and admiration This subtle comparison enhances the slogan's effectiveness, encouraging customers to purchase and savor Kraft's dressing alongside their salads.
In the land of Burgers, Whopper is King (Burger King)
The Whopper stands out as the flagship product of the renowned fast food chain Burger King, where burgers are creatively envisioned as the centerpiece of a culinary kingdom.
“King” is the highest in the hierarchy, which means that Whopper is better than any other burger with a lower status
The predominant type of relationship in metonymy found in the corpus is between brand names and their corresponding products, as evidenced by numerous slogans that effectively utilize this literary device.
Guinness is good for you (Guinness beer) Brighter mornings with Tropicana (Tropicana orange juice)
The brand names referenced in the examples pertain specifically to their respective products, such as beer and orange juice Additionally, the effective slogans are crafted using metonymy, enhancing their impact and memorability.
It's finger lickin' good (KFC‟s fast foods)
KFC's famous slogan, featuring the adjectival compound "finger-lickin'," cleverly employs metonymy to link the act of licking fingers with the delightful taste of its food products This phrase resonates with the common experience of savoring delicious meals, where one might instinctively lick their fingers The copywriter effectively highlights the enjoyable flavor of KFC's fast foods, reinforcing the brand's appeal to consumers seeking a tasty dining experience.
Wake up and smell the cash (Maxwell coffee)
The term "cash" is commonly associated with money and wealth, effectively reinforcing the slogan's message that enjoying a cup of Maxwell coffee in the morning enhances alertness and energy This boost in productivity allows customers to work more efficiently, potentially leading to bonuses, increased earnings, or even higher salaries.
Red Bull gives you wings (Red Bull energy drinks)
This slogan can also fit into the category of metonymy because the brand name
Red Bull, known for its energy drinks, evokes a sense of freedom and exhilaration through its association with "wings," suggesting that consuming these beverages can enhance feelings of independence and vitality.
Picadilly pack a promise (Picadilly tea)
The tea is given human qualities which can keep a promise which is likely to be inferred that this kind of drink can ensure the flavour and quality
Knows how to party (Tostitos crisps)
Tostitos crisps are conceptualized as a human being who can “know” the way to
“party” However, in a deeper way of understanding, it can be inferred that a person who eats Tostito crisps will know how to party in the most stylish and right way
Making water work (Southern water)
Southern Water is dedicated to delivering clean water across the UK, emphasizing the importance of their product's impact The company strives to ensure that the water they provide is effective and beneficial for all consumers.
The very best juice for the very best kids (Juicy Juice)
PHONOLOGICAL FEATURES OF FOOD AND DRINK SLOGANS
According to Figure 6, 64% of the analyzed corpus employs sound devices to enhance the originality and memorability of slogans These sound techniques significantly increase effectiveness by giving slogans a poetic quality.
Figure 6 – Popularity of four sound devices in the corpus
Rhyme is the most prevalent sound device in food and drink slogans, appearing in 32 slogans, which accounts for approximately 29% of the total Following closely is alliteration, found in 20 slogans According to Leech (1966), both rhyme and alliteration enhance the memorability and impact of slogans In contrast, assonance and onomatopoeia rank lower in usage, indicating their lesser popularity in this context.
Figure 7 – Occurrence of four sound devices in the corpus
What a difference a shake makes (Yazoo flavoured milk)
Discover the delightful crunch of Jay's potato chips, the perfect companion for your snacking needs Indulge in the sweetness of Candy sweets, always ready to satisfy your cravings Quench your thirst with Rummy soft drinks, designed to keep you refreshed and chummy Start your day right with Bran flakes cereal, promoting a healthy lifestyle for a swell life Experience the smooth taste of Seagram's 7 Crown whiskies, a true reflection of perfection in every sip.
The chosen slogans effectively utilize rhyme, which significantly enhances their impact and memorability By employing rhyming phrases, these slogans not only convey their messages more clearly but also boost their persuasive power, making them stand out.
Assonance, the repetition of vowel sounds in closely positioned words, is most effective when applied to stressed syllables This literary device is often employed in slogans to create a memorable impact.
Red Bull gives you wings (Red Bull energy drinks)
Paul Masson will sell no wine before its time (Paul Masson wine)
Drinks never taste thin with Gordon's gin (Gordon‟s gin)
Alliteration, a poetic device that repeats the initial letter of words, is commonly used in 112 food and drink slogans While vowel sounds may lack emphasis, alliteration enhances the text's subtlety and impact.
Erin, s oup that s tirs your s oul (Erin soup) Begin with Ben (Uncle Ben‟s cooking sauces)
Onomatopoeia is a sound device where words or phrases mimic the sounds they describe, enhancing memorability of a product Although it is not frequently encountered in the corpus, its use can significantly aid in creating a lasting impression.
Snap!Crackle!Pop! (Kellogg's Rice Krispies)
Rice Krispies Cereal, introduced in 1928, is crafted from cooked, dried, and toasted rice grains, resulting in its signature crisped texture When combined with milk or cream, the rice's thin walls collapse, producing the iconic sounds of “Snap!”, “Crackle!”, and “Pop.” This clever use of onomatopoeia has helped the slogan become one of the top 20 slogans of all time, as recognized by various websites.
You only get an 'oooh' with Typhoo (Typhoo tea)
The slogan "oooh" captures the essence of surprise and happiness, evoking a genuine emotional response after enjoying a cup of Typhoo tea By employing sound devices such as rhyme and onomatopoeia, this slogan becomes memorable and impactful.
In general, like the use of other sound devices, onomatopoeia is also fully exploited so as to emphasize on the excellence and uniqueness of the products
SUMMARY OF THE FINDINGS
The language used in advertisements, especially in slogans, is a captivating subject for both linguists and copywriters, as it involves the challenge of conveying deep meanings through concise messages This necessity compels advertisers to employ various strategies in their word choices, aiming to craft impactful and memorable slogans.
Slogans in food and drink advertising play a crucial role in conveying impactful messages to a wide audience, reflecting the importance of these products in our daily lives To be effective, these slogans must resonate on an international and multicultural level, ensuring they are both acceptable and appealing to diverse consumers.
This study examines 112 English food and drink slogans to identify key characteristics of advertising language used by global advertisers in this sector Through comprehensive analysis, valuable conclusions have been drawn, providing a useful reference for both linguists and advertisers.
This paper analyzes the syntactic features of advertising language in food and drink slogans, concluding that the majority of the corpus consists of simple sentences characterized by their brevity and elliptical nature Additionally, phrases emerge as the second most prevalent form of communication in this context.
Verbless and non-finite clauses, along with multiple sentences, are relatively rare in the research samples Additionally, there is a notable imbalance among the four sentence types, with declarative and imperative sentences significantly outnumbering interrogative and exclamatory sentences, as indicated by the corpus data.
The analysis of lexical characteristics in food and drink advertisements reveals a significant reliance on lexical verbs, predominantly in finite forms, with a strong preference for the simple present tense and active voice Modal verbs and negation are infrequently used, while nearly half of the slogans leverage a diverse range of adjectives to enhance their impact Brand names are frequently featured to aid customer recall, and the pronouns "you" and "yours" emerge as the most commonly used among the 112 slogans analyzed, appearing in one-fifth of them Additionally, 32 new words or phrases, created through various word-formation methods, contribute to the distinctiveness of these slogans Collectively, these lexical features enhance the uniqueness of food and drink brands, aiding in their growing recognition.
The analysis of advertising language in food and drink catchphrases reveals that over 75% of samples utilize at least one of four key figures of speech Among these, metaphor and metonymy are the most frequently employed, outpacing hyperbole and personification This effective use of figurative language enhances the originality and memorability of the texts, making them more impactful and engaging.
In an analysis of 112 advertising slogans for food and drink products, it was found that over 60% employ at least one rhetorical sound device Rhyme emerged as the most prevalent sound device, followed by alliteration as the second most common In contrast, assonance and onomatopoeia are rarely utilized in these slogans.
IMPLICATIONS
2.1 Implications for creating effective slogans
In Vietnam, despite the abundance of food and drink products and diverse advertising media, advertising campaigns and slogans often lack attention To enhance effectiveness, Vietnamese food and drink slogans should utilize striking linguistic features, including simple sentence structures, brief wording, and rhetorical devices like rhyme and alliteration Additionally, slogans should incorporate the brand name, reflect its personality, and highlight key benefits using verbs and adjectives Finally, copywriters are encouraged to showcase creativity through figures of speech, ensuring their slogans stand out as original and unique in a competitive market.
Vietnamese copywriters and advertisers, especially in the food and drink sector, have the opportunity to craft impactful and memorable catchphrases in Vietnamese while also enhancing brand recognition globally By developing catchy and strategic advertising slogans in English, they can effectively promote the reputation of their products worldwide.
2.2 Implications for teaching Business English and linguistics
This study enhances the understanding of advertising language in food and drink slogans, particularly for those interested in linguistics, including English and Business English It highlights the importance of cultural awareness as a crucial factor in business interactions In the context of TEFL and TESL, it is essential for learners to develop communicative competence by exploring the native cultures behind advertising slogans Educators and textbook authors should focus on equipping students with the discourse skills and strategies necessary for navigating today's multicultural environment.
Teachers can enhance language instruction by incorporating advertising slogans, especially those related to food and drink, as they frequently feature figurative language and rhetorical devices This approach allows students to gain a deeper understanding of these linguistic elements through engaging and relatable examples.
This study explores the various characteristics of advertising language used in English food and drink slogans, aiming to either support or challenge existing theories on the topic.
Despite the researcher's time constraints and limited experience, the study acknowledges inherent drawbacks Linguistics and cultural awareness are crucial for overcoming communication barriers between speakers of different native languages However, differences in beliefs, values, and cultural contexts create gaps that cannot be completely addressed solely through the analysis of advertising slogans by a non-native speaker.
One significant drawback is the limited dataset of only 112 advertising slogans, which may hinder the accuracy of conclusions drawn, particularly regarding the frequency of certain linguistic features This small sample size also restricts the ability to generalize findings to all English food and drink slogans.
This study explores key linguistic features in advertising slogans for food and drink products, acknowledging that it cannot address all aspects of the topic Future research is encouraged to fill these gaps and expand on the findings.
A larger population of data with the use of a wider variety of advertising media will be employed so that a more general and more exact view will be obtained
The cultural respect, which can make a great effect on the images and the words employed in advertising slogans, can be investigated as one of the key points
Together with English slogans, Vietnamese ones should also be included in the analysis to make some comparisons between the use of advertising language in these two languages
Food and drink slogans can also analyzed in light of other sub-branches of linguistics, namely pragmatics
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APPENDIX – LIST OF ENGLISH FOOD AND DRINK SLOGANS
NO SLOGANS BRAND NAMES PRODUCTS
1 A million miles from humdrum Chicago Town pizza
2 A great fibre provider Kellogg's All Bran cereal
3 A pint of magic John Smith's beer
4 A pip of a chip Jay's potato chips
5 A wine for dreamers Beringer wine
6 An inch of Pinch, please Pinch whisky
7 Australian for chic Foster's Gold beer
8 Bag of feelgood Florette bagged salad
9 Begin with Ben Uncle Ben's cooking sauces
10 Better ingredients Better pizza Papa John pizza
11 Big pickle crunch in every bite Vlasic pickles
12 Breakfast of champions Wheaties breakfast cereal
13 Brighter mornings with Tropicana Tropicana orange juice
14 Bring the continent into your kitchen Maggi soups
15 Candy's dandy - keep it handy Candy sweets
16 Cheese to die for Madewell cheese
17 Chew for victory Chewits sweets
18 Delivering great times since 1876 Budweiser beer
19 Don't forget the fruit gums mum! Rowntree's Fruit Gums sweets
20 Don't say brown, say Hovis Hovis bread
21 Drinks never taste thin with Gordon's gin
22 Erin, soup that stirs your soul Erin Soup Soup (2009)
23 Faster Stronger For longer Lucozade Sport energy drinks
24 Feed one's inner child McDonald's 2005 fast foods
25 Folgers wakes up the best in you Folgers coffee
26 Folks who know cheese say Borden's please
27 Follow the bear Hofmeister beer
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NO SLOGANS BRAND NAMES PRODUCTS
28 For breath sublime - Samovar Vodka truly fine
29 For true romantics Babycham sparkling wine
30 Fruitius.Yogurtus.Delicia Ski Fruit Fruit
31 Full of the joys of Highland Spring Highland Spring mineral water
32 Get chummy with Rummy Rummy soft drinks
33 Give them a Plum start Plum baby food range
34 Got Milk? Milk (California Milk
35 Guinness is good for you Guinness beer
36 Have a Pepsi day Pepsi soft drinks
37 How refreshing! How Heineken! Heineken beer
38 How will you eat yours? Cadbury's Creme Egg chocolate egg
39 In the land of Burgers, Whopper is King Burger King, 2001 sandwich
40 Inspired by cheese Bradburys cheese
41 It's an unexpected pleasure Michelob beer
42 It's better, not bitter Carling's Ale beer
43 It's finger lickin' good KFC Fast food
44 It's so big, you've got to grin to get it in Wagon Wheels biscuits
45 It's the air in your aero that makes you go o
46 It's what it is Jeremiah Weed beer
47 Keep hunger locked up 'til lunch Shreddies cereal
48 Knows how to party Tostitos crisps
49 Leaves you breathless Smirnoff vodka
50 Life is swell when you keep well Bran Flakes cereal
51 Lipsmackin' thirstquenchin' acetastin' motivatin' goodbuzzin' cooltalkin' highwalkin' fastlivin' evergivin' coolfizzin' Pepsi
Pepsi Cola, 1973, Boase Massimi Pollitt soft drinks
52 Live fresh Eat fresh Subway sandwich chain
53 Made in Medomsley Road, Consett Phileas Fogg snack foods
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NO SLOGANS BRAND NAMES PRODUCTS
54 Made to make your mouth water Opal fruits, oranges
55 Making the world a bubblier place Nestle Aero Chocolate bar
56 Making water work Southern water
57 Never stop Never settle Hennessey cognac
58 Nothing can do it like McDonald's McDonald's fast foods
59 Nothing's as crammed as a Toffee Crisp Toffee Crisp chocolate bar
60 Once you pop the fun doesn't stop Pringles potato chips
61 One instinctively knows when something is right
62 One of the salad wonders of the world Kraft salad dressing
63 One slice is never enough Vienetta ice cream
64 Paul Masson will sell no wine before its time
65 People like Polo Polo sweets, mints
66 Picadilly pack a promise Picadilly tea
67 Pinky and porky Pork pie
68 Pop start your day Kellogg's Pop Tarts snacks, tarts
69 Probably the best lager in the world Carlsberg beer
70 Pukka people pick a pot of Patak's Patak's cooking sauces
71 Pure snacking Pure snacktivity KP peanuts
72 Red Bull gives you wings Red Bull energy drinks
74 Reflection of perfection Seagram's 7 Crown whisky
75 Refreshment Refined Carling Chrome beer
76 Say it with Roses Roses boxed chocolates
77 Say Seagram's and be sure Seagram's whisky
78 Scream for cream Fresh Dairy Cream cream
79 See the pounds go with Sego Sego slimming drink
80 Shouldn't your baby be a Gerber baby? Gerber baby food
81 Sleep sweeter, Bournvita Bournvita beverages
82 Small ones are more juicy Outspan fruits, oranges
83 Small, sark and handsome Hershey chocolate
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