an investigation on metaphor used in english slogans by some banks in the world = nghiên cứu về ẩn dụ được sử dụng trong các câu khẩu hiệu của một số ngân hàng trên thế giới

iii LIST OF TABLES Table 1: The frequency of slogans in each type of metaphors Table 2: The frequency of each sub-types of Conceptual Metaphor Table 3: The analysis of target, source an

VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES

FACULTY OF POST-GRADUATE STUDIES

BÙI THỊ PHƯƠNG TRANG

MINOR THESIS RECAPITULATION

AN INVESTIGATION ON METAPHOR USED IN ENGLISH

SLOGANS BY SOME BANKS IN THE WORLD

(Nghiên cứu về ẩn dụ được sử dụng trong các câu khẩu hiệu

của một số ngân hàng trên thế giới.)

M.A MINOR THESIS

Field: English Lingustics

Code: 60 22 15

Course: K18

Hanoi, 2011

VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES

FACULTY OF POST-GRADUATE STUDIES

BÙI THỊ PHƯƠNG TRANG

AN INVESTIGATION ON METAPHOR USED IN ENGLISH

SLOGANS BY SOME BANKS IN THE WORLD

(Nghiên cứu về ẩn dụ được sử dụng trong các câu khẩu hiệu

của một số ngân hàng trên thế giới.)

M.A MINOR THESIS

Hanoi, 2011

iii

LIST OF TABLES

Table 1: The frequency of slogans in each type of metaphors

Table 2: The frequency of each sub-types of Conceptual Metaphor

Table 3: The analysis of target, source and metaphor concepts in slogans of conceptual metaphor

iv

TABLE OF CONTENTS

Page

Acknowledgements……… i

Abstract……… ii

List of tables……… iii

Table of contents……… iv

PART A – INTRODUCTION 1 Rationale……… 1

2 Aims and Objectives of the Study……… 2

3 Scope of the Study……… 3

4 Methodology……… 3

5 Design of the Study……… 4

PART B – DEVELOPMENT CHAPTER 1 – LITERATURE REVIEW 1.1 Definition of metaphor……… 5

1.2 Types of metaphor……… 8

1.2.1 Conceptual/Conventional metaphors……… 9

1.2.1.1 Definition……… 10

1.2.1.2 Target domain and Source domain ……… ……… 10

1.2.1.3 Classification……… 10

1.2.1.3.1 Ontological metaphors……… 11

1.2.1.3.2 Structural metaphors……… 12

1.2.1.3.3 Orientational metaphors……… 13

1.2.2 Mixed metaphors……… 13

v

1.2.3 New metaphors……… 14

1.3 Advertising ……… 16

1.4 Slogan as a part of an advertisement……… 17

1.4.1 Definition of a slogan……… 17

1.4.2 Requirements of an effective slogan……… 20

1.4.3 Typical features of banks’ slogans……… 21

1.5 Review of previous studies……… 21

CHAPTER 2 – AN ANALYSIS ON METAPHOR IN BANKS’ SLOGANS 2.1 Slogans – an integral part for banks’ development……… 23

2.2 The exploitation of metaphor in banks’ slogans……… 25

2.3 Procedures……… 28

2.3.1 Data collection……… 28

2.3.2 Data analysis……… 28

2.4 The analysis……… 29

2.5 Formulating of the research questions……… 32

2.6 Results and discussions……… 32

2.6.1 Research question 1……… 32

2.6.2 Research question 2……… 34

2.7 Concluding remark……… 35

PART C – SUMMARY AND CONCLUSION……… 37

REFERENCES……… 40

APPENDICES I

PART A: INTRODUCTION

The first chapter states the research problem and justifies the rationale for the study Afterwards, the aims, objectives, scope as well as methodology of the study are presented The chapter ends with an overview of later chapters to provide a clear outline for the whole paper

1 Rationale

We are now living in an epoch of information explosion in which advertising seems

to be an integral part of the media It cannot be denied that advertising is an indispensable element of our social and economic system Everyday, many products and services are introduced via the media; therefore, advertising is so familiar to everyone It is all around us We are exposed to so much advertising Just as Clark,

B (1998) says: “ the average man lives with the advertising man‟s work more hours

a day than with his family, and is certainly more familiar with advertising slogans than with the proverbs in his bible.” Advertising is a powerful tool for the flow of information from the seller to the buyer It persuades people to believe and purchase There are many elements in making a successful advertisement Slogans can be considered to be one major factor Memorable, understandable, meaningful and competitive slogans can be effective when customers need products or services Metaphor is used by people to understand an abstract concept by referring to a concrete one It appears so often and is utilized so widely that sometimes we use it subconsciously and without realizing it Lakoff and Turner (1989:1) suppose it as

“omnipresent”, “accessible to everyone” and “irreplaceable” As a matter of fact, a mastery of metaphor has been acquired to be used in our daily lives and it helps us understand the world around us

Metaphor has been applied to all walks of life for centuries, such as politics, economy and the entertainment industry With the fast commercialization of the society and the booming of the media industry, advertising, as one of the most efficient ways of publicizing products, has become an indispensable part of our life and “a major manifestation of conceptual metaphors”(Kövecses 2002:59) The selling power of the advertisements largely depends on the conceptual metaphors (pictures or words) used in them A well-chosen metaphor will greatly prompt people‟s desire to buy a certain product

A mass of previous discussion has been focused on the metaphors used in the field of advertising For example, Anderson (1998) has investigated the use of metaphor in on-line advertising and Lundmark (2005) has discussed metaphor and creativity in British magazine advertising

However, among the previous discussion, less attention has been paid to the slogans

of advertising, which perhaps are some of the most powerful component elements of all the advertisements They are widely used to attract potential consumers‟ attention and may be the very essence of advertising This study mainly focuses on the slogans

in the field of banking advertising and discusses the metaphors used in those slogans with the title: “An investigation on metaphor used in some banks‟ slogans in the world.” It focuses on metaphor classification based on Lakoff and Johnson‟s theory and its application to some banks‟ slogans

2 Aims and objectives of the study

The study aims to find out the frequency of different metaphor types used in banks‟ slogans

After an initial analysis described in chapter 2, the research questions can be formulated as:

Question 1

Is conceptual metaphor most frequently exploited in banks‟ slogans?

Question 2

Is there an outstanding favor towards the ontological metaphor?

3 Scope of the study

All the chosen slogans in this study are taken from the advertisements of banks in English-speaking countries or international brands

In this study, the analysis is based on Lakoff and Johnson‟s theory of metaphor to discuss each type of metaphor used in the chosen banks‟ slogans

Due to the limitation of a minor thesis, only 20 banks‟ slogans are selected to be analyzed

4 Methodology

First, the banks‟ slogans were selected and classified After that, the metaphorical use

of words and expressions was identified and categorized into four categories according to both of their source domain and target domain Then the theory of conceptual metaphor has been applied in the analysis and discussion of those metaphorical expressions

In fact, the research is a descriptive study as it “involves a collection of techniques used to specify, delineate, or describe naturally occurring phenomena without experimental manipulation” (Seliger & Shohamy, 1989:124) Therefore, the collection of data will be carried out through non-intrusive and non-manipulative procedures The descriptive approach helps to investigate into the frequency of metaphor types among banks‟ slogans

The combination of both qualitative and quantitative methods is used in this study They help us to have a general picture over the selected cases Qualitative analysis allows us to carefully research each specific case

After using quantification and classification to recognize the frequencies and divide selected slogans into groups of types and sub-types, two research questions for a further study would be given and demonstrated later based on the result of the classification

5 Design of the study

The study consists of five chapters:

In the PART A entitled “INTRODUCTION”, all the academic routine required for a study is represented

PART B is DEVELOPMENT, the body of the thesis, including three chapters Chapter 1, with the title “LITERATURE REVIEW”, gives a theoretical background

to this study the definition of metaphor and promotional metaphor In addition, the typical classification of metaphors by Lakoff and Johnson is asserted as a theory base for the specific classification of metaphor types exploited in selected slogans as well

as the definitions of advertising and advertising slogans This chapter also reflects some previous researches on advertising and advertisements

Chapter 2 is named “AN ANALYSIS ON METAPHOR IN BANKS‟ SLOGANS” focusing on the importance of slogans to advertising as well as banks‟ development Besides, in this chapter, an analysis of 20 banks‟ slogans is carried out to help the author achieve the best result in the study It also includes the Results and Discussions This section presents results and findings, which have been proved and obtained from the analysis in the previous part

Part C – CONCLUSION gives the overall recapitulations, implications of the study

as well as suggests for further researches

In brief, the chapter has discussed the research problem, rationale for the study, scope

as well as methods of the study Ending the chapter is the overview of the rest of the paper With such content, this chapter acts as a guideline or orientation for the development of the later chapters of the study

PART B: DEVELOPMENT CHAPTER 1: LITERATURE REVIEW

In this chapter, the theoretical matters related to the analysis will be discussed Firstly, an overview on metaphors in general with its definition and its types are introduced Secondly, it is necessary to mention and discuss the relationship between advertising and slogans Thirdly, a review of previous studies is also presented

Metaphor is defined as the substitution of one idea or object with another, used to assist expression or understanding Some theorists have suggested that metaphors are not merely stylistic, but that they are cognitively important as well Lakoff and Johnson also argue that “metaphors are pervasive in everyday life, not just in language, but also in thought and action.” (1980:3) Metaphors are around us Metaphors are not the matter of language, but they also exist in the way we think and act

A common definition of a metaphor can be described as a comparison that shows how two things that are not alike in most ways are similar in another important way They explain how a metaphor is simply being understood and experienced one kind

of thing in terms of another The authors call this concept a “conduit metaphor” By this they mean that a speaker can put ideas or objects into words or containers, and

then send them along a channel, or conduit, to a listener who takes that idea or object out of the container and makes meaning of it

Lakoff and Johnson give several examples of daily metaphors we use, such as

“argument is war” and “time is money.” Metaphors are widely used in context to

describe personal meaning As metaphor can convey the imagination of the language users so it is more persuasive and effective in communication

In Oxford Advanced Learner‟s Dictionary (1995: 734), metaphor is defined as “the imaginative use of a word or a phrase to describe somebody/something as another object in order to show that they have the same qualities and as to make the description more forceful”, so a metaphor not only explains by making the abstract or unknown concrete and familiar, but it also enlivens by touching the reader‟s imagination Further, it affirms one more interconnection in the unity of all things by showing a relationship between things seemingly alien to each other Let‟s have a look at this advertisement of an investment company: Investment company: “You are

the traveler Your investments are the terrain We are the map.” From this example,

we can easily identify the meaning the advertisement intends to convey and find out

what the metaphor refers to

However, it is very important to distinguish metaphor from simile and metonymy because they are closely related

Metaphor and simile are forms of comparison Metaphor compares two different

things by speaking of one in terms of the other Metaphor asserts that one thing is

another thing not just that one is like another Simile is a comparison between two different things that resemble each other in at least one way In advertising the simile

is a device both of art and explanation, comparing an unfamiliar thing to some familiar thing (an object, event, process, etc.) known to the reader The simile is

usually introduced by “like”, “as” For example:

E.g Like your baby, kittens need more nutrition than adult cats

“Metonymy and metaphor also have fundamentally different functions Metonymy is

about referring: a method of naming or identifying something by mentioning

something else which is a component part or symbolically linked In contrast, metaphor is about understanding and interpretation: it is a means to understand or explain one phenomenon by describing it in terms of another." (Knowles, M & Moon,R.,2006)

Metonymy is understood as a conceptual process where the target entity is referred to

by the vehicle entity The vehicle entity can direct attention or provide mental access

to the target entity Examples are as follows (borrowed from Lakoff and Johnson‟s 2003:37):

He bought a Ford

The sax has the flu today

Nixon bombed Hanoi

(Lakoff & Johnson, 2003:37)

In the above examples, one entity (the vehicle entity) is used to refer to the other (the target entity) The producer is used to refer to the product, the object used refers to the user and the controller refers to the controlled It can be conceived that in all the three cases above, the vehicle entity and the target entity are contiguous and closely related

Metaphor and metonymy are two kinds of transference of meaning However, metaphor is based on the association of similarity and metonymy based on the association of contiguity Look at an example of metonymy

E.g The pen is mightier than the sword

(Edward Bulwer-Lytton, 1839)

In this example, the word “the pen” refers to literary power and the word “the sword”

refers to military force This is done on the basis of part-whole relation in which the name of the part is used to refer to the whole

Despite the difference, metonymy, like metaphor, is also a conceptual process It does not occur randomly or arbitrarily It cannot be viewed merely as an isolated mere linguistic phenomenon Metonymy, like metaphor, is also a reflection of our daily experience and a reflection of how we think of the world around us Take the metonymic linguistic expressions for the metonymy THE FACE FOR THE PERSON

as examples:

She has just a pretty face

There are an awful lot of faces out there in the audience

We need some new faces around here

(Lakoff and Johnson 2003:38) This metonymy occurs frequently in our everyday life, and it is based on our everyday experiences It is common for us to remember and think of a person by his face, and by seeing someone‟s face, you can say that you have seen somebody, not

by seeing his other body parts

Moreover, if you want to keep a photograph of someone, the person‟s face has to appear on the photo Thus, metonymy is not just a characteristic of language It is grounded in our experience, such as our thoughts, attitudes and action (Lakoff & Johnson 2003:40)

Metaphor can be classified in many ways based on different approaches For this study, I think it should be in the light of Lakoff and Johnson‟s classification on metaphors

1.2 Types of metaphor

Before the publication of the great work, metaphor was viewed by most people as an extraordinary form of language rather than a form of language used in everyday life

It was understood to mostly appear in poetry and literary works for the sake of decoration and beautification It was considered to be a language phenomenon alone However, in the work of Lakoff and Johnson, metaphor is seen as a conceptual process that people use to understand and categorize the world around them It exists everywhere and plays an important role in our daily life It exists not only in language but in thought and action as well (Lakoff & Johnson 2003:4)

1.2.1 Conceptual/Conventional metaphors

1.2.1.1 Definition

In cognitive linguistics, conceptual metaphor is perceived as a figurative comparison

in which an idea (or conceptual domain) is understood in terms of another In George Lakoff and Johnson‟s work, 1980, the fundamental basis of Conceptual Metaphor theory is that metaphor is not particularly about language at all, but rather about thought Conceptual metaphors link two conceptual domains, the source domain and the target domain The source domain consists of concrete and physical concept while the target domain tends to be abstract In the example: “Life is a journey”, we can see that the way we speak about life in English is similar to the way we speak about journey People use the concept of journey to understand the highly abstract concept of life The metaphor uses everyday experience with a journey The two

domains involved in a conceptual metaphor are called the target domain and the

source domain And the source domain is used to understand the target domain Normally the target domain is more abstract (as LIFE) and the source domain is more concrete (as JOURNEY) (Kövecses 2002:4)

Metaphors are naturally and effortlessly used by English speakers in their daily life

For example, when people talk We’ll just have to go our separate ways, the

conceptual metaphor LOVE IS A JOURNEY is used, however, most people even do

not realize that they use the metaphorical expression go our separate ways to

comprehend the concept of love (Kovecses, 2002: 30) Therefore, we can call this

kind of well established and highly conventionalized metaphors conventional metaphors The conventional conceptual metaphors like ARGUMENT IS WAR, LIFE IS A JOURNEY, IDEAS ARE FOOD, THEORIES ARE BUILDINGS, etc are widely mentioned to understand abstract domains for communicational purposes However, it is often the case that the conventional metaphors are manifested by

unconventional metaphorical expression, for example: “Stop the world I want to get

off.” Kovecses (2002:31) This sentence derives from the underlying conventional

conceptual metaphors LIFE IS A JOURNEY but it is expressed in an unconventional way as the life is metaphorically described like a journey on the bus Briefly speaking, no matter applied to the conventional metaphoric expressions or unconventional ones, the journey metaphors frequently occur among conventional metaphors

1.2.1.2 Target domain and Source domain of Conceptual metaphor

“The domain that is mapped is called the source domain, and the domain onto which

the source is mapped is called target domain.” (Lakoff and Johnson, 1987)

Conceptualist views consider metaphor as a cognitive mechanism used to structure our knowledge in the mind by means of one domain of experience understood in terms of another domain The nature of this metaphor is explained following a mapping process from a source domain onto a target domain Richards (1936) calls

them the tenor and the vehicle

Take the metaphor “She is a snake.” for example The source domain in this example

is a snake and the target domain is she Normally, a snake is thought of as a

dangerous and poisonous animal This woman is seen to share some common features with a snake The metaphor is formed on this basis

1.2.1.3 Classification

According to Kovecses (2002: 29), the metaphors can be classified in the light of the conventionality and function of metaphors There are conventional metaphors and

unconventional metaphors based on the degree of conventionality On the basis of different functions, conceptual metaphors can be divided into structural metaphors, ontological metaphors and orientational metaphors (Kovecses, 2002:33)

1.2.1.3.1 Ontological metaphors

Ontological metaphor is perceived as a metaphor in which “an abstraction, such as an activity, emotion, or idea, is represented as something concrete, such as an object, substance, container, or person” Ontological metaphors can also be understood as entity and substance metaphors (Lakoff & Johnson 2003:26) Ontological metaphors are based on our experience with the physical world around us When things we want

to refer to are not very concrete and do not have a clear physical shape, we tend to understand them as entities or substances Take the INFLATION IS AN ENTITY metaphor (Lakoff & Johnson 2003:27) as an example Inflation is understood as an entity and it enables us to refer to and qualify it in the following sentences (Lakoff & Johnson 2003:27):

Inflation is lowering our standard of living

If there‟s much more inflation, we‟ll never survive We need to combat

inflation

Inflation is hacking us in to a corner

In the above cases, inflation is understood as something that can affect out lives and

be combated The use of ontological metaphor enables people to talk about and

understand inflation as a physical entity

For more detailed, this kind of metaphor is further classified into container, entity and substance metaphor A containment metaphor in which a concept is represented

as having an inside and outside, and capable of holding something else such as in: I‟ve had a full life

An entity metaphor, in which an abstraction is represented as a concrete physical object or may be a person

E.g My mind just isn‟t operating today

Another kind of ontological metaphor is substance metaphor A substance metaphor

is an ontological metaphor in which an abstraction, such as an event, activity, emotion, or idea, is represented as material

E.g There was a lot of good sprinting in the race

1.2.1.3.2 Structural metaphors

Structural metaphor is one kind of conceptual metaphors classified on the basis of conceptual functions Structural metaphors are defined as “cases where one concept

is metaphorically structured in terms of another” (Lakoff & Johnson, 1980)

In structural metaphors, rich structure knowledge is provided by the source domain for the target concept By the structure of the source, the speakers are able to understand the target The understanding process happens when the elements of the source are conceptually mapped onto the elements of the target (Kövecses 2002: 33) Structural metaphors have something to do with our experience and allow us to use

“one highly structured and clearly delineated concept to structure another” (Lakoff & Johnson, 2003:62), just as Lovecses asserts that in structural metaphors, the source domain provides relatively richer knowledge structure to help people understand the concept of the target through mappings (Kovecses, 2002: 33).Take the TIME IS MOTION metaphor as an example Here, time is structured according to motion and space and we can get the following mappings in this metaphor (Kövecses 2002: 33):

Times are things

The passing of time is motion

Future times are in front of the observer; past times are behind the observer

One thing is moving, the other is stationary; the stationary thing is the deictic center Our concept and understanding of time is structured and understood in this way Without structural metaphor, it would be difficult to understand and imagine what our concept of time would be

1.2.1.3.3 Orientational metaphors

There is one more kind of conventional metaphor – orientational metaphor, in which

concepts are spatially related to each other, as in the following ways: Up or down, in

or out, front or back, on or off, deep or shallow, central or peripheral The cognitive

function of orientational metaphor is a series of target concepts coherent in our conceptual system

1.2.2 Mixed metaphors

Mixed metaphors can be defined as different metaphors occurring in the same utterance, especially the same sentence that is used to express the same concept Here are some sentences, which present a mixture of the argument-as-journey and argument-as-container metaphors The first three sentences are acceptable; the last two are marginally acceptable

At this point our argument doesn‟t have much content

In what we‟ve done so far, we have provided the core of our argument

If we keep going the way we’re going, we‟ll fit all the facts in

We can now follow the path of the core of the argument

The content of the argument proceeds as follows …

Mixed metaphors are divided into impermissible and permissible mixed metaphors Impermissible mixed metaphors are metaphors that conflict because they serve different purposes The argument-as-journey and argument-as-container metaphors serve different purposes Argument-as-journey can address the “direction” of the argument and the argument-as-container can address the “amount of content” of the argument Permissible mixed metaphors are mixed metaphors that do not conflict with each other because they serve the same purpose, and exhibit a correlation with each other

E.g.: Love is a collaborative work of art

(Lakoff & Johnson, 1980)

Ortony (1993:2) points out that metaphor can be regarded as “an essential characteristic of the creativity of language” or “deviant and parasitic upon normal use” It is often the case that metaphors used in creative works such as literary works, advertisements and films are different from metaphors in our everyday life They are usually more creative and new

Creative people such as advertisers usually create novel metaphors to meet various needs As a result, there is a widespread view held by most people that these creative and novel metaphors belong to a distinct and independent category from ordinary metaphors This view is only partially true When talented people create new metaphors for their creative works, they do not simply leave the ordinary metaphors behind On the other hand, they make use of a great deal of conventional and everyday metaphors Actually “everyday language and the everyday conceptual system contribute a great deal” to their works (Kövecses 2002:43)

To create novel and unconventional metaphors, several devices have to be employed

in the reworking of normal and everyday language These include extending,

elaboration, questioning and combining (Kövecses 2002: 47)

In extending, a new conceptual element is introduced in the source domain to an already existing conventional metaphor and the ordinary conceptual metaphor is expressed by new metaphorical linguistic expressions Take the following two linguistic expressions as examples (Kövecses 2002: 47):

Two roads diverged in a wood, and I

I took the one less traveled by

In the middle of life‟s road

I found myself in a dark wood

In both of the two examples, the conventional metaphor LIFE IS A JOURNEY is utilized and at the same time the ordinary metaphor is expressed in a new way In the first case, a traveler is faced with two roads leading to the destination on his way The novel element here is that of the two roads, one may be chosen less frequently than the other The novel element in the second example is that one‟s road may go through

a dark wood

What is common for the two cases is that the novel metaphors are created by using and extending conventional metaphors An “unused” element is added in the creative process (Kövecses 2002: 47)

The difference between elaboration and extension lies in that in elaboration, people elaborate on an already existing element of the source in detail rather than adding a new element to the source domain (Kövecses 2002: 47)

According to Lakoff and Turner (1989), Horace refers to death as the “eternal exile

of the raft” The conventional metaphor DEATH IS DEPARTURE is reflected in this expression but is elaborated by detailing the type and means of departure (exile and raft) It includes details instead of adding new elements from the source as in the case

of extension That departure is described in terms of exile helps us understand that death is viewed as something enforced upon us Choosing a raft as the means of transport indicates that there is no certain destination (Lakoff & Turner 1989: 67-69)

Several conventional everyday metaphors can be combined in a single metaphorical linguistic expression to create novel metaphors It is said to be “perhaps the most powerful mechanism to go beyond our everyday conceptual system” (Kövecses 2002:49) Take the expression below as an example:

You took away the light of my life

In this short sentence, light is understood as a substance that can be took away and life is understood as a substance that has light At least two conventional metaphors are combined here, namely LIGHT IS A SUBSTANCE and A LIFE TIME IS A DAY The combination of conventional metaphors thus enables the creation of new ones

Generally, there are three main types of metaphors which are conceptual/conventional, mixed and new metaphors Basing on these, 20 selected banks‟ slogans will be classified

1.3 Advertising

Advertising is one of the key elements in building a brand personality, which is equally important to the marketer & consumers Now advertising is an integral part

of our social and economic system Everyday we are exposed to so much advertising

Of all business activities, probably none is better known, more widely discussed, or more highly criticized by the public than advertising One reason for this is that advertising has become the spokesman for business As a form of mass communication closely linked with the world of commerce and marketing, advertising is a powerful tool for the flow of information from the seller to the buyer

It influences and persuades people to act or believe It is also something which affects most of us in a number of different spheres of our lives It not only influences any human society but also reflects certain aspects of that society‟s values and structure No surprise that most of groups and companies are willing to pay almost their turnover on advertising There are many special and specific reasons for using

advertising: announcing a new product or service, expanding the market, announcing

a modification or a price change, challenging competition, recruiting of staff and attracting investors, etc

The important role of advertising is very clear, but how to make a good advertisement is not easy A successful advertisement is expected to fulfill five functions namely (1) attracting attention, (2) commanding interest, (3) creating desire, (4) inspiring conviction and (5) provoking action (Vestergaard and Shrodder, 1985)

(1) A good advertisement has to make the consumers pay attention on the product The consumers cannot focus on other things To achieve this, advertisers usually make their advertisements special and unique

(2) Rousing consumers‟ interest is another factor in making a successful advertisement The interest may be from eye-catching images, exciting songs that easy to sing, meaningful contents, etc

(3) The advertisement should stimulate consumers‟ desire to own the product and make them realize that this product is the thing they want

(4) The introduction of an advertisement should convince the consumer on the product It makes them firstly think about the product when they need

5) The advertising urges consumers to take the action of purchasing It is here that the topmost task of advertising is completed

All these five functions are inter-related and in concert serve to promote the selling power of the product advertised

1.4 Slogan as a part of an advertisement

1.4.1 Definition of a slogan

A slogan is “a short easily remembered phrase, especially one used to advertise an idea or a product.” (Cambridge Dictionaries Online)

A slogan is a sentence that distinguishes advertisements from both each other and the texts A slogan may be compared with the headline of an article A slogan is a form

of verbal logo In a print advertising, it usually appears just beneath or beside the brand name or logo A slogan sums up what one stand for, one‟s specialty, the benefit, and one‟s marketing position, and one‟s commitment It is especially useful

to reinforce one‟s identity Slogans have two basic purposes: to provide continuity to

a series of ads in a campaign and to reduce an advertising message strategy to a brief, repeatable, and memorable positioning

In his book, Creative Advertising, Whittier (1958: 11) states that a slogan

“… should be a statement of such merit about a product or service that it is worthy of continuous repetition in advertising, is worthwhile for the public to remember, and is phrased in such a way that the public is likely to remember it.”

Advertising slogans are nothing but creative phrases that represents a product for centuries The best advertising slogans are made with the idea of recollecting easily and making people brand loyal The slogans are created on the basis of the characteristics of a product; a phrase should resemble a product and make people aware about the uses of the product Let‟s have a quick look at the short list of

advertising slogans of the century:

DeBeers: Diamonds are forever

Coca-Cola: The Pause that refreshes

Avis: We try harder

Nike: Just do it

Clairol: Does she … or doesn‟t she?

Wendy‟s: Where‟s the beef?

Advertising slogans play a vital role especially when you have to create your brand image in front of the customers when there are other rival companies vying for attention A highly effective slogan would generally state: the benefits of the product,

compare the product with other products, a simple statement describing the product, a witty statement, makes the consumer feel good, and its memorable one, and creates a desire to buy the product There are different industries catering to particular products and then there are umbrella brands having all types of products, some create individual slogans for each product while some have common slogan for all Given below are list of advertising slogans that created history and are still remembered after centuries:

Molson Canadian Beer: I am Canadian

Apple Computer: Think outside the box

Microsoft: Where do you want to go today?

HBO in 1990: It‟s not TV, it‟s HBO

Energizer Batteries: Keeps going and going and going

WINS Radio, New York: You give us 22 minutes, we‟ll give you the

world

Maybelline: Maybe she‟s born with it – maybe it‟s

Maybelline

Midland Bank: The Listening Bank

Trustee Savings Bank: The bank that likes to say Yes

Trebor Mints: A minty bit stronger

L‟Oreal: Because you‟re worth it

Disneyland: The happiest place on Earth

BMW: Sheer Driving Pleasure

There are many different replaced terms for the word “slogans” in other countries, for example: