HANOI OPEN UNIVERSITY FACULTY OF ENGLISH _ GRADUATION THESIS B.A DEGREE IN ENGLISH STUDIES AN INVESTIGATION INTO THE TRANSLATION OF ADVERTISEMENT SLOGANS FROM ENGLISH TO VIETNAMESE Supervisor : M.A Nguyen Thi Thu Huong Student : Luu Trang Linh Date of birth : 27/02/1994 Course : K19 (2012-2016) HANOI, 2016 ACKNOWLEDGEMENT This thesis owes its existence to the help, support and inspiration of several people Firstly, I would like to express my sincere appreciation and gratitude to M.A Nguyen Thi Thu Huong for her guidance during my search Her support and inspiring suggestions have been precious for the development of this thesis content I also would to express my special thanks to all teachers of Faculty of English, who have provided my with not only knowledge but also the study condition during my student life, as well as their useful advice in this graduation paper I would like to acknowledge my thanks to all the authors of the books and materials listed in the reference part for their ideas that have been reflected and developed in the study Finally yet importantly, I am indebted to my family and friends who were fundamental in supporting me during these stressful and difficult moments Hanoi, 14 April 2016 Luu Trang Linh DECLARATION Title: An investigation into the translation of advertisement slogans from English into Vietnamese I certify that no part of the above report has been copied or reproduced by me from any other’s word without acknowledgement and that the report is originally written by me under strict guidance of my supervisor Hanoi, 14 April 2016 Student Signature Supervisor Signature TABLE OF CONTENTS Part A: Introduction Rationale Aims of the study Scope of the study Research questions Methods of the study Design of the study Part B: Development Chapter 1: Literature review 1.1 A REVIEW OF PREVIOUS STUDIES 1.2 THEORETICAL BACKGROUND 10 1.2.1 Definition of advertisement and slogan 10 1.2.2 The function and features of slogan 13 1.3 SUMMARY 15 Chapter 2: Finding, Interpretations and analyses 15 2.1 GRAMMATICAL FEATURES 15 2.1.1 Sentential level 15 a Reported Speech 16 b Question 16 c Negative Sentences 17 d Imperative sentence 17 2.1.2 Phrasal level 17 a Noun phrases 18 b Verb phrases 19 c Adjective phrases 20 d Adverb Phrase 21 e Prepositional Phrase 21 2.1.3 Tense 22 a Present tense 22 b Future tense 22 2.2 STYLISTIC DEVICES 23 2.2.1 Metaphor 23 2.2.2 Metonymy 24 2.2.3 Simile 25 2.2.4 Pun 26 2.2.5 Personification 27 2.2.6 Apostrophe 29 2.2.7 Repetition 29 2.2.8 Parallelism 30 2.2.9 Antithesis 31 2.2.10 Hyperbole 32 2.3 SOUND TECHNIQUES 32 2.3.1 Rhyme 32 2.3.2 Alliteration 33 2.3.3 Assonance 34 2.3.4 Consonance 35 2.3.5 Onomatopoeia 35 2.3.6 Rhythm 36 Chapter Discussion 37 3.1 Understanding culture in slogan translation 37 3.2 Some tips to translate the slogan 39 Part C: Conclusion and recommendation 41 4.1 Conclusion 41 4.1.1 Summary of the findings 41 4.1.2 Limitations of the study 42 4.2 Suggestions for further study 42 Reference 43 CONTENT Part A: Introduction Rationale Today, advertising is an important form of communication that contributes to the development of the economy The use of stylistic devices in advertisements aims at arousing and persuading consumers to buy what is advertised The methods and means of advertising are very diverse, but forms of advertising using language are common forms However, writer not only is interested in the choice of words, but also needs to focus on the use of these measures in his rhetorical art of advertising The slogan is an important means of promoting products and corporate branding The advertising slogan often contains a word or phrase with catchy content It used to attract the attention of consumers or express an easy idea to grasp Moreover, it also represents all purposes and visions of the business However, in the process of translation from English to Vietnamese, translators often have difficulty in conveying meaning in a brief and comprehensive because of differences in language and culture Therefore, I would like to choose “An investigation into the translation of advertisement slogan from English into Vietnamese” as a topic of my graduation thesis This study will research and analyse the respects which affect the translation of advertisement slogan from English into Vietnamese Aims of the study The study focuses on a number of issues: - Identifying and describing the characteristics of the language used in advertisement slogans - Pointing out the factors to influence the translation of advertisement slogan from English into Vietnamese - Making suggestions for the translation of advertisement slogans from English into Vietnamese Scope of the study The English slogans were taken from many different sources of product advertisements, such as technology, pharmaceuticals, cosmetics, etc Research questions - What are the language’s features of advertisement slogan? - What are the factors which affect the translation of advertisement slogan from English into Vietnamese - What are suggestion for the translation of advertisement slogan from English into Vietnamese Methods of the study - Consulting the theory on advertisement and slogan - Collecting and aggregating slogans in English in product advertisements - Analysing features of the slogans in English Design of the study The study consists of chapters Chapter reviews of literature, presents a review of prior studies and concepts related to the problem under study General views of advertising and some fundamental theoretical background to the study will also be presented Chapter fully describes the aim and the objective, research design, research method and procedure, description of population and sample, data collection and data analysis This chapter deals with findings and discussion It provides the findings of linguistic features of the advertisement slogan Chapter gives the conclusions, the reality of the thesis, suggestions for using stylistic devices the limitations and some suggestions for further research Part B: Development Chapter 1: Literature review 1.1 A REVIEW OF PREVIOUS STUDIES In his book “Investigating English Style”, David Crystal and Davy Derek (1969) emphasized how to use rhetorical measures and the grammatical structure in the advertising slogan Geoffrey N Leech wrote in his book “English in advertising” the slogan is a short phrase used by the company in its advertisements to reinforce the identity of the brand "; therefore, how to use the language of advertising slogans is very important In the book he published in 1971, "Stylistics", I R Galperin confirmed that in the advert slogan, stylistic devices plays a key role in attracting readers and listeners In "Mastering Advanced English Language" (1997), which was wrote by Sara Thorne, the language aspect and style of the advertising were analyzed from many different angles At the same time, this book reflected the diversity of languages In the article “The Importance of Ad Slogans” , Kristen Hamlin defines the advertising slogans as “catchy, declarative phrases that use devices such as metaphors, alliteration or rhymes with simple, vibrant language” (Hamlin 2014) Even without mentioning the company‘s name or product, the advertising slogans help people remember the brand In Vietnamese, when analyzing the feature of the advertising slogan and the effect of language in advertising, Tran Dinh Vinh and Nguyen Duc Ton wrote the book “Về đặc điểm ngôn ngữ quảng cáo” published in 2004 “Quảng cáo ngôn ngữ quảng cáo” (2004) by Nguyen Kien Truong analyzed the devices which used in the advertising language to increase the attractiveness of the product In “Ngôn ngữ quảng cáo ánh sáng lí thuyết giao tiếp”, Dr Mai Xuan Huy gives an overview about the language of advertising slogans 1.2 THEORETICAL BACKGROUND 1.2.1 Definition of advertisement and slogan Advertising branch is unique in the many aspects It is supposed to target as many people as possible It can be old people, teenagers, children, men or women To meet the objectives it is necessary to choose right language, words, 10 If anyone can, Canon can (Canon) It cleans your breath while it cleans your teeth (Colgate Toothpaste) Buy it Sell it Love it (Ebay) Heavy industries Happy industries (Hyundai) Have a break Have a Kit-Kat (Nestle- Kit-Kat) Give me a break, give me a break; break me off a piece of that Kit Kat bar (Nestle- Kit-Kat) See new Hear new Feel new (Nokia) How refreshing, how Heineken! (Heineken) The repeating of the words contained in a phrase may awake an interest of the customer It is supposed to evoke feeling that something is really important or good 2.2.8 Parallelism Copywriters use grammatical the parallelism which “consists of phrases or sentences of similar construction and meaning placed side by side, balancing each other” (Cuddon 511) The formal schemes can be represented in various ways Parallelism is one of the forms of schematic pattering It can be defined as “repetition of formal patterns” (Leech 1972: 186) The parallelism means the parallel presentation of two or more than two similar 30 or relevant ideas in similar structural forms It is a rhetorical device heightening the emotional tone of the message and its importance We offer here an example of parallelism of a clause with the same structural pattern It creates a balanced flow of ideas and can be employed as a tool for persuasion because it uses repetition More defined More conditioned More beautiful lashes More than Mascara with more black impact (Estee Lauder) Talks inside Shouts outside (Ford) My Goodness My Guinness (Guinness) More than you’d expect Less than you thought (Sony) 2.2.9 Antithesis The antithesis is “ fundamentally, contrasting ideas sharpened by the use of opposite or noticeably different meanings” (Cuddon, 1999) Pure antithesis: Antonym is used as a base for this kind of antithesis Consider the following: Slow down Pleasure up (Camel Cigarettes) Small seeds generate big ideas (CNN) Imagine a mini phone with maximum style and design 31 (Samsung) Negative antithesis: one of the two cohesive expressions is the negative form of the other Namely, one of them is expressed by a negative particle such as no, not, etc Does she or doesn't she? (Clairol) Melts in your mouth, not in your hands (M&M’s) 2.2.10 Hyperbole Hyperbole is “a figure of speech which contains an exaggeration for emphasis” (Cuddon 1999) According to Wales (2001), hyperboles are often used for fun as well as to create strong impressions and emotional responses In the following examples, hyperbole is used to emphasize the best features of the advertised objects Fight wrinkles! Renew collagen in just 48 hours (Lancôme) Takes You Miles Away in Seconds (Lexus) Everything you hear is true (Pioneer) The Closest Your Dog Will Ever Get To Being A Dragon (Purina Dog Food) 2.3 SOUND TECHNIQUES 2.3.1 Rhyme 32 Rhyme is a pattern of “identity of sound between words or verse lines extending from the end to the last fully accented vowel and not further.” (Oxford English Dictionary) Rhyme refers to sounds, not spelling It is commonly found in jingles, slogans and headlines, like in this one: It is a pleasure to eat good meat (Campbell’s) With the frequent use of rhyme, it can be said that rhyming has a certain effect on customers’ mind concerning phonetic aspect It looks like a saying, a poem or a piece of music that easily come to one’s heart Thus, readers are likely to easily remember the sentence and the brand name of the product as well Love this skin you are in (Olay) Stop seeing broken hair everywhere (Pantene) 2.3.2 Alliteration Alliteration can be defined as “The essence of this device lies in the repetition of similar sounds, especially consonant sounds, in close succession, particular at the beginning of successive words In his book, Cuddon defines alliteration as “a figure of speech in which consonants, especially at the beginning of words, or stressed syllables, are repeated” In his work, Myers (1997) states that in slogans alliteration with its similarity in sound often plays against dissimilarity in meaning and makes the listener more aware of the contrast It is widely used in advertising slogans There are 20 consonant sounds in English, but those that are made by stopping the air-stream completely (p, b, m, n, t, d, k and g) are according to Greg Myers (Myers 1997) most used, because they stand out more than others 33 When dealing with phonetics, alliteration should not be omitted Alliteration is the repeated occurrence of a consonant sound at the beginning of several words in the same phrase In the advertising language, it can help slogan to achieve rhythm, which makes it memorable Doubting, dreaming dreams no mortals ever dared to dream before (Poe) No Nonsense (Whisky) Push button publishing (Blogger) Don’t dream it Drive it! (Jaguar) It is a phonetic device that roots in melodic effect and brought to the text This effect is created by the repetition of similar sounds that are particularly placed at the beginning of the words All these phonetic devices are also the lexical ones Humor or fun are included in advertising if it is to catch the attention awake interest, evoke desire or cause the action This method representing the main function of advertising is called AIDA Each letter of this acronym represents one act A – attention, I – interest, D – desire, A – action 2.3.3 Assonance Sometimes, the assonance referred to as “vocalic rhyme”, assonance “consists of the repetition of similar vowel sounds, usually close together, to achieve a particular effect of euphony” (Cuddon, 1999) As compared with alliteration, assonance is not very obvious in advertising slogans and is harder to identify In Encyclopedia Brittanica assonance is defined as “repetition of stressed vowel sounds within words with different end consonants, as in the 34 phrase ‘quite like’ It is unlike rhyme in which initial consonants differ but both vowel and end consonant sounds are identical, as in the phrase “quite right” (Encyclopedia Brittanica 2015) Grace …Space… Pace (Jaguar) See what we mean (Canon) Intel inside (Intel) I bring fresh showers for the thirsting flowers (Shelly) 2.3.4 Consonance Cuddon states that consonance is “the close repetition of identical consonant sounds before and after different vowels” (1999) Some of the analyzed slogans exemplify the consonance sound technique: Washing machines live longer with Calgon (Calgon) Ariston and on and on (Ariston) The above mentioned sound techniques: alliteration, assonance and consonance that perform the function of attention-grabbing They make the piece of writing memorable and provide the slogans with the strong beating rhythm Moreover, as Ding (2003) claims, the following devices have an emphatic effect of the meaning 2.3.5 Onomatopoeia Some of the analyzed slogans are based on the sound technique called onomatopoeia, which is defined by Cuddon as “the formation and use of words 35 to imitate sounds It is a figure of speech in which the sound reflects the sense As a rule, it is deliberately used to achieve a special effect” (1999) The examples of onomatopoeia were uncommon in the bulk of analyzed slogans for commercial advertising campaigns and were not identified among the sampled slogans for social advertising One of the two identified instances of onomatopoeia in commercial advertising slogans could be taken from the auto mobile industry: Zoom-Zoom (Mazda) The repetition of the word “zoom” in the slogan and especially its pronunciation reminds the sound produced by the car engine when the accelerator is pressed Another example: WASSSSSUP?! (Budweiser) In which the prolonged “s” sound reminds of the sound typical of carbonated drinks when the bottle is being opened This sound technique makes the idea of the advertisement more interesting, expressive and effects the readers’ senses 2.3.6 Rhythm The rhythmical arrangement is constantly used by advertisers in advertising slogans Rhythm is “the movement or sense of movement communicated by the arrangement of stressed and unstressed syllables and by the duration of the syllables” (Cuddon 1999) According to several scholars such as Leech (1972) and Cook (1996), rhythm is perceived on a subconscious level without noticing it thus making slogans a memorable, repeatable sentence The 36 scientists are unable to explain the phenomenon of an attraction of rhythm and repetition Several assumptions have been made either it may recall the regular sound of the mother’s heartbeat in the womb or it can be compared to the ritual magic dances However, all of these are highly speculative (Cook 1996) The regularity of rhythm also contributes to the attraction of rhythm in slogans There are different types of metrical feet and the most frequent meters are the iamb (an unstressed syllable followed by a stressed syllable), the trochee (a stressed syllable followed by an unstressed), and the dactyl (a stressed syllable followed by two unstressed) Please have a look at the following example of a commercial advertising slogan: Live your life, love your home (IKEA) The variation of stressed and unstressed syllables attracts the attention of the potential customers The examples of rhythm were not observed in the data of social advertising Chapter Discussion 3.1 Understanding culture in slogan translation Culture is the first factor to be considered for any translator It is very important, the nature of survival for an enterprise As companies engage in business activities in any other marketplace, they must learn about the culture of this location to achieve a perfect market They should know exactly what the customer needs from which they can help the customers feel satisfy Advertising, 37 can help companies contact with their customers; however, without understanding the cultural messages what advertisers want to convey to customers will easily be misunderstood and probably leading to the failure of the company When creating a slogan, companies may have trouble related to cultural values This is an example A few years ago, Pepsi tried its slogan translated as "Come alive: You're in the Pepsi Generation" into Chinese As a results, the Chinese version is "Pepsi Brings Your ancestors back from the dead " Another example can be seen in the case of New computer system of Vista Microsoft which launched a term to dishonor a woman aged, frumpy in Latvia And Motorola's Hello moto ringtones like "Hello, Fatty - Hello fat people" in India So it is no surprise that most of these companies use puns - the alliteration, the pun and the words mean expansion - this is almost mandatory in the advertising slogan While verbal humor can complement the newness of an advertisement, it means that the stylistic devices are virtually incapable of translation into other languages In Asia, many generations live together in the same house therefore generally they develop close relationships with the people around than in the Western countries Asians are not encouraged to express an opinion for not offending others For example, in Vietnam, the same product Sunsilk shampoo, the slogan "Millions girlfriend in Vietnam believe in miracles" were accepted more easily than with the slogan "Life is not waiting" The reason is that the slogan "millions" has been imposed on the majority sentiment, creating a sense 38 of security and peace of mind for the user Meanwhile, the slogan "life is not waiting for" will be understood in a wrong direction that is encouraging young people cohabiting 3.2 Some tips to translate slogan from English into Vietnamese Analyze the original Your source text should be reviewed by someone in market for images, phrases or concepts that might not work in all countries, such as some sports pictures, metaphors and idiomatic expressions Having this feedback before translation begins can help you decide whether to change the original in order to have consistency across translations, or to give your translation provider license to use the images and metaphors most effective in the target languages In an ideal scenario, the writer of the source materials has been trained in writing global-friendly content Determine target audience Before you send your text to the translator, determine if the project is global or regional in scope This will determine your target languages Note that the slogan needs to reflect the habits, tastes and lifestyle of a certain group of people You will need to consider the risks and benefits with each scenario Share the knowledge 39 In order to produce copy that you like, a translation provider needs to understand the objective of the text, the target audience and the preferred style as well Having a local style guide will be important to getting the message right Expect a lot of feedback Language is subjective and reactions can be strong when it comes to marketing or stylistic texts Allow enough time when scheduling for a final refinement step where the feedback from reviewers is analyzed, harmonized (if more than one reviewer is participating) and implemented Slogans are tricky Slogans and taglines are extremely challenging and time-consuming to localize and may need to change slightly or significantly in the target language It’s hard to get a slogan to work across all markets, which is why a global slogan is rare McDonald’s didn’t create their first global slogan “I’m Lovin’ It” until 2003, and it was kept in English for most countries Take a notice of the first and second person pronouns “I”, “we”, “you” in English or “tôi”, “bạn”, “chúng ta”, in Vietnamese often give people good feelings According to conventional psychology, a person will easily accept the use of a product or a service when they recommend their friends to try The use of such personal pronouns in television advertising will help erase the gap between producers and consumers When potential customers see an advertisement with frequent use of first and second personal pronouns they will feel as if the manufacturer is talking to them face to face as friends, 40 who will give them the right advice The actual businesses or say rather than advertisers gave consumers a sense of central location, thoughtful attention, thereby creating their motivation to use the advertised product For example: Instead of “Because I’m worth it!” later “Because you’re worth it” and finally, in late 2009, the slogan was changed into “Because we’re worth it (The company L’Oreal) Pronoun “I” is replaced with the pronoun “you” and “we”, thereby eliminating the negative opposition “famous female star - an ordinary woman” Part C: Conclusion and recommendation 4.1 Conclusion 4.1.1 Summary of the findings Advertising slogan language is a special kind of language It has its own features in morphology, syntax, and rhetorical devices Simple and attractive are two general features of advertising slogan language Different as they are, all the advertisement slogans are alike in one important way It is stylistic devices that make advertisements slogan more effective and persuasive The thesis has been carried out in the light of stylistics The literature review which includes a review of previous studies and theoretical background mentions some studies about advertising slogan This study also has focused on a descriptive and analysis of grammatical features (Sentential level, phrasal level, tense), stylistic devices (metaphor, metonymy, simile, pun, personification, apostrophe, repetition, parallelism, antithesis, hyperbole) and sound techniques (rhyme, alliteration, assonance, consonance, onomatopoeia, rhythm) in advertising slogan This study 41 has tried to present and interpret stylistic features of the two commonly used stylistic devices in advertising communication The writer has given the discussion to clarify roles of understanding culture in slogan translation and give some tips to translate the slogan from English into Vietnamese 4.1.2 Limitations of the study Due to the lack of time, space as well as relevant materials, the topic under study may not have been thoroughly discussed as it should be This thesis only investigates some aspects of advertising language With the limited data for the analysis, all kinds of repetition and antithesis have not been covered Furthermore, the similarities and differences in stylistic features in English and Vietnamese advertising language has not been analyzed clearly yet 4.2 Suggestions for further study Some further research could be carried out under the following domains: - An investigation into a pun on advertising language - A better study on antithesis in English and Vietnamese advertisements 42 Reference English materials Bussman, Hadumod Routledge (1996) Dictionary of Language and Linguistics London, New York: Routledge Cook G (1996 ) The discourse of advertising London: Routledge Cuddon J A (1999) The Penguin dictionary of literary terms and literary theory London: Penguin Books Ltd David Crystal and Davy Derek (1969) Investigating English Style New Yord: Routledge Ding, X (2003) Stylistic Features of the Advertising Slogan Available from the Internet (http://www.translationdirectory.com/article49.htm) Galperin I R (1971) Stylistics Moscow: Higher School Publishing House Gramley and Pätzold (2002) A survey of modern English New York, Routledge Kristen Hamlin (1998) The Importance of Ad Slogans Califonia: Demand Media Leech G (1972) English in advertising: a linguistic study of advertising in Great Britain English Language Series London: Longman 10.Myers M D (1997) Qualitative research in information systems London: Idea Group 11.Rossiter, John and Percy, Larry 1987 Advertising and promotion management New York: McGraw-Hill 43 12.Sara Thorne (1997) "Mastering Advanced English Language" London: Macmillan Vietnamese materials 13.Mai Xuân Huy (2005) Ngôn ngữ quảng cáo ánh sáng lý thuyết giao tiếp Nhà xuất Khoa học Xã hội, Hà Nội 14.Nguyễn Kiên Trường (2004) Quảng cáo ngôn ngữ quảng cáo Nhà xuất Khoa học Xã hội, Thành phố Hồ Chí Minh 15.Trần Đình Vĩnh, Nguyễn Đức Tồn (1993) Về đặc điểm ngôn ngữ quảng cáo Tạp chí ngôn ngữ số 1, Viện Ngôn Ngữ học Sources from Internet 16.https://www.aaaa.org/Pages/default.aspx 17.https://www.ama.org/Pages/default.aspx 18.http://www.adslogans.co.uk 19.https://www.ahdictionary.com/ 20.http://www.britan -nica.com/art/assonance 21.http://www.oxfordlearnersdictionaries.com/ 22.http://www.collinsdictionary.com/dictionary/english-cobuild-learners 23.http://www.crews.org/curriculum/ex/compsci/8thgrade/company_slogans htm 24.http://www.taglineguru.com/sloganlist.html 25.http://www.um.ac.id/en/ 44 [...]... impressions for many potential consumers, so it absolutely needs to stress the company's worth Isolating one key area of your business and finding a way to integrate it into the slogan Therefore, in the process of translating the slogan, the translator should understand the main characteristics of the language in the slogans, which may make an appropriate language The slogan is composed of three characteristics:... commercial slogan of a company is considered as a sentence or short paragraph containing and transmitting descriptive and compelling information of a brand Accordingly, the slogan seen as a way to promote the brand is an extremely effective tool in creating brand value The slogan can help customers quickly understand what that brand is and how it differs from other brands Slogans can contribute to brand value... company's products will enable customers to feel comfortable and achieved success Another example of the use of metonymy in which slogan is the slogan of the company Volvo I like Volvo (Volvo) In this slogan, a single word expresses the whole group: ‘I like Volvo’ (= Volvo cars) Volvo brand name stands for any of the cars produced by Volvo The author uses the name to elicit a wide range of products of. .. Metonymy used here is the word "gold" The word gold implies the gold medal Referring to the gold medal, people think of the victory In this slogan, producers want to take advantage of the significance of the gold medal to emphasize the quality of the product in a very natural way Everyone knows Adidas as a company wellknown for sporting goods, but more than that, they want to emphasize that using the. .. increasing customer awareness of products through a strong impact on their benefits as consumer products to help save the image of the brand in the minds of customers to create expectations and promote customer At the same time, the slogan also helps a company affirm their commitment to customer service and helps reinforce the brand through identifying their differences with other companies in the market... homophones Because the City never sleeps (Citibank) In the slogan the word “city”, which means “a large and important town" is a pun upon the same pronunciation, spelling the company name But they have the different meaning With respect to rhetorical devices, the corpus of English advertisements provides a considerable number of puns which help to create the aesthetic effect of the message and make it more... concretized the dictionary definition of contact with reality According to them, the slogan was seen as a way of expression designed to enhance the universality 12 of the products and encouragement to buy the products The slogan is the brief expression in commercial advertising or promotion of politics is used to express ideas, principles and purposes of an individual or organization, sometimes just to let others... deliberately used to achieve a special effect” (1999) The examples of onomatopoeia were uncommon in the bulk of analyzed slogans for commercial advertising campaigns and were not identified among the sampled slogans for social advertising One of the two identified instances of onomatopoeia in commercial advertising slogans could be taken from the auto mobile industry: Zoom-Zoom (Mazda) The repetition of the word... others remember The slogan played an important supporting role in the construction of a brand image - a matter of survival of a business It helps save the a brand image in consumers’ mind Concepts were defined as slogans and illustrations of mandates within the relativity of all political, social, commercial advertisements and all cultures, military 1.2.2 The function and features of the slogan In commercial... understanding, "slogan" was assimilated to mean "banner" (ribbons, banners) with features and functionality similar to "banner as the name, slogan or purpose was tied to a particular group or a particular ideology" In the Dictionary Oxford Advanced Learner's Dictionary of Current English , Crowther has defined that "the slogan is a word or a catchy phrase to attract the attention of others or suggest an