A slogan is a phrase or a small group of words that are combined in a special way to convey a message in the political or commercial context, as a repetitive expression of an idea or the purpose. It may be expressed in two major wayswritten and visual. Slogans are generally short in length and easily remembered. Effective slogans leave the key brand message in the minds of the target market. An advertisement is effective only when it is designed in the language of customers or prospects. India is a multilingual country. About 15 languages are recognized in India. The national language of India is Hindi. A majority of the advertisements carry a slogan in Hindi. This paper addresses the fundamental queries about slogansthe message communicated by a slogan, the effect of the length of a slogan, and the rhyming aspect of a slogan in Hindi as compared to that in English.
A slogan is a group of words used for the
creation of an effective message. Slogans
are generally short in length and easily
remembered. Effective slogans leave the key
message of the brand in the minds of the
target market. An advertisement is effective
only when it is designed in the language
of the customers or prospects. There are
many languages in India of which, about
15 are recognized. The national language
being, Hindi. A majority of the
advertisements are made in the Hindi
language and carry a slogan in Hindi.
A handful number of research works on
business slogans were carried out since
1968. First work was on the effectiveness
of advertising slogans in terms of recall
power for individual products with the heavily advertised products (Katz Michael
and John Rose, 1968). Larsen Carl M and
Hugh G Wales (1970) carried out a
research study on the slogan awareness of
people of different ages, income levels, sex
and race. Further, Babu T D (2002) found
the statistical features such as average
length (in number of words) of slogans,
importance of rhyme and a list of key
benefits focused through the use of slogans.
Further, through the hypothesis testing, it
is revealed that the average length of slogans
do not vary significantly among consumer
products, industrial products and services.
Rhyme is not significant in the slogans
among consumer products, industrial
products and services. Also, irrespective of
the product category, the key benefits
focused are found to be common. Babu and
Jayabal (2004) have made similar study
but between consumer products and
services. |
