Slogans

Purpose-This article explores how employees can perceive and be impacted by the fakeness of their company slogans. Design/methodology/approach-This conceptual study draws on the established literature on company slogans, employee audiences, and fake news to create a framework through which to understand fake company slogans. Findings-Employees attend to two important dimensions of slogans: whether they accurately reflect a company's (1) values and (2) value proposition. These dimensions combine to form a typology of four ways in which employees can perceive their company's slogans: namely, authentic, narcissistic, foreign, or corrupt. Research limitations/implications-This paper outlines how the typology provides a theoretical basis for more refined empirical research on how company slogans influence a key stakeholder: their employees. Future research could test the arguments about how certain characteristics of slogans are more or less likely to cause employees to conclude that slogans are fake news. Those conclusions will, in turn, have implications for the morale and engagement of employees. The ideas herein can also enable a more comprehensive assessment of the impact of slogans. Practical implications-Employees can view three types of slogans as fake news (narcissistic, foreign, and corrupt slogans). This paper identifies the implications of each type and explains how companies can go about developing authentic slogans. Originality/value-This paper explores the impact of slogan fakeness on employees: an important audience that has been neglected by studies to date. Thus, the insights and implications specific to this internal stakeholder are novel.

Le prétexte de cet article est un slogan subtil qui a connu à partir des années 1980 un immense succès dans les milieux de l’écologie, où il est né, jusqu’à paraître aujourd’hui galvaudé par sa migration dans des domaines proches, comme l’aménagement du territoire, ou qui lui sont a priori étrangers, comme le marketing. Il permet d’explorer une dualité des pratiques sociales et organisationnelles qui a traversé, en amont et en aval, l’histoire de l’environnement et qui s’est manifestée sous différentes formes : écologie par en haut et par en bas, vision systémique et solutions locales, verticalité et horizontalité de l'engagement, échelle nationale des partis verts et échelle cosmopolite de l’altermondialisme, avec à la clé, pour terminer, la reterritorialisation comme réponse aux derniers avatars de la mondialisation.
On situe généralement au début des années 1970 la naissance de l'écologie politique proprement dite. Comme nous le verrons, c'est à la fin de cette décennie que la fameuse devise « Penser globalement, agir localement » (Think Globally, Act Locally) est née sur le sol nord-américain de la bouche de deux Français...

Mainstream media typically reflect the values of the dominant culture, supporting the socioeconomic stability that keeps the business running. On the other side, all kinds of alternative media have one thing in common: they break some rule of the mainstream media system and
very often they stand in opposition to the conventional customs and institutions. In any case, there has been always an intense discourse between media scholars concerning the evolution of communication technologies in relation to their influence on society. This study elaborates the interactions between the new forms of media and the long-standing radical modes of communication in the framework of social activism. I will set the frames for a discourse to examine how contemporary Information and Communication Technologies can influence traditional forms of communication that express social discontent, based on practical examples concerning unauthorized outdoor graphics made by local grassroots activists and their connexion
to social media in times of the Greek economic crisis

У збірці есеїв авторка пропонує читачеві аналіз понад вось-
мисот слоганів українського спротиву – у фокус потрапляє пе-
ріод Євромайдану 2013–2014 рр. та подальший розвиток по-
дій в сучасній Україні. В есеях, котрі мають і наукове підґрунтя
(соціолінгвістика, дискурс-аналіз), риторику суспільних подій
висвітлено у науково-публіцистичному стилі. Із цієї збірки читач
може довідатися, як мова формує ідентичності та цінності, ві-
дображає суспільні зміни, якою є динаміка революційної рито-
рики (у зіставленні з попередніми українськими протестами –
Студентською революцією на граніті 1990 р. та Помаранчевою
революцією 2004 р. та з демонстраціями в інших країнах світу).
Революційні слогани виконали як суспільні функції (мобілізації,
згуртування
протестувальників), так і мовні (комунікативну,
експресивну, поетичну), стали частиною аудіовізуального образу
майдану, елементом формування колективної пам’яті про нього.
У мові протесту і подальшого українського спротиву переплелися
вербальна агресія і мовне злагіднення, архаїчні і модерні
риси, елементи літературних мов і соціолектів (суржику, азірівки,
жаргону, сленгу).
Книжка розрахована на широке коло читачів
– як лінгвістів,
студентів, особливо гуманітаріїв, так і тих, хто цікавиться укра-
їнськими суспільними подіями, цінностями українського гро-
мадянського суспільства.

The slogans raised by the Lebanese revolution protesters include a specific language use which reveals power, perseverance, and determination. As such, the Lebanese revolution slogans have encouraged the researcher to unfold and analyze its significant traits. The purpose is to unveil notions of power, how the notions are transmitted, pinpoint the audience to which the slogans are directed to, and exhibit why the slogans are written in the way they are. Through the slogans, the demand of the protesters is as follows. They want to topple the governing regime and trial its officials. Hence, through the slogans raised by the revolution, the Lebanese protesters firmly believe that the political leaders must be held accountable for their power abuse and wrong doings. Although the slogans of the Lebanese revolution were trilingual: Arabic, French, and English, the data of the analysis roughly comprises 22 eclectic slogans from the Lebanese revolution originally written in English. The overall data is composed of 187 multilingual slogans. Moreover, in order to analyze the slogans of the Lebanese revolution, the researcher will employ van Dijk’s (1997, p.25) Ideology Schema as well as the morpho-syntactic features (van Dijk 1997) related to political discourse. The schema and the features enable the researcher to uncover how language is used by the protesters in order to express the dissatisfaction with the government and its unjust practices. Through this analysis, the researcher hopes that the present paper would be a contribution to the field of analyzing the slogans of the Arab Spring in general, and the Lebanese revolution in particular.

          Key terms: Language, Ideology, Political Discourse Analysis, Slogans, Revolution, Lebanese.

¿Quieres crear eslóganes atractivos y eficaces para tu empresa turística? No has de ser un copywriter o redactor publicitario para valorar y evaluar la idoneidad de tus anuncios, pero sí deberías adquirir unos mínimos conocimientos del discurso publicitario.

Con este taller eminentemente práctico conocerás y aplicarás algunas de las técnicas lingüísticas más usadas y rentables por la publicidad turística a la hora de captar clientes y crear imagen o aumentar las ventas.

Künye; Candemir, Tülin, “ Slogan Examples and Analyses in Advertisement Channels in Turkey from Past to Present”, VII  International Language, Letters and  Phraseology Symposium in UNESCO Mevlana Year, Selçuk University Science and Literature Faculty and Mevlana Research and Application Centre, Vol. 2, 391 – 401, Konya / Turkey, 2 – 5 May 2007

Çağımızda uluslararası dile sahip olan reklamlar, üretildiği toplumun kültürünü yansıtır. Reklam ürünlerinin tanıtımı, mecra araçları ile tüketiciye ulaşmaktadır.
Ülkemizde 1936 - 2006 yılları arasında üretilen farklı mecralardaki reklamlar; reklam dili içerisideki sloganları, toplumun sosyo-kültürel yapısı içinde, konusuyla, anlatımıyla, geleneksel ve modern kültür / yaşam unsurlarına doğrudan veya dolaylı göndermeler yapar.
Bu dönemler arasında 11 reklam; Telefunken, Piyale, Halk bakkaliyesi, Tofaş, İş Bankası, Uni-ball, Nivea, Umut Çocukları Derneği, İkea, CNN Türk ve Alo markaları doğrultusunda sloganlarının çözümlemeleri yapılmıştır.
Araştırmada yer alan reklamlar, alınan yılları içerisindeki dil yapısıyla günümüzün hızla değişen koşulları içinde niteliksiz ve dil yapısından yoksun olsalar bile tasarlandıkları yıllardaki
önemlerine, içeriklerine, görüntü ögeleri ve reklam tasarım özelliklerine göre seçim değerlendirmesi yapılmıştır.

The scopes of this research were to analyze the semiotic and cultural aspects of 30 English and Persian advertising slogans of various brands and also to reveal the functions of advertising elements used in the advertising teasers. The slogans were sampled for the analysis on the random basis from the internet sources. The writer used descriptive qualitative method to describe and analyze the semiotic elements; objects; verbal and nonverbal dimensions of advertisements. The semiotic model used in this analysis was Charles Sanders Peirce’s semiotic framework. The researcher identified the frequency of cultural and advertising elements used in the advertising slogans in order to illustrate the techniques used by the companies. The findings of the present research indicated that among the advertising elements, shots, color, and music were used more in the 15 English advertising teasers, but in 15 Persian advertising teasers, shots and color were used more than the other advertising elements. In addition, the functions of semiotic and cultural elements in advertising are as follows: they convey the messages more vividly and comprehensively, facilitate the communication between the advertisers and audiences, indicate the truths and facts in a different way, evoke the awareness and conscience of people in order to help others, convey a piece of information about the advertisement, make reference to a concrete or imaginary reality associated with the values of the advertised product or service, and build a bridge for social groups and various communities.

Advertising Slogans can hold the key to success of tourism destinations. In highly competitive times when countries are in a fi erce struggle to attract a major share of tourists, the importance of creation of an ideal 'tourism slogan' for the country is duly acknowledged by Destination Marketing Organizations (DMOs). There are continuous efforts for building national destination identities that can rightly encapsulate the image of a country in an essence through a logo, campaign or slogan, which strikes an immediate chord with the tourist market and can be easily retained in top of mind awareness (ToMA). The power of 'word play' in coining a country tourism slogan has a vital role that can be detrimental to the success of destinations. While certain creatively coined slogans leave an indelible mark in the memory through appropriate use of words, rhyme and rhythm, providing a true refl ection of the country, others are easily relegated into oblivion. There are very few country tourism slogans that the wider market can easily identify and associate with. Therefore lexical use and creativity in advertising slogans has become of paramount importance in marketing. This study makes an attempt to analyze the importance of word play in country tourism slogans with the aim of identifying the most commonly used themes that are used to attract tourists through the few words that paint a picture of the destination.

The Russian protests, sparked by the 2011 Duma election, have been widely portrayed as a colourful but inconsequential middle-class rebellion, confined to Moscow and organized by an unpopular opposition. In this sweeping new account of the protests, Mischa Gabowitsch challenges these journalistic clichés, showing that they stem from wishful thinking and media bias rather than from accurate empirical analysis. Drawing on a rich body of material, he analyses the biggest wave of demonstrations since the end of the Soviet Union, situating them in the context of protest and social movements across Russia as a whole. He also explores the legacy of the protests in the new era after Ukraine's much larger Maidan protests, the crises in Crimea and the Donbass, and Putin's ultra-conservative turn.

As the first full-length study of the Russian protests, this book will be of great value to students and scholars of Russia and to anyone interested in contemporary social movements and political protest.


Contents
Chapter 1. Introduction: March of Millions
Chapter 2. Putin's Regimes
Chapter 3. Insurgent Observers
Chapter 4. Political and social protest: opposition and grassroots protest before 2011-13
Chapter 5. Political and Social Protest: Opposition and grassroots protestors in the 2011-13 protest wave
Chapter 6. Pussy Riot and Beyond: Art, Religion and Gender Regimes in Russian Protest
Chapter 7. Cognitive spaces of protest
Chapter 8. The transnational dimension
Chapter 9. Conclusion: Protest in Putin's third term


"Benefiting from his exceptional cross-cultural and cross-disciplinary background, Gabowitsch looks at the Russian polity from below. Highly informed by personal observations, interviews and a systematic database of protest events, the book offers a completely new view of the promise and challenges of protest in the context of the authoritarian temptation that has come back to haunt the entire European continent."
Laurent Thévenot, École des hautes études en sciences sociales, Paris

"This book sheds new light on the forces and conditions that have shaped the anti-Putin protests in Moscow and elsewhere, examining in unprecedented detail the events, personalities and ideas that have changed Russian and global politics in recent years. There is little doubt that mass protests will occur in Russia again, though in new and unpredictable forms. This book helps us understand their fateful crescendos."
Alexander Etkind, European University Institute, Florence, author of Internal Colonization: Russia's Imperial Experience

"Gabowitsch's seminal study is of interest to the specialist as well as the general reader. It is a meticulously researched volume that throws light on the diverse protests that swept Russia in the wake of the 2011 Duma election. While they failed to prevent Putin's return to the presidency, the protests may well have heralded potentially momentous social change."
Josephine von Zitzewitz, University of Cambridge

Öz Bu çalışmada, Türkiye'de yer alan devlet ve vakıf üniversitelerinin sloganları, metin biliminin bileşenlerinden olan bağdaşıklık ekseninde incelenmiştir. Çalışma kapsamına Yüksek Öğretim Kurulu (YÖK) tarafından resmî olarak tanınan 193 üniversite alınmış, bu üniversitelerin sloganları bağdaşıklık ögeleri ekseninde analiz edilmiştir. Nitel araştırma yöntemlerinden söylem çözümlemesinin temel alındığı çalışmada elde edilen sonuçların başlıcaları şunlardır: 193 üniversiteden 102 üniversitenin İnternet sayfalarında kalıcı bir slogana yer verdiği, 91 üniversitenin ise yer vermediği görülmektedir. Bağdaşıklık unsurları dikkate alındığında sloganların büyük çoğunluğu, cümle yerine kelime grubundan oluşmaktadır. Kelime grupları içerisinde en çok tercih edileni, sıfat ve sıfat fiil grupları olmuştur. Söylem analizinin en önemli sonuçlardan birisi, üniversite sloganlarının yer verdiği temaların başlıcalarının gelecek ve bilimsellik olmasıdır. Çalışma sonucunda elde edilen bulgu ve yorumların dilbilimi ve söylem çözümlemesi alanında çalışan araştırmacılara ışık tutacağı düşünülmektedir. Anahtar Sözcükler: Bağdaşıklık, slogan, üniversite sloganları, söylem çözümlemesi. Abstract This study aims to analyze the cohesion elements of discourse analysis found in the slogans of state and private universities in Turkey. 193 universities which were included in the for mal website of Higher Education Council (YÖK) and the slogans of these universities were analyzed in terms of cohesion. Discourse analysis that is one of the qualitative data analysis methods was used and some of the main findings of the research results are as follows: out of 193 universities 102 universities possess a slogan in their websites but 91 universities do not. As for cohesion high majority of the slogans consist of group of words instead of sentences. Adjective clauses and adjective-verbal clauses were found to be among the most preferred ones. One of the most important results of discourse analysis is that the themes of the university slogans centered around future and science. The research findings are thought to shed light on important topics studied in linguistics and discourse analysis, and guide future researchers.

In the world of modern communications, visual identity has predominant influence on the overall success of tourist destinations, but despite of these, the problem of designing thriving tourist destination visual identity and their components are hardly addressed. This study highlights the importance of building and managing the visual identity of tourist destination, and based on the empirical study of well-known Mediterranean destination of Croatia analyses three main components of tourist destination visual identity; name, slogan, and logo. Moreover, the paper shows how respondents perceive each component of Croatia's visual identity. According to study, logo is the most important, followed by the name and slogan. Research also reveals that Croatian economy lags behind developed countries in understanding the importance of visual identity, and its influence on marketing goal achievements.

Pakistani politics is full of political rhetoric. Attractive slogans are used by leaders of political parties to inspire and set the mood of public about a particular issue. Even parliament is neglected by politicians. This political immaturity led the nation towards street politics and polarization in the society. Due to elements of intolerance in politics, leadership could not find consensus and viable solutions. The paper analyzes political rhetoric; slogan politics and role of parliament in Pakistan especially focusing on the first one year of Pakistan Muslim League Nawaz's (PML-N) current government. In this context, political parties and their leaders' popular statements particularly in print media containing rhetoric and slogans to resolve two important issues i.e. electoral reforms and energy crisis has been examined. Political parties' initiatives in the form of calling attention notices, questions, resolutions, bills, motions and point of orders in the parliament have also been assessed followed by recommendations. The paper highlights that politicians generally use rhetoric and slogan politics instead of using parliament to satisfy the public on various issues. The paper recommends that political parties should enhance intellectual depth of party members and leaders so that they can effectively use the forum of parliament for resolving issues.  Since its independence, Pakistan's politics have been shuttling between democracy and dictatorship like a pendulum where political rhetoric and slogan politics are mostly used to inspire and win public support. Pakistan's current politics mostly focus on various key issues namely panama leaks, electoral reforms, energy crisis and law and order situation in the country due to terrorism. Many other issues like corruption, unemployment, education, health, poverty, price hike and inflation etc. are, however, at low priority agenda of political parties at the moment. These issues are mostly highlighted by political leaders on streets through demonstrations and media coverage. In developed democracies, politicians mostly use parliament as a forum to discuss various political, security, social and economic issues in order to reach at solutions and frame legislations. Furthermore, in advanced states, parliament works to detached people from staging demonstrations in streets and helps them to send their representatives in the legislature (Waseem, 2016). However, it

Je traiterai ici d'une oeuvre poétique contemporaine qui est encore peu connue, et encore moins étudiée, mais qui me semble considérable : Slogans, de Maria Soudaïeva. Dans l'avant-propos de l'édition française de 2004, qui est la seule édition existante à ce jour, Antoine Volodine évoque sa rencontre avec cette « partisane » poétesse -depuis lors suicidée du post-communisme -et avec « ses cahiers de poèmes, qu'elle appelait quelquefois (en français) ses "petites proses" », et il témoigne de ce qu'il a été aussitôt « fasciné par la netteté photographique de ses visions, et par le moyen formel incongru mais efficace qu'elle avait découvert pour les transmettre 1 ». Or, la traduction qu'il publie de ces « petites proses », les pastiches qu'il en propose dans ses romans et dans le « cantopéra » Vociférations 2 , ou encore les versions qu'il a adaptées pour le théâtre 3 , donnent une idée de cette profonde originalité, dont j'aimerais ici saisir la nature et la portée.

“Meksika’da 1999 yılında Zapatista, askerlere, üzerinde aşağıdaki ifade bulunan kağıtlarla seslenir ve bu olay bir araştırmacıya “simit sat, onurlu yaşa” sloganını hatırlatır. Şöyle yazmaktadır kağıtlarda: “Askerler, yoksulluk yüzünden hayatlarınızı ve ruhlarınızı sattığınızı biliyoruz. Ben de fakirim, milyonlarca kişi gibi. Ancak siz, bizi sömürenleri – Başkan Zedillo ve onun para babalarını savunduğunuz için, bizden daha da kötü durumdasınız” (Oklay, 2016).

The term slogan derives from Slough-ghairm, pronounced as Slogorm from Scottish Gaelic which means battle cry. Slogan is usually an unforgettable phrase that is frequently used to express an idea or purpose. Slogans have been employed in religious and political areas since long time ago, but today they are mostly used in business and trading.
They vary from other ordinary text and images, and often because of their simple structure cannot convey a lot of concepts and details. Hereupon, slogans instead of drawing specific audience, address general audience to convey their particular meanings. Brand owners pay lots of money to advertising agencies to come up with snappy advertising slogans. Advertising slogans often claim to have knowledge of something and attempt to show it.
Slogans usually serve a substantial role in calling audience’s attention to one or more aspects of a product or service. Normally slogans claim that the advertised product or service is of the highest quality, or is the most delicious, the most inexpensive, or nutritious… one. The slogans should point out, at least, the most important advantage of a product, or respond to the audience’s needs, or offer more benefits for their future/probable customers.

Driven by the 2009 global economic crisis, Dacia Romania designed and built the Dacia Duster sport utility vehicle (SUV) to be the ideal SUV at an affordable price. After a successful introduction of the cheapest modern sedan on the international market in 2004, and one of the cheapest modern seven-seaters in 2006, Dacia planned to introduce what it hoped would become the cheapest modern SUV on the international market. The main challenge it was facing in 2009 was not only how to sell the car to existing customers, but also to conduct an extensive public communication campaign in order to convince other drivers to change their cars for the cheaper, more efficient Dacia SUV that was going to be available in spring 2010.
Learning Objective:
This case can be used in undergraduate and postgraduate courses on business communication, marketing, and operations management. The three main objectives are to:
• Familiarize students with the process of developing a slogan for the introduction of a new product in existing and new markets.
• Train students in organizing the product launch schedule.
• Develop students’ skills in familiarizing customers with a new product.

As well as having been stamped as the hallmark of queer drama in the literature of North America, Angels in America contributed in great extent to raise awareness for the queer and AIDS activism which was having its heyday at the beginning of the 1990s. Angels in America, published in 1991, conveys the story of the 1980s detached and isolated communities of HIV positive people, Jews, Mormons, and homosexuals as the AIDS epidemic striking at its most destructive period in North America. I will attempt to analyse the ways in which the AIDS crisis and queer awareness are intertwined into the long-lasting discussion of identity politics in Angels in America, and I will both argue the effects of the underrepresentation of different minority communities on different characters, and how the play criticizes the misconceptions about these minorities.

This paper aims to describe the notion of 'sloganisation', with special regard to the fortune and circulation of certain slogans in Italian public discourse. An analysis of their forms, contexts of occurrence (political propaganda, advertising, football supporters) and means of diffusion (street talk, electoral manifestos, traditional and new media) shows an increasing desemantisation of this kind of message. Slogans are routinely used by political parties and are widely quoted, regardless of their ideological content, merely in order to create identification or to increase the polemical attitude of their leader. 1. INTRODUZIONE Il termine slogan, di origine scozzese, viene introdotto in Italia dai traduttori di Walter Scott (1831: nel significato etimologico di 'grido di guerra di un clan') e si diffonde a partire dagli anni '30 del XX secolo significato di 'parola d'ordine' e 'motto' (DELI), prima nell'ambito della pubblicità commerciale, quindi in graduale sostituzione del termine motto (anche nell'accezione politica), per poi erodere anche lo spazio semantico di massima e sentenza (termini fino ad allora usati per indicare una formula concisa a carattere sapienziale, che condensa efficacemente valori e si presta a essere ripetuta, memorizzata, citata: Rosso 2001). Nel Novecento, del resto, questo tipo di formula a effetto cambia (o meglio, amplia) destinazione d'uso, specializzandosi come strumento di propaganda o di lotta politica, utilizzato anche nel tifo calcistico, oltre che per caratterizzare e reclamizzare un prodotto. Dalla scrittura frammentaria d'autore, ci si sposta dunque nel terreno della scrittura tendenzialmente anonima ed esposta (sotto forma di iscrizioni sui muri, manifesti e tazebao, volantini, locandine, striscioni, annunci sui giornali, brochure, "santini" elettorali) e insieme dell'oralità gridata da militanti e ultrà, o declamata nei ritornelli delle pubblicità radiofoniche e televisive, pronta a entrare nel circuito discorsivo popolare.

In this paper, I analyze the nation-building project that the Islamic Republic of Iran has produced and reproduced in the past four decades. I explore the political, social, and economic processes contributing to the (un)doing of identity projects, by investigating the 2009 protests following the Iranian presidential election and analyzing the slogans shouted from both sides of the conflict. I analyze these slogans, their words, metaphors, and meanings embedded in them to extract various aspects of national identity imagery, ideologies, and discourses in Iran. I argue that the narratives that emerged during the political protests of the 2009 Iranian Green movement demonstrate the formation of a plural national identity in Iran, which allows for the inclusion of more and more citizens. I contextualize my questions in the post-Islamic Revolution time period and specifically in the last decade (2009 to the present), because this period has undergone multiple civic movements. I contend that by placing the Iranian Green Movement under scrutiny various dimensions of contemporary national discussions in Iran can be exposed; notably anticolonial nationalism (fear of foreign domination), religious nationalism (Islamic and Shia), and civic nationalism.

The Maidan protests provide us with insights into Ukrainian society and the dynamics of mobilisation more generally. Based on the EuroMaidan Protest Participant Survey, on-site rapid interviews with protesters, interviews with politicians, activists and journalists, and focus groups with ordinary citizens and activists, this essay maps the actors, claims and frames of each phase in the protest cycle. It highlights the diversity of actors and the inability of activists and party leaders to coordinate as the central features of the protests. Our analysis reveals the fluid and contingent nature of cleavages commonly portrayed as fixed and politically salient.

Comment la nudité peut-elle encore être subversive, alors que les corps dénudés se sont très largement banalisés dans la publicité et à la télévision ? C’est sur cet étonnement que s’ouvre le livre d’Hubert Prolongeau, écrivain et journaliste, qu’il publie après le succès de son récit d’une « randonue » dans Le Nouvel Observateur [1]. « Nudiens », solidarnue », « non-textiles », de nombreux néologismes jalonnent l’ouvrage, où le lecteur découvre tout un vocabulaire propre à l’univers du naturisme et de la nudité militante, le premier étant un mode de vie, le second un moyen d’action contestataire. Ce lexique n’est pas sans rappeler la circulation du néologisme « manufestation » lors des rassemblements, en 2012, contre la hausse des frais de scolarité dans les universités québécoises, durant lesquels les étudiants déambulaient partiellement dénudés. Ces événements illustrent un mouvement plus global : depuis quelques décennies, la pratique contestataire consistant à se mettre à nu se généralise et s’internationalise dans les manifestations. Dans quelle mesure poser ou manifester nu est-il une nouvelle forme de militantisme ? Quelles normes juridiques et sociales régissent ces pratiques ? Que nous disent-elles de l’évolution du rapport au corps dans notre société ?

The aim of the paper is to analyse slogans of the Żubr brand in a linguocultural perspective. The focal issues of the study are the following aspects: creating the connotative potential of the names żubr (‘bison’, the name of the animal) and Żubr (the beer brand name), using nature as a topos as well as referring to the local color of the region of Podlasie. The cultural dissonance implementation and the ritualization references are also discussed. The linguistic aspects of the analysis comprise the use of lexis and fixed expressions, both in their standard and modified forms. Moreover, the intertextuality of the slogans
is analyzed. The research study shows that thanks to the development of the advertising conception, the slogans of this brand play an important role in the creation of the brand on the market and the enhancement of its position.

This paper investigates the claim that demonstrations are a ritual activity in modern societies in general and in Tunisian post-revolutionary society, in particular. This claim is based on the framing nature of  action(s) and discourse(s) in demonstrations. The slogans (oral and/or written) are the result of many cognitive faculties such as blending, metaphoric conceptualization, and embodiment. The analysis is based on data from the uprising in Tunisia that occurred during December 2010 and January 2011 and continued after on many occasions, in a variety of forms and places. The study progresses by presenting an overview of demonstrations as an organizational frame, and investigating the different facets of the discursive components: demonstrations as rituals; blending, metaphor, and embodiment as cognitive tools in slogans elaboration, and finally by investigating the different facets of slogans as collective speech acts where the focus is on the popular “Dégage” formula,

This paper sets out to study political slogans in Achebe's A Man of the People, a field that has not received wide scholarly attention. The paper specifically aims to examine how political slogans in the text are used by the author to portray the socio-political activities in the Nigerian context. In achieving the stated aim, the paper employs the sociolinguistic theory of Ethnography of Communication by Dell Hymes (1962, 1964, 1971, 1972, 1974) in its analysis. Data for study are collected through a purposive sampling. Twenty-five political slogans are selected from about one hundred (100) political slogans in the text. The findings reveal that political slogans in the texts are basically used to satirize, cajole, ridicule, mock the political class, and also show how politicians coax and persuade the masses with slogans. The paper concludes that a study of political slogans using ethnography of communication in literary text contributes to a better understanding of the political situation in Nigeria and provides insights into political conflicts during electioneering processes.

This article explores the theoretical and empirical interest of protest slogans and writings for social movement research. It shows how this material can contribute to a better understanding of collective identities, emotions, and claims made in contemporary demonstrations. Theoretically, it invites researchers to go beyond the actual ‘words’ to invest these slogans as political performances: increasingly individualized and diversified, these writings carry a public staging and a political discourse that can address multiple audiences. Therefore, they give access to the individual and collective voices expressed within contemporary social movements – and the way they interplay. To take into account their diversity, the article proposes a typology of the main political functions of these writings – whether they aim to lay claims, to proclaim, to mobilize or to witness, which will determine their very form and their favored support. Secondly, the article revisits the ethical and methodological issues raised by the collection and analysis of protest writings for the empirical study of social movements. It examines different ways of mining their potential for comparison and mixed method device, through either textual, visual or qualitative analysis. To do so, it draws on the experience and results of an international study of youth social movements in the second decade of the twenty-first century, to which this method was widely applied to identify and compare the fundamental rhetorics of these post-2008 protests.

The paper aims to present the results of a chrematonomastic research on the interactions between brand names and their slogans which, when used together, form specifi c advertising units that shape the identity of the branded product. Such complex structures (“brand name + slogan”) are referred to as performative brand interactions (PBI) or, more generally, as performative textual nodes (PTN). Through the lens of communication theory, these PBI/PTN constructions may qualify as “conversational contributions ” (CC) or “moves” according to the “dialogical moves ” theory. Methods of corpus analysis serve to study the usage frequency of slogans accompanying brand names. The article explores the structural, as well as the semantic, and pragmatic aspects
of performative interactions that enhance the communicative potential of a brand name by placing it in a specifi c context. The study results in a classifi cation of the “brand name + slogan” units considered as having a twofold scope, both textual (interaction between the brand name and the slogan) and communicational (interaction between PBI/PTN and the target audience or the marketed product).

According to Thucydides’ account (II, 12), the beginning of the Peloponnesian War is marked by the sentence pronounced by the Spartan herald Melesippus : «This day will be at the head of great disasters for the Greeks». This paper assesses the importance of these words in Thucydides’ work and discusses its relationship with Aristophanes’ Peace (435-436), where the same expression is employed. Furthermore, it examines the fortune of this sentence, from Homer and Herodotus to Flavius Josephus and Ælius Aristides.

O homem é um ser dotado de linguagem e a utiliza na representação do mundo. A linguagem engloba todos os processos – ideias, sentimentos, pensamentos e emoções-capazes de efetivar a comunicação por intermédio de signos sonoros, gráficos, gestuais e/ou convencionais. Todo ato de comunicar é intencional, portanto, o objetivo deste artigo é destacar os pontos em comum entre a poesia e a publicidade. Para este estudo, empreendeu-se a pesquisa bibliográfica e exploratória, fundamentadas em autores da área, e embasadas no método qualitativo. Já que tanto o recurso poético quanto o publicitário usam da expressividade para impactar os seres humanos e sua identidade perante o contexto histórico-social no qual estão inseridos, a semelhança entre ambas destacam-se de modo mais nítido nas exemplificações e no desenvolvimento do trabalho.

Corporate slogan is used by organizations as marketing stimulus
as a part of corporate identity. Even though almost every big
organization likes to use slogan as a marketing stimulus, it is not sure
whether corporate slogans compel consumers to buy the product or
services. To test if decision making is the function of corporate slogan,
an experiment was conducted. A sample of 102 consumers was used
by simple random sampling method. Participants were 32 boys and
70 girls gender-wise, and divided equally into experimental group and
control group by random assignment. An audio- visual advertisement
was shown to the participants and later given chance to respond, “how
likely are you to buy the service?” in a rating scale where 0 meant
‘totally unlikely’ and 10 meant ‘sure’. The advertisement consisted of
bilingual corporate slogan for experimental group. For control group,
the advertisement was totally the same except it did not include any
corporate slogan. The data showed that decision making is not the
function of corporate slogan.

This thesis analyses the form and content of Japanese print advertisements, which includes a discussion on the role of advertisements in Japan. It also tries to answer the question whether and how „japaneseness“ is presented in the analyzed advertisements. These ads were selected according to different topics they represent, taken from the largest Japanese newspapers, magazines and other scientific publications from the last fifty years. Definitions of some basic semiotic issues and mass media marketing notions related to advertising as an art of communication were used as the basis of the analysis. This survey tries, as well, to reveal the techniques used by Japanese creators when composing given advertising messages (creative process). Furthermore it tries to reveal the Japanese image advertising persuasion strategies (soft sell, visualization of interdependence, use of Japanese/Hollywood celebrities, visual and linguistic metaphors, wordplay, or the covert communication in advertisements with sexual innuendo). The thesis also introduce the Japanese advertisement copy structure (headline, body copy, slogan, logo, visual part, layout), and it shows how individual elements of the Japanese language (e.g. kanji, hiragana, katakana) are used in advertisements. The latter part of this thesis illuminates the formal and content-related difference between selected
advertisements, and offers its systematic organization.

Are we witnessing the rise of "global" student anger, born in the wake of austerity policies and globalized educational reforms? To answer this question, this chapter is based on a comparison of the claims made in 3 post-2008 student movements: the student movement in Santiago de Chile (2011-2012), the "Maple Spring" in Montreal (2012), and the "Umbrellas Movement" in Hong Kong (2014). The comparative method is based on the statistical and qualitative analysis of "words of anger", that is, slogans, writings and posters, collected directly in each of the disputes (n=1100). The comparison aims to identify the different repertoires mobilized, but also the common issues between these three movements. The chapter shows that beyond their contrasts, the discourses come together on the same fundamental frame, which address three principal issues, related to oneanother: the value of education, the injustice of education debt, and the democratic renewal.

Pogranicza frazeologii. Zarys problematyki badawczej potocznych reproduktów języka polskiego. Streszczenie

Tekst prezentuje najważniejsze założenia podjętych przez autorkę badań potocznych reproduktów języka polskiego analizowanych na materiale drukowanej przez tygodnik „Przekrój” rubryki Heca hecą. Oprócz omówienia celów badawczych, stanu badań oraz charakterystyki materiału prezentowane są również fragmenty uzyskanych dotychczas wyników: podział materiału na pięć kategorii wraz z ich szkicowym opisem.

On the Borders of Phraseology:An Outline of Issues Found in the Study of Colloquial Polish Language Reproducts. Summary

The following paper presents the key premises underlining research on colloquial Polish language reproducts carried out by the author on examples taken from the column “Heca hecą” (“Larks”) of the weekly magazine “Przekrój.” In addition to discussion of research goals, previous research, and characteristics of the analysed material, the paper presents examples of the results obtained so far.

The paper discusses the autostereotype refelected in phraseological units from a translation perspective. It contains a case study on the expression "Polak potrafi" (lit. a Pole can). The unit can be used both to express positive and negative evaluation. It is analyzed how the translation contextual meaning may be related to the presence or absence of the stereotype in the target language.

This paper proposes a methodology for investigating populism by analyzing proto-slogans, nominal utterances (NUs) typical of a political community on social media. We extracted more than 700.000 comments from the public Facebook pages of two Italian populist parties' leaders (Matteo Salvini and Luigi Di Maio) during the week preceding the 2019 European elections (i.e., from May 20 to May 26, 2019). These comments have been automatically clustered and manually annotated to find protoslogans coming from the parties' supporters (bottom-up). We applied four layers of analysis: Nominal Utterances (NUs), a syntactic device widely used for slogans; Slogans for NUs with a slogan function; Top-down/Bottom-up, to recognize the slogans produced by the politicians and those produced by supporters; Protoslogans, for NUs devoid of specific political content while expressing partisanship and support for the leaders.

SUMMARY – The author presents the case of expressiveness and identity in the language of the Internet users discussing about the politics. The analysis is based on the corpus of French, Italian and Polish anti slogans and anti posters and it refers to the verbal instruments used by the authors of anti electoral advertising. The objective of the paper is to describe the aesthetic processes which make this kind of language expressive as well as to show how the identity of the anti electoral publicity authors is created. KEYWORDS – slogan, anti slogan, anti electoral advertising, internet meme, lexical creativity, identity, expressivity
RÉSUMÉ – L’article a pour objectif d’aborder le problème de l’expressivité et de l’identité dans le langage des internautes traitant le sujet de la politique. En nous basant sur un corpus d’anti-slo- gans et d’anti-affiches politiques relevés sur les sites français, polonais et italiens, nous décrirons des instruments discursifs et des procédés esthétiques qui fourmillent dans le langage anti-sloganique. Nous analyserons des procédés contribuant à l’expressivité de ce langage et nous chercherons à démontrer comment se construit l’identité des auteurs de l’anti-publicité politique. MOTS-CLÉS – slogan, la publicité anti électorale, internet mème, créativité lexicale, identité, expressivité

This paper attempts a critical discourse analysis of Orwell's Animal Farm to highlight ploys of manipulation. Animal Farm, a satire on the Russian Revolution, is constructed of three stages: a) animal suffering from human exploitation; b) the expulsion of man and the establishment of democracy; and c) the gradual deterioration into a totalitarian state. The goals for which the animals have rebelled are soon mystified by the pigs, who claim to be the "brain workers" of the farm, take privileges while exploiting the "lower animals", and continuously modify the law of the farm to suit their purposes. A critical discourse analysis is carried out to elucidate the process of manipulation by analyzing such ploys as generic statements, modality, forms of reference and address, and rewording. Such an analysis aims at highlighting the tools of domination, the language of mystification and rationalization of inequality used by the pigs to undermine the lower animals' authority over their own judgment and keep them under control. Eventually the pigs represent all "the vices of man" for which the rebellion started: injustice and abuse of power. As many of the ploys used by the pigs are true to totalitarian states, a study of the discourse of manipulation should be helpful in raising consciousness essential to the establishment of real democracy.

Images presented in advertisements are very powerful and have huge impact on our perception of the world. The roles of women and men have changed within the last decade and therefore it is worth investigating the way they are perceived in advertising. The purpose of our study was twofold. First, we aimed to find out how Polish students from the English Department at a tertiary level institution in Poland, who are mainly females, perceive the image of a man in advertising. Our second purpose was to analyse their reception of slogans used in the advertisements. In order to find out the answers to our research questions concerning the image of males in advertising as well as language of advertising, we have decided to design a special questionnaire in which the students were asked to comment on advertisements associated with particular image concerning men.

This study continues the examination of advertising slogans in terms of the relationship between reduced form and communicative effects. In particular, it engages in the examination of slogans that construct a comparison of superiority – thus a subtype of comparison of inequality – in our case, incomplete

The unquestionable predominance of slogans in political communication versus their declining relevance in the commercial kind underpins the objective of this study, which is to gain further insight into the strategies and creative discourses employed by political parties in their campaigning before the general, regional and local elections held in Spain in 2019, whereby the results are compared with those obtained in previous research. The aim is thus to determine the attributes of electoral slogans regarding such aspects as their semantic density, complexity, use of rhetorical devices, core focus or communication efficiency. Accordingly, this study is framed in the field of research on political advertising, employing content analysis. To this end, an analysis was performed on an extensive corpus of 197 slogans, selected according to the criteria of comprehensiveness, relevance and representativeness. In short, it can be claimed that the tendencies noted in previous studies have stabilized, albeit with some new developments in relation to briefness, the use of double or triple slogans, expressive focus, bilingualism, the use of visual resources (such as emoticons) or digital language (contractions), the presence of rhetorical devices, and the relevance of voters and candidates versus political parties, among other factors. Besides the specific evolution of their formal and content-related aspects, we argue that the relevance of political slogans still prevails, and rather than undermining their essence and uses, the advent of social media has instead enhanced them.