The rhetorical functions of slogans: Classifications and characteristics

Abstract

Slogans, as a rhetorical device, have a rich history. They have provided historians with topical outlines of the major concerns, frustrations, and hopes of society. As "social symbols" they have united, divided, and even converted. In so doing, slogans have become a direct link to social or individual action. Yet, little attention has been given to the rhetorical and persuasive nature of slogans. Today, as we prepare ourselves for another presidential campaign, posters, television, and radio ads proclaim the various slogans of the candidates. Each candidate hopes to tap a reservoir of support by striking a familiar theme, issue, or image. The purpose of this paper is to identify the functions and characteristics of slogans as they are used in movements and campaigns.