Advertising Slogan: A Creative Element Undergoing Frequent and Erratic Metamorphosis

  • P. N. Jha Director, School of Management Sciences, Varanasi, India
DOI: https://doi.org/10.21844/mijia.17.1.2
Keywords: Slogan ; Metamorphosis ; Peregrination ; Advertising Message ; Positioning Statement ; Content Analysis.

Abstract

Slogan happens to be a true extract of the entire gamut of advertising message. In common parlance, advertisements and ad campaigns are identified by their slogans. Technically, it is a brief, repeatable, and memorable positioning statement. The creative design of slogans has varied with the time. It has been seen in a numerous creative form during its peregrination. The present paper attempts to bring to the limelight an erratic and plural metamorphosis witnessed by this buzzword – slogan.
Published
2021-06-25
Issue
Vol 17 No 01 (2021): Management Insight
Section
Research Article

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