A slogan is a memorable motto or phrase used in a political, commercial, religious and other context as a repetitive expression of an idea or purpose. The word slogan is derived from slogorn which was an Anglicisation of the Scottish Gaelic sluagh-ghairm (sluagh "army", "host" + gairm "cry"). Slogans vary from the written and the visual to the chanted and the vulgar. Often their simple rhetorical nature leaves little room for detail, and as such they serve perhaps more as a social expression of unified purpose, rather than a projection for an intended audience.

Slogans in advertising

They are claimed to be the most effective means of drawing attention to one or more aspects of a product.

Slogans in politics

A political slogan generally expresses a goal or aim. Slogans are effective political devices especially in a heavily mediated context. They often summarize the essence of a platform effectively.

Slogans in heraldry

Slogans are used in heraldry, specifically in Scottish heraldry, in the same way as a motto is used. While mottoes may have several different origins, slogans are considered to originate as, or represent, war cries or battle cries. They usually appear above the crest on a coat of arms, though sometimes they appear as a secondary motto beneath the shield.

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