Statement of the problem and rationale for the study
In today's developed world, the introduction of thousands of new products and services daily has transformed advertising into an art form focused on informing and persuading consumers As noted by Bovée et al (1995:16-20), advertising has reached unprecedented levels of ubiquity Central to this advertising landscape is the slogan, which serves as the essence of every advertisement, capturing the audience's attention and leaving a lasting impression.
“The language of advertising” titles these slogans the hooks which she calls “the initial piece of attention-seeking verbal language used to draw the reader in” (Goddard,
Slogans serve as essential, concise messages that advertisers use to communicate with customers, leaving a lasting impression and providing continuity for their campaigns A well-crafted slogan encapsulates the core theme or idea a company wants to associate with its product, making it memorable and impactful However, creating an effective slogan is a challenging task that requires deep linguistic knowledge, including phonology, lexicology, syntax, semantics, and pragmatics Analyzing successful slogans can reveal valuable insights into the art of language use, benefiting not only marketers but also sociologists, psychologists, and linguists.
A successful slogan varies based on the type of products or services, geographical location, and target audience It is crucial for attracting consumers as it encapsulates the unique qualities, benefits, and market position of the advertised product or service Additionally, an effective slogan should resonate with the mood and message of the advertisement.
This study focuses on analyzing the advertising slogans of renowned food and drink products, highlighting their success in various aspects, including unique taste and established prestige Successful advertising campaigns, particularly through effective slogans, are crucial for these products, which cater to a diverse customer base with varying ages, backgrounds, and values In today’s competitive market, the careful selection of language in slogans is essential to persuade consumers Despite the importance of slogans, research in this area is limited compared to other advertising fields, with few studies addressing the linguistic features of slogans This investigation is particularly significant as it represents the first discussion of food and drink slogans in MA theses at ULIS and contributes to the global discourse on this topic.
The study titled "A Descriptive Analysis of Linguistic Features of Advertising Language Used in English Slogans for Food and Drink Products" aims to explore the key linguistic characteristics found in English advertising slogans for food and drink By conducting this research, the author seeks to enhance understanding of effective advertising language, providing valuable insights for English language teachers, learners, translators, and advertisers The findings are intended to serve as a crucial reference for those interested in the subject.
Aims of the study
This study aims to analyze the phonological, lexical, syntactic, and semantic characteristics of advertising slogans for food and drink products, highlighting key linguistic features of English advertising language Additionally, it explores implications for crafting effective slogans within the Vietnamese context to enhance brand success.
Research question
In brief, the study seeks the answers to this research question:
What are the most significant linguistic features of food and drink slogans in English?
Specifically, the linguistic features of slogans are analyzed based on these four different levels:
Scope of the study
Due to time constraints and the limited scope of a Master's thesis, this research focuses on 112 English slogans for food and drink products sourced from adslogans.co.uk, a well-known database of advertising slogans The study examines these slogans through four linguistic dimensions: syntactic features related to sentence complexity, semantic features that encompass various figures of speech, phonological features involving rhetorical sound devices, and lexical features highlighting frequently used words in advertising Notably, stylistic elements and other extralinguistic factors like typography and layout are not included in this analysis This targeted approach allows for a thorough exploration of the subject, aiming to yield valuable insights and results.
Methodology
This study employs descriptive and analytic methods to examine linguistic phenomena in food and drink slogans, as defined by Seliger and Shohamy (1989) The descriptive method offers detailed insights into the characteristics of these slogans, while the analytic method allows for the identification and isolation of specific elements for focused analysis Together, these techniques facilitate a comprehensive understanding of the frequency and nature of linguistic occurrences in this context.
The study employs a mixed-methods approach, utilizing both quantitative and qualitative methods The quantitative method is essential for data collection and processing, while the qualitative method is crucial for developing the theoretical framework, analyzing the data, and drawing meaningful conclusions.
Organization of the study
The study consists of an introduction and four chapters The section entitled
The "Introduction" section presents the study's background, offering a concise overview of essential elements such as the rationale behind the research, its objectives, key research questions, scope, methodology, and the overall structure of the study.
Chapter 1, titled "LITERATURE REVIEW," offers a concise overview of relevant previous studies in English, establishing a theoretical framework for discourse analysis, advertising, and advertising slogans It also explores various linguistic strategies employed in advertising language.
Chapter 2 – RESEARCH METHODOLOGY outlines the research approach employed in the study, detailing the methods utilized for data collection and analysis to ensure optimal results.
Chapter 3, titled "Main Findings and Discussions," presents a comprehensive summary of the author's research outcomes It addresses four key research questions outlined in the initial chapter, leading to the identification of the most significant characteristics of the English language utilized in food and drink advertising slogans.
The conclusion highlights the implications of this study for the development of advertising slogans, specifically focusing on food and drink campaigns, while also offering recommendations for future research in this area.
The study ends with “BIBLIOGRAPHY”.
LITERATURE REVIEW
ADVERTISING AS A DISCOURSE
1.1.1.1 Definition of discourse and discourse analysis
Discourse, as defined by Widdowson (2000:8), involves the use of sentences to execute communicative acts that integrate into larger components This process establishes a rhetorical framework that characterizes language as a comprehensive form of communication.
Widdowson (2000:100) highlights the difference between Discourse and Text, defining Discourse as a communicative process that leads to a change in circumstances Through this process, information is shared and intentions are clarified, resulting in the creation of Text.
Yule (1996: 139) defines discourse analysis as follows:
In the exploration of language, intriguing questions often emerge regarding its usage rather than its structural components This leads us to consider how language users interpret the intentions behind the messages conveyed by others.
Discourse analysis explores how language users comprehend written texts, interpret speakers' intentions beyond their literal words, distinguish coherent discourse from disorganized communication, and engage effectively in conversation.
1.1.1.2 Context and its role in discourse analysis
Context is essential for understanding discourse, as it encompasses the knowledge of the world beyond language and the specific situation that gives rise to communication Guy Cook (1989) emphasized that context aids in interpreting both spoken and written messages, while Nunan (1993) highlighted its role in embedding discourse within a particular situation Ultimately, without context, discourse cannot exist.
Discourse analysis examines the use of language in various forms, including written texts and spoken communication, ranging from informal conversations to formal speeches It focuses on language phenomena that extend beyond individual sentences, taking into account the influence of context, social dynamics, relationships, and cultural factors.
Hymes (1962) sees contexts as a limit of the range of possible interpretations, and on the other hand, a supporter of the intended interpretation He states as follows:
The use of linguistic forms conveys multiple meanings, influenced by the context in which they are used When a specific form is placed in a context, it narrows down the possible interpretations, highlighting only those meanings that the context can support while disregarding others This interplay between form and context is essential for understanding the intended message.
(Hymes, 1962 quoted in Brown and Yule, 1983:38)
1.1.2 Advertising as a discourse: Advertisements as Texts
Understanding genre and text type is crucial for translators, as highlighted by Hervey et al (1995:126), because it requires familiarity with the distinct styles and language used in various cultural contexts This section focuses on the key elements of the advertising register and the unique characteristics that define advertising as a specific text type.
Register refers to the specific lexical and grammatical features that identify discourse in recurring situations (Johnstone, 2002:147) In the context of advertising, Trosborg (1997:9) emphasizes that the key criterion for any genre is its communicative purpose Rather than viewing the information in advertisements as the main objective, it should be seen as a supportive element that enhances persuasiveness Advertising is classified as appeal-oriented text, primarily focused on persuasion In commercial advertising, the alignment of form and content aims to elicit a consumer response, ultimately convincing them to purchase the advertised products (Reiss, 2000:38).
To sum up, it is also shown that the ultimate communicative purpose of advertising genre is persuasion This allows us to regard advertisements as appeal-focused texts.
CONCEPT OF ADVERTISING AND ADVERTISING SLOGANS
This part of the study will bring the general and basic ideas of advertising and slogans which are necessary for understanding the issue as a whole
Advertising is an integral component of today's competitive market economy, deeply embedded in our daily lives According to Cook (1992:182), advertising is not merely an external phenomenon to analyze; rather, it is a fundamental aspect of our existence that shapes and influences us.
From a linguistic standpoint, Adler (1985) describes advertising as a "communicative situation" where language serves specific purposes and possibilities In contrast, Goddard (1998) emphasizes the primary aim of advertising, highlighting its strategic intent in communication.
Advertising extends beyond merely promoting products; it also includes crafting messages aimed at improving the image of individuals, groups, or organizations.
An advertisement serves as a public notice designed to disseminate information aimed at boosting the sales of goods and services in the marketplace.
Advertisements can be classified based on various criteria, including geography, medium, and purpose Geographically, they can be local, national, or international, while they can be categorized as print or electronic based on the advertising medium In terms of purpose, advertisements fall into commercial and non-commercial categories Commercial advertising targets a mass audience to promote sales of products or services, whereas non-commercial advertising is produced by governmental agencies or associations to influence public opinion, often through political propaganda or charitable contributions Despite the existence of other advertising types, commercial advertising dominates in terms of financial investment, professional expertise, and media space This article will primarily focus on commercial advertising, which Vestergaard and Schroder (1986) classify into three distinct types.
Prestige or good-will advertising - where firms advertise a name or an image
Industrial or trade advertising – where a firm advertises its products to other firms
Consumer advertising – where a firm advertises its products to potential consumers
Consumer advertising encompasses a wide range of products, including alcoholic beverages, cigarettes, food, clothing, cosmetics, automobiles, and home appliances, all aimed at ordinary consumers While many individuals feel overwhelmed by the constant barrage of advertisements across various media, they still rely on these ads for purchasing guidance This ambivalence highlights the challenge for advertising copywriters, whose primary goal is to capture consumer attention amidst the noise The slogans analyzed in this study fall under the category of consumer advertising, reflecting this complex relationship between consumers and advertisements.
Public interest advertising, also known as non-commercial advertising, aims to inform, persuade, or remind audiences about specific ideas, causes, or philosophies Typically utilized by non-profit organizations such as schools, hospitals, and charities, this form of advertising differs significantly from commercial advertising Its primary goal is not to encourage spending but to promote concepts or advocate for social ethics, using language that reflects its nonprofit nature.
Advertising can be categorized based on the medium used, including television, radio, brochures, leaflets, magazines, newspapers, online platforms, direct mail, and outdoor advertising.
1.2.3 Advertising as kind of communication
Churchill, Jr and Peter (1998: 142) show their opinions about advertising by stating as follows:
Advertising refers to any paid or donated announcement or persuasive message in mass media by a specific individual, company, or organization Its primary goal is to inform audiences about products, encourage purchases, and enhance the perception of product quality and reliability By effectively conveying information about the organization and its values, advertising fosters customer loyalty and promotes repeat purchases.
Therefore, advertising is, in its nature, a form of communication between advertisers and customers
Goddard (1998) explores the dynamics of advertising communication through the concepts of narrators and narratees She emphasizes that the actual creators of advertising texts are the copywriters and artists in an agency's creative department, while the narrator serves as the storyteller within the advertisement Copywriters have the ability to craft various narrators to effectively deliver the advert's message, such as a female writer adopting a male narrator or an adult writer using a child narrator Conversely, narratees represent the intended audience, which may not be a specific individual but rather a target group or the general public.
Advertising represents a form of mass communication, involving a collaborative effort between copywriters and a diverse audience that encompasses various demographics such as age, gender, education, and income Typically, an advertising agency employs a team to craft messages that resonate with this collective audience, which is exposed to advertisements through multiple channels The focus of this communication revolves around promoting specific products and services, with a crucial distinction between verbal and written media being central to the effectiveness of the advertisement.
1.2.4 Advertising slogan as an essential part of advertisement
1.2.4.1 Definitions of slogans and adverting slogans
According to Longman Dictionary of Contemporary English (1995: 1349), “a slogan is a short easily-remembered phrase used by an advertiser, a politician, etc.”
A slogan is a memorable motto utilized across various contexts, including political, commercial, and religious spheres, serving as a repetitive expression of an idea or purpose Specifically, in advertising, a slogan acts as a verbal logo, typically positioned near the brand name or product logo Essentially, it condenses the core message of the advertisement, making it the focal point that advertisers want customers to remember Consequently, slogans often emerge as the first thought in consumers' minds when considering a product.
A compelling slogan should encapsulate the essence of a product or service, making it memorable and worthy of repeated use in advertising It must resonate with the public, ensuring that it is easily recalled and recognized, ultimately enhancing brand recognition and loyalty.
An advertising slogan or tagline is a distinctive phrase associated with a company or brand, summarizing its core concept in a concise manner According to Rein (1982), it encapsulates the "big idea" and unifies all elements of an advertising campaign A successful slogan highlights the product's uniqueness and values while being attention-grabbing, memorable, and brief.
In different countries, slogans can be replaced by different terms such as endlines (in the UK), taglines or theme lines (in the USA) or signatures (in France)
According to Rey (1996, as cited in Abreu et al 2006:42), slogans can be used for the following general purposes:
To express especially the main advantage of the product
To identify clearly the advertised product
FEATURES OF ADVERTISING LANGUAGE
A slogan often accompanies a product's logo to provide customers with a memorable takeaway from the advertisement, ensuring they grasp the brand's message even if they overlook other details For instance, in printed advertisements, slogans typically appear alongside logos, as seen in KFC's marketing materials.
To effectively convey the key message of an advertisement, it is essential for readers to notice both the logo and the accompanying slogan at first glance This strategic placement allows advertisers to achieve their goal of communicating their core message effectively.
Language significantly impacts human behavior, particularly in marketing and advertising The selection of language is crucial for effectively conveying messages intended to influence audiences Advertising language, often referred to as "loaded language," is versatile and can adopt various forms to communicate its intended message, as noted by Sternkopf (2005) This flexibility allows it to encompass the entire linguistic spectrum, enhancing its persuasive power.
In this chapter, a description of the language of advertising on the syntactic, lexical, semantic and phonetic levels will be presented
1.3.1 Syntactic Features of Advertising Language
This section highlights the key syntactic features of English utilized in advertising, focusing on sentence types and structures Analysts often encounter challenges when examining advertising language, especially slogans, due to their disjunctive nature, which complicates the analysis of their effectiveness and meaning.
Advertising language is characterized by "block" language, which is constrained by spatial and temporal factors Due to its unique communicative objectives and limited space, the grammar of advertising exhibits distinct features that set it apart from standard grammar used in other contexts As noted by Leech (1966:93), the differences between discursive grammar and disjunctive grammar stem from these specific requirements of advertising communication.
In fully disjunctive grammar, minor and non-finite clauses operate independently, allowing sentences to exist without a finite predicator This independence means that a single nominal or adverbial group can stand alone grammatically, and these groups can even consist of just one word Consequently, there is no upper limit to the simplicity of grammatical units in this type of language structure.
Sentences can be classified into four sub-categories based on their complexity: groups, verbless and non-finite clauses, simple sentences, and multiple sentences Notably, compound-complex sentences are excluded from this classification due to their infrequent use in advertising language and slogans.
The Group is defined as expansion of a word (Richards, 1996:5)
NG: “New classics” (Chic and Cher)
According to Toolan (1988) and Bruthiaux (1996), advertisements commonly feature lengthy and complex noun phrases The pre-modifying elements of these noun phrases are particularly intriguing, often displaying uncommon structural characteristics In fact, many advertisements consist solely of noun phrases, with the potential for clusters of two or more adjectives within each phrase.
1.3.1.2 Verbless and non-finite clauses
A verbless clause is defined as “a clause containing no V element but otherwise generally analyzable in terms of one or more clause elements” (Quirk and Greenbaum,
1973: 310) Within a verbless clause, we can usually infer ellipsis of the verb “be”, the subject, when omitted, can be treated as recoverable from the context (Quirk and Greenbaum, 1973: 312)
Drei Wetter Taft (is) Always perfect
A non-finite clause is characterized by its use of a non-finite verb phrase, as defined by Quirk and Greenbaum (1973) There are four classes of non-finite verb phrases, which correspond to four types of non-finite clauses The non-finite forms of the verb include the infinitive, the -ing participle, and the -ed participle, as noted by Quirk et al (1990).
Flirting with an idea of an eye lift? (OLAY eye lifting serum)
In disjunctive grammar which is considered a common characteristic of advertisements, non-finite and verbless clauses occur independently and can therefore form a sentence by themselves (Leech, 1966: 93, 113-114)
Simple sentences consist of a single independent clause and can be categorized into four main syntactic types: declarative, imperative, interrogative, and exclamatory (Quirk and Greenbaum, 1973).
Leech (1966) and Myers (1994) identify imperatives as the primary sentence type used in advertisements, as their main purpose is to prompt consumer action, typically encouraging product purchases Biber et al (1999) note that imperatives often omit subjects, modals, tense, and aspect markers, with the subject being implied to refer to the listener or reader Leech further emphasizes that the prevalence of imperative clauses in advertisements is notably high.
Interrogative sentences in advertisements create a conversational tone and foster an interactive relationship between advertisers and audiences, as they imply a response (Myers 1994; Leech 1966) These questions often carry presuppositions that reflect underlying assumptions about power dynamics and gender relations (Fairclough, 1995), making them a common element in advertising language.
A key characteristic of interrogative statements in advertising is their rhetorical nature, often prompting answers that are either self-evident or supplied by the advertiser (Myers, 1994: 49) These answers typically serve to validate the product's purchase or reinforce its superiority in the market.
Is your skin thirsty? (Clinique)
Declarative sentences are prevalent in advertising language as they effectively convey essential information The primary goal of advertising is to inform customers about the quality and potential benefits of a product, making declarative statements a crucial tool in achieving this objective.
The fun develops instantly (Polaroid)
Exclamatory sentences enhance personal and interactive communication, making them a popular choice in advertisements (Myers, 1994:50-51) These sentences typically start with "what" or "how" and follow a subject-verb pattern (Biber et al., 2002:254).
What a beautiful day it was!
However, Myers argues that exclamatory sentence in advertisements could actually be seen as simple statements containing an exclamation mark
It is Miller time! (Miller beer)
Based on inner complexity, all sentences can be divided into simple, consisting of a single clause (see 1.3.1.3) and multiple, consisting of several clauses (Quirk et al.,
1985:40) Multiple sentences include complex sentence and compound sentence (Quirk et al, 1985:719)
A complex sentence is a sentence which consists of a main clause and one or more subordinate clauses
When you make a great beer, you don‟t have to make a great fuss (Heineken)
A compound sentence comprises two or more simple sentences linked by co- ordinating conjunctions (and, or, but) and each clause is a main clause
There‟s only one naughty thing in Dolmio and that‟s a Papa (DOLMIO Bolognese)
REVIEW OF RELATED STUDIES ON ADVERTISING LANGUAGE AND
Leech (1966) conducted a comprehensive linguistic study titled "English in Advertising," focusing on the language used in advertising within Great Britain His research offers an in-depth analysis of standard advertising language, drawing on Halliday's contributions to the field.
In his 1961 study based on Systemic Functional Linguistics (SFL), Leech explores two key dimensions of language: STRATIFICATION, which includes lexico-grammar, semantics, and context, and RANK, which encompasses words, compound words, groups/phrases, and clauses He identifies distinctive features of advertising language, such as the low frequency of function words like modal verbs, the complexity of nominal groups, and the simplicity of verbal groups Additionally, Leech examines the distribution of various verbs and adjectives in advertisements, the presence or absence of cohesion, and the innovative use of language by advertisers.
Advertising serves strategic objectives aimed at effectively engaging potential customers According to Vestergaard and Schroder (1985), building on Lund's (1947) framework, advertisers strive to achieve five key goals: capturing attention, stimulating interest, inspiring desire, fostering conviction, and prompting positive actions These strategic aims are essential for successful advertising campaigns.
Advertising language has been extensively analyzed by various scholars Toolan (1988) outlines key characteristics of English advertisements, focusing on common syntactic, grammatical, and lexical patterns Like Leech (1966), Toolan offers a brief discussion on the ideological and ethical implications of advertising, highlighting its persuasive power.
Advertising guides us towards the pursuit and enjoyment of non-essential material possessions (Toolan, 1988:63) Dyer (1982) analyzes advertising as a form of communication within contemporary society, highlighting its interplay with both cultural and economic contexts.
In 1992, Cook explored advertisements as a significant discourse type within various societies, providing a detailed introduction to advertising discourse by analyzing the language used in complementary advertisements and identifying fourteen key features of advertisements Similarly, Goddard's 1998 work, "The Language of Advertising," examines the interplay between textual elements, such as connotations, and contextual factors, including music, imagery, and narrative voice, further enriching the understanding of advertising discourse.
Fries (1993) investigates the language of advertising by analyzing its information prominence through the Theme-Rheme structure He introduces the term "N-Rheme" (New Rheme) to refer to the final element in clause simplexes and clause complexes The study compares N-Rhematic and Thematic information to determine the placement of information directly linked to the persuasive goals of advertisements, such as product names, features, functions, and estimations The findings reveal that these persuasive elements are predominantly positioned in the N-Rheme Overall, the research highlights how advertising language is intricately connected to its situational context.
The approach chosen by Myers (1994) is rather close to that adopted by Cook
In 1992, the focus was on examining the key characteristics of advertisements while also exploring the societal context in which the language is crafted This analysis highlights the importance of understanding how context shapes the interpretation of advertisements As noted by Leech (1966), it is essential to consider the interplay between language and its situational context when studying advertisements.
Schaffner (2001) and Goddard (1998) identify key linguistic features of English advertising language, including the imitation of spoken language, the use of short and elliptical sentences, and positive evaluative expressions Additionally, they highlight the prevalence of stylistic elements such as proverbs, puns, alliteration, and rhyme, which effectively engage the audience These language features are culture-specific and become more pronounced within the same register (Steiner, 2004).
In Vietnam, comprehensive literature on advertising is limited, primarily consisting of a few books on advertising techniques and various BA and MA theses from students in Marketing Studies or Linguistics Nonetheless, there have been significant PhD dissertations focused on advertising language, highlighting the growing academic interest in this field.
In 2005, Ton Nu My Nhat conducted a contrastive discourse analysis of travel advertisements in English and Vietnamese, utilizing the principles of Functional Grammar This study highlights the differences and similarities in the linguistic structures and persuasive strategies employed in travel marketing across these two languages By examining the discourse features, the research provides insights into how cultural contexts influence advertising techniques in the travel industry.
In his M.A thesis, Tran (2007) examines the differences between English and Vietnamese advertising slogans, highlighting the various types of presupposition and implicature through a pragmatic lens This study offers valuable insights into the cultural nuances and communication strategies employed in advertising across these two languages.
In 2011, a Master's thesis focused on slogans in refractive surgery advertising, employing a descriptive analytic approach The research primarily examined the syntactic, structural, and grammatical features of these slogans, along with some minor lexical characteristics.
CONCLUDING REMARKS
This chapter presents a literature review and theoretical framework essential for understanding key concepts such as discourse and advertising language, highlighting their main characteristics from four perspectives A summary of prior research offers valuable insights for the researcher Subsequent chapters will outline the study's methodology and findings based on these established theories.
RESEARCH METHODOLOGY
RESEARCH APPROACH
Descriptive research is widely used “to describe systematically the facts and characteristics of a given population or area of interest, factually and accurately” (Isaac &
Research plays a crucial role in describing naturally occurring phenomena and understanding their current status, as noted by Michael (1981) According to Seliger and Shohamy (1989), it allows researchers to articulate "what exists" concerning various variables or conditions A variable, as defined by Creswell (2005), is a measurable characteristic or attribute of individuals or organizations that can vary among the subjects being studied.
Descriptive research is ideal for this study as it effectively measures the frequency of common features in advertising language found in food and drink slogans According to Wisker (2001), the aim of this research approach is to gain deeper insights into a phenomenon and to document it with comprehensive details.
RESEARCH SAMPLES
In March 2012, English slogans were sourced from adslogans.co.uk, a reputable UK website known for its extensive database of famous advertising slogans across various sectors, including fashion, travel, and technology This platform was selected for its comprehensive collection of slogans primarily from the UK and US, where English is the primary language, highlighting the importance of language in advertising The analysis of these English slogans aims to uncover significant insights into advertising language, particularly in English-speaking countries, reflecting the global status of English as an international language and its role in translating slogans from other languages.
The website organizes advertising slogans by decade, spanning from the 1940s to the present, allowing users to view slogans alongside their respective brand names, products, advertising media (such as television, outdoor, print, and radio), as well as the year and location of the advertisements This structured categorization aids researchers in efficiently narrowing their focus and selecting the most relevant slogans for analysis.
All the advertising slogans chosen for the research in the website were supposed to fulfill the criteria hereafter:
Being an advertising slogan for a food/drink product (e.g., cereal, wine, beer, baby food, etc.) belonging to the category of consumer advertisements – a sub-type of commercial advertising (see 1.2.2)
Appearing in print advertisements (referring to slogans listed under the letter “P” standing for Print in the Media column)
Being advertised in the UK or/and the US
A total of 112 food and drink slogans were selected based on specific criteria, with a balanced representation from both categories Table 3 below provides a detailed overview of the chosen advertising slogans, which encompass a diverse range of food and drink sub-categories, allowing for a richer collection of data for analysis.
Categories and Sub-categories No
The diverse range of food products includes baby foods, biscuits, cereals, chips, and salads, along with salad dressings Popular items like pizzas, cheese, soups, and bread are essential staples, while fruits, milk, and eggs provide vital nutrients Indulgent treats such as pies, chocolates, and crisps complement snack foods, pickles, and beans Sweets and cooking sauces enhance meals, and refreshing ice creams and cream offer delightful desserts.
Drinks: including alcoholic drinks (beers, wines, coffee) and non-alcoholic beverages (soft drinks, energy / sports drinks, mineral water and tea)
Table 3: Information on advertising slogans used for research analysis
DATA COLLECTION PROCEDURES
The procedures of data collection involved 3 following phases
Phase 1: The list of advertising slogans was downloaded from the Internet
Phase 2: All the food and drink slogans falling into the category of print advertising were picked out That is, slogans belonging to other categories such as health and beauty, household appliances, leisure / entertainment, travel and transport etc as well as food and drink slogans listed under the letters including “T” (Television), “R” (Radio), “O”
(Outdoor) and “Ot” (Other) were excluded
Phase 3: 112 food and drink slogans (including 59 food slogans and 53 drink slogans) were chosen for analysis.
DATA ANALYSIS PROCEDURES
The researcher conducted a linguistic analysis of 112 food and drink product slogans, examining their phonological, lexical, syntactic, and semantic characteristics This analysis identified various linguistic features of advertising language, referred to as variables A comprehensive list of these variables is presented in Table 4 below.
(based on complexity of sentence structure)
Groups, verbless clauses/non-finite clause, simple sentences and multiple sentences
Lexical features Verbal groups, adjectives, brand names, new words and phrases, personal pronouns and possessive determiners
Metaphor, metonymy, hyperbole and personification
Alliteration, rhyme, assonance and onomatopoeia
Table 4: Four aspects of advertising language examined
The linguistic analysis involved coding sub-categories for each aspect and organizing them alongside 112 slogans in Microsoft Excel A comprehensive table was created to enumerate the linguistic features, allowing for a qualitative examination of each slogan This process identified the specific sub-category of sentence structure for each slogan, analyzed the use of lexical devices, and determined the presence of figures of speech or rhetorical sound devices The findings were further clarified through discourse analysis, highlighting the effective use of these linguistic elements.
Subsequent to the analysis, general statistics were compiled using descriptive, synthetic, analytic, and quantitative methods to assess the frequency of various sentence structures, types, verbal groups, adjectives, brand names, pronouns, determiners, and new words or phrases, as well as figures of speech and rhetorical devices Finally, the researcher presented the findings and discussion based on these results in the following chapter.
FINDINGS AND DISCUSSION
SYNTACTIC FEATURES OF FOOD AND DRINK SLOGANS
Figure 1: Distribution of four sub-categories of sentence structure
Data analysis reveals that food and drink advertising slogans predominantly utilize simple sentence structures, with nearly half of the corpus consisting of these straightforward phrases As illustrated in Figure 1, these simple sentences are typically short and often elliptical, emphasizing clarity and directness in communication.
People like Polo (Polo sweets) Pop start your day (Kellogg's Pop Tarts)
A simple sentence typically consists of a subject, verb, and object The prevalence of short and elliptical simple sentences in advertising slogans can be attributed to their memorability and ease of recitation, making them effective for capturing attention and conveying messages succinctly.
In the current study, groups represent only 28% of the total corpus, with noun groups making up nearly 73% of the 39 identified groups, while adjectival and prepositional groups account for the remainder Toolan (1988:57) suggests that advertisements typically feature lengthy and complex noun phrases However, contrary to this assertion, an analysis of the data reveals that complex noun phrases are rare, whereas simple noun phrases are abundant.
Breakfast of champions (Wheaties breakfast cereal)
Zip in every sip (Viva cola)
In both example 3 and 4, two noun phrases comprise of a head noun and a prepositional phrase functioning as a post-modifier or a complement to complete the meaning of two nouns
Among 112 advertising slogans, multiple sentences are notably rare, primarily because they are longer and less memorable The analysis reveals that both compound and complex sentences, which are types of multiple sentences, are present in the collected corpus However, these structures, which introduce diversity, inequality, and subordination, are underrepresented, comprising only 13% of the total.
You are not you when you are hungry (Snickers chocolate bar)
Wake up and smell the cash (Maxwell coffee)
Verbless and non-finite clauses represent only about 10% of the constituents in the analyzed data, indicating their rarity in the context of 112 food and drink advertising slogans According to Leech (1966:95), disjunctive grammar, which pertains to incomplete clauses, is primarily found in headlines, signature lines, and poster advertising Examples of these clauses illustrate their limited usage in this specific advertising context.
Australian for chic (Forster‟s Gold beer) For breath sublime - Samovar Vodka truly fine (Samovar vodka)
Verbless clauses with the omission of verb “ to be”
Making water work (Southern water) Redefining smooth (Carrfrey‟s beer) Made to make your mouth water (Opal fruits)
Non-finite clauses with present and past participle forms of verbs
The non-finite past participle form emphasizes the agents involved, highlighting their significance, while the present participle suggests a continuous and enduring experience for users of the products.
According to Quirk and Greenbaum (1973: 191), four types of sentences—declaratives, imperatives, interrogatives, and exclamatory sentences—are analyzed in the research samples Figure 2 illustrates that these sentence types are not evenly distributed across the samples, highlighting their varying prevalence.
Figure 2: Distribution of four sentence types
The most important feature to note from the chart is that there is a relatively low number of interrogatives and exclamatory sentences in the data (only 6% and 4% respectively)
How will you eat yours? (Cadbury's Creme Egg) What a different a shake makes (Yazoo flavoured milk)
The analysis reveals that declarative sentences dominate the selected slogans, constituting 48% of the total, primarily serving to inform customers about the product's quality and benefits Following closely are imperative sentences, which make up 42% of the total and are often viewed as the "generic sentence type" aimed at encouraging consumer purchases Examples of both declarative and imperative sentences are provided for further illustration.
We all adore a Kia-Ora (Kia-Ora soft drinks)
In example 14, a declarative sentence is used to make a claim that both the customer and the company admire this kind of soft drink
Take tea and see (Tea Council tea)
In example 15, imperatives are used effectively to encourage readers to take action in a user-friendly manner Readers are advised to try this tea, allowing them to experience its superior quality and distinguish it from competitors' products.
LEXICAL FEATURES OF FOOD AND DRINK SLOGANS
Leech's (1966) observation regarding the preference for simple verb forms in advertisements remains relevant today In our analysis, we identified 80 lexical verbs across 63 advertising slogans within the corpus The most commonly used verbs from these samples are detailed in Table 5 below.
Table 5: Most frequently used verbs in the corpus
Say it with Roses (Roses boxed chocolate) Say Seagram's and be sure (Seagram's whisky) Don't say brown, say Hovis (Hovis bread)
In three examples, the verb “say” is utilized quite often in the selected samples and even appears twice in one advertising slogan
In analyzing the verb usage in advertising, it is notable that five key verbs—“make,” “get,” “see,” “go,” and “give”—appear consistently across the lists compiled by Leech (1966) and Biber et al (2002:110) This suggests that advertisers prioritize these verbs across various fields and time periods Additionally, other verbs such as “smell,” “enjoy,” “like,” “sell,” and “live” also play a significant role in advertising language, indicating a diverse approach to engaging consumers.
“taste”, “bring”, etc appear only once in the samples
3.2.1.2 Use of finite and non-finite verbs
Figure 3 below illustrates the distribution of finite and non-finite verbs among all slogans chosen for investigation
Figure 3: Distribution of finite and non-finite verbs
Finite verbs are rarely used in advertising language, yet analysis shows they comprise about 78% of verb usage, making them nearly four times more prevalent than non-finite verbs.
Cheese to die for (Maxwell cheese)
“to die” is an example of non-finite verb
Pukka people pick a pot of Patak's (Patak‟s cooking sauces)
“pick” is an example of finite verb
While modal verbs are generally uncommon in advertising English, "will" and "can" stand out as notable exceptions, according to Leech (1966:125) In fact, a study of slogans reveals that modal verbs are present in only 8 instances, accounting for approximately 7% of the total.
“will” and “have got to” (a modal verb which is frequently used in British English to give advice or recommend something) become the most widely used modals whereas “can”,
“should” and “would” occur only once
You’ve got to admire their sauce (HP bottles sauces)
How will you eat yours? (Cadbury's Creme Egg)
Current data reveals that simple present tense forms dominate finite verbal groups, representing 94% of all slogans with finite verbs In contrast, past and future tense forms are significantly less prevalent, appearing in only one and three slogans, respectively Notably, only one slogan features "would," typically viewed as the past form of "will."
What would you do for a Klondike Bar? (Klondike chocolate)
In example 23, the term "would" is not indicative of past events; rather, it serves as the main clause of a second conditional statement, expressing a wish or an unreal situation in the present or future.
“Will”, according to Leech (1966:125), occurs in clauses expressing a promise or implying the infallibility of the claim
Paul Masson will sell no wine before its time (Paul Masson beer)
The company prioritizes the timing of its wine sales, ensuring that its products are only offered when they achieve optimal flavor and quality.
The corpus predominantly utilizes the present tense, suggesting that the actions described are occurring in the moment and reinforcing the concept of a "general truth."
Negatives are infrequently used in advertising, as evidenced by the analysis of selected slogans, where only 9% of the corpus includes negation The use of words like “not,” along with emotive intensifiers such as “never,” “no,” or “nothing,” significantly enhances the impact of the message in these slogans.
Never stop Never settle (Hennessy cognac)
In this example, “never” is repeated twice to emphasize the feeling that
Hennessy cognac can bring to the users
Nothing can do it like McDonald‟s (McDonald‟s fast foods)
“Nothing” is employed here to lay emphasis on the uniqueness of McDonald‟s food products compared with those belonging to other brand names
Advertisers consistently favor active voice over passive voice because the latter is often associated with formal language Notably, there are no slogans in the corpus that feature a fully grammatically correct passive construction Nevertheless, some phrases may suggest passive voice despite lacking essential components.
Refreshment refined (Carling Chrome beer)
This slogan can be unproblematically classified as a passive construction in an incomplete clause where the auxiliary “be” in its inflected form is absent Example 28 & 29:
Made in Medomsley Road, Consett (Phileas Fogg snack foods)
Made to make your mouth water (Opal fruits)
In advertising, consumers are encouraged to form a mental link between a slogan and the company's name or logo, allowing them to infer the missing subjects and auxiliaries This process can complicate comprehension, as seen in examples 28 and 29, where both elements are absent.
Inspired by cheese (Bradburys cheese)
The subject of this slogan may refer to the customer He/she will/can be inspired after eating this cheese product
The limited use of full passive constructions in advertising is attributed to the desire for brevity, as noted by Biber et al (1999:632), who highlight that reduced passive forms allow for more concise communication Additionally, Leech (1966:122) emphasizes that advertisers typically steer clear of passive voice, resorting to it only in specific circumstances where it is necessary.
In a study of 112 slogans, 45, or approximately 40%, incorporate adjectives Notably, there is significant diversity among the selected adjectives, with the majority appearing only once throughout the entire corpus.
Table 6: Most frequently used adjectives in the corpus
Compared to Leech‟s (1966) list, only two adjectives “good / better / best” and
“fresh” are prevalent in both corpora Besides, many other adjectives including “sure”,
In the selected slogans, adjectives like "big," "fine," "great," and "delicious" appear only once, as noted by Leech (1966) In contrast, the corpus features a wealth of more typical adjectives such as "sweet," "full," and "juicy," which are frequently employed to describe food and beverage products.
Your best bet for a fuller flavour (Carking Black lager)
This slogan features two adjectives: one in comparative form and the other in superlative form, creating a positive impression that enhances the enjoyment of this lager.
Small, sark and handsome (Hershey chocolate)
Three adjectives are used together in a special way to describe Hershey‟s chocolate in order to create a unique impression on target consumers
SEMANTIC FEATURES OF FOOD AND DRINK SLOGANS
Figure 4 – Popularity of 4 figures of speech in the corpus
The analysis reveals that 82% of the examined slogans incorporate at least one of the four rhetorical figures, enhancing their impact By utilizing these figures of speech, copywriters craft slogans that are not only striking but also resonate with the audience's imagination This approach fosters connotative meanings, making the content more memorable and effective in conveying messages.
Metaphors emerge as the most prevalent rhetorical device in 112 food and drink slogans, as illustrated in Figure 5 Copywriters favor metaphors for their ability to create strong emotional associations with products Dyer (1982:152) emphasizes that metaphors enable the construction of a product's image through the "irrational" use of language Following metaphors, metonymy ranks as the second most common figure of speech, appearing in nearly one-third of the slogans analyzed This technique is particularly effective, with a significant focus on the relationship between brand names and their corresponding products, highlighting the strategic use of metonymy in advertising.
Figure 5 – Occurrence of 4 figures of speech in the corpus
Hyperbole, characterized by intentional overstatement and exaggeration, appears in 20 slogans, while personification, a unique form of metaphor, is present in only 6 of these slogans that utilize figurative language Notably, some slogans incorporate multiple figures of speech to amplify their impact and effectiveness.
The next section provides some examples of slogans using at least one figure of speech in the corpus
The Coke side of life (Coca cola)
Life is often viewed as a multifaceted entity, as illustrated by the concept of "side," which suggests that it encompasses both positive and negative aspects In challenging times, people are encouraged to focus on the positive side of life, aligning with the conventional perspective that promotes optimism The phrase "the Coke side of life" reflects this notion, emphasizing the bright side and the positive experiences that can be derived from enjoying Coca-Cola Ultimately, advertising slogans like this are designed to evoke uplifting meanings, reinforcing the idea that life can be viewed through a lens of positivity.
Start your day the Kellogg's way (Kellogg‟s cereal)
Kellogg's slogan for its breakfast cereal implies that while there are various ways to start your day, choosing Kellogg's is one of the best options for sustaining energy throughout the day This metaphorical approach, combined with the use of an imperative sentence, effectively encourages consumers to purchase the product.
Shouldn't your baby be a Gerber baby? (Gerber baby food)
The company employs a metaphorical approach, encouraging parents to choose their food products by posing a rhetorical question It’s a well-known fact that parents strive to provide the best for their children, making the term “a Gerber baby”—symbolizing a healthy, intelligent, and energetic child—particularly impactful.
Unwrap a smile (Little Debbie snack cakes)
The slogan for snack cakes suggests that the joy of "a smile" is found within the box, as the cakes are typically wrapped and contained When customers unwrap the box, the delightful treat inside is sure to bring a smile to their faces.
One of the salad wonders of the world (Kraft‟s salad dressing)
The salad dressing is likened to "one of the wonders of the world," evoking feelings of surprise and admiration This subtle comparison enhances the effectiveness of the slogan, encouraging customers to purchase and relish Kraft's dressing with their salads.
In the land of Burgers, Whopper is King (Burger King)
The Whopper, Burger King's flagship product, reigns supreme in the fast food realm, embodying the brand's slogan that likens burgers to a kingdom.
“King” is the highest in the hierarchy, which means that Whopper is better than any other burger with a lower status
The predominant relationship found in metonymy within the corpus is between brand names and their respective products Numerous slogans effectively utilize this metonymic connection to enhance their impact.
Guinness is good for you (Guinness beer) Brighter mornings with Tropicana (Tropicana orange juice)
The brand names referenced in the examples represent specific products, such as beer and orange juice Additionally, the effective slogans showcased in the material utilize metonymy to convey their messages succinctly.
It's finger lickin' good (KFC‟s fast foods)
KFC's iconic slogan cleverly employs metonymy by linking "finger-licking" to the delightful taste of its food products This phrase captures the common behavior of licking fingers after enjoying a delicious meal, highlighting the enjoyable experience of KFC's fast food The copywriter skillfully uses this imagery to emphasize the irresistible flavor that keeps customers coming back for more.
Wake up and smell the cash (Maxwell coffee)
The term "cash" is commonly associated with money and wealth, effectively enhancing the slogan's message that enjoying a cup of Maxwell coffee in the morning boosts alertness and energy This increased productivity can lead to bonuses, higher earnings, and salary raises for customers.
Red Bull gives you wings (Red Bull energy drinks)
This slogan can also fit into the category of metonymy because the brand name
Red Bull, known for its energy drinks, evokes a sense of flying and freedom through its iconic association with "wings." This imagery suggests that consuming Red Bull can provide drinkers with a feeling of independence and exhilaration.
Picadilly pack a promise (Picadilly tea)
The tea is given human qualities which can keep a promise which is likely to be inferred that this kind of drink can ensure the flavour and quality
Knows how to party (Tostitos crisps)
Tostitos crisps are conceptualized as a human being who can “know” the way to
“party” However, in a deeper way of understanding, it can be inferred that a person who eats Tostito crisps will know how to party in the most stylish and right way
Making water work (Southern water)
Southern Water is dedicated to providing clean water across the UK, ensuring that their products have the maximum positive impact wherever they are used The company's commitment to excellence in water quality reflects their efforts to enhance the effectiveness of their services for consumers.
The very best juice for the very best kids (Juicy Juice)
PHONOLOGICAL FEATURES OF FOOD AND DRINK SLOGANS
According to Figure 6, 64% of the analyzed corpus employs sound devices to enhance the impact, originality, and memorability of slogans These sound devices significantly increase effectiveness by giving slogans a poetic quality.
Figure 6 – Popularity of four sound devices in the corpus
Rhyme is the most prevalent sound device in food and drink slogans, appearing in 32 slogans, which accounts for approximately 29% of the total Alliteration follows as the second most common device, found in 20 slogans According to Leech (1966), both rhyme and alliteration enhance the memorability and impact of slogans In contrast, assonance and onomatopoeia rank lower in popularity within this category, indicating a preference for rhyme and alliteration in food and drink marketing.
Figure 7 – Occurrence of four sound devices in the corpus
What a difference a shake makes (Yazoo flavoured milk)
Discover the delightful taste of Jay's potato chips, perfect for snacking anytime Enjoy the convenience of Candy sweets, always a treat to have on hand Quench your thirst with Rummy soft drinks, a refreshing companion for any occasion Start your day right with Bran flakes' cereal, promoting a healthy lifestyle Indulge in the smoothness of Seagram's 7 Crown whiskies, a true reflection of perfection in every sip.
The chosen slogans effectively utilize rhyme, making them memorable and impactful This use of rhyme not only simplifies the message but also boosts persuasive power, ensuring the slogans stand out.
Assonance, the repetition of vowel sounds in nearby words, is effective when applied to stressed syllables and is often found in slogans Examples of assonance illustrate its impact and usage in language.
Red Bull gives you wings (Red Bull energy drinks)
Paul Masson will sell no wine before its time (Paul Masson wine)
Drinks never taste thin with Gordon's gin (Gordon‟s gin)
Alliteration, a poetic device that repeats initial consonant sounds, is commonly found in 112 food and drink slogans While some vowel sounds may lack emphasis, alliteration enhances the text's subtlety and impact Examples of this technique can be seen throughout various slogans.
Erin, s oup that s tirs your s oul (Erin soup) Begin with Ben (Uncle Ben‟s cooking sauces)
Onomatopoeia is a sound device where words or phrases mimic the sounds they represent, enhancing product recall Although not frequently encountered in linguistic studies, its effective use can significantly improve brand memorability.
Snap!Crackle!Pop! (Kellogg's Rice Krispies)
Rice Krispies Cereal, launched in 1928, is crafted from cooked, dried, and toasted rice grains, creating the iconic crisped rice When milk or cream is poured over it, the delicate structure of the rice breaks down, producing the signature sounds of “Snap!”, “Crackle!”, and “Pop.” This clever use of onomatopoeia has helped the slogan secure a spot among the top 20 slogans of all time, as recognized by various websites.
You only get an 'oooh' with Typhoo (Typhoo tea)
The slogan "oooh" captures the essence of surprise and happiness associated with enjoying a cup of Typhoo tea By employing sound devices such as rhyme and onomatopoeia, this memorable slogan enhances the emotional experience, making it truly unforgettable.
In general, like the use of other sound devices, onomatopoeia is also fully exploited so as to emphasize on the excellence and uniqueness of the products
SUMMARY OF THE FINDINGS
The language used in advertisements, especially in slogans, is a fascinating area for both linguists and copywriters, as it involves the challenge of conveying deep meanings through concise messages This necessity drives copywriters to employ various tactics and carefully select words to craft impactful and memorable slogans.
Slogans in food and drink advertising play a crucial role in conveying impactful messages to a diverse audience, reflecting the significance of these products in our daily lives They must be both appealing and culturally acceptable on a global scale to effectively resonate with consumers.
This study examines 112 English food and drink slogans to identify key characteristics of advertising language used by global advertisers in this sector Through comprehensive analysis, significant conclusions have been reached, which are intended to provide valuable insights for both linguists and marketers.
This article analyzes the syntactic characteristics of advertising language in food and drink slogans, concluding that the corpus predominantly features simple sentences, which are often short and elliptical Additionally, phrases emerge as the second most common communication unit in this context.
Research samples show a scarcity of verbless and non-finite clauses, along with multiple sentences Additionally, there is a noticeable imbalance among the four sentence types, with declarative and imperative sentences significantly outnumbering interrogative and exclamatory sentences, as indicated by the corpus data.
The analysis of food and drink slogans reveals a notable reliance on lexical verbs, predominantly in finite forms, with a clear preference for the simple present tense and active voice among advertisers Modal verbs and negation are infrequently utilized, while nearly half of the slogans employ a diverse range of adjectives to enhance their impact Additionally, brand names are frequently featured, aiding in customer recall of the company and its products The pronouns "you" and "yours" emerge as the most common among the various pronouns and possessive determiners, appearing in one-fifth of the 112 slogans analyzed Furthermore, 32 new words or phrases, generated through various word-formation methods, are present in nearly one-fifth of the corpus These lexical characteristics collectively contribute to the distinctiveness of food and drink slogans, enhancing brand recognition and popularity.
The analysis of semantic features in advertising language for food and drink catchphrases reveals that over 75% of the samples utilize at least one of four key figures of speech Among these, metaphor and metonymy are the most frequently employed, surpassing hyperbole and personification This effective use of figurative language enhances the originality and memorability of the texts, making them more impactful and engaging for consumers.
In an analysis of 112 advertising slogans for food and drink products, it was found that over 60% incorporate at least one rhetorical sound device Rhyme emerged as the most prevalent sound device, followed by alliteration, while assonance and onomatopoeia were used less frequently.
IMPLICATIONS
2.1 Implications for creating effective slogans
In Vietnam, the advertising campaigns for food and drink products often lack emphasis on impactful slogans, despite the variety of available media To enhance effectiveness, Vietnamese slogans should incorporate striking linguistic features, utilizing simple sentence structures, concise wording, and rhetorical devices like rhyme and alliteration Additionally, effective slogans should evoke the brand name, reflect its personality, and highlight key benefits through the use of verbs and adjectives Ultimately, copywriters are encouraged to showcase their creativity by employing figures of speech, ensuring that their slogans stand out uniquely among competitors.
Vietnamese copywriters and advertisers, especially in the food and beverage sector, have the ability to craft impactful and memorable catchphrases in Vietnamese Additionally, they can enhance brand recognition and global appeal by developing catchy and strategic advertising slogans in English, thereby promoting food and drink products worldwide.
2.2 Implications for teaching Business English and linguistics
This study provides valuable insights into the linguistic features of advertising language in food and drink slogans, particularly for those interested in English and Business English It highlights the importance of understanding cultural factors that significantly influence business interactions In the context of Teaching English as a Foreign Language (TEFL) and Teaching English as a Second Language (TESL), it is essential for learners to achieve communicative competence by exploring the native cultures behind these slogans Educators and textbook authors should focus on enhancing students' discourse skills and strategies, which are crucial in today's multicultural environment.
Teachers can enhance language instruction by incorporating advertising slogans, especially those related to food and drink, as they often feature rich figurative language and rhetorical devices This approach allows students to gain a deeper understanding of these elements through the frequent and engaging examples found in such texts.
This study explores the various characteristics of advertising language used in English food and drink slogans It aims to conduct a comprehensive analysis to either support or challenge existing theories related to this topic.
Despite the limitations imposed by time constraints and the researcher's experience, the study acknowledges certain drawbacks Linguistics and cultural awareness are essential for overcoming communication barriers between speakers of different native languages However, significant gaps remain due to differing beliefs, values, and cultural contexts, which cannot be completely addressed through the analysis of advertising slogans by a non-native speaker.
A notable drawback of this study is the limited dataset, comprising only 112 advertising slogans This small sample size hinders the ability to draw accurate conclusions, particularly regarding the frequency of certain linguistic features Consequently, the findings may not fully reflect the broader landscape of food and drink slogans in English, impacting the generalizability of the results.
This study explores key linguistic features in advertising slogans for food and drink products, acknowledging that it cannot address every aspect of the topic Future research is encouraged to fill the existing gaps in this area.
A larger population of data with the use of a wider variety of advertising media will be employed so that a more general and more exact view will be obtained
The cultural respect, which can make a great effect on the images and the words employed in advertising slogans, can be investigated as one of the key points
Together with English slogans, Vietnamese ones should also be included in the analysis to make some comparisons between the use of advertising language in these two languages
Food and drink slogans can also analyzed in light of other sub-branches of linguistics, namely pragmatics
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APPENDIX – LIST OF ENGLISH FOOD AND DRINK SLOGANS
NO SLOGANS BRAND NAMES PRODUCTS
1 A million miles from humdrum Chicago Town pizza
2 A great fibre provider Kellogg's All Bran cereal
3 A pint of magic John Smith's beer
4 A pip of a chip Jay's potato chips
5 A wine for dreamers Beringer wine
6 An inch of Pinch, please Pinch whisky
7 Australian for chic Foster's Gold beer
8 Bag of feelgood Florette bagged salad
9 Begin with Ben Uncle Ben's cooking sauces
10 Better ingredients Better pizza Papa John pizza
11 Big pickle crunch in every bite Vlasic pickles
12 Breakfast of champions Wheaties breakfast cereal
13 Brighter mornings with Tropicana Tropicana orange juice
14 Bring the continent into your kitchen Maggi soups
15 Candy's dandy - keep it handy Candy sweets
16 Cheese to die for Madewell cheese
17 Chew for victory Chewits sweets
18 Delivering great times since 1876 Budweiser beer
19 Don't forget the fruit gums mum! Rowntree's Fruit Gums sweets
20 Don't say brown, say Hovis Hovis bread
21 Drinks never taste thin with Gordon's gin
22 Erin, soup that stirs your soul Erin Soup Soup (2009)
23 Faster Stronger For longer Lucozade Sport energy drinks
24 Feed one's inner child McDonald's 2005 fast foods
25 Folgers wakes up the best in you Folgers coffee
26 Folks who know cheese say Borden's please
27 Follow the bear Hofmeister beer
NO SLOGANS BRAND NAMES PRODUCTS
28 For breath sublime - Samovar Vodka truly fine
29 For true romantics Babycham sparkling wine
30 Fruitius.Yogurtus.Delicia Ski Fruit Fruit
31 Full of the joys of Highland Spring Highland Spring mineral water
32 Get chummy with Rummy Rummy soft drinks
33 Give them a Plum start Plum baby food range
34 Got Milk? Milk (California Milk
35 Guinness is good for you Guinness beer
36 Have a Pepsi day Pepsi soft drinks
37 How refreshing! How Heineken! Heineken beer
38 How will you eat yours? Cadbury's Creme Egg chocolate egg
39 In the land of Burgers, Whopper is King Burger King, 2001 sandwich
40 Inspired by cheese Bradburys cheese
41 It's an unexpected pleasure Michelob beer
42 It's better, not bitter Carling's Ale beer
43 It's finger lickin' good KFC Fast food
44 It's so big, you've got to grin to get it in Wagon Wheels biscuits
45 It's the air in your aero that makes you go o
46 It's what it is Jeremiah Weed beer
47 Keep hunger locked up 'til lunch Shreddies cereal
48 Knows how to party Tostitos crisps
49 Leaves you breathless Smirnoff vodka
50 Life is swell when you keep well Bran Flakes cereal
51 Lipsmackin' thirstquenchin' acetastin' motivatin' goodbuzzin' cooltalkin' highwalkin' fastlivin' evergivin' coolfizzin' Pepsi
Pepsi Cola, 1973, Boase Massimi Pollitt soft drinks
52 Live fresh Eat fresh Subway sandwich chain
53 Made in Medomsley Road, Consett Phileas Fogg snack foods
NO SLOGANS BRAND NAMES PRODUCTS
54 Made to make your mouth water Opal fruits, oranges
55 Making the world a bubblier place Nestle Aero Chocolate bar
56 Making water work Southern water
57 Never stop Never settle Hennessey cognac
58 Nothing can do it like McDonald's McDonald's fast foods
59 Nothing's as crammed as a Toffee Crisp Toffee Crisp chocolate bar
60 Once you pop the fun doesn't stop Pringles potato chips
61 One instinctively knows when something is right
62 One of the salad wonders of the world Kraft salad dressing
63 One slice is never enough Vienetta ice cream
64 Paul Masson will sell no wine before its time
65 People like Polo Polo sweets, mints
66 Picadilly pack a promise Picadilly tea
67 Pinky and porky Pork pie
68 Pop start your day Kellogg's Pop Tarts snacks, tarts
69 Probably the best lager in the world Carlsberg beer
70 Pukka people pick a pot of Patak's Patak's cooking sauces
71 Pure snacking Pure snacktivity KP peanuts
72 Red Bull gives you wings Red Bull energy drinks
74 Reflection of perfection Seagram's 7 Crown whisky
75 Refreshment Refined Carling Chrome beer
76 Say it with Roses Roses boxed chocolates
77 Say Seagram's and be sure Seagram's whisky
78 Scream for cream Fresh Dairy Cream cream
79 See the pounds go with Sego Sego slimming drink
80 Shouldn't your baby be a Gerber baby? Gerber baby food
81 Sleep sweeter, Bournvita Bournvita beverages
82 Small ones are more juicy Outspan fruits, oranges
83 Small, sark and handsome Hershey chocolate