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 intricate 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 each advertisement, capturing attention and embedding itself in the minds of consumers, as highlighted by Angela Goddard in her book.
“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 crucial, concise messages that advertisers use to create lasting impressions on potential customers Effective slogans encapsulate the core theme or idea a company wishes to convey about its product or brand, providing continuity in advertising campaigns (Bovée and Arens, 1992:274) Crafting a successful slogan, however, is a challenging task that demands a deep understanding of linguistic elements such as phonology, lexicology, syntax, semantics, and pragmatics Therefore, analyzing successful slogans offers 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 product or service, geographical location, and target audience It is crucial for attracting consumers, as it encapsulates the unique features, benefits, and marketing stance of the advertised offering Additionally, an effective slogan should resonate with the overall mood and message of the advertisement.
This study analyzes the advertising slogans of world-famous food and drink products, focusing on their successful marketing strategies and unique qualities The prominence of these brands is attributed to their effective advertising campaigns, where slogans play a crucial role in capturing consumer attention Given the essential role of food and drink in daily life, these slogans must be crafted with precise language to appeal to diverse customer demographics Investigating the linguistic features of these slogans can provide valuable insights for producers aiming to create persuasive marketing messages Despite the abundance of research on advertising language, studies specifically examining slogans are limited, with few addressing the unique characteristics of food and drink slogans This research represents a significant contribution to the field, marking the first comprehensive analysis of food and drink advertising slogans in MA theses at ULIS and one of the few studies globally.
A 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 of advertising language in English slogans The researcher seeks to provide valuable insights that can serve as a crucial reference for English language teachers, learners, translators, and advertisers, enhancing their understanding of this important 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 advertising language in English Additionally, it explores implications for crafting effective slogans in the Vietnamese market, ultimately guiding brands toward greater 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 food and drink English slogans sourced from adslogans.co.uk, a prominent database of advertising slogans, rather than analyzing slogans from all fields The study examines these slogans through four linguistic aspects: syntactic features concerning 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 language Stylistic elements and extra-linguistic factors such as typography and layout are not included in this analysis This targeted approach enables the researcher to gain a comprehensive understanding of the subject and deliver valuable insights.
Methodology
This study employs descriptive and analytic methods to examine linguistic phenomena in food and drink slogans, as defined by Seliger & Shohamy (1989) The descriptive method offers detailed insights into these slogans, while the analytic method allows for the identification and isolation of specific aspects for focused analysis Together, these techniques facilitate a comprehensive understanding of the frequency and characteristics of language used in food and drink advertising.
The study employs a mixed-methods approach, integrating both qualitative and quantitative techniques While the quantitative method is utilized for data collection and processing, the qualitative method is essential 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 of the study presents essential background information, detailing the rationale, objectives, research questions, scope, methodology, and overall organization of the research.
Chapter 1, titled "LITERATURE REVIEW," offers a concise overview of prior research on the topic in English It establishes the theoretical framework for discourse analysis, advertising, and advertising slogans, while also discussing various linguistic techniques employed in advertising language.
Chapter 2 – RESEARCH METHODOLOGY outlines the research approach employed in the study, detailing the methods used for data collection and analysis to ensure optimal results.
Chapter 3, titled "Main Findings and Discussions," presents the author's key findings by addressing four research questions outlined in the first chapter This analysis reveals the most significant characteristics of the English language utilized in food and drink advertising slogans.
In conclusion, this study highlights the significant implications for the creation of advertising slogans, particularly within the food and beverage sector, and offers valuable suggestions 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), refers to the use of sentences to execute communicative acts that integrate into larger components, establishing 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 results in a change in the state of affairs In this process, information is conveyed and intentions are clarified, ultimately producing Text.
Yule (1996: 139) defines discourse analysis as follows:
In the exploration of language, intriguing questions emerge regarding its usage rather than its components Essentially, we seek to understand how language users interpret the intentions of others in communication.
Discourse analysis explores how language users comprehend texts, interpret speakers' intentions beyond their words, differentiate coherent discourse from confusion, and engage effectively in conversations.
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 outside of language, aiding in the interpretation of both spoken and written messages (Guy Cook, 1989) Nunan (1993) further emphasizes that context refers to the situation that gives rise to discourse, highlighting its integral role Ultimately, without context, discourse cannot exist, making it a crucial element for effective communication.
Discourse analysis examines the use of language in various forms, including both written texts and spoken communication, ranging from informal conversations to formal speeches It explores language phenomena that extend beyond individual sentences, considering 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 linguistic form conveys various meanings, which are shaped by the context in which it is used This context narrows down the possible interpretations of the form, allowing only those meanings that align with the context to be considered Conversely, the form also restricts the meanings that the context can support, ensuring a focused understanding of the communication.
(Hymes, 1962 quoted in Brown and Yule, 1983:38)
1.1.2 Advertising as a discourse: Advertisements as Texts
According to Hervey et al (1995:126), translators need to understand genre and text type, as familiarity with presentation styles and language use is crucial for meeting the specific requirements of different cultures This section focuses on the key elements of the advertising register and highlights the distinct characteristics that define advertising as a unique text type.
Register refers to the lexical and grammatical features that characterize discourse in specific recurrent situations (Johnstone, 2002:147) In the realm of advertising, Trosborg (1997:9) emphasizes that the primary criterion defining any genre is its communicative purpose While information in advertisements plays a role, it should be viewed as a complementary function that enhances persuasiveness rather than a primary goal Advertising is classified as appeal-oriented text, primarily focused on persuasion In commercial advertising, both form and content work together to elicit a consumer response, aiming to convince consumers to purchase the promoted 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, shaping our society in significant ways As Cook (1992:182) emphasizes, advertising is not merely an external phenomenon to analyze; rather, it is an essential aspect of our lives that we actively participate in and that influences our daily experiences.
From a linguistic standpoint, Adler (1985:25) characterizes advertising as a "communicative situation" where language serves specific purposes and reflects the potential of this communication form In contrast, Goddard (1998:10) emphasizes the primary goal of advertising, highlighting its intent to effectively convey messages to the audience.
Advertising extends beyond merely promoting commercial products; it also involves crafting messages aimed at improving the image of individuals, groups, or organizations.
An advertisement is a public notice designed to disseminate information aimed at promoting the sales of goods and services in the market.
Advertisements can be classified based on various criteria, including geography, medium, and purpose Geographically, they can be local, national, or international, while in terms of medium, they fall into print or electronic categories Advertisements are primarily divided into commercial and non-commercial types; commercial advertising targets a mass audience to promote sales of products or services, whereas non-commercial advertising, produced by government agencies or associations, aims to influence public opinion through political messaging or charitable contributions Despite the existence of other advertising types, commercial advertising commands the majority of financial resources, professional expertise, and media space This analysis will focus specifically on commercial advertising, which Vestergaard and Schroder (1986) categorize 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 alcohol, cigarettes, beverages, food, clothing, cosmetics, automobiles, and home appliances, all aimed at ordinary consumers While many individuals feel overwhelmed by the constant presence of advertisements across various media, they still rely on these ads for valuable purchasing information Consequently, capturing consumer attention is the primary challenge for advertising copywriters The advertising slogans examined in this study fall within the consumer advertising category.
Public interest advertising, also known as non-commercial advertising, aims to inform, persuade, or remind the public about specific ideas, causes, or philosophies Typically utilized by non-profit institutions such as schools, hospitals, and charitable organizations, this form of advertising differs significantly from commercial advertising Rather than encouraging consumers to spend money, public interest advertising focuses on spreading concepts and promoting social ethics.
Advertising can be categorized based on the medium used, including television, radio, brochures, leaflets, magazines, newspapers, printed materials, internet 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 persuasive message disseminated through mass media by a recognized individual, company, or organization Its primary aim is to inform and persuade audiences about products, fostering customer loyalty and encouraging repeat purchases Additionally, advertising conveys important information about the organization itself and relevant issues, enhancing the perceived quality and reliability of its products.
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 true creators of advertising texts are the copywriters and artists in an agency's creative department, while the narrator serves as the storyteller within the text Copywriters have the ability to craft various narrators to effectively deliver the advertisement's message, such as a female writer adopting a male voice or an adult writer embodying a child's perspective In this context, narratees refer not to specific individuals but rather to a target audience or the general public that the advertisement aims to reach.
Advertising is a form of mass communication involving a copywriter and a diverse audience that represents a collective rather than individuals Typically, an advertising agency employs a team to create messages on behalf of the advertiser, targeting a wide range of viewers who vary in sex, education, social status, age, and income Consequently, copywriters must carefully consider the specific demographics for which advertisements are crafted The primary focus of this communication is on the products and services being promoted, with a key distinction in media being the difference between spoken and written communication.
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 catchy motto utilized across various contexts, including politics, commerce, and religion, to express an idea or purpose Specifically, in advertising, a slogan serves as a verbal logo that typically appears alongside the brand name or product logo Essentially, it encapsulates the core message of the advertisement, making it the most memorable aspect for customers Often, slogans are the first thing that comes to mind when consumers think of a product.
A successful slogan is a memorable statement about a product or service that deserves to be repeated in advertising It should be crafted to resonate with the public, making it easy to recall and worthwhile to remember.
An advertising slogan or tagline is a unique phrase associated with a company or brand, serving as a concise representation of the product's core idea It encapsulates the essence of an advertising campaign by highlighting the product's uniqueness and values To be effective, a slogan must capture attention, be memorable, and remain 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 ensure that customers can grasp its essence even if they overlook the advertisement This strategic placement, as seen in examples like KFC, reinforces brand recognition and conveys key messages effectively.
To effectively convey the key message of an advertisement, it is essential for readers to notice both the logo and the accompanying slogan simultaneously This strategic placement allows advertisers to achieve their goal of capturing attention and communicating their core message effectively.
Language significantly impacts human behavior, particularly in marketing and advertising The strategic selection of language is crucial for effectively conveying messages intended to influence consumers Advertising language, often referred to as "loaded language," can adopt various forms to communicate its message, encompassing the full spectrum of linguistic possibilities (Leech, 1966; Sternkopf, 2005).
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 will explore the key syntactic features of English used 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 understanding and analysis.
Advertising language is characterized by "block" language, which is constrained by spatial and temporal limitations This unique communicative purpose leads to grammatical features in advertising that differ from standard grammar, setting it apart from other language registers As noted by Leech (1966:93), the distinctions between discursive grammar and disjunctive grammar highlight these differences.
In fully disjunctive grammar, minor and non-finite clauses are independent, allowing sentences to lack a finite predicator This independence means that a single nominal or adverbial group can stand alone grammatically, even if they consist of just one word Consequently, there is no limit to the simplicity of a grammatical unit.
Sentence constituents are categorized into four sub-types based on their complexity: groups, verbless and non-finite clauses, simple sentences, and multiple sentences Notably, compound-complex sentences are excluded from this discussion 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 often feature lengthy and complex noun phrases, with the pre-modifying elements being particularly intricate and unique Many advertisements consist solely of these noun phrases, which can include clusters of two or more adjectives, highlighting the complexity of advertising language.
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 having a non-finite verb phrase as its verb element According to Quirk and Greenbaum (1973), there are four classes of non-finite verb phrases that 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 are defined as sentences containing a single independent clause (Quirk and Greenbaum, 1973: 166) These sentences can be categorized into four primary syntactic types: declarative, imperative, interrogative, and exclamatory (Quirk and Greenbaum, 1973: 191).
Leech (1966) and Myers (1994) identify imperatives as the primary sentence type in advertisements, reflecting the goal of compelling consumers to take action, typically by purchasing products Biber et al (1999) note that imperatives often omit subjects, modals, and tense markers, with the subject typically understood to refer to the listener or reader Leech further emphasizes that imperative clauses are notably prevalent in advertising.
Interrogative sentences in advertisements create a conversational tone and foster an interactive relationship between advertisers and audiences, as questions inherently suggest the existence of answers These sentences often carry presuppositions that reflect implicit assumptions about power dynamics and gender relations, making them a common element in advertising language.
A key characteristic of interrogatives in advertising is their rhetorical nature, which often elicits answers that are either obvious or supplied by the advertiser (Myers, 1994: 49) These responses 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 information The primary goal of advertising is to inform customers about a product's quality and the potential benefits it offers.
The fun develops instantly (Polaroid)
Exclamatory sentences enhance personal and interactive communication, making them popular 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's 1966 study, "English in Advertising: A Linguistic Study of Advertising in Great Britain," offers a comprehensive exploration of advertising language, laying the groundwork for understanding standard advertising language This research builds upon Halliday's contributions, highlighting the linguistic features that define effective advertising communication.
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, and various groups 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 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), based on Lund's (1947) framework, advertisers pursue five key goals: capturing attention, stimulating interest, inspiring desire, fostering conviction, and prompting positive actions.
Scholars have extensively examined advertising language, with Toolan (1988) identifying key features of English advertisements Like Leech (1966), Toolan focuses on common syntactic, grammatical, and lexical patterns, while only briefly addressing the ideological and ethical implications of advertising, including its persuasive power.
Advertising directs us toward the acquisition and enjoyment of non-essential material goods (Toolan, 1988) Dyer (1982) analyzes advertising as a form of communication within modern societies, highlighting its cultural and economic contexts Cook emphasizes the significance of these aspects in understanding the impact of advertising.
In 1992, Cook explored advertisements as a significant discourse type, emphasizing their role in various societies and providing a thorough introduction to advertising discourse by analyzing the language used in complementary advertisements He identified fourteen key features that characterize advertisements (Cook, 1992: 214) Similarly, Goddard (1998), in her book "The Language of Advertising," delves into advertising discourse by examining the interplay between textual elements, such as connotations, and contextual factors, including music, imagery, and the narrative voice.
Fries (1993) investigates the role of information prominence in advertising language by analyzing advertisements through the Theme-Rheme structure He introduces the term "N-Rheme" (New Rheme) to describe the final element in both simple and complex clauses The study compares N-Rhematic and Thematic information to identify the placement of persuasive elements—such as product names, features, functions, and estimations—within the clause structure Findings indicate that these persuasive objectives are predominantly positioned at the N-Rheme Overall, this research emphasizes the significance of context in understanding advertising language.
The approach chosen by Myers (1994) is rather close to that adopted by Cook
In 1992, the focus was on identifying key features of advertisements while exploring the impact of societal language on their interpretation It emphasizes that understanding advertisements requires analyzing the relationship between language and context, as highlighted by Leech in 1966.
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 note the prevalence of stylistic elements such as proverbs, puns, alliteration, and rhyme that engage the audience These language features are culture-specific and become more pronounced within the same register (Steiner, 2004).
In Vietnam, comprehensive resources on advertising are limited, with only a few books focused on advertising techniques and some BA and MA theses from Marketing and Linguistics students Notably, there have been significant PhD dissertations exploring advertising language, highlighting the 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 explores the distinct linguistic features and cultural nuances present in travel marketing strategies across both languages, highlighting the differences and similarities in their persuasive techniques.
In his M.A thesis, Tran (2007) explores the differences between English and Vietnamese advertising slogans, emphasizing the roles of presupposition and implicature within the framework of pragmatics.
In 2011, a Master's thesis was conducted focusing on slogans used in refractive surgery advertising, employing a descriptive analytic approach The research primarily examines 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 that enhances the understanding of key concepts such as discourse and advertising language, highlighting its main features from four perspectives It summarizes previous research, serving as a valuable reference for the study Subsequent chapters will outline the methodology and findings based on these 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, allowing researchers to gather information about the current status of these phenomena and understand "what exists" in relation to various variables or conditions (Michael, 1981) A variable is defined as a measurable characteristic or attribute of an individual or organization that varies among the subjects being studied (Seliger & Shohamy, 1989; Creswell, 2005).
Descriptive research is ideal for this study as it quantifies the frequency of typical features in advertising language found in food and drink slogans According to Wisker (2001), the goal of this research approach is to gain a deeper understanding of a phenomenon while capturing detailed information.
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 industries, including fashion, travel, and technology This platform was chosen for its easy accessibility and its focus on slogans primarily used in English-speaking countries, particularly the UK and the US The analysis of these slogans is crucial as it highlights the importance of language in advertising, revealing insights into the advertising language used in English Additionally, the prevalence of English as an international language supports the translation of slogans from other languages, making this research relevant in understanding global advertising trends.
The website organizes advertising slogans by decade, from the 1940s to the present, listing each slogan alongside its brand name, product, advertising media (such as television, outdoor, print, and radio), and the year and location of the advertisement This systematic categorization allows researchers to efficiently narrow their study's focus and select 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 distribution between the two categories As detailed in Table 3, the chosen advertising slogans represent a diverse range of food and drink sub-categories, enabling the researcher to collect a rich array of information for analysis.
Categories and Sub-categories No
When it comes to food, a wide variety of options are available, including baby foods, biscuits, cereals, chips, salads and dressings, pizzas, cheese, soups, bread, fruits, milk, eggs, pies, chocolates, crisps, sandwiches, snack foods, pickles, beans, sweets, cooking sauces, and ice creams.
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 phonological, lexical, syntactic, and semantic aspects The study identified various features of advertising language across these four dimensions, referred to as variables, which are detailed 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
All sub-categories of linguistic aspects were systematically coded and organized in Microsoft Excel alongside 112 slogans A detailed attributes table was created for precise enumeration of linguistic elements, allowing for a qualitative examination of each slogan This analysis included identifying the sub-category of sentence structure, assessing the use of lexical devices, determining the presence of figures of speech or rhetorical sound devices, and clarifying the application of these linguistic tools through discourse analysis.
Subsequent to the analysis, general statistics were compiled using descriptive, synthetic, and analytic methods, alongside quantitative techniques 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 sound 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
Research indicates that food and drink advertising slogans predominantly utilize simple sentence structures As illustrated in Figure 1, nearly half of the analyzed corpus consists of these straightforward sentences, which are typically short and often elliptical.
People like Polo (Polo sweets) Pop start your day (Kellogg's Pop Tarts)
A simple sentence typically consists of a subject, verb, and object, with short and elliptical forms being particularly prevalent This trend can be attributed to the primary goal of slogans: to be memorable and easily recitable, which these concise structures effectively support in advertising.
In the current study, groups represent only 28% of the total corpus, with noun groups comprising 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, a detailed analysis reveals that complex noun phrases are actually quite rare, with simple noun phrases being significantly more abundant in the data.
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, as they tend to be longer and less memorable The analysis reveals that both compound and complex sentences are present, yet they represent only 13% of the collected corpus, indicating a limited use of these structures This scarcity highlights the challenges of incorporating diversity, inequality, and subordination in advertising language.
You are not you when you are hungry (Snickers chocolate bar)
Wake up and smell the cash (Maxwell coffee)
Verbless and non-finite clauses are the least common elements in the analyzed data, comprising approximately 10% of the sentence structures in 112 food and drink advertising slogans This indicates that disjunctive grammar, which pertains to incomplete clauses, is not frequently used in this context According to Leech (1966:95), disjunctive syntax is more prevalent in headlines, signature lines, and poster advertisements Examples of verbless and non-finite clauses illustrate this point.
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 expressed agents as the focal point of information, while the present participles suggest an enduring and immediate experience for users of the products.
According to Quirk and Greenbaum (1973), four distinct 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 the variations in their usage.
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 are the most prevalent, comprising 48% of the total, as they primarily serve to inform customers about the product's quality and benefits Following closely are imperative sentences, which make up 42% of the selected slogans and are often viewed as the "generic sentence type" that encourages consumer purchases Examples of both declarative and imperative sentences will be 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 effectively used to encourage readers to take action in a user-friendly manner Readers are advised to try this tea to experience its superior quality and distinguish it from competing products.
LEXICAL FEATURES OF FOOD AND DRINK SLOGANS
Leech's observation from 1966, which suggests that simple verb forms are favored in advertisements, appears to hold true in the current analysis The study identified 80 lexical verbs across 63 advertising slogans within the examined corpus, with the most commonly used verbs 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 comparing the verb lists from Leech (1966) and Biber et al (2002:110), five key verbs—“make,” “get,” “see,” “go,” and “give”—appear consistently across all three lists, indicating their significance to advertisers across various fields and time periods Additionally, other verbs such as “smell,” “enjoy,” “like,” “sell,” and “live” also play a role in advertising language.
“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 they constitute about 78% of the verbs analyzed, 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, as highlighted by Leech (1966:125) In fact, a review of the corpus reveals that modal verbs appear in only 8 slogans, 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 indicates that simple present forms dominate finite verbal groups, comprising 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 regarded as the past form of "will."
What would you do for a Klondike Bar? (Klondike chocolate)
In example 23, the term "would" does not indicate a past event; rather, it serves as the main clause of a second conditional, which expresses 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 asserts that it will only sell its wine products when they achieve their optimal flavor and quality, ensuring that customers receive the best possible experience.
The corpus predominantly utilizes the present tense, suggesting that the actions described are occurring in the moment and reinforcing the notion of "general truth."
Negatives are rarely present in advertising, as evidenced by the analysis of selected slogans, where only 9% include negation The use of words like "not," "never," "no," or "nothing" serves to intensify the emotional impact of the message, placing significant emphasis on the slogan's core message.
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 typically favor active voice over passive voice because the latter is often associated with formal language In fact, a review of slogans reveals that none contain a fully grammatically correct passive construction Nonetheless, some phrases may suggest passive voice, even if they lack 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, examples 28 and 29 illustrate the complexity of messages where both auxiliaries and subjects are omitted This technique encourages consumers to form a mental connection between the slogan and the company's name or logo, allowing them to infer the missing elements themselves.
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 can be attributed to the desire for brevity, as noted by Biber et al (1999:632), who highlight that reduced passive forms help convey messages more succinctly Additionally, Leech (1966:122) emphasizes that advertisers typically avoid passive voice, employing it only in specific circumstances where it is deemed necessary.
Out of 112 slogans in the corpus, 45, or approximately 40%, incorporate adjectives Notably, there is significant diversity among the adjectives used, with most appearing only once throughout the entire collection.
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 analysis of chosen slogans, adjectives like "big," "fine," "great," and "delicious" are utilized sparingly, appearing only once Conversely, the corpus reveals a wealth of more descriptive adjectives such as "sweet," "full," and "juicy," which are frequently employed to characterize 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 emotional response for the audience when enjoying 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 112 slogans examined incorporate at least one of four rhetorical figures, enhancing their impact By employing these figures of speech, copywriters create striking and effective slogans that engage the imagination, evoke connotative meanings, and ensure the content remains memorable.
Metaphors are the most prevalent rhetorical device in 112 food and drink slogans, as illustrated in Figure 5 Copywriters favor metaphors for their ability to evoke strong emotional connections to products Dyer (1982:152) notes that metaphors help create an "irrational" yet compelling image of a product through language Following metaphors, metonymy ranks as the second most used figure of speech, appearing in nearly one-third of the slogans analyzed (32 out of 92) This technique is particularly effective in linking brand names to their respective products, highlighting its significant role 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 slogans that utilize figurative language Notably, some slogans incorporate multiple figures of speech to amplify the impact of their messaging.
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 perceived as a multifaceted entity that cannot be fully defined by limited information The term "side" suggests that life encompasses both positive and negative aspects, and it is commonly encouraged to focus on the brighter side during challenging times This notion is reinforced by advertising slogans, such as Coca-Cola's "Coke side of life," which emphasizes the positive outlook on life Ultimately, the presence or absence of Coca-Cola symbolizes the influence of these two sides on our experiences.
Start your day the Kellogg's way (Kellogg‟s cereal)
Kellogg's slogan emphasizes that while there are various ways to begin a new day, enjoying Kellogg's cereal is portrayed as one of the best options for energizing your day ahead This metaphorical approach, combined with an imperative sentence, effectively encourages consumers to choose this product for their breakfast.
Shouldn't your baby be a Gerber baby? (Gerber baby food)
The company encourages parents to prioritize their babies' well-being by using their food products, posing a rhetorical question to emphasize this message It is widely understood that parents strive to provide the best for their children, making the term "Gerber baby"—symbolizing a healthy, intelligent, and energetic child—particularly impactful.
Unwrap a smile (Little Debbie snack cakes)
The slogan associated with snack cakes suggests that the joy of "a smile" is linked to the delightful surprise contained within the box When customers unwrap the cakes, the enticing treats inside are 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 implicit comparison enhances the effectiveness of the slogan, encouraging customers to purchase and savor Kraft's dressing alongside their salads.
In the land of Burgers, Whopper is King (Burger King)
The Whopper stands out as the flagship product of the renowned fast food chain, Burger King, where burgers are creatively envisioned as the centerpiece of a culinary kingdom.
“King” is the highest in the hierarchy, which means that Whopper is better than any other burger with a lower status
The most common relationship in metonymy identified in the corpus is between brand names and their corresponding products, as illustrated by various slogans that effectively utilize this linguistic device.
Guinness is good for you (Guinness beer) Brighter mornings with Tropicana (Tropicana orange juice)
The brand names referenced in the examples signify specific products, such as beer or orange juice Additionally, the material employs metonymy to create concise and impactful slogans.
It's finger lickin' good (KFC‟s fast foods)
KFC's famous slogan, "finger-lickin' good," cleverly uses metonymy to link the act of licking fingers with the delicious taste of its food products This phrase captures the common behavior of enjoying a meal so much that one might lick their fingers afterward, effectively highlighting the delightful flavors of KFC's fast food offerings The copywriter skillfully emphasizes the enjoyable experience of savoring KFC's meals through this memorable and evocative expression.
Wake up and smell the cash (Maxwell coffee)
The term "cash" is often associated with money and wealth, effectively enhancing the slogan's message that starting the day with a cup of Maxwell coffee boosts alertness and energy This increased productivity can lead to bonuses, higher earnings, and improved salaries 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 freedom and exhilaration through its association with "wings," suggesting that consuming this beverage allows individuals to experience a feeling of independence and vitality.
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 delivering clean water across the UK, ensuring that their products have a significant positive impact wherever they are used The company's commitment to quality emphasizes the importance of water in enhancing the well-being of communities.
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 uniqueness and memorability of slogans These sound techniques 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 Following closely is alliteration, 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 usage, indicating their lesser popularity in this context.
Figure 7 – Occurrence of four sound devices in the corpus
What a difference a shake makes (Yazoo flavoured milk)
Indulge in the delightful crunch of Jay’s potato chips, the perfect snack to satisfy your cravings Keep Candy sweets within reach for a sweet treat that never disappoints Enjoy the refreshing taste of Rummy soft drinks, making every moment feel special Start your day right with Bran flakes cereal, ensuring you feel great and live well Finally, savor the smooth quality 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 rhythmic quality not only simplifies the message but also boosts their persuasive power, ensuring that the intended communication resonates with the audience.
Assonance is the repetition of vowel sounds in nearby words, effective primarily in stressed syllables, and is commonly used in slogans Examples of assonance can be found in various phrases that enhance their rhythmic and memorable qualities.
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 This technique enhances the text by creating a subtle effect, particularly when vowel sounds are less pronounced Examples of alliteration in these slogans illustrate its effectiveness in capturing attention and enhancing memorability.
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 describe, enhancing product recall Although not frequently encountered in literature, this technique can significantly aid in memory retention and engagement.
Snap!Crackle!Pop! (Kellogg's Rice Krispies)
Launched in 1928, Rice Krispies Cereal is crafted from cooked, dried, and toasted rice grains, resulting in its signature crisped rice When combined with milk or cream, the delicate structure of the rice creates the iconic sounds of “Snap!”, “Crackle!”, and “Pop.” This clever use of onomatopoeia has helped the slogan secure a place 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" effectively captures the essence of surprise and happiness that comes from enjoying a cup of Typhoo tea By employing sound devices such as rhyme and onomatopoeia, this memorable slogan enhances the emotional experience associated with the beverage, 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 captivating subject for linguists and copywriters alike, as it involves the challenge of expressing deep meanings through concise messages This necessity compels copywriters and advertisers to employ various strategies in their word choices to craft memorable and impactful slogans.
Slogans in food and drink advertising play a crucial role in conveying impactful messages to a wide audience, reflecting the importance of these products in our everyday lives Additionally, they must be both appealing and culturally acceptable on an international scale to effectively resonate with diverse consumers.
This study examines 112 English food and drink slogans to identify key characteristics of advertising language used by global advertisers Through comprehensive analysis, significant conclusions have been reached, which aim to provide valuable insights for both linguists and advertisers.
The analysis of syntactic features in food and drink advertising slogans reveals a predominance of simple, short, and elliptical sentences Additionally, phrase groups emerge as the second most common communication unit, highlighting the straightforward nature of advertising language in this sector.
Verbless and non-finite clauses, along with multiple sentences, are notably rare in the research samples Additionally, the data reveals an imbalance among the four sentence types, with declarative and imperative sentences significantly outnumbering interrogative and exclamatory sentences, as indicated by the corpus analysis.
The analysis of food and drink slogans reveals a significant reliance on lexical verbs, predominantly in finite forms, with a preference for the simple present tense and active voice among advertisers Modal verbs and negation are infrequently used, while nearly half of the slogans utilize a diverse range of adjectives to enhance their impact Additionally, there is a notable frequency of brand names, which aid in customer recall of products The pronouns "you" and "yours" are the most commonly used, appearing in one-fifth of the 112 slogans analyzed Furthermore, the study identifies 32 newly coined words or phrases from various word-formation methods, contributing to the distinctiveness of each slogan and bolstering brand recognition in the market.
The analysis of advertising language in 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 used, outpacing hyperbole and personification This effective use of figurative language enhances the originality and memorability of the texts, making them more impactful and engaging.
In an analysis of 112 advertising slogans for food and drink products, it was found that over 60% employ at least one rhetorical sound device Rhyme emerged as the most prevalent sound device, followed by alliteration as the second most common In contrast, assonance and onomatopoeia are rarely utilized in these slogans.
IMPLICATIONS
2.1 Implications for creating effective slogans
In Vietnam, the advertising campaigns for food and drink products often lack attention, particularly in their slogans To enhance effectiveness, Vietnamese food and drink slogans should leverage striking linguistic features Memorable slogans can be crafted using simple sentence structures, concise wording, and rhetorical devices like rhyme and alliteration Additionally, 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 creativity by incorporating figures of speech, ensuring their slogans stand out as original and unique among competitors.
Vietnamese copywriters and advertisers, particularly in the food and drink sector, have the ability to craft impactful catchphrases in Vietnamese while also enhancing brand recognition and global appeal By developing catchy and strategic advertising slogans in English, they can effectively promote 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, benefiting researchers and enthusiasts in English and Business English It highlights the importance of cultural awareness as a crucial factor in 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 develop communicative competence by understanding the native cultures from which slogans originate Teachers and textbook authors are encouraged to enhance students' discourse skills and strategies, which are vital in today's multicultural environment.
Teachers can effectively enhance language learning by incorporating advertising slogans, especially those related to food and drink, into their lessons These slogans often contain rich figurative language and rhetorical devices, allowing students to gain a deeper understanding of these concepts through frequent exposure to engaging and relatable texts.
This study explores the various characteristics of advertising language used in English food and drink slogans, aiming to either support or challenge existing theories in the field.
The study acknowledges certain limitations due to time constraints and the researcher's experience It is commonly accepted that linguistic and cultural awareness are essential for overcoming communication barriers among speakers of different native languages Nevertheless, significant gaps remain due to variations in beliefs, values, and culture, which cannot be entirely addressed through the analysis of advertising slogans created by a non-native speaker.
A significant drawback of this study is the limited dataset of only 112 advertising slogans, which restricts the ability to draw comprehensive conclusions about the frequency of certain linguistic features This small sample size may not accurately reflect the broader landscape of food and drink slogans in English, ultimately hindering the generalization of findings across the industry.
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 identified 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