Abstract
Brand slogans can provide an important supplemental role to brand names and logos in building and cultivating brand images. Research suggests that including some type of rhetorical figure or linguistic device in the design of slogans makes them more influential in eliciting favorable consumer responses. The purpose of this study is to determine whether this suggestion is reflected by slogans being currently and recently used in the marketplace, and if so, which types of linguistic devices are most commonly used. Results indicate that a variety of phonetic, syntactic, and semantic devices are commonly used. Some of the more frequently appearing devices include alliteration, initial plosive, word/phrase repletion, pun, and well-known phrase. The sampling frame for this study was the 2011 Fortune 500.
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