VERSUCH ÜBER MIMESIS UND DEN SLOGAN WHY DO MARKETING PROFESSIONALS USE MILITARY SLANG?

Abstract

Battle cries are a traditional manifestation of language in times of war. In Scottish-Gaelic, they were called “sluagh gairm”, from which the word slogan emerged. In a war cry, special wording motivates fellow combatants, while at the same time scaring the enemy. Today's advertising slogans, comparatively minor, are expected to tempt consumers into spending some money. Quite naturally, advertising experts use the term "campaign", which literally labels a military expedition. Why do we make it sound deadly serious when it is not really a matter of life and death? However, defense of man-made regulations always seemed to be worth bloodshed in history: ritual and public orders used by humans to keep the world's unpredictability at bay were of utmost significance. Those regulations in former times, devoted to a higher authority, a spirit who was expected to grant deliverance from the evils of uncertainty. Today, often stock prices or consumer attitudes are meant by these threats. Powerful brand identities could be seen as protective deities against harmful influences and thus are defended fiercely.