Evolution and development of the advertising slogan: further analysis

Abstract

The purpose of this work is determined by the typical interest aroused in academia by slogans and the need to study their evolution and development in the current context of Spanish advertising communication. Its aim is to portray the state of slogans in Spanish print advertising, and at the same time, to compare the results to those of previous studies in order to observe its evolution in certain areas, such as the economy of expression, the semantic density, the use of rhetorical tropes, perdurability, exclusivity, and communication efficiency. The present research is therefore in line with mass communication research, within which the technique of content analysis has proved itself to be an effective tool. To this end, an extensive corpus of advertising slogans appearing in newspapers during 2011 was analyzed. In short, it can be stated that trends noted in previous studies are reinforced: a decrease in the use of slogans, more brevity and expressive condensation, more rhetorical tropes, a more active role of the consumer in creative concepts, and an in-crease in the number of advertising slogans in languages other than Spanish.