首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
"Sloganeering" did not originate in the 1960s. The term has a rich history. It originated from the Gaelic word slaughgharim, whi
"Sloganeering" did not originate in the 1960s. The term has a rich history. It originated from the Gaelic word slaughgharim, whi
admin
2011-02-26
50
问题
"Sloganeering" did not originate in the 1960s. The term has a rich history. It originated from the Gaelic word slaughgharim, which signified a "host-shout," "war cry," or "gathering word or phrase of one of the old Highland clans; hence the shout or battle cry of soldiers in the field." English-speaking people began using the term by 1704. The term at the time meant "the distinctive note, phrase, or cry of any person or body of persons." Slogans were common throughout the European continent during the middle ages, and they were utilized primarily as "passwords to insure proper recognition of individuals at night or in the confusion of battle." The American revolutionary rhetoric would not have been the same without "the Boston Massacre," "the Boston Tea Party," "the shot heard around the world," and shouts of "no taxation without representation."...
Slogans operate in society as "social symbols" and, as such, their intended or perceived meaning may be difficult to grasp and their impact or stimulation may differ between and among individuals and groups...
Because slogans may operate as "significant symbols" or as key words that have a standard meaning in a group, they serve both expressive and persuasive functions. Harold Lasswell recognized that the influencing of collective attitudes is possible by the manipulation of significant symbols such as slogans. He believed that a verbal symbol might evoke a desired reaction or organize collective attitudes around a symbol, Murray Edelman writes that "to the political scientist patterning or consistency in the context in which specific groups of individuals use symbols is crucial, for only through such patterning do common political meaning and claims arise." Thus, the slogans a group uses to evoke specific responses may provide us with an index for the group’s norm, values, and conceptual rationale for its claims.
Slogans are so pervasive in today’s society that it is easy to underestimate their persuasive power. They have grown in significance because of the medium of television and the advertising industry. Television, in addition to being the major advertising medium, has altered the nature of human interaction. Political images are less personal and shorter. They function as summaries and conclusions rather than bases for public interaction and debate. The style of presentation in television is more emotional, but the content is less complex or ideological. In short, slogans work well on television.
The advertising industry has made a science of sloganeering. Today, communication itself is a problem because we live in an "overcommunicated" society. Advertisers have discovered that it is easier to link product attributes to existing beliefs, ideas, goals, and desires of the consumer rather than to change them. Thus, to say that a cookie tastes "homemade" or is as good as "Mom used to make" does not tell us if the cookie is good or bad, hard or soft, but simply evokes the fond memories of Mother’s baking. Advertisers, then, are more successful if they present a product in a way that capitalizes on established beliefs or expectations of the consumer. Slogans do this well by crystallizing in a few words the key idea or theme one wants to associate with an issue, group, product, or event. "Sloganeering" has become institutionalized as a virtual art form; and an advertising agency may spend months testing and creating the right slogan for a product or a person.
Slogans have a number of attributes that enhance their persuasive potential for social movements. They are unique and readily identifiable with a specific social movement or social movement organization. "Gray Power," for instance, readily identifies the movement for elderly Americans, and "Huelga" (strike in Spanish) identifies the movement to aid Mexican American field workers in the west and southwest.
What is the writer’s main purpose?
选项
A、To explain the history of slogans
B、To explain the persuasiveness of slogans
C、To explain how slogans have changed
D、To explain how slogans are used on television
答案
B
解析
转载请注明原文地址:https://kaotiyun.com/show/4DBO777K
0
考博英语
相关试题推荐
YouwanttheseniorSecretaryintheGeneralOfficetoordersomeofficeequipment.Youneedaportablecomputer,acarryingcas
PRESSOFFICER£22,000PERYEARAleadingoilcompanyneedsaPressOfficerforitsbusyoffices.Youshouldbe:-goodat
JOBINTERVIEWSPeoplelookingforjobsusuallysendinacopyoftheirresume.Thisshouldbeusedasabasisforquestion
•Lookatthetablebelow.Itshowsemploymentbyactivityofeightcountriesintheyearof2001.•Whichactivitydoeseachsent
MayfieldCollegeItalianforBusiness5×three-hourlessonstwiceweeklybeginningTuesday28SeptemberEachlessonwilllast___
SamJanicecalledaboutthedelayedsalesreportandissorryshemissedyou.Pleasereturnhercall.JonathonWhatdi
Despiteaconsiderabledropinturnoverbetween2000and2002,thecompany’sprofitfellonlyslightlyduringthesameperiod.
Changesinthevolumeofunemploymentaregovernedbythreefundamentalforces:thegrowthofthelaborforce,theincreaseino
Largelyduetotheuniversitytraditionandthecurrentacademicmilieu,everycollegestudenthereworks______.
随机试题
不可供药用的当归是
患者,女,24岁,已婚。产后10天,高热3天,下腹疼痛拒按,恶露量少、色紫黯,有臭味,烦热渴饮,尿黄便结,舌红苔黄厚,脉滑数。其证候是( )。
()是将为债务提供的动产担保品存放在债权人处的行为。
人们对自己行为的自觉调节方式和水平的个人特点是()。
公安机关的基本任务主要有哪些方面?( )
Itis______forhertowearaformalsuitatthehomelylittleparty.
结合材料,回答问题:材料1在救亡图存运动中,一些先进的中国人曾经把目光转向西方寻求救国救民的道路,在中国发动资产阶级民主革命。1911年中国民主革命的先行者孙中山先生领导的辛亥革命,终结了统治中国两千多年的君主专制制度。但是,辛亥革命后试图模仿
TheprofessortalkedtoAmericanandBrazilianstudentsaboutlatenessinbothaninformalandaformalsituation:lunchwitha
Fromparagraph1,weknowthatreallyagedsocietiesmayincludeYoungersocietiesaredisadvantageouscomparedwitholderones
有下列二叉树,对此二叉树中序遍历的结果为()。
最新回复
(
0
)