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Erschienen in:
2019 | OriginalPaper | Buchkapitel
7. Language and Brands
verfasst von : Arthur Asa Berger
Erschienen in: Brands and Cultural Analysis
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Abstract
Brands rely on language to get their messages across. I begin with a discussion of Aristotle’s writings on persuasion in his book Rhetoric, where he talks about the different modes such as ethos, pathos, and logos. This leads to a discussion of trademarks, popular brands, and slogans, with a focus on Harley-Davidson slogans and the relationship of a Harley-Davidson slogan to American culture and history. I point out that a company’s slogan can connect with people at different levels and have multiple meanings, some of which function at a subliminal level.