Politički slogan: najvidljivija poruka u političkom komuniciranju
Political Slogan: The Most Visible Message in a Political Communication

Summary/Abstract: The importance of slogan in a political communication, semantic principles of its symbolic organization together with its efficiency in a political process are being analyzed in this paper. The author claims that a slogan has polysemic meaning because of its denotative monosemantics and connotative polysemantics. The paper identifies semantic principles and pinpoints political determinants of shaping political slogans, that are directing the polisemy during the interpretation towards the desired aim. At the end of this paper, it is ascertained that it is not possible to establish an empirical fact about the efficiency of political slogans, but at the same time a political slogan is unavoidable in political communication due to marketing tendency of reducing politics to simplest and most understandable messages.

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