Similarities Between Political and Commercial Advertising: the Slogan
Similarities Between Political and Commercial Advertising: the Slogan

Summary/Abstract: The present paper analyses the similarities between political discourse and the discourse of advertising, focusing on a particular instance of communication: the slogan. The corpus includes mission statements that have been used in the USA, France and Romania in recent years. Our aim is to highlight some strategies that appear repeatedly in both types of communication, such as the invitation to form a team with the target audience, the compulsory optimism of discourse, invoking a necessity or the use of buzzwords. It appears that most strategies trigger an emotional response from the recipient, and "consumers" of political messages react the same way as people who are influenced by advertising.

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