Automobile Slogans

Paper Summary:

This paper discusses three slogans used for advertising automobiles. The paper compares, contrasts, and analyzes them as signs that attempt to signify some qualities of the car or car-maker to the reading public. The paper then speculates on the logic behind the slogans.

From the Paper:

"These three slogans are currently used in advertisements for automobiles; Move Your Mind - Saab; Oh What a Feeling - Toyota; The Relentless Pursuit of Perfection - Lexus. Advertising slogans are intended to draw attention to one or more aspects of a product. Typically, they make claims about the product being of high quality, offering good value or providing a specific and important benefit to a potential customer. The most effective slogans are succinct and memorable."

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