EFFECTIVENESS OF ADVERTISING SLOGANS: PRAGMA-COMMUNICATIVE AND MANIPULATIVE TECHNIQUES

ABSTRACT

This article examines the impact of advertising slogans from a pragma-communicative and manipulative techniques perspective. Advertising slogans serve not only as tools for promoting products or services but also as means of shaping consumer perceptions and influencing purchasing decisions. The study explores how advertisers utilize pragma-communicative strategies to establish effective communication and how manipulative techniques are employed to subtly guide consumer choices.

The research highlights various rhetorical and linguistic strategies used in advertising slogans, such as unique selling propositions, storytelling, flattery, humor, and appeals to expert opinion. Additionally, it discusses the role of emotional engagement and social influence in persuasive advertising. The study also addresses the implications of manipulative techniques in advertising, emphasizing their psychological and cultural effects on consumer behavior. By analyzing slogans from various global and local brands, the article provides insights into the ways advertising influences consumer decision-making and social attitudes. The findings contribute to a broader understanding of advertising as a powerful communication tool that shapes public perception and market trends.

АННОТАЦИЯ

В данной статье рассматривается влияние рекламных слоганов с точки зрения прагматико-коммуникативных и манипулятивных методов. Рекламные слоганы служат не только инструментом продвижения товаров или услуг, но и средством формирования восприятия потребителей и влияния на решение о покупке. Исследование рассматривает, как рекламодатели используют прагматико-коммуникативные стратегии для установления эффективной коммуникации и как используются манипулятивные методы для тонкого руководства выбором потребителей.

В исследовании выделяются различные риторические и лингвистические стратегии, используемые в рекламных слоганах, такие как уникальные предложения по продаже, рассказывание историй, лесть, юмор и обращение к мнению экспертов. Кроме того, в ней обсуждается роль эмоциональной вовлеченности и социального влияния в убедительной рекламе. В исследовании также рассматриваются последствия манипулятивных техник в рекламе, подчеркивая их психологическое и культурное воздействие на поведение потребителей. Анализируя лозунги различных глобальных и местных брендов, статья дает представление о том, как реклама влияет на принятие решений и социальные установки потребителей. Полученные результаты способствуют более широкому пониманию рекламы как мощного коммуникационного инструмента, формирующего общественное восприятие и рыночные тенденции.

Keywords: advertising, slogan, pragmatics, manipulation, effectiveness.

Ключевые слова: реклама, слоган, прагматика, манипуляция, эффективность.

Introduction

Advertising slogans are not only a means of presenting a product or service but also a powerful tool for shaping customer opinions, desires, and establishing effective communication. As a form of linguistic and communicative art, advertising slogans have a strong impact [3, 89]. They widely employ pragma-communicative and manipulative techniques as central elements of advertising messages to establish relationships with the audience. Some scholars highlight how expanding the communicative possibilities of language can enhance the effectiveness of advertising texts [4, 865, 5, 96], strengthening various marketing techniques, including pragma-communicative and manipulation-based approaches. This article explores the elements of impact in advertising slogans and how they are implemented through pragma-communicative and manipulative techniques.

Materials and methods

The study employs a qualitative research approach, incorporating discourse analysis, pragmatic analysis, and content analysis to examine the pragma-communicative and manipulative aspects of advertising slogans. Discourse analysis is used to analyze how advertising slogans construct meaning and engage with consumers. It focuses on the language, style, and implicit messages conveyed through slogans. Pragmatic analysis investigates the communicative intentions behind advertising slogans, examining how advertisers use persuasive techniques to influence consumer behavior. It explores the pragmatic functions of slogans, including implicature, presupposition, and speech acts. Content analysis method helps categorize and evaluate recurring linguistic patterns, rhetorical strategies, and manipulative techniques in advertising slogans. It allows for a systematic examination of how brands structure their messages for maximum impact. These methods provide a comprehensive framework for understanding how advertising slogans function as strategic communicative tools to shape consumer attitudes and market dynamics.

Results and discussion

Pragma-communicative techniques uncover the communicative capabilities of language, helping to establish effective interaction with customers and create a positive image of the advertised product (2, 72). However, manipulative techniques function as subtle elements within advertising that guide consumers' decisions and influence their choices to achieve marketing goals (1, 35).

Unique selling proposition (USP). Advertising slogans often emphasize the brand’s unique feature or selling point, effectively conveying its value proposition to customers.

For example, the English slogan "Melts in your mouth, not in your hand" (M&M) highlights the product’s distinct ability to remain intact even when held in warm hands, distinguishing it from other chocolates that easily melt.

Similarly, the Uzbek slogan "Elmakon. Hammasi o‘zgacha" (Elmakon. Everything is different) conveys a metaphorical meaning. The phrase "everything is different" does not refer only to the products or services but to the entire brand experience, encouraging consumers to perceive the company as offering unique and innovative solutions.

Other examples include:

Eat Fresh (Subway) – emphasizes the use of fresh ingredients.

When it absolutely, positively has to be there overnight (FedEx) – highlights reliability and speed.

The quicker picker-upper (Bounty) – emphasizes efficiency in absorbing spills.

You never get a second chance to make a first impression (Head & Shoulders) – appeals to consumers' desire to maintain a good social image.

Har kuni yangi chegirmalar (Uzum Market – Daily new discounts) – encourages frequent shopping behavior.

Storytelling is another powerful communicative approach in advertising slogans. By crafting an engaging brand story, slogans can create emotional connections with consumers and leave lasting impressions.

For instance:

Accelerating the world's transition to sustainable energy (Tesla) narrates its role in addressing the environmental crisis through innovation.

Mebel olmasangiz ham bir payola choy ichib ketarsiz (Millennium Mebel – Even if you don’t buy furniture, have a cup of tea) evokes Uzbek hospitality traditions.

Qiz tarafga mebel yo’q (Diyor Mebel – No furniture for the bride’s side) humorously references cultural values, resonating with consumers emotionally.

Flattery is commonly used to enhance consumers' self-esteem and create an exclusive perception of the brand. This technique strengthens trust between brands and consumers, influencing purchase decisions.

Examples include:

Because you’re worth it (L'Oréal) – encourages self-worth and luxury.

Think Different (Apple) – appeals to individuality and creativity.

Dunyoyingizni harakatga keltiring (Uklon – Move your world) – personalizes the message, making it relatable to consumers.

Humor is an effective tactic to engage potential customers and foster positive relationships with a brand.

Examples include:

Issiq-sovuq qilamiz (Artel – We make it hot and cold) – used for air conditioners.

Fries before guys – because happiness is just a drive-thru away! – fast-food advertising.

In crust we trust – because life is too short for bad pizza! – pizza delivery service.

Sweat now, selfie later – fitness club promotion.

Referring to experts in advertising slogans helps establish credibility and assure consumers of the product’s reliability.

Examples include:

10 out of 9 doctors recommend it – for pharmaceutical products.

Trusted by top chefs worldwide – for kitchenware brands.

Preferred by professional athletes – for sports energy drinks.

Emotional language in advertising slogans is designed to attract attention and inspire action. Advertisers use emotional appeal to evoke exclusivity, excitement, happiness, nostalgia, or even fear.

Examples include:

Open happiness (Coca-Cola) – evokes joy and nostalgia.

The happiest place on Earth (Disneyland) – promises magical experiences.

Love. It’s what makes a Subaru, a Subaru (Subaru) – emphasizes emotional connection with the brand.

Belong anywhere (Airbnb) – inspires travel and a sense of belonging.

Branding strategies reinforce a company’s market presence by conveying its values, mission, and identity through slogans. Examples include:

Think different (Apple) – emphasizes innovation.

Taste the feeling (Coca-Cola) – highlights emotional appeal.

Safety first (Volvo) – underlines reliability.

Earth’s biggest selection (Amazon) – emphasizes product variety.

Accelerating the world's transition to sustainable energy (Tesla) – conveys commitment to sustainability.

Manipulation in advertising occurs through emotional influence, social stereotypes, urgency creation, and persuasive messaging.

Forms of Manipulation in Advertising:

Emotional manipulation: Encourages purchasing through appeals to happiness, love, and security.

Social stereotypes: Uses idealized imagery to shape consumer desires.

Urgency creation: Uses phrases like "Limited-time offer!" to pressure immediate decisions.

Government propaganda: Used in politics to influence public opinion.

International influence: Manipulative strategies in global politics and economics (7, 36).

Media plays a key role in spreading advertising messages, influencing consumer behavior through repetition and cultural adaptation. However, advertisements must respect national culture, values, and traditional ethics to maintain a positive impact (6, 404).

Advertising affects various aspects of consumer life, from lifestyle habits to social interactions. Some observed influences include:

Eating habits: Promotion of fast food consumption.

Fashion trends: Encourages brand loyalty and identity formation.

Social isolation: Encourages individualism through tech gadgets.

Cultural detachment: Reduces traditional and religious influences.

Financial mismanagement: Promotes reckless spending through installment plans and loans.

Conclusion

Advertising slogans play a crucial role in shaping consumer perceptions, influencing decision-making, and establishing strong brand identities. The study demonstrates that advertisers employ a range of pragma-communicative and manipulative techniques to ensure the effectiveness of their messages. Unique selling propositions, storytelling, flattery, humor, expert endorsements, and emotionally charged language are among the most powerful strategies used to capture audience attention and drive engagement. Furthermore, manipulative advertising tactics can subtly shape consumer behavior, encouraging emotional responses that lead to impulsive purchases. While these techniques can enhance brand recognition and market success, they also raise ethical concerns, particularly when advertisements prioritize persuasion over transparency. The impact of advertising slogans extends beyond consumer behavior, influencing cultural norms, social interactions, and even personal values. As advertising continues to evolve with technological advancements and digital marketing trends, it is essential to critically assess how these techniques shape public consciousness. Future research could explore the ethical dimensions of advertising strategies and propose guidelines for responsible marketing practices.

References:

1. Cialdini, R. B. (2001). Influence: Science and Practice. Allyn & Bacon.
2. Cutler, B. D., & Javalgi, R. G. (1992). A Cross-Cultural Analysis of the Visual Components of Print Advertising: The United States and the European Community. Journal of Advertising Research, 32(1), 71-80.
3. Goddard, A. (2002). The Language of Advertising: Written Texts. Routledge.
4. Keller, K. L. (2001). Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands. Journal of Marketing Management, 15(9-10), 863-878.
5. McQuarrie, E. F., & Phillips, B. J. (2008). It's Not Your Father's Magazine Ad: Magnitude and Direction of Recent Changes in Advertising Style. Journal of Advertising, 37(3), 95-106.
6. SHERQULOVA, M. (2024). REKLAMA DISKURSIDA QO’LLANILADIGAN PRAGMA-KOMMUNIKATIV STRATEGIYALAR.  News of the NUUz, 1(1.6), 403-405.
7. Toshboeva, D. (2013). Marketing and Manipulation: The Impact of Advertising on Consumer Behavior. Economic Review, 24(4), 35-42.