Download CHAPTER 1 INTRODUCTION 1.1 Rationale Nowadays, in a

CHAPTER 1
INTRODUCTION
1.1 Rationale
Nowadays, in a developed world, thousands of new products and services are introduced
each day, which makes advertising become a real art - the art of informing and persuading
customers. Slogans can be considered the heart of advertisements wherever they appear.
Slogans are the most important and condensed messages advertisers would like to send to
their customers. Sharp and intelligent slogans can help advertisers leave unforgettable
impressions on their potential customers’ minds. However, creating a successful slogan is
never an easy task. The use of just a few words in a slogan proves to be harder than it
appears. It requires a sophisticated linguistic insight of phonology, lexicology, syntax as
well as semantics and pragmatics. Hence, the study on some successful slogans promises a
lot of interesting facts in the art of using language among advertisers.
On the other hand, what can be called a successful slogan is still a question. The answer
depends on the area of products and services the slogan is used for, the country or
geographical regions it is used in and maybe the population of its target customers.
Therefore, choosing one kind of products or services to study the slogans used in it should
bring more thorough and detailed results of aspects of language exploited.
The advertising slogans of some world-famous airlines are chosen to investigate in this
study for two main reasons. First of all, when the airlines can be called famous, they must
be successful in many aspects. They may provide services of elegant quality. Or they may
have a long history of building their own prestige and class. But one thing that can be
ensured is their successful advertising campaigns in which slogans play a vital part. The
investigation into those slogans will hopefully reveal interesting features in language used
in slogans in general and airline slogans in particular. Second, world-famous airlines have
a wide scope of activities with customers coming from all over the world and. Thus, the
language they use must be of common values and highly appreciated by many customers.
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There is no case of “accident slogans” which cause failure in advertising campaigns due to
differences in cultural values and perceptions.
1.2 Aims and Objectives of the Study
The objective of this study is to investigate the phonological, lexical, semantic and
syntactic features of airline advertising slogans. Basing on this, the study is hopefully
aimed at drawing out some hints for Vietnamese advertisers, especially in airline services,
which may help to improve their effectiveness and professionality.
1.3 Scope of the Study

All the slogans investigated in this study are taken from the advertisements of worldfamous airlines, which include national airlines and the biggest ones of some
developed countries.

In this study, syntactic, semantic, phonological, and lexical features of the slogans are
extensively discussed.
1.4 Significance of the Study
The values of the study lie in both theoretical and practical aspects. Theoretically, the study
helps to find out linguistic features used in airlines slogans in particular and in our social
life in general. Practically, it helps to find out the effectiveness of those linguistic features
when applying to the act of advertising and hopefully suggests some ways of achieving
great impression on customers’ minds through the art of using words by advertisers.
1.5 Design of the study
The study consists of five chapters. Chapter 1, entitled “INTRODUCTION”, outlines the
background of the study. In this chapter, a brief account of relevant information is provided
about the rationale, aims, scopes, method, and design of the study.
Chapter 2, with the title “LITERATURE REVIEW”, can be considered a slight overview of
some previous researches on the same subject both in English and Vietnamese. At the same
time, it gives a theoretical background to this study with theoretical preliminaries directly
related to the investigation of English employed in airlines’ advertising slogans, namely
discourse, context, genre, register as well as the definitions of advertising and advertising
slogans.
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Chapter 3 – RESEARCH METHODOLOGY – refers to the researching approach of the
study and the method to collect and analyze the collected data to help the author achieve the
best results in the study.
Chapter 4 is called MAIN FINDINGS AND DISCUSSIONS, in which the author
summarizes her findings in the characteristics of the English language used in airlines’
advertising slogans and also her conclusions on the percentage of slogans employing those
characteristics.
The last chapter is Chapter 5 – CONCLUSION AND IMPLICATIONS, which provides the
recapitulations, implications of the study to the creating process of advertising slogans in
general and airlines’ slogans in particular, and suggestions for further studies.
The study ends with the “BIBLIOGRAPHY”.
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CHAPTER 2
LITERATURE REVIEW
2.1 Review of Previous Researches
Advertising activities in Vietnam can be considered young and inexperienced compared to
the long-built industry of advertising in the USA and European countries. This economic
and social fact has led to the difference in the quantity of researches on this field in
Vietnam and other countries.
As a result, there are quite a few researches which have been carried out in every aspect of
the same matter in English, many of which cover the features of advertising language.
Some famous titles that can be mentioned here are “English in advertising: A linguistic
study of advertising in Great Britain” by Geoffrey N.Leech (1996), “Advertising as
communication” by Gillian Dyer (1982), “English for sale: A study of the language of
advertising” by Lars Hermeren (1999), or “The discourse of advertising” by Guy Cook
(2001). There are also some researches which only focus on some certain features in
advertising language. Typical examples are “Selling America: Puns, language and
adverting” by Michel Monnot (1982), “Pictorial Metaphor in Advertising” by Char
Forceville (1998). There are also some contrastive studies which compare the advertising
language in English and that in other languages, e.g. “Advertising language: A pragmatic
approach to advertisements in Britain and Japan” by Keiko Tanaka (1994).
In Vietnam, some notable researches on the language of advertising include two PhD
theses done by Mai Xuan Huy (2001) on “Các đặc điểm của ngôn ngữ quảng cáo dưới ánh
sáng của lý thuyết giao tiếp” (Features of advertising language in the light of
communicative theory) and Ton Nu My Nhat (2005) in which she carried out a contrastive
discourse analysis of travel advertisements based on the theory of Functional Grammar.
Besides, there are many articles on the matter of advertising language which are collected
by Nguyen Kien Truong in 2004 in a book called “Quảng cáo và ngôn ngữ quảng cáo:
(Advertising and the language of advertising).
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Also, there are some MA theses carried out at institutional level. For example, in Vietnam
National University, Hanoi College of Foreign Languages, a thesis on advertising language
used in trade was studied by Hoang Thi Thuy in 2005 and another on “Presupposition and
Implicature in English and Vietnamese Advertising Slogans” by Tran Thien Tu in 2007.
All those books, articles and studies have revealed typical and very interesting features of
advertising language in general and slogans in particular.
2.2 Theoretical preliminaries as instruments employed for conducting the research
2.2.1 Discourse
Different linguists hold different points of view on what discourse is. Crystal (1992:25)
considers discourse as a continuous stretch of language larger than a sentence, often
contributing a coherent unit such as sermon, argument, joke or narrative. To Halliday and
Hasan (1985:3), discourse is functional language. This fact suggests that linguists need
more debates and discussion before an agreeable definition of discourse is made.
However, the following definition of discourse suggested by Guy Cook (1989:7) seems to
provide relatively sufficient information so that we can shape a clear image of discourse in
our minds:
“Discourse may be composed of one or more well-formed grammatical sentences – and
indeed it often is – but it does not have to be. It can have grammatical “mistakes” in it,
and often does.”
“Discourse can be anything from a grunt or single expletive, through short conversations
and scribbled notes right up to Tolstoy’s novel, WAR AND PEACE, or a lengthy legal
case. What matters is not its conformity to rules, but the fact that it communicates and is
recognized by its receivers as coherent.”
Basing on this definition, advertisements and advertising slogans are undeniably discourses
because they do communicate and they are recognized by their potential customers to be
coherent. This is because advertisements themselves are messages from manufacturers or
service providers to their customers and slogans are those messages in the most concise
ways.
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2.2.2 Discourse Analysis
2.2.2.1 Context
Guy Cook (1989:39) considered context as “knowledge of the world outside language”
which helps us to understand and use it to interpret the messages both in spoken and
written form. According to Nunan (1993: 10), “context refers to the situation giving rise to
the discourse and within which discourse is embedded”. From the two ways of defining
context, it can be concluded that context is something that we need to understand the
discourse and there is no discourse without context.
2.2.2.2 Role of context in discourse analysis
Discourse analysis studies language in use: both written texts of all kinds and spoken data
from informal to formal speech and it also studies the language phenomena above the
sentence level that are influenced by contexts, social phenomena, social relationships as
well as cultural factors.
Hymes (1962) sees contexts as a limit of the range of possible interpretations, and on the
other hand, a supporter of the intended interpretation. He states as follows:
“The use of linguistic form identifies a range of meanings. A context can support a range
of meanings. When a form is used in a context, it eliminates the meanings possible to that
context other than those the form can signal; the context eliminates from consideration the
meanings possible in the form other than those the context can support. ”
(Hymes, 1962 quoted in Brown and Yules, 1983:38)
Hymes (1962) focuses on the features of context in which it is thought to be relevant to the
reading and interpretation of discourse. These features are mentioned by him:
1. Addresser and addressee
2. Audience
3. Topic
4. Setting
5. Channel
6. Code
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7. Message-form
8. Event
9. Key
10. Purpose
2.2.2.3 Register
Different linguists give different concepts of register. Here are some of them:
“Register may be defined as the variety of a language used in particular situational
context”. (Halliday 1985:12)
Michael (1991:478) sees register from a different point of view. With him, “register
reflects the degree of technical specification in the language of economics, banking and
finance, international business, advertising, medicine, information technology and so forth.
Discourse register reflects the degree of formality of particular text by using a
characteristic set of lexical and grammatical features”.
Besides, Galperin (1977:319) suggests that , “a functional style of language is a system of
interrelated language means which serves a definite aim in communication”.
From different definitions of register above, it can be seen that registers of functional styles
are linguistic variations linked to specific occupations, professions, topics and so on to
serve a specific aim in communication.
2.2.3 Genre
The word “genre” comes from the French (originally Latin) word for “kind” or “class”. It
has been used in rhetoric, literary theory, media theory and linguistics to refer to a
distinctive type of text (a text in any mode). Since classical times literary works have been
classified under genres (poetry, prose, drama, etc.) with sub-genres, e.g. tragedy and
comedy as sub-genres of drama, and modern media routinely categorized into genres (e.g.
film-trailers, or TV programs – sitcom, game shows, etc.)
In the realm of language, linguists have put forward quite a few concepts of genre. Among
them, the following ones seem the most detailed and convincing.
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“A genre is a socially sanctioned type of communicative event, either spoken-like a
sermon, a joke, a lecture – or printed, like a press report, a novel, or a political manifesto”
(Kramsch, 1998:62)
and
“Genres are how things get done, when language is used to accomplish them. They range
them from literary to far from literary forms: poems, narratives, expositions, lectures,
seminars, recipes, manuals, appointment making, service encounters, news broadcast and
so on. The term “genre” is used here to embrace each of the linguistically realized activity
types which comprise so much of our culture”. (Martin, 1985:250)
It can be easily seen that linguists, though contradicting in their concepts of others, seem to
reach a relative agreement here as it can be concluded by Bhatia (1993 as cited in Holland
and Lewis 2000: 76), “genre is recognizable and mutually understood by the number of
professional or academic community in which it regularly occurs.”
2.2.4 Grice’s maxims
Grice (1975), in his book, makes an attempt to develop the inferential model into an
adequate explanatory account of communication. He suggests that communication is
governed by a cooperative principle and maxims of conversation.
Grice’s fundamental idea is that the communicators are trying to meet certain standards in
their conversation. From knowledge of these standards, observation of the communicator’s
behavior, and the context, it is possible to infer the communicator’s specific intention.
“Our talk exchanges…are characteristically, to some degree at least, cooperative efforts;
and each participant recognizes in them, to some extent, a common purpose or set of
purposes, or at least a mutually accepted direction…at each stage, some possible
conversational moves would be excluded as conversationally unsuitable.
We might then formulate a rough general principle which participants will be expected to
observe, namely: Make your conversational contribution such as is required, at the stage
at which it occurs, by the accepted purpose or direction of the talk exchange in which you
are engaged.” (Grice, 1975:45)
This general principle, which was called “the cooperative principle”, is expected to be
followed by all speakers. Furthermore, the standards for conducting cooperative
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communication were claimed by Grice to be of several different types. Grice called these
standards maxims and grouped them under categories:
Quantity,
1. Make your contribution as informative as required (for the current purpose of the
exchange).
2. Do not make your contribution more informative than is required (Grice 1975: 45).
Quality,
Supermaxim: Try to make your contribution one that is true.
1. Do not say what you believe to be false.
2. Do not say that for which you lack adequate evidence.
Relation,
1. Be relevant.
and Manner,
1. Avoid obscurity of expression.
2. Avoid ambiguity.
3. Be brief (avoid unnecessary prolixity).
4. Be orderly.
2.2.5 Communication
It cannot be denied that communication plays a vital role in human life. Life could not
continue and thrive without people’s communication. In his work, Fiske (1990:51) defines
communication as social interaction through messages. It can be inferred that
communication appears in social contexts among people with messages to be transferred.
Here, he emphasizes that the messages are not only information but also relationship
between the speakers and the hearers. However, this definition seems too broad and
blurred in meaning.
According to Bovee and Thill (2000:57), communication can occur in various forms,
written or spoken, verbal or nonverbal, to show a process of sending and receiving
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messages. This concept has much to share with the definition given by Saundra Hybels and
Richard L. Weaver (1992:7) which says “communication is any process in which people
share information, ideas, and feelings. That process involves not only spoken or written
word, but also the body language, personal mannerism and style, the surroundings –
anybody that adds meanings to a message.” As seen from this definition, communication
itself is an on-going process with a lot of factors that help. Basing on particular situations,
communicators will choose to make use of some factors that are most useful and available
in such cases to make their messages understood.
Therefore, it can be concluded that communication process is made up of various elements
in which there are participants, messages, channels, feedback, noise and setting:

Participants: the sender and receiver of the messages in both interpersonal and noninterpersonal communication.

Messages: including meanings, signs, symbols, encoding and decoding and form or
organization.

Channels: the ways messages are sent.

Feedback: the response of the receiver to the sender and vice-versa.

Noise: it is interference that gets in the way of sharing meaning. There are 3 forms of
noise.
 External noises: They are sights, sounds and other stimuli that draw people’s
attention away from intended meaning.
 Internal noises: They are thoughts and feelings that interfere with meaning.
 Semantic noises: They are those that alternate meanings arisen certain symbols that
inhibit meaning. Also, meanings are dependent on your own experience, other
people may sometimes decode a word or phrase differently from the way you
intended.

Setting: It is the place where the communication occurs. This is an important factor
and has great influences on communication.
2.2.6
Advertising as a form of communication
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2.2.5.1 Advertising
American Marketing Association (AMA) defines advertising as “the non-personal
communication of information usually paid for and usually persuasive in nature about
products, services or ideas by identified sponsors through the various media.”
(www.marketingpower.com)
It is due to its generalization that this definition is chosen by AMA. First of all, advertising
is non-personal communication in comparison with interpersonal communication in which
both speakers and hearers are there to interact with each other. Advertising is not aimed at
any individual, or by any individual. It’s a non-personal transmission of information
aiming at the public or a certain group of people. Because of the non-personal features of
advertising, the dissemination and operation of it should be restricted by the law of a
country, the moral standards and people’s psychology. The information, methods, media,
and other components of advertising should follow the advertising laws, policies and rules,
and should be under the supervision of the public. All of these components are mutual
features and essential elements of every advertisement.
Secondly, it is because of the money advertisers have to pay for their messages that the
language used in advertisements is always well-chosen and really meaningful. It can be
said that advertising language is a style of immediate impact and rapid persuasion. This
must be the result of many processes of writing, rewriting, testing, modifying and so forth.
Churchill, Jr. and Peter (1998: 142) confirm the above concept with their definition:
“Advertising is noted as any announcement or persuasive message placed in the mass
media in paid or donated time or space by an identified individual, company, or
organization to serve a number of audience about products and persuade or remind them
of buying, to convey information about the organization itself or issues important to the
organization in order to create or enhance perception of the quality or reliability of a
product, thus encouraging customer loyalty and repeat purchases”.
Therefore, advertising is, in its nature, a type of communication between advertisers and
customers. This process of getting advertising messages transferred is diagrammed in a
really appropriate way in the model that follows.
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RECEIVER
Noise
Selective
feelings
SOURCE
Selective
awareness
Satisfy
the
receivers’
needs
Intended
message
Decoded
message
Media
Satisfied
Selective
memorization
(Hoang, T. & Nguyen, V.T. 2000)
It is clearly stated in the model that in advertising, the intended message never comes to
the receiver in a direct way. It is always decoded, which makes the message sound implicit.
There are two reasons for this implicitness of advertising messages. Firstly, as advertisers
have to pay for their advertising information, their messages must be decoded so that they
can convey as much as possible to the customers with the minimum number of words.
Secondly, and more importantly, it is strongly believed by copywriters that human beings
have an inborn ability to infer as it is noted by Geis (1982:46) that “Human beings are
‘inferencing’ creatures, trained to read into what is said as much as is consistent with the
literal meaning of what is said and the context in which it is said. ”
2.2.5.2
Advertising Functions
It has been agreed by many market researchers that an advertisement should have four
functions, which can be generalized by four words: Attention, Interest, Desire, and Action.
(1) Attention - a good advertisement should attract the consumer to direct their attention to
the product of it. To achieve this, advertisers always try to make their advertisements
special in some ways, even stupid and awkward. This is because striking things remain
longer in human minds than normal ones.
(2) Interest - the introduction and publicity of an advertisement should arouse consumers’
great interest. The interest may be caused by an eye-catching image, a pleasant jingle, a
funny advertising plot or a surprising slogan. When they are interested in the product
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advertised, they will learn more about it. From this, the confidence in the product will be
gradually achieved.
(3) Desire - the publicity of advertising should stimulate consumers’ desire to buy the
product, and make them realize that this product is just what they want. Previously, most
advertisements aimed at promoting their products’ merits, which is called productoriented. However, there has been a shift of focus from product-oriented to audienceoriented, which is primarily concerned with the needs and wants, the hopes and fears of the
target audience.
(4) Action - the advertising makes consumers to response to the advertising information
and evokes them to take the action of purchasing. It is here that the topmost task of
advertising is fulfilled.
2.2.5.3
Types of Advertising
The features of different kinds of advertisements should be taken into account if
advertisers want their messages to be effectively transferred to their customers. Different
target audience or product types require different methods of advertising from advertisers.
Different criteria can be used to classify advertisements. Geographically, there are local,
national and international advertisements. In terms of advertising medium, there are print
and electronic ones. Besides, as for their purposes, advertisements can be classified into
commercial and non-commercial categories. The former category includes Consumer
Advertising, Business Advertising, and Service Advertising. The latter can be called Public
Interest Advertising.
Consumer Advertising
Most television, radio, newspaper and magazine advertisements are consumer
advertisements. The consumer advertising includes alcoholic ads, cigarette ads, drink ads,
food ads, wear ads, cosmetic ads, automobile ads, home electric appliance ads, and other
products which are used and purchased by ordinary people. To this kind of advertisements,
most people have developed a kind of ambivalent psychology. On one hand, they are bored
with the endless advertisements hiding in the newspapers and magazines, clamoring on the
radio, or dazzling on the TV. On the other hand, they still need the information to guide
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their purchasing. Therefore, to attract the consumers’ attention is the most important task
for an advertising copywriter.
Business Advertising
Business advertising is often said to be invisible, because unless one is actively involved in
some business, he is unlikely to see it. The majority of consumer advertising appears in
mass consumer media. Business advertising, on the other hand, tends to be concentrated in
specialized business publications or a professional journal, in direct-mail pieces mailed to
business establishments, or in trade shows held for specific areas of business. Until
recently, business advertising was rarely seen in the mass media.
Service Advertising
Service advertising is actually part of consumer advertising and business advertising, since
consumer goods and industrial goods both include relevant service. However, due to its
intangible feature, service is advertised in a more imaginable way. Hence wording service
advertising is somewhat different from product advertising. Service advertising appears in
both mass consumer media and specialized business publication according to its different
target audience - consumer or people in business.
Public Interest Advertising
The general objective of public interest advertising is to inform, persuade, or remind
people about the particular idea, cause, or philosophy being advertised. This kind of
advertising is often used by non-business institutions, such as schools, hospitals and
charitable organizations. We also see advertising by associations or government
organizations. Much government advertising announces the availability of such valuable
government services as consumer assistance, welfare aid, or career guidance. Many state
governments use advertising to attract new businesses, tourists, or workers to aid their
economy.
Because of the fact that public interest advertising is nonprofit, the words it uses are much
more different from the other 3 kinds of advertising. Its purpose is not to urge readers to
spend their money, but to disseminate a kind of concept or advocate a social ethic.
2.2.5.4
Advertising Components
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According to the definition of the advertising, most of the advertisements should have the
following components:
(1). Advertiser
The advertiser is the sender of information and all the advertising activities should be
consistent with the purpose and willingness of the advertiser. The advertiser should be a
recognizable group, including corporation, enterprise, government, organization and
individual.
(2). Advertising Fee
The advertising fees are paid by the advertiser no matter it’s operated by itself or other
agency. Because advertising is a kind of marketing action, an advertiser has to pay for its
advertisement.
(3). Advertising Information
Advertising information is the principal contents an advertisement wants to disseminate.
Advertising is a series of planning actions, so the information of advertising should be
aimed at the certain target market and consumers, and should avoid aimlessness. The
dissemination of information should be accurate, definite, recognizable and moderate in
length.
(4). Advertising Media
Media are the means of the dissemination of advertising, including newspaper, magazine,
broadcast, TV program, billboard and mail. The newspaper, magazine, broadcast and TV
are called the four main media of advertising. Moreover, any kind of objects or tools can
be a medium for the advertisement, such as airplane, train, bus, building, neon light,
movie, package, exhibition, and etc. Different kinds of media have different features,
disseminating area, target audience and speed.
Within the advertisement itself, the components are headline, body copy, slogan,
illustrations and colors, trademark, and brand name. These elements are named as
visual elements. Another kind of elements - audio elements are advertising commentary,
advertising music and advertising sounds. In these elements, headline, body copy and
slogan are the most important elements in an advertisement. In this study, I would like to
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pay more attention to slogans, which carry the features of being explicit, refined and
inflammatory.
2.2.5.5 Features of Advertising Language
The language of advertising has been described as a “functional dialect” (Smith,
1982:190). Holmes (2005:8) explains this term as “the product of a process whereby
language is chosen and used for a particular purpose (hence, ‘functional’, and
consequently becomes a variety (hence, ‘dialect’) of its own because it becomes associated
with this particular function.”
The definition has stated that the language of advertising is somehow different from
normal language. Although advertisers always aim at being as close as possible to their
customers, the most striking difference between the two kinds of languages is that
advertising language is always well-planned in advance, and rarely random.
To achieve the functions of drawing the attention, building the interest and stimulating the
desire to buy the products among customers, the language used in advertising should be
impressive, credible and stimulated. Schrank (1996) points out some techniques commonly
used by advertisers in creating informative and persuasive advertisements.
The first technique employed is “the weasel claim”. Weasel words or claims are the words
used to say something, but actually they say the opposite or nothing at all. Common weasel
words are help, virtually, act, work, refresh, fight, tackle, strengthen, etc.
“”Leaves dishes virtually spotless” – …
The next technique introduced is “the unfinished claim” in which advertisers claim that
their products are better and have more of something but never finish their comparison.
“Fashion and more” – Triumph underwear
Another technique used by advertisers is called “We are different and unique”. The
products advertised here are claimed to be the best and special in some aspects.
Like.no.other – Sony
Think different – Apple computer
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Some advertisers make their advertisements special by not stating anything special at all.
This technique is called “water is wet” in which the true and obvious characteristics of the
products are pointed out.
TV you can watch – Nick-at-Nite
In the technique called “So what claim”, an advantage of the product over other products
of the same type is stated.
Television for women – Lifetime Television
A lot of meaningless words will be found in the advertisements using the technique called
“the vague claim” which encourages customers stretch out their imagination and ability of
inferring things.
If it’s one, it’s in – Radio Times
To make their messages sound credible and more persuasive, some advertisers use a
technique called “scientific or statistical claim” in which facts and figures are fully
provided.
99 44/100% Pure – Ivory Soap
There is a fact that not all the time products are praised, sometimes it is the consumers.
This technique is called “Compliment the consumer”.
Nobody does it like you – Hoover Vacuum Cleaner
Using “Rhetorical question” is the last technique introduced by Schrank (1996). The
answers about the products’ merits will surely announced by the consumers themselves.
Want a better Internet? – AOL
2.2.6 Advertising Slogan as a part of an Advertisement
2.2.6.1 Definition of a Slogan
The word slogan is derived from a Scottish Gaelic word sluagh-ghairm pronounced as
slogorm which used to mean battle-cry.
According to Longman Dictionary of Contemporary English (1995), “a slogan is a short
easily-remembered phrase used by an advertiser, a politician, etc.”
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Therefore, in general, a slogan is a memorable motto used in political, commercial,
religious, and other contexts as a repetitive expression of an idea or purpose. In the
particular case of an advertising slogan, it is a verbal logo normally appearing just beneath
or beside the brand name or the logo of the product. A slogan is kind of a condensed
message of the whole advertisement which advertisers want their customers to remember
most. It is the usual case that slogans come to customers’ mind first when they think about
the products.
In his book, Creative Advertising, Charles L. Whittier (1958: 11) says a slogan:
“…should be a statement of such merit about a product or service that it is worthy of
continuous repetition in advertising, is worthwhile for the public to remember, and is
phrased in such a way that the public is likely to remember it.”
One interesting fact is that slogans are referred to with different terms in different
countries. Here are some of them.
Countries
Terms meaning slogans
The UK
Endlines, end lines or straplines
The USA
Tags, tag lines, taglines or theme lines
Germany
Claims
Belgium
Baselines
France
Signatures
The Netherlands
Pay-offs or payoffs
and Italy
Some others
Rip-offs or rip-offs
Slogos (the slogan by the logo)
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2.2.6.2 Requirements of a good advertising slogan
A slogan should:
1. Be memorable
2. Recall the brand name
3. Include a key benefit
4. Differentiate the brand
5. Impart positive feelings for the brand
6. Reflect the brand’s personality
7. Be strategic
8. Be campaignable
9. Be competitive
10. Be original
11. Be simple
12. Be neat
13. Be believable
14. Help in ordering the brand
A slogan should not
1. Be in current use by others
2. Be bland and generic
3. Prompt a sarcastic or negative response
4. Be pretentious
5. Be negative
6. Be corporate waffle
7. Make you say “So what?”
8. Be meaningless
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9. Be complicated or clumsy
(http://www.adslogans.co.uk)
2.2.7 Typical features of airline service as an advertising product
First of all, it should be taken into consideration that airline advertising belongs to the
category of service advertising, i.e. the advertising object here is intangible. Hence, it is a
commonplace that customers know about the merits of the service through experiences,
both first-hand and second-hand.
Secondly, as all the airlines mentioned in this study are world-famous ones, their
advertising campaigns must be international or cross-cultural. Obviously, each airline
belongs to a particular country. However, their customers come from every corner of the
world. It cannot be denied that culture varies from country to country, even from region to
region within each country. With a population of customers coming from various cultures,
airline advertisers must have a profound insight of the differences in their customers’
cultural values and perceptions. One that is considered good in this value may be bad in
another. The advertising world is littered with examples of linguistic cross cultural
blunders. Of the more comical was Ford's introduction of the 'Pinto' in Brazil. After seeing
sales fail, they soon realized that this was due to the fact that Brazilians did not want to be
seen driving a car meaning 'tiny male genitals'. Therefore, airline advertising should be
kind of cross-cultural, or, more exactly, universal advertising which uses the most highlyaccepted ideas to best speak to their target audience. Furthermore, the language used in
airline advertisements, especially their slogans must be of simple and understandable
English to all their customers, even those from non-English speaking countries.
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CHAPTER 3
RESEARCH METHODOLOGY
3.1 A descriptive approach
This study is actually a descriptive study as it “involves a collection of techniques used to
specify, delineate, or describe naturally occurring phenomena without experimental
manipulation” (Seliger & Shohamy, 1989:124). Therefore, the collection of data will be
carried out through non-intrusive and non-manipulative procedures. The descriptive
approach helps to investigate into the frequency of the occurrence of some linguistic
phenomena among the slogans of some world-famous airlines. The purpose of this type of
this research as it is introduced by Wisker (2001) is to find out more about a phenomenon
and to capture it with detailed information.
This study uses a combination of both qualitative and quantitative methods. The reasons
for this combination lie in the procedures of the study. First of all, the slogans are
investigated so that linguistic features appearing in them are discovered and named. Next,
to find out which feature is the most commonly-used in airline slogans, the quantitative
method is employed through systemizing the frequency of the occurrence of each feature
in different tables. Some complementary methods used in this study include studying some
specialist knowledge in advertising, getting to know the economic, social and cultural
factors that have influence on the issue investigated as well as personal observation.
3.2 Data Collection
In this study, more than 50 slogans taken from the advertisements of 50 airlines will be
employed to find out the common features in the language used by airline advertisers. The
slogans mostly belong to national airlines as well as the biggest airlines of some developed
countries. All of them are enlisted in the database of airline advertising slogans on
http://www.textart.ru, http://en.wikiquote.org and most importantly, in the Skytrax list of
World Airline Awards throughout some years.
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Skytrax is a United Kingdom-based consultancy, the public face of In-flight Research
Services. It conducts research for commercial airlines. It carries out international traveler
surveys to find the best cabin staff, airport, airline, airline lounge, in-flight entertainment,
on board catering, and several other elements of air travel. Apart from these surveys,
Skytrax has an airline forum where passengers give other potential passengers the feel of
an airline before choosing to fly with them. They also have flight reviews, flight checks,
and satisfaction surveys. They are best known for their annual World Airline Awards and
World Airport Awards.
(http://en.wikipedia.org/wiki/Skytrax)
The presence of these slogans in those highly prestigious lists of the world airlines proves
their effectiveness and success in extending their services, among which their advertising
strategies in general and their advertising slogans in particular play a vital part. What’s
more, as they are among the biggest airlines in the world, the current trend in creating
airlines slogans will be present in their own ones.
The population of 50 airlines’ slogans to be investigated is considered large enough as it
includes:

Some national airlines, many of which belong to English-speaking countries
situated in Europe and are famous for their airline services. Well-known names that
can be mentioned are Air Canada, Air France, British Airways, Swissair, Lufthansa
(Germany), and so on.

Some other airlines which are not national airlines but really well-known in the
world for their long-built prestige and often appear in the lists of Skytrax.

Some randomly-chosen slogans in the database of airline slogans to ensure the
generalization of the study.
3.3 Data Analysis
To find out the prevailing trend in creating airline advertising slogans, all the chosen
slogans will be studied in the light of common features of advertising slogans to see what
features or techniques are mostly employed by airline advertisers. This purpose is best
achieved by working out the commonly-employed linguistic features and the proportion of
The Language of Airlines’ Advertising Slogans
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slogans possessing each feature and employing each technique, i.e. the quantitative method
of analysis will be fully exploited. With each feature, some examples from the stock of 50
slogans chosen will be carefully analyzed, which means the qualitative method will be
used as a combination here.
Judging from the fact that a slogan is the most condensed and meaningful message the
advertiser would like to send to his consumers, it is clear that every component of it plays a
vital or indispensable part contributing to the success of the advertiser-consumer
conversation. The art of making a slogan, though it just consists of a few words, must take
these things into consideration:

The words employed to make the message understood. Such questions as what
words to use, how many words are needed, what part of speech to employ, etc. will
surely be carefully prepared.

The arrangement of the words chosen. The advertiser needs to ask himself such
questions as: Will the slogan be a sentence or just a phrase? If it is a sentence, what
kind of sentence should be used? What punctuation will be employed?

The implicatures of the advertiser through the slogan. What kind of meaning
should the consumers infer, literal or figurative or both? Why do they use certain
words and certain kinds of sentences in each slogan?

The sounds of the slogan when read out. The more special a slogan is, the more it
is remembered by the customers. The impression can come from the sounds of the
slogans when customers read them aloud. If the combination of the words can make
rhythms as they rhyme with one another or they contain the phenomenon of
alliteration, customers will find it difficult to forget them.
Therefore, the analysis of the chosen slogans will base itself on the above components of a
slogan to find out the mostly-shared characteristics among them. Those characteristics can
be categorized in a more linguistic way which mentions them as lexical, syntactic,
semantic and phonological features.
Thus, the steps of the study are in the order as follows:
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
Collect about 50 slogans from the database of airline slogans on websites:
www.wikipedia.com and from the Skytrax list of World Airline Awards throughout
some years.

Investigate and analyze the lexical, phonological, semantic and syntactic features of
those slogans.

Work out the proportion of slogans using each feature to find out the prevailing trends
among the airline slogans.
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CHAPTER 4
MAIN FINDINGS AND
DISCUSSIONS
4.1 Main Findings
4.1.1 Phonological features
Use of rhymes
One of the best techniques for bringing in the brand name is to make the slogan rhyme
with it. By this kind of rhyming, the brand name is highlighted. The ad slogan is thus
highly purposed. It can differentiate a slogan from others by the brand name and the
special rhyming which is the identity of the slogan.
Don’t just book it, Thomas Cook it –Thomas Cook
(http://en.wikiquote.org)
A fall-back position is to use a rhyme and mention the brand name without it actually
rhyming. It is not so effective, perhaps, because the brand name is not highlighted.
Austrian. Like a smile in the sky - Austrian Airlines
Use of alliteration
Alliteration can help the slogans achieve the strong beating rhythm needed to make it a
repeatable sentence. By so doing, the sentences are more slogan-styled. They can be easily
remembered by the audience.
Britain's best business bank - Allied Irish Bank
Functional... Fashionable... Formidable... – Fila
However, this technique is not employed by airline advertisers.
4.1.2 Lexical features
Common uses of first and second person addressee “you”, “we”, and “us”.
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The use of second person addressee “you” tends to shorten the distance between the
product or the producer and consumers, as if the producer or the ad is speaking to you face
to face, making sincere promises, honest recommendations. In so doing, the ad slogans
stand a better chance to move the receiver or customers to action, because the receiver
feels that he is being thought of and taken care of and he is the center point of the
producers.
You’ll love the way we fly –Delta Air Lines
Sincerely yours, Aeroflot -Aeroflot
The use of first person addresser “we” and “us” is the most direct way to tell the receiver
what the sponsor of an ad slogan stands for, his idea, his view, and his credit. It’s a little bit
like a self-introduction to the potential customers to let them know you, recognize you,
believe you and trust you.
Come fly with us –Pakistan International Airlines
We really move our tails for you –Continental Airlines
Use of comparison
Admen have to abide by the code of commercial practice and stick to the rules of
advertising. They should not advertise their product at the expense of others. So they resort
to unqualified comparison to avoid defaming other products. They cannot say: “Brand X is
better than brand Y.” Otherwise, unpleasant lawsuits will inevitably occur. They can say:
Lower fares, fewer restrictions –America West Airlines
THAI – Smooth as Silk –Thai Airways International
Use of “every” “always”, etc.
These words are often used in ads to indicate the universal application of the product or to
include as many potential customers as possible or to achieve the emphasis of the product’s
utility or the company’s unswerving commitment.
Being there is everything -Air New Zealand
Use of “no”, “none”, etc.
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Negatives tend to be used very sparingly because the purpose of all ad slogans is to
strengthen the positive side. But when negatives do occur, they are usually placed in an
emphatic position to highlight the special the positive side.
No ordinary airline –Virgin Atlantic Airways
Use of verbs
Although the ultimate purpose of advertising is to persuade consumers to buy its products,
advertisements seldom use the word “buy” in it. Statistics show only two out of ten
advertisements use the verb “buy” directly. On one hand, the advertisers try their best to
promote their product; on the other hand, they don’t want to give the consumers a feeling
of spending their money. Therefore, the choice of verbs is very careful in advertising.
It is said that the most frequently used 20 verbs and phrasal verbs are:
Try, ask, get, take, let, send for, use, call, make, come on, hurry, see, give, come,
remember, discover, serve, introduce, choose, and look for.
British Airways. To fly. To serve - British Airways
Or
We’ll take more care of you - British Airways
Yet, it is an outstanding feature in the use of verbs among airline slogans that the word
“fly” is fully used. There are up to 18 slogans with the words “fly” in them, accounting for
36%. Here are some examples,
British Airways. To fly. To serve.
-British AirwaysMore than just flying
-Iberia AirlineBecause you were bore to fly.
-TAM Brazilian AirlinesThis is quite easy to understand as the advertisers are all airlines. Obviously, they would like
to highlight the characteristic of their service by reminding customers of the magical feelings
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of flying. This is done not only by the word “fly” but also by other words denoting the action
of flying such as “sky”, “wings”, “the air”, “up” and so on.
Alitalia. The wings of Italy.
-AlitaliaYour Island in the Sky
-Air PacificSomething special in the air
-American Airlines-
Use of geographical names and brand names
29 out of 50 slogans have their brand names or geographical names referring to their
countries or regions in them.
Braathens. The wings of Norway
-BraathensAir Canada. Defy obstacles.
-Air CanadaShining through-Philippine Airlines
-PALOne fact that can be used to explain the high frequency of band names and geographical
names appearing in airline slogans is that when people travel from one place, they will find
the airlines either of their departure or destination. Brand names, and especially
geographical names will act as good indicators of the place they are from, which helps
customers a lot in choosing their airlines. Moreover, as national and world-famous airlines
have their activities all over the world, the use of geographical names contributes to their
introduction of their own places.
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Use of everyday language
Every day sentences tend to be overly used in everyday life, but it can be very forceful when
used in an ad slogan. These sentences travel very fast, because anyone can remember it
without any effort. It’s something popularized without much publicity.
It’s time to fly -United Airlines
Number of words in airline slogans
From this chart we can see that four-worded slogans are the
Number of
Number
words in a
of slogans
slogan
counted
3
8
4
16
5
9
6
6
7
5
8
3
Use of short simple sentences
9
2
The slogan must be short and simple; it can not afford to be
10
1
most favored in the creation of airline slogans with 16 out of
50 ones, and three- or five-worded slogans are also widely
used. The number of slogans of other length decreases
dramatically. The longest slogan in the study has 10 words,
which is a rare case, because it is too lengthy to be a slogan.
And too short slogans can not express fully the rich and
multi-layered meaning that a slogan wants to convey.
It can be concluded that the average length of an airline
slogan is 5.12 words. It is the trend for slogans to be short,
about 3 to 6 words long.
4.1.3 Syntactic features
complicated and clumsy. Short simple sentences are easy to
remember, while one main aim of an ad slogan is to be memorable and recited. So short and
simple sentences serve advertising slogans right.
Hawaii Starts Here –Hawaiian Airlines
You’re going to like us –Trans World Airlines (TWA)
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Use of phrases
Slogans are a kind of special writing form. They can almost do without subjects. Phrases
may be better than if not as good as sentences. All kind of phrases can be put into use:
noun phrase, verb phrase, preposition phrase, adjective phrase, etc. They are so concise and
to the point that they are beyond our power to do any addition or subtraction.
Going beyond expectations - Malaysia Airlines
Cathay Pacific. The heart of Asia – Cathay Pacific Airways
Use of questions
Questions help to arouse the curiosity of the customers and entice them to read on to find the
solution to the problem. Many slogans (also called themeline or tagline) begin as successful
headlines. So it is not surprising that the slogan can use questions too for the same purpose.
How do we love you? Let us count the ways – Southwest Airlines
Use of imperative sentences
In an ad, the slogan is the last few words said. Although it’s just a few words, the admen
don’t let it go at that. They use every opportunity to exhort the potential customers to act,
to buy and to consume. It is not surprising that they would use imperative sentences to
make a slogan while this kind of sentence is the most direct way to achieve the ideal effect.
Catch the Spirit! – Spirit Airlines
Fly the friendly skies of United – United Airlines
Use of tenses
Almost all the ad slogans use simple present tense to satisfy the customer’s desire to know
the present state of the product he wants to buy. But there is another aspect of the simple
present: its implication of universality and timelessness.
We have to earn our wings everyday – Eastern Airlines
Delta Air Lines. We love to fly. And it shows – Delta Air Lines
Yet, other tenses are also used among airlines slogans:

The future tense:
The Language of Airlines’ Advertising Slogans
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JetBlue. You’ll Want to Fly Again! – JetBlue Airways
You’re going to like us – Trans World Airlines (TWA)

The past tense:
Because you were born to fly – TAM Brazilian Airlines
4.1.4 Semantic features
Semantic ambiguity
Ad slogans have to conform to the code of commercial practice. Semantic ambiguity is
needed to avoid any possible legal liability.
Lower fares, fewer restrictions – America West Airlines
4.2 Discussions
(/50)
Proportion
Use of rhymes
3
6%
Examples
(%)
Features
Number
4.2.1 Typical phonological features of airline slogans
Don’t just book it, Thomas Cook it.
- Thomas Cook Austrian. Like a smile in the sky.
- Austrian Airlines -
Use of alliteration
0
0%
Table 1: Slogan language at phonological level
As it is shown in the table above, only 6% of slogans chosen use rhymes as a way to make
themselves remembered by the flight-makers. Among them, only one slogan, which is
from Thomas Cook airline, has a word rhyming with its brand name. The low proportion
of slogans using this language feature can be explained by the fact that it is never an easy
task to create a rhyming slogan as it requires an art of using language from the advertisers.
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The rhyming words carry with them the rhythm each time the customer reads it out loud.
This interesting thing will remind them of the airline, especially in this case when the
brand name is included in the slogan. Moreover, the noun Thomas Cook has been used as a
verb, which makes the whole sentence act as an imperative one urging the customer to use
the service of the airline. It can be agreed that slogans using this feature can be really
successful in leaving an impression on its potential customers.
In fact, the use of alliteration is so rare even among slogans of all kinds of advertising, not
to mention the fact that the brand name of many airlines usually consists of more than one
word with different initial letters, which causes a difficulty employing the art of alliteration
to create impressive slogans to the advertisers.
16
32%
second person
Examples
(%)
Use of first and
(/50)
Proportion
Features
Number
4.2.2 Typical lexical features of airline slogans
Now you’re really flying!
- Cathay Pacific Airways –
addressee
We know why you fly. We’re American Airlines.
- American Airlines -
Use of
3
6%
unqualified
Lower fares, fewer restrictions.
- America West Airlines -
comparison
We Better be Better, We’re Braniff.
- Braniff Airlines -
Use of “every”,
“always”, etc.
2
4%
Now everyone can fly.
- Air Asia Being there is everything.
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- Air New Zealand Use of “no”,
2
4%
“none”, etc.
No ordinary airline
- Virgin Atlantic Airways Lufthansa. There’s no better way to fly.
- Lufthansa -
Table 2: Slogan language at lexical level
The table shows a great number of slogans using second person addressee, with 16 out of
50 slogans. This should be the most common technique among advertisers as this helps to
bring a close relationship between customers and service providers. At the same time,
service providers, or airlines in this case, stand a good chance to introduce themselves in
the simplest and easiest way to their customers. Moreover, as stated above, this feature
brings each customer the feeling that (s)he is being taken cared of individually.
The three next features have relatively equal frequency of appearance among airline
slogans, with more or less than 4% of slogans chosen. This may not be considered a
popular trend in airline slogans. Among 50 slogans, none uses coined words, loanwords or
compound words. This fact once again proves that airline advertisers have tried to find the
easiest way to their multi-national customers.
14
simple sentences
28%
Examples
(%)
Use of short
(/50)
Proportion
Features
Number
4.2.3 Typical syntactic features of airline slogans
Singapore Girl, you’re a great way to fly.
- Singapore Airlines Hawaii Starts Here.
- Hawaiian Airlines -
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Use of phrases
28
56%
Swiss. The refreshing air.
- Swissair THAI - Smooth As Silk
- Thai Airways International
Use of questions
1
2%
How do we love you? Let us count the ways.
- Southwest Airlines-
Use of imperative
sentences
8
16%
Fly Euro Shuttle!
- Air Berlin Work Hard. Fly Right.
- Continental Airlines -
Table 3: Slogan language at syntactic level
First of all, it must be mentioned that 100% airline slogans use the simple present tense as
a claim of their ever-present and everlasting position. Phrases are mostly chosen by airline
advertisers because this feature can ensure the briefness and condensedness of the slogans
where only the most informative or the most important message remains. More than half of
the slogans studied, which account for 56%, are featured with this technique.
The second most common trend is the use of short simple sentences, which holds up to
28%. The message here is quite the same as when advertisers use short phrases.
Nevertheless, the difference is that whereas these slogans make their messages complete
sentences, those of the previous kind are divided into two phrases. This should be
considered different appearance of the same content.
Not as common as the first two features, imperative sentences account for 16% of all the
slogans studied. However, this can be called a high ratio compared with other features.
Airline advertisers do not lose the chance to make full use of the urging sense of
imperative sentences.
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Questions and idioms are not used commonly among airlines slogans, as shown in the
table. This may be because idioms are closely linked with culture. The use of idioms in
slogans may be really interesting in this country but it can cause misunderstanding or
difficulty understanding in others. Therefore, this should be in intelligent choice of airline
advertisers not to choose these features to include in their slogans.
4.2.4 Typical semantic features of airline slogans
No use of pun is found in the 50 representatives of airline slogans in this study. With the
use of semantic ambiguity, only 6% use unqualified comparison as one way to make their
meanings vague, as presented in table 2.
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CHAPTER 5
CONCLUSION
5.1 Recapitulations
The language of advertisements in general and of slogans in particular is an interesting
issue to be studied by both linguists and copywriters as it requires so much effort in
conveying so profound meanings via such condensed messages. This requirement forces
admen to mostly employ different tactics in their choices of words to make impressive and
unforgettable slogans.
In airlines services, which are used by an increasing number of people around the world as
one of the most convenient means of transport, slogans have their own characteristics.
They have to be acceptable and appealing on an international and multi-cultural scale.
In this study, a number of 50 airlines’ slogans have been investigated to find out the
mostly-shared characteristics in the English language employed by the most successful
airlines in the world. The investigation has helped the author to draw some conclusions
which will obviously be appreciated by airline advertisers.

Only a few slogans use rhymes and alliteration as a means to make their slogans
memorable.

The use of first and second person addressee seems to be the most lexical feature
among airline slogans. Besides, the use of unqualified comparison, the use of such
words as “every”, “always”, “no” “none”, etc. are among the most popular tactics
of airline advertisers. The most special features of airline slogans include the
reminder of geographical names and brand names as well as the frequent
appearance of the word “fly” and other words referring to airlines.

In the syntactic respect, phrases are mostly used by airline admen, probably due to
the requirement of conciseness in slogans. This requirement also explains the fact
that short simple sentences, imperative sentences and short questions are very
The Language of Airlines’ Advertising Slogans
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popular in airline slogans. The average number of words in an airline slogan is
5.12.
5.3 Implications for the use of language in creating airline slogans in Vietnam
In Vietnam nowadays, the most popular airline is Vietnam Airlines – the Vietnamese
national one. Among other airline service providers are Pacific Airlines, JetStar airlines
which supply cheap services. It is due to the small number of airlines in Vietnam that the
market is much less competitive than that in other countries. Moreover, it seems that the
advertising campaigns and especially the slogans of Vietnamese airlines are not paid
enough attention. Take the Vietnam Airlines’ slogan as an example, “Bringing Vietnamese
culture to the world” is a simple phrase which can hardly place any impression in flightmakers’ minds.
It can be concluded that Vietnamese airlines’ slogans should bear more striking lexical as
well as phonological features to be more effective. They should refer more either to their
advertised product, which is air services, or to Vietnam as a wonderful and promising
destination by using rhymed words so that the name “Vietnam” can ring a bell to foreign
customers.
5.3 Suggestions for further researches
This study has attempted to investigate the style of English language employed in the worldfamous airlines’ slogans and has come out with the most popular linguistic features in
advertising slogans’ language. However, due to the limitations of time and knowledge, this
study has only investigated 50 airline slogans, which makes the results less generalized.
Therefore, suggestions for further research may include:

A larger population of data could be employed so that a more general and more exact
view could be obtained.

The cultural respect, which can make a great effect on the images and the words
employed in advertising slogans, can be investigated.
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1. http://www.translationdirectory.com/article49.htm
2. http://www.textart.ru/database/slogan/list-advertising-slogans.html
3. http://en.wikiquote.org/wiki/List_of_advertising_slogans#Airlines
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APPENDICES
SLOGANS OF WORLD-FAMOUS
AIRLINES
No.
Airlines
1.
Aeroflot
2.
Air Asia
3.
Air Berlin
Country
Russia
Slogans
Sincerely yours, Aeroflot
Now everyone can fly
Germany
Fly Euro Shuttle!
Air Canada. Defy obstacles.
4.
Air Canada
Canada
World class, worldwide.
Air France. One of the best places on
earth
5.
Air France
France
6.
AIR INDIA
India
New
Zealand
your place in the sky
Being there is everything
7.
Air New Zealand
8.
Air Pacific
Your Island in the Sky.
9.
Air Tanzania
The wings of Kilimanjaro
10.
Alitalia
11.
America West
Airlines
Italy
The USA
The world's warmest welcome.
Alitalia. The wings of Italy.
Lower fares, fewer restrictions
We know why you fly. We're American
Airlines.
12.
American Airlines
The USA
The Language of Airlines’ Advertising Slogans
Something special in the air.
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Doing What We Do Best
13.
Asiana Airlines
South
Korea
To the heart of Seoul and beyond
Austrian. Fly with friends.
14.
Austrian Airlines
Austria
The most friendly airline.
Austrian. Like a smile in the sky.
15.
Bangkok Airways
Thailand
Asia's boutique airline - Exclusive Service
to Exotic Gems
16.
Braathens
Braathens. The wings of Norway.
When you got it, flaunt it.
17.
Braniff Airlines
We Better be Better, We're Braniff
British Airways. To fly. To serve.
18.
British Airways
19.
Cathay Pacific
Airways
The UK
The world's favourite airline.
We'll take more care of you
Cathay Pacific. The heart of Asia
Hong Kong
Now you’re really flying.
Work Hard. Fly Right.
20.
Continental Airlines
We really move our tails for you
Delta Air Lines. We love to fly. And it
shows.
21.
Delta Air Lines
The USA
Delta gets you there
You'll love the way we fly
Delta is ready when you are
Airline of the South
We have to earn our wings every day.
22.
Eastern Airlines
23.
Eva Air
24.
Frontier Airlines,
United States
Bui Thi Bich Thuy
Eastern Airlines. The Wings of Man.
Taiwan
The USA
Eva Air. The wings of Taiwan.
Frontier. A whole different animal
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25.
Germanwings
26.
Hawaiian Airlines
Germany
Fly high, pay low.
Hawaii Starts Here.
Iberia. One of the world's best airlines.
27.
Iberia airline
Spain
More than just flying
28.
Jet Airways
India
The Joy Of Flying !
29.
JetBlue Airways
30.
KLM Royal Dutch
Airlines
31.
LAN Chile Airlines
(now - LAN)
32.
Lufthansa
Germany
Lufthansa. There's no better way to fly
33.
Malaysia Airlines
Malaysia
Going beyond expectations
34.
Northwest Airlines
35.
Pakistan
International Airline
36.
PAL
37
PSA
38.
Qantas
Australia
Qantas. The Spirit of Australia
39.
Singapore Airlines
Singapore
Singapore Girl, you're a great way to fly
The USA
JetBlue. You'll Want to Fly Again!
The
Netherlands KLM. The Reliable Airline
Chile
The Spirit of the South of the World
Northwest Airlines. Some people just
know how to fly.
Pakistan
The
Philippines
Come fly with us
Shining Through - Philippine Airlines
Catch our smile
Stop Searching. Start Traveling.
40.
Southwest Airlines
41.
Spirit Airlines
42.
Swissair - Swiss
A Symbol of Freedom
Southwest Airlines. THE Low Fare Airline
How do we love you? Let us count the ways.
The USA
Catch the Spirit!
Switzerland Swiss. The refreshing airline.
The Language of Airlines’ Advertising Slogans
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International
Airlines
The world's most refreshing airline.
43.
TAM Brazilian
Airlines
44.
Thai Airways
International
45.
Thomas Cook
Don't just book it, Thomas Cook it
Trans World
Airlines (TWA)
One mission. Yours.
TWA. Up, up, and away.
You're going to like us.
46.
Brazil
Thailand
Because you were born to fly
THAI - Smooth As Silk
It's time to fly
47.
United Airlines
48.
Virgin Atlantic
Airways
No ordinary airline
49.
Vietnam Airlines
Bringing Vietnamese Culture to the
World
50.
Western Airlines
The only way to fly
Bui Thi Bich Thuy
The USA
Life is a journey, travel it well.
Fly the friendly skies of United.
Page 43
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7. http://www.translationdirectory.com/article49.htm
8. http://www.textart.ru/database/slogan/list-advertising-slogans.html
9. http://en.wikiquote.org/wiki/List_of_advertising_slogans#Airlines
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12. http://www.adslogans.co.uk
Bui Thi Bich Thuy
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