Workplace Mini-Genre: Company Slogan

Slogan for a University

figure 12.1

Slogan for a Radio Station

figure 12.2

Slogan for a Government Agency

figure_12.3

Use the Toolkit

Let’s use the three genre toolkit questions from Chapter 1 to examine this genre.

What is it?

A slogan is a short, catchy phrase that companies use to capture consumer attention. These three examples illustrate how short slogans can be. In Example 1, for California State University, Fresno, the slogan is only three words long: “Discovery. Diversity. Distinction.” Slogans tend to be presented in bold, colorful type to catch the eye.

Who reads it?

Companies and organizations intend their slogans to be read by a wide, popular audience—the wider, the better. They hope their slogan will be instantly recognizable. Therefore, slogans need to be as simple and clear as possible. Some companies and organizations may aim for a smaller market, or niche, in which case they craft their slogan to appeal to that particular audience. The organization featured in Example 2, KCRW, is a public radio station in Santa Monica, California. It serves Los Angeles and its surrounding areas. Its target audience, then, is composed of people who live in that geographical region.

What’s it for?

Slogans capture popular attention and create brand recognition. Ideally, they entice people to purchase products sold by a company or to otherwise support an organization. They also create goodwill toward a company, even among those who do not buy the company’s products on a regular basis. For example, a person might not need to participate in the federal government food stamps program (Example 3), but the government would like to encourage wide support of the program among all U.S. citizens.