| 词汇 | slogan |
| 词源 | slogan; campaign slogan. Probably the most successful slo gan ever written, or at least the most profitable one, is the “Think Mink” button invented by Jack Gasnick, which was conceived in 1929 and has sold 50 million copies since 1950 alone. Gasnick also invented the ubiquitous “Cross at the Green . . . Not in Between” slogan. All slogans, whether they be catchy advertising phrases or the rallying cries of political parties, are direct descendants of Gaelic battle cries, the word itself deriving from the sluagh-ghairm (battle cry) of the Gaels. Gaelic soldiers repeated these cries, usually the name of their clan or clan leader, in unison as they advanced against the ene my. Over the years the word came to describe any catchy phrase inducing people to support a cause (the liberty, equality, fraternity! of the French Revolution) or a com mercial product (the 99 44⁄100% Pure of Ivory Soap). Sometimes watchword is used loosely for slogan, as is catchword, though this last is more often employed in a contemptuous sense (as in “advertising catchwords”). Advertising slogans were with us long before 1841, when the first advertising agency opened in Philadelphia (it was called an advertising brokerage). Over the years, from the first tavern signs in the colonies to the first electric signs of the 1890s, there have been thousands of mem orable slogans, but here are some of the best known: Pink Pills for Pale People—Dr. William’s Pink Pills, ca. 1870 99 44/100% Pure—Ivory Soap, 1879 More Than One Million Copies Sold!—The Science of Life or Self Preservation, published in 1882 You Push the Button We Do the Rest—Kodak, 1888 The Beer that Made Milwaukee Famous—Schlitz, 1895 The Strength of Gibraltar (the Rock)—Prudential Insur ance, 1896 Good to the Last Drop—Maxwell House Coffee, 1907 The Breakfast of Champions—Wheaties Cereal, 1922 The Skin You Love to Touch—Woodbury Soap, 1922 They Laughed When I Sat Down, but When I Started to Play . . . —U.S. School of Music, 1925 Call for Philip Morris—Philip Morris Cigarettes, 1933 There’s a Ford in Your Future—Ford Motor Co., 1944 Lifebuoy Stops B.O. (Body Odor)—Lifebuoy Soap, 1948 Does She or Doesn’t She?—Miss Clairol, 1955 Another interesting one was Don’t Talk Chum, Chew Topp’s Gum, a variation on or the inspiration for the popular World War II slogan Loose Lips Sink Ships. See political slogans; cider. |
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