AN ANALYSIS OF LANGUAGE USE IN SLOGANS OF ELECTRIC VEHICLE BRANDS

Chinchira  Bunchutrakun; Rawiwan  Chitchomnat; Maetinee  Aksornchoo

Chinchira Bunchutrakun Business English Program, Faculty of Humanities and Social Sciences Suan Sunandha Rajabhat University, Bangkok, Thailand
Rawiwan Chitchomnat Business English Program, Faculty of Humanities and Social Sciences Suan Sunandha Rajabhat University, Bangkok, Thailand
Maetinee Aksornchoo Business English Program, Faculty of Humanities and Social Sciences Suan Sunandha Rajabhat University, Bangkok, Thailand

Keywords: Linguistic Analysis, Word Frequency, Slogan Classification

Abstract

Abstract—This study employed a quantitative content analysis of 11 4 slogans from 4 7 global electric vehicle (EV) brands to examine linguistic strategies, focusing on word frequency, slogan type, and adjective use . The findings reveal that the most frequent w ords “electric”, “future” and “performance” reflect the industry's focus on innovation and technological advancement. Persuasive slogans were the most dominant type, followed by descriptive and business slogans, indicating a strategic effort to actively influence consumer attitudes and build trust in emerging EV technologies. Furthermore, the use of adjectives such as “electric”, “smart” and “sustainable” reinforces brand identity centered on progress, intelligence, and ethical responsibility. The study concludes that language in EV slogans serves a dual function, acting as both a promotional tool and a linguistic expression of corporate ideology that shapes perceptions of innovation and sustainability.