AN ANALYSIS OF LANGUAGE USE IN ENGLISH SLOGANS FROM FASHION AND APPAREL ADVERTISING CAMPAIGNS

Abstract

This research aims to: 1) examine the frequent words used in English slogans from fashion and apparel advertising campaigns, and 2) analyze the classifications of English slogans from fashion and apparel advertising campaigns. A qualitative approach was employed, focusing on four product categories within fashion and apparel: clothing, bags, shoes, and jewelry. A total of 400 slogans were collected from four different websites, with 100 slogans selected for each category. The AntConc software (version 4.2.4) was used to determine the most frequently occurring words in the slogans, and the slogans were categorized according to their types. The analysis revealed two key findings. First, the five most frequently occurring content words across all 400 slogans were "style" (24 occurrences), "comfort" (19 occurrences), "life" (15 occurrences), "world" (13 occurrences), and "fashion" (12 occurrences). Second, the slogans could be classified into five distinct types: business slogans, descriptive slogans, persuasive slogans, creative slogans, and emotive slogans. Among these, descriptive slogans were the most common, accounting for 132 instances. Emotive slogans followed with 110 occurrences, while business slogans appeared 68 times. This study provides valuable insights for business students and marketing professionals, particularly those involved in creating advertising and marketing materials for fashion and apparel brands, as it highlights key linguistic trends and the effectiveness of different slogan types in branding.