Slogan as a corporate mission statement

Abstract

Slogan is usually analysed as a genre of the language of advertising (BRALCZYK, 2004: 124—129; CRYSTAL, 2005: 180—181) or the language of political propaganda (BRALCZYK, 2004: 127). In fact it may be used “to form a forceful, catchy, mind grabbing utterance which will rally people [...] to behave in a certain way [...]” (CRYSTAL, 2005: 180). The main issue of this article is to analyse how a slogan may function as a corporate mission statement. In particular the analysis will concentrate on the occurrence in slogans of structural components prescribed by the theoretical assumptions of writing a mission and on how they are expressed.