Slogans in Insurances – Between Persuasion and Manipulation
Journal Title: International Journal of Academic Research in Business and Social Sciences - Year 2018, Vol 8, Issue 4
Abstract
The article presents issues linked to one of the key elements of marketing – the slogan, used at the level of insurance companies, from two main perspectives: ethics and linguistics. The message sent through the slogans has to be assumed and correlated with the organizational culture of the insurer. Starting from Leech’s (1981) semantic theory, with the help of a soft a qualitative analysis of 62 slogans written in English and Romanian was conducted. This study has multiple implications, through understanding the role of the wordplays, the insurer can influence the behavioral intention of the insured, to subscribe or not a policy.
Authors and Affiliations
Gabriela Mihaela Muresan
Keywords
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- EP ID EP560723
- DOI 10.6007/IJARBSS/v8-i4/4001
- Views 81
- Downloads 0
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