Meaningless Slogans


There seems to be a new kid on the block: meaningless slogans. At first sight they may be thought to constitute a subset of meaningless twaddle, but they differ in one crucial respect. Meaningless twaddle has its origins in ignorance, sloppy thinking, or simply a disregard for truth or meaning.  Meaningless slogans, on the other hand, are carefully thought-out arrangements of words designed to bypass the reader’s cognition and evoke emotional responses.

Here are two examples that I came across and had the presence of mind to photograph. I saw one at my local shopping centre and the other on my TV screen. I have the feeling that I have seen many more, but without recording them or consciously noticing the goods or ideas that they were sneakily promoting.

By way of contrast, to shine an even brighter light on the deficiencies of meaningless slogans, I offer a quotation from the boxer Mike Tyson – an example of direct, unambiguous language conveying a simple truth.

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