Dimensiuni ale limbajului n context carceral

1. The Origin of the Term Slogan
ADVERTISING SLOGANS
Edita Andra Cârstea
Coordonator: lector dr. Liana Muthu
Secţiunea: Teoria şi practica traducerii (premiul II)
The term slogan derives from the Scottish Gaelic word sluagh-gairm or sluagh-ghairm (pronounced
slua-gherum). Sluagh means army and gairm or ghairm means call or proclamation. The Gaels used these
expressions to denote a gathering cry, which in time of war was a battle cry. A gathering cry is a yell or a
chant, which was supposed to inform people that an important meeting would take place. In times of war,
these yells were named battle cries, and were usually used by the members of the same military unit. There
were at least four types of battle cries, the difference being given by their content and nature. Some battle
cries used strong words with the purpose of threatening the enemy, other on the contrary, were meant to
give courage to their companions-in-arms and friends. In other cases, the battle cries were yelled out to
invoke a family name or family lands and in the times they felt the need of being helped by supernatural
forces, the fighters yelled out a battle cry through which they asked for the assistance of a god. In
conclusion, these sluagh-gairm(s) were often used, because they could serve many purposes. The cries
helped in terrifing the enemy, strenghtening the ones who tended to stay back, forming a common spirit of
comradeship, enthusiasm and devotion to the greatest cause among the members of the group, informing
the allies about their status, building a relationship with a god (because some cries were prayers) and in
many other contexts. An example of such a cry is the motto "Dieu et mon droit" which means "God and
my right". This battle cry was the rallying cry of Eduard III during the Battle of Crécy, and was then
adopted by English kings, during the Middle Ages. Many other cries appeared during that period and were
considered standards.
The concept of battle cry also appears in the ancient Greek epic poem of Homer, Iliad. Here,
Diomedes is conventionally called "Diomedes of the loud war cry." Other characters that used war cries
were Hellenes and Akkadians. During the battles, they uttered ”alala” which sounds a lot like the christian
cry "Alleluia", or the Ottoman Turkish “Allah Allah”.
The term sluagh-gairm, or in translation the battle cry, is the original expression from which the term
slogan derived and which changed through time to slughorn, sluggorne, and finally to slogan, the form
which remained until nowadays.
In conclusion, slogans were of a great importance, even in ancient times. They were mentioned in the
ancient Greek literature, in the peom Iliad, they were often yelled out by kings and worriors from the Middle
Ages during battles and wars, but they were also used in every day life, as gathering cries.
2. Defining Slogans
Slogans are words, sentences or phrases, written in a simple way, being easy for people to memorize.
They contain key words, written in an attractive, original style, in order to make people focus upon them,
when they hear or read the slogans. A slogan outlines a brand image. At the beginning, a product has only