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.
Fülöp, M. T. (2012). Rolul guvernan?ei corporative eficiente în vederea în?elegerii ?i aplic?rii adecvate a principiului transparen?ei de c?tre entit??ile române?ti. Audit Financiar, 10(92).
Kapferer, J. N. (1998). C?ile persuasiunii. Modul de influen?are a comportamentelor prin comunicare ?i publicitate. Ed. INI, Bucure?ti.
Leech, G. (1981). Semantic: The Study of Meaning. Ed. 2. – Penguin Books, Harmondswort.
Noor, M., Mustafa, R. E., Muhabat, F., & Kazemian, B. (2015). The language of TV commercials’ slogans: a semantic analysis, doi: 10.11648/j.cls.20150101.12 .
Piolat, A., & Bannour, R. (2009). EMOTAIX: un scénario de Tropes pour l’identification automatisée du lexique émotionnel et affectif. L’Année psychologique, 109(4), 655-698.
Shannon, C. E. (1948). A Mathematical Theory of Communication. Bell System Technical Journal, vol. 27, pp. 379-423 & 623-656, July & October.
Van Dijk, T. A. (2006). Discourse, context and cognition. Discourse studies, 8(1), 159-177.
With, S., &Kaiser, S. (2007). Multimodal Annotation of Emotional Signals in Social Interactions in Proceedings of the International Meeting at the Institute of Psychology, University of Innsbruck / Austria, September 28 – 29.
In-Text Citation: (Muresan, 2018)
To Cite this Article: Muresan, G. M. (2018). Slogans in Insurances – Between Persuasion and Manipulation. International Journal of Academic Research in Business and Social Sciences, 8(4), 117–128.
Copyright: © 2018 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
