THE ROLE OF PRAGMATICS IN ACHIEVING THE INTENDED IMPACT OF SLOGANS

Abstrak

Slogans serve as essential tools in communication, particularly in marketing, politics, and social activism, where they encapsulate complex messages in concise and memorable phrases. Pragmatics, the study of language in context, plays a fundamental role in ensuring that slogans achieve their intended impact. This paper explores various pragmatic strategies such as implicature, speech acts, presupposition, deixis, intertextuality, and emotional appeal, which contribute to the effectiveness of slogans. By analyzing how slogans function beyond their literal meanings, this study highlights the significance of pragmatics in shaping audience perception, emotional response, and action. The discussion also extends to the adaptability of slogans in different cultural and digital contexts, demonstrating the fluidity of meaning in social discourse. Understanding the pragmatic mechanisms behind slogans enhances their design and effectiveness, making them powerful instruments of persuasion.