SLOGANS AND COLOURS AS MEANS OF COMMUNICATION

Abstract

In addition to a successful slogan, the successful use of colours is of crucial importance in marketing practice, because consumers can more easily notice a slogan that emphasizes psychological factors in consumer behaviour, social and other needs or special product characteristics. Consumers are constantly surrounded by a large number of advertisements, brands and logos, various slogans and sayings but consumer attention in the sea of ​​listed ones is short-lived. This is exactly the reason that brands create their visual identity in such a way that they are different from others and recognizable to a wider group of people. One of the successful ways is the use of colours that shape human perception and offer different experiences. But to achieve their goal, which is to attract attention, they have to emphasize certain characteristics or services. However, one must approach this carefully, because the wrong choice of colours and slogans can send the wrong message. The power of colours originates from the history of the oldest civilizations up to our modern era and gives us meaning and significance in non-verbal communication and neurolinguistic programming. An explanation of the relationship between the concepts of marketing and linguistics will be provided to explain their close and mutual connection. The perception and psychological meaning of colours will be described taking into account the marketing use of colours and the linguistic use of slogans. The method used is a contrastive analysis of the visual identity and a descriptive analysis of the interpretation of symbolism of the used colours. In the analysis, the explanation of the slogans and colours of brands from around the world will be given. Due to the complexity of this topic, which encompasses marketing, linguistics, psychology, and sociology, the selection of the corpus and literature used in its preparation was collected in an interdisciplinary manner.