The word slogan comes from a Scottish battle cry that roughly translates as “cry of the people.” While now largely associated with advertising, slogans are still used to define national identity, a politician’s promise, or the basis of protest.

A slogan is an imagined future intended to become a reality, while a motto defines existing core principles. “Liberté, égalité, fraternité [liberty, equality, fraternity]” became a slogan during the French Revolution, while “In God we trust” remains a national motto of America. National mottos tend to be static abstract ideals, mostly about liberty and freedom, a refreshing exception being the national motto of the African nation Lesotho — “Peace, Rain and Prosperity.” Public attitudes and opinions are more easily driven by evolving slogans that reflect current conditions.

Sometimes, old slogans survive, such as “Mayibuye iAfrika! [May Africa return],” first used in the 1920s in South Africa but revived this year, suggesting the anti-colonial struggle continues, and freedom has not yet been won.

Britain revived a World War II slogan, “Keep calm and carry on”, to see them through the recent pandemic, reflecting (or perhaps inspiring) the British character to endure in every crisis. Queen Elizabeth II’s unofficial motto, “Never complain, never explain”, first coined by Prime Minister Benjamin Disraeli,........

© Dawn (Magazines)