An ANALYSIS OF SEVEN TYPES OF MEANING IN GLOBAL BRAND ADVERTISING SLOGANS

Abstract

Advertising slogans play a crucial role in shaping global brand identity and consumer perception through concise yet impactful language. Although semantic studies have explored certain types of meaning in slogans, few have applied Geoffrey Leech’s complete framework across diverse global brands. This study aims to examine how Leech’s seven types of meaning are embedded in 20 advertising slogans from multinational brands and to interpret how these meanings contribute to persuasive communication across cultures. Employing a qualitative descriptive method, the study used documentation and coding analysis to categorize slogans into conceptual, connotative, affective, social, reflected, collocative, and thematic meanings. Results indicate that conceptual meaning is dominant across all slogans, followed by frequent use of collocative, social, and thematic meanings. Affective and connotative meanings appear moderately, while reflected meaning is rare. These findings suggest a strategic emphasis on clarity, familiarity, and identity over ambiguity or deep symbolism in global advertising. The study reveals that successful slogans rely on layered semantic strategies, balancing universality and emotional resonance. This research reinforces the relevance of Leech’s framework in modern advertising and contributes fresh insight into the linguistics of brand messaging