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April 04, 2021 Sunday 09:50:40 AM IST

India Assembly Polls 2021: Vote for a Better India

Image by Mote Oo Education for Pixabay

'Garibi Hatao' (Remove Poverty) was an important slogan raised by former Prime Minister of India, Indira Gandhi during the 1970's and 1980's. Or remember the slogan 'Jai Jawan, Jai Kisan (Victory for Soldiers, Victory for Farmers), 'Congress ke Haath, Aam Admi Ke Saath' (The Hand of Congress is with the Common Man) or Mamata Banerjee's slogan in West Bengal- 'Bangla nijer meyekei chaay' (Bengal wants its own daughter) or the Congress led United Democratic Front slogan 'Naadu Nanaakan UDF' (UDF for Making a Better Kerala). When Indira Gandhi was shot dead by her own security men, thousands of supporters and well-wishers of Indiraji were heard shouting, 'jab tak sooraj chaand rehega, indiraji ka naam amar rehega' (So long as the Sun Shines, Indira Gandhi's Name will Remain Immortal). Or the powerful political slogan of the Left parties, Mattuvin Chattangale (Change the Laws or Rules). 

Election time brings forth a large number of slogans that enable quick communication of important messages political parties want to convey to voters.  One slogan often heard to make those in power to resign is 'Raaji Vekku Purathu poku' (meaning Resign and Go Out). As the poll dates are nearby, let every voter has this slogan in mind: Vote for a Better India. Let's not get carried over by claims, allegations and counter allegations. Government is a continuum and those who have an agenda with a clear route map for development come to power. 

The power of sloganeering has been used in advertising and marketing over the years. One may recall the Hero Honda motorbike advertisement which was known for its fuel efficiency: Fill it, Shut It, Forget It. Or the scooter advertisement of Bajaj that ends with Hamara Bajaj (Our Bajaj). As David Ogilvy considered the Father of Advertising has noted, "the headlines which works best are those which promise the reader a benefit." 

The Covid-19 pandemic also led to several slogans emerging such as 'Break the Chain', Stay Home, Stay Safe.

Research Studies
Considerable research and analysis has gone into slogans as a communicative tool through multi-disciplinary approaches by psychologists, management experts, communication, computer science researchers and neuro scientists. A study by Cornell University researchers had shown that memorable lines use familiar sentence structure but incorporate distinctive words or phrases, and they make general statements that could apply elsewhere. Memorable quotes use more sounds made in the front of the mouth, words with more syllables and fewer co-ordinating conjunctions.

Slogans in Learning
Greta Thunberg, the Swedish girl who put the campaign against climate change to global attention effectively used the power of sloganeering. "We are striking because we have done our homework, and they have not. " Children can be initiated to create slogans especially to make social sciences subjects that deal with politics, civics, geography, history to come up with new slogans. Slogan writing competitions can be conducted and short videos can be made based on slogans. This will also create awareness among students about issues that affect us all. (Students, teachers and institutional heads may share their thoughts or activities done to editor@rajagirimedia.com)

Sreekumar Raghavan

Sreekumar Raghavan is an award-winning business journalist with over two and a half decades of experience in print, magazine and online journalism. A Google-certified Digital Marketing Professional, he specialises in content development for web, digital marketing and training, media relations and related areas. He is the recipient of MP Narayana Pillai Award for Journalism in 2001 and holds a bachelors degree in Economics and Masters Degree in Mass Communication and Journalism from Kerala University.





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