Multidimensional analysis of political slogans

Political slogans are an important component of political life, especially election campaigns. In the article, 216 election campaign slogans from eight parties from the electoral periods of the German Bundestag are examined using quantitative and qualitative methods. After discussing the theoretical aspects of slogan research, slogans are subjected to structural, corpus-linguistic, lexical, rhetorical and syntactic analysis. With the help of slogans, the parties try to have the greatest possible effect on the emotions of the voters and to get them enthusiastic about their ideas. Political actors use various strategies to present their positions positively and their competitors negatively. Successful claims contribute to mobilizing the electorate and obtaining a large number of votes in the elections. The slogans are mainly characterized by their brevity.