Linguistic Choice in a Corpus of Brand Slogans: Repetition or Variation

This article analyses the linguistic choices realized in a corpus of brand slogans. Our main hypothesis is that these choices are determined by the socio-semantics of two factors: repetition and variation. Repetition and variation are twin strategies to enhance memorability of the product in the potential consumer. The results of our research are a classification system of linguistic choices in brand slogans at four levels: phonological, lexico-grammatical, syntactic and semantic.