The Advanced Learner’s Dictionary of Current English defines a slogan as a “striking and easily remembered phrase used to advertise something or to make clear the aims of a group, organisation, campaign etc.” Slogans are printed, written on walls and hoarding, or shouted at large gatherings, processions and morchas. Their purpose is to create a psychological atmosphere in favour of an ideology or a movement or of an article advertised.
Slogans have played an important role in the political field. Among the inspiring and effective political slogans, the one that undoubtedly carries off the plan is ‘Quit India’ coined by Mahatma Gandhi. The simple historic phrases expressed the determination of the Indian people to throw off the shackles of foreign rule, and sparked off a country-wide agitation. Pandit Nehru as the first Prime Minister of free India gave the country a new slogan: ‘Aaram Haram Hai’. His successor, Lal Bahadur Shastri, championed the cause of the soldier and the peasant in the slogan: ‘Jai Jawan, Jai Kisan.’
The politicians down the years have produced many interesting slogans. The ‘Grand Alliance’ which opposed the New Congress coined the slogan ‘Indira Hatao’ (‘Quit Indira’). The New Congress successfully countered it with ‘Garibi Hatao’ (‘Quit Poverty’). Several political parties framed slogans, adapting popular proverbs, film – titles, and film – songs. The walls of houses and compounds were disfigured with words painted in bold letters. Many political parties profess to serve the people; yet, ironically enough, they do not think that it is their duty to rub out the paint marks on the walls of the houses after the elections are over.
Slogans, political as well as commercial, are mainly meant for the masses. They appeal to emotion and discourage reasoning. An educated man should not be carried away by slogans.