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"Sloganeering" did not originate in the 1960s. The term has a rich history. It originated from the Gaelic word slaughgharim, which signified a "host-shout." "war cry," or "gathering word or phrase of one of the old Highland clans; hence the shout or battle cry of soldiers in the field." English-speaking people began using the term by 1704. The term at the time meant "the distinctive note, phrase, or cry of any person or body of persons." Slogans were common throughout the European continent during the middle ages, and they were utilized primarily as "passwords to insure pooper recognition of individuals at night or in the confusion of battle." The American revolutionary rhetoric would not have been the same without "the Boston Massacre," "the Boston Tea Party," "the shot heard around the world," and shouts of "no taxation without representation".Slogans operate in society as "social symbols" and, as such, their intended or perceived meaning may be difficult to grasp and their impact or stimulation may differ between and among individuals and groups.Because slogans may operate as "significant symbols" or as key words that have a standard meaning in a group, they serve both expressive and persuasive functions. Harold Lasswell recognized that the influencing of collective attitudes is possible by the manipulation of significant symbols such as slogans. He believed that a verbal symbol might evoke a desired reaction or organize collective attitudes around a symbol. Murray Edelman writes that "to the political scientist patterning or consistency in the context in which specific groups of individuals use symbols is crucial, for only through such patterning do common political meaning and claims arise." Thus, the slogans a group uses to evoke specific responses may provide ns with an index for the group’s norm, values, and conceptual rationale for its claims.Slogans are so pervasive in today’s society that it is easy to underestimate their persuasive power. They have grown in significance because of the medium of television and the advertising industry. Television, in addition to being the major advertising medium, has altered the nature of human interaction. Political images arc less personal and shorter. They function as summaries and conclusions rather than bases for public interaction and debate. The style of presentation in television is more emotional, but the content is less complex or ideological. In short, slogans work well on television.The advertising industry has made a science of sloganeering. Today, communication itself is a problem because we live in an "overcommunicated" society. Advertisers have discovered that it is easier to link product attributes to existing beliefs, ideas, goals, and desires of the consumer rather than to change them. Thus, to say that a cookie tastes "homemade" or is as good as "Mom used to make" does not tell us if the cookie is good or bad, hard or soft, but simply evokes the fond memories of Mother’s baking. Advertisers, then, are more successful if they present a product in a way that capitalizes on established beliefs or expectations of the consumer. Slogans do this well by crystallizing in a few words the key idea or theme one wants to associate with an issue, group, product, or event. "Sloganeering" has become institutionalized as a virtual art form, and an advertising agency may spend months testing and creating the right slogan for a product or a person.Slogans have a number of attributes that enhance their persuasive potential for social movements. They are unique and readily identifiable with a specific social movement or social movement organization. "Gray Power," for instance, readily identifies the movement for elderly Americans, and "Huelga" (strike in Spanish) identifies the movement to aid Mexican American field workers in the west and southwest. Lasswell’s and Edelman’s studies are important in that they （）
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Assuming that a constant travel-time budget, geographic constraints and short-term infrastructure constraints persist as fundamental features of global mobility, what long-term results can one expect7 In high-income regions, (41) North America, our picture suggests that the share of traffic (42) sup plied by buses and automobiles will decline as high-speed transport rises sharply. In developing countries, we (43) the strongest increase to be in the shares first for buses and later for automobiles. Glob ally, these (44) in bus and automobile transport are partially offsetting. In all regions, the share of low-speed rail transport will probably continue its strongly (45) decline.We expect that throughout the period 1990—2050, the (46) North American will continue to de vote most of his or her 1. 1-hour travel-time (47) to automobile travel. The very large demand (48) air travel (or high-speed rail travel) that will be manifest in 2050 (49) to only 12 minutes per person a day; a little time goes a long way in the air. In several developing regions, most travel (50) in 2050 will still be devoted to nonmotorized modes. Buses will persist (51) the primary form of motorized transportation in developing countries for decades. (52) important air travel becomes, buses, automobiles and (53) low-speed trains will surely go on serving vital functions. (54) of the super-rich al ready commute and shop in aircraft, but average people will continue to spend most of their travel time on the (55) . 44（）
Why would any woman in her fight mind choose to walk on the balls of her feet with her heels propped up by spikes The historical answer is that high heels reflect aristocratic tastes-specifically, the tastes of the seventeenth-century French court, which first popularized them in Europe. Not only did heels keep the wearer’s feet relatively mud free, they also created a physical elevation to match the social elevation of the stylish, exaggerated the strutting gait of the noble classes, and they suggested, by their very precariousness, that their owners could afford not to worry about falling on their faces. Indeed, as Bernard Rudofsky points out, seventeenth-century wearers of high heels, men and women, frequently had to be transported in sedan chairs because they could not manage cobblestones on foot. Some "heels" in that era were actually full-soled platforms, and to walk on these things at all, one needed the constant elbow support of two Servants.The helplessness associated with the raised-heel style encouraged the notion that heeled persons were above having to care for themselves. In view of this, it is not surprising that even today it is women, almost exclusively, who wear heels. High heels are the cobbler’s contribution to what I have called the pedestal ploy. They link physical incapacity with the notion of woman as a "higher being"--too high to get along on her own.Women have taken to high heels, of course, because they feel, correctly, that they increase their attractiveness to men. Part of that increased attractiveness has to do with male fantasies of female fragility. As fashion-iconoclast Elizabeth Hawes puts it, "The idea is that he, in his heavy shoes, should feel stronger and more capable than she on her fragile stilts. Never mind the realities." Another part of it may be biological. In his discussion of rump display among mammals, Dale Guthrie notes that the "lines of the buttocks, thigh, calf and ankle have a native sexual stimulation, but this can be increased with high-heeled shoes; the curves are exaggerated when the heel is lifted." Heels also exaggerate the lateral motion of buttocks the. ultimate function of high heels, therefore, may be to fuel the male belief that women are both impotent and seductive. The men’s attitudes towards women’s wearing high heels are that （）
Assuming that a constant travel-time budget, geographic constraints and short-term infrastructure constraints persist as fundamental features of global mobility, what long-term results can one expect7 In high-income regions, (41) North America, our picture suggests that the share of traffic (42) sup plied by buses and automobiles will decline as high-speed transport rises sharply. In developing countries, we (43) the strongest increase to be in the shares first for buses and later for automobiles. Glob ally, these (44) in bus and automobile transport are partially offsetting. In all regions, the share of low-speed rail transport will probably continue its strongly (45) decline.We expect that throughout the period 1990—2050, the (46) North American will continue to de vote most of his or her 1. 1-hour travel-time (47) to automobile travel. The very large demand (48) air travel (or high-speed rail travel) that will be manifest in 2050 (49) to only 12 minutes per person a day; a little time goes a long way in the air. In several developing regions, most travel (50) in 2050 will still be devoted to nonmotorized modes. Buses will persist (51) the primary form of motorized transportation in developing countries for decades. (52) important air travel becomes, buses, automobiles and (53) low-speed trains will surely go on serving vital functions. (54) of the super-rich al ready commute and shop in aircraft, but average people will continue to spend most of their travel time on the (55) . 43（）
Why would any woman in her fight mind choose to walk on the balls of her feet with her heels propped up by spikes The historical answer is that high heels reflect aristocratic tastes-specifically, the tastes of the seventeenth-century French court, which first popularized them in Europe. Not only did heels keep the wearer’s feet relatively mud free, they also created a physical elevation to match the social elevation of the stylish, exaggerated the strutting gait of the noble classes, and they suggested, by their very precariousness, that their owners could afford not to worry about falling on their faces. Indeed, as Bernard Rudofsky points out, seventeenth-century wearers of high heels, men and women, frequently had to be transported in sedan chairs because they could not manage cobblestones on foot. Some "heels" in that era were actually full-soled platforms, and to walk on these things at all, one needed the constant elbow support of two Servants.The helplessness associated with the raised-heel style encouraged the notion that heeled persons were above having to care for themselves. In view of this, it is not surprising that even today it is women, almost exclusively, who wear heels. High heels are the cobbler’s contribution to what I have called the pedestal ploy. They link physical incapacity with the notion of woman as a "higher being"--too high to get along on her own.Women have taken to high heels, of course, because they feel, correctly, that they increase their attractiveness to men. Part of that increased attractiveness has to do with male fantasies of female fragility. As fashion-iconoclast Elizabeth Hawes puts it, "The idea is that he, in his heavy shoes, should feel stronger and more capable than she on her fragile stilts. Never mind the realities." Another part of it may be biological. In his discussion of rump display among mammals, Dale Guthrie notes that the "lines of the buttocks, thigh, calf and ankle have a native sexual stimulation, but this can be increased with high-heeled shoes; the curves are exaggerated when the heel is lifted." Heels also exaggerate the lateral motion of buttocks the. ultimate function of high heels, therefore, may be to fuel the male belief that women are both impotent and seductive. The most important reason for women’s preference to high heels is that （）
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