期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2018
卷号：8
期号：4
页码：117-128
DOI：10.6007/IJARBSS/v8-i4/4001
语种：English
出版社：Human Resource Management Academic Research Society
摘要：The article presents issues linked to one of the key elements of marketing – the slogan, used at the level of insurance companies, from two main perspectives: ethics and linguistics. The message sent through the slogans has to be assumed and correlated with the organizational culture of the insurer. Starting from Leech’s (1981) semantic theory, with the help of a soft a qualitative analysis of 62 slogans written in English and Romanian was conducted. This study has multiple implications, through understanding the role of the wordplays, the insurer can influence the behavioral intention of the insured, to subscribe or not a policy.
