[Opinion] Street Motto Communication

There is an advertisement copy, "Those who have worked hard, leave!” which is very popular. If we take a look at the parodies of the copy, we can see how popular it is. In school, it is easy to find a catchphrase, “Those who have studied hard, play!” There is also another advertisement saying, “Weary skin, take a vacation!” Even there was an article titled, “Those who have ran without a rest, stop!”

People who have jobs think that they are leading a hard life. But the life is not glittering even they are working hard, and no one really seems to understand. So people tend to think they are being harmed. Then, an advertisement ‘allows’ you to leave at your will since you have worked hard, and that repeatedly. How delightful. There can’t be anything that would recognize their hard works. This copy really attracts people’s mind. It sounds like casual words, but our minds are relieved.

Three objects of rhetoric is to teach, to make fun, and to move other people’s heart. These three objects are not achieved separately, but they are entangled with each other. And when the listener can project his own experience and values, to realize it as his own, his heart would be moved. Because making the listener to participate emotionally and rationally is an important component of the persuasion. Through an association of ideas, the listener would remember his heartwarming experience and related it to the message. So the slogan or the message should leave some blank in the listener’s mind, which can be filled with personal experiences or emotions.

When we think of well-written copies, catchphrases on the street banners draws our attention. The catchphrases written on large banners are very stiff and banal. They are direct and sounds like orders. The writer’s will to guide the people is too obvious.

"Seat belt before driving, conscience belt after driving." This one is relatively decent. I even saw “Live Right” on a large stone in the middle of a road. There is also, “We serve voluntarily.” Can’t they just volunteer for public service without letting everybody know? “Inherit the spirit of defending the motherland and instill the patriotism”; doesn’t it sound too banal? The catchphrase, “Catch a spy to be loyal, receive the prize to be fulfill the filial duty.” is the finest of all. Such extreme words are not used any more, but some catchphrase writers still seem to think that all they have to do is to watch the number of words.

Street banners and catchphrases are a communication. It informs many and unspecified people. Can’t they be written to move peoples’ hearts?

Without putting the heart into the words, it’s impossible to move other’s hearts. Catchphrases that are neither rational nor emotionally appealing cannot be used as a tool of communication. Sometimes, it may produce contrary results. Of course, not much money can be spent of the catchphrases on the street like the advertisement copy, but if a banner would be placed where people have no other choice but to see it, more effort must be put into it.

With the World Cup starting, the streets have become very beautiful. The dim lights and the flowers of the streets are beautiful, but I wish the streets had been decorated before the World Cup. And if such time and efforts were also used to make the catchphrases, the environment of Seoul city would be more heartwarming. I hope more catchphrases like, “If you open your heart, we can all be one.” could be seen on the streets.