U.S States Use Slogans to Enhance their Image

 

By Ted¹ Landphair

Big corporations use memorable² slogans or symbols -- like the "swoosh" logo on Nike shoes or McDonald's "golden arches" -- to establish positive identities and attract new customers. It's called "branding." And now some of the fifty U-S states are searching for catchy³ new identities so that they, too, can increase their appeal to tourists, retirees, and new businesses.

Two states' snappy slogans and stylish⁴ visual looks set the standard: "I Love New York" and "Virginia is for Lovers."

Now Oregon -- the West Coast state known for . . . well, not much of anything, but now searching for an identity . . . has introduced a new theme: "We love dreamers." And the mid-South state of Kentucky has come up with a creative way to choose its new persona. 

“Most of people around the world, if they think of Kentucky, they think of the horse.”

That's Joe Lilly, senior vice⁵ president of the New West advertising⁶ agency in Louisville, Kentucky. His company is running the search for an image that goes beyond the famous Kentucky Derby horserace and the beautiful bluegrass on which the thoroughbred horses feed.

Actually, LOTS of images come to mind at the mention of Kentucky. When we asked ten people here in the VOA offices, three said Kentucky meant "horses" or "bluegrass." Four instantly thought of the Kentucky Fried Chicken brand. One remembered the state's famous bourbon whiskey. Another, the Kentucky long rifle. The tenth said nothing at all came to mind about the state.

Kentucky's deputy travel commissioner⁷, Terry Johnson, recognizes the problem.

"We were putting out very disjointed messages as to what the state of Kentucky is all about, what we stand for. We're a little bit defensive⁸. There's a little bit of a self-esteem issue. And the governor agreed that we need to have a common message, and we really need to brand ourselves so that we're all moving in the same direction -- much as a corporation will do to build equity⁹ in its image."

To seek that image, Kentucky is borrowing the techniques of the survival reality TV shows. The New West agency came up with slogan possibilities, tried them out on travel writers and citizens meeting in small focus groups, and narrowed the candidates to four. Once a week since then, says New West's Joe Lilly, people by the tens of thousands -- inside and outside Kentucky -- have been voting on their favorite slogans. The one getting the fewest each time is eliminated.

"We've had people do postcards and letters. We've had classes of students who have gotten involved. It's really that level of participation¹⁰ that has showcased to us the passion that Kentuckians have for their state and why they want to be a part of the process."

The first slogan to go was "Kentucky: Limitless." Then, out went "Kentucky -- Make History."

Here are two finalists, from which a winner will be announced this Sunday: "Kentucky, Where Legends Are Born."

One Kentucky visitor, Carol King, of Goderich, Ontario, Canada, likes that one:
"I think this is really where most legends WERE born for all of the United States, to be truthful¹¹. So that's a good reason to have it on your logo. It really presents what I feel everybody thinks of Kentucky."

The second finalist: "Kentucky: Unbridled Spirit."
That one pleases Kentuckian John Ryan. "It's turn us loose, and we'll go do it! That's what I feel like."

Nobody is saying that picking a slick new slogan and logo alone will inspire someone to rush to Kentucky or move a business there. But officials say "Kentucky: Unbridled Spirit" or "Kentucky: Where Legends Are Born" can create warm feelings both inside and outside the state. Then it's up to this diverse state of Appalachian hills and hollows, horse country and river towns, Old South remnants and big - city sprawl¹², to deliver that unbridled spirit and legendary¹³ experience.

注释：
slogan 口号，标语
branding 品牌
retiree 歇业者
snappy 活泼的，有力的
persona 角色
Kentucky Derby horserace 肯塔基大赛马
thoroughbred 纯种的，良种的
disjointed 杂乱的
showcase 显示优点
hollow 山谷

1 ted   

vt.翻晒，撒，撒开

参考例句：

• The invaders gut ted the village.侵略者把村中财物洗劫一空。
• She often teds the corn when it's sunny.天好的时候她就翻晒玉米。

2 memorable   

adj.值得回忆的，难忘的，特别的，显著的

参考例句：

• This was indeed the most memorable day of my life.这的确是我一生中最值得怀念的日子。
• The veteran soldier has fought many memorable battles.这个老兵参加过许多难忘的战斗。

3 catchy   

adj.易记住的，诡诈的，易使人上当的

参考例句：

• We need a new slogan.The old one's not catchy enough.我们需要新的口号，旧的不够吸引人。
• The chorus is very catchy to say the least.副歌部分很容易上口。

4 stylish   

adj.流行的，时髦的；漂亮的，气派的

参考例句：

• He's a stylish dresser.他是个穿着很有格调的人。
• What stylish women are wearing in Paris will be worn by women all over the world.巴黎女性时装往往会引导世界时装潮流。

5 vice   

n.坏事；恶习；[pl.]台钳，老虎钳；adj.副的

参考例句：

• He guarded himself against vice.他避免染上坏习惯。
• They are sunk in the depth of vice.他们堕入了罪恶的深渊。

6 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

7 commissioner   

n.（政府厅、局、处等部门）专员，长官，委员

参考例句：

• The commissioner has issued a warrant for her arrest.专员发出了对她的逮捕令。
• He was tapped for police commissioner.他被任命为警务处长。

8 defensive   

adj.防御的；防卫的；防守的

参考例句：

• Their questions about the money put her on the defensive.他们问到钱的问题，使她警觉起来。
• The Government hastily organized defensive measures against the raids.政府急忙布置了防卫措施抵御空袭。

9 equity   

n.公正，公平，（无固定利息的）股票

参考例句：

• They shared the work of the house with equity.他们公平地分担家务。
• To capture his equity,Murphy must either sell or refinance.要获得资产净值，墨菲必须出售或者重新融资。

10 participation   

n.参与，参加，分享

参考例句：

• Some of the magic tricks called for audience participation.有些魔术要求有观众的参与。
• The scheme aims to encourage increased participation in sporting activities.这个方案旨在鼓励大众更多地参与体育活动。

11 truthful   

adj.真实的，说实话的，诚实的

参考例句：

• You can count on him for a truthful report of the accident.你放心，他会对事故作出如实的报告的。
• I don't think you are being entirely truthful.我认为你并没全讲真话。

12 sprawl   

vi.躺卧，扩张，蔓延；vt.使蔓延；n.躺卧，蔓延

参考例句：

• In our garden,bushes are allowed to sprawl as they will.在我们园子里，灌木丛爱怎么蔓延就怎么蔓延。
• He is lying in a sprawl on the bed.他伸开四肢躺在床上。

13 legendary   

adj.传奇（中）的，闻名遐迩的；n.传奇（文学）

参考例句：

• Legendary stories are passed down from parents to children.传奇故事是由父母传给孩子们的。
• Odysseus was a legendary Greek hero.奥狄修斯是传说中的希腊英雄。