Slogans als Instrument der japanischen Unternehmens- und Wirtschaftspolitik

Pascha, Werner GND; Haaf, Katrin GND

The article deals with the role of slogans in Japanese firms and in economic policy. After defining slogans and distinguishing them from keywords, the usage of slogans is traced in history, in current business, and in political economy. It is tentatively concluded that slogans are generally meant to create loyality, not for altruistic reasons, but for the egoistic motives of the promoters. Slogans do work to some extent because in the Japanese context open criticism is rare. They may serve the public good because actors can compete through these long-term concepts, without attacking each other face to face.