Slogan

Once upon a time a slogan was a battle-cry. When ancient Gaelic warriors raised their kilts and ran into battle they would shout the name of their tribe or their capital before rushing like wolves to the slaughter. If you imagine the modern football hooligan screaming the name of his club, you probably have some idea.

Their army-shouts or sluagh-gairms did not have the desired effect and the English language spread by spear-point and sword into all but the boggiest parts of these rainy islands. Sluagh-gairm was anglicised to slogan and taken up by politicians and plutocrats, cabinet ministers and corporations. Yet, I still like to think of the advertising executives and PR girls girding up their kilts, shrieking their slogans, and running to their brave and selfless deaths.