Rhetoric of Educational Institutions: Stylistic Analysis of School Slogans in Multan District

Abstract

School slogans play a pivotal role in revealing an institution's vision, values, and aspirations for the young minds, parents, and educators. They also shape public opinion about the selection of a particular institution. The present study aims to analyse the language and style of these slogans to decode the hidden messages implied in them that shape the school experience of all stakeholders in Multan District. Employing Leech and Short's (2007) theoretical framework of linguistic and stylistic categories, the study uses lexical and grammatical categories of Leech and Short (ibid) for stylistic analysis of these slogans.  Searle’s speech acts have been incorporated with selected framework to analyze the functions of sentences at the grammatical level. The results reveal that institutions often use nouns to refer to some object, idea, and theme; verbs are used to refer to some actions that institutions are supposed to perform by the students, prepositions are used to refer to some directions, purpose, and to create links between words in lexical categories. The results of the analysis at the grammatical level reveal that schools often create slogans by using simple structures; noun phrases, prepositional phrases to show the significance of nouns and prepositions, and the parallel structure of clauses is used to show harmony and balance.  Simple and declarative types of sentences are used to show simple and clear language and to make them brief, catchy, and easy to remember. The results of the analysis of functions of sentences reveal that almost all of the slogans perform functions like directive and commissive to show instructions and commitments of institutions to the students. The findings reveal that all the linguistic and stylistic categories used in slogans are interlinked, which creates the meanings and conveys the message of the slogans effectively.