Relevance Theory, Epistemic Vigilance and Social Slogans

The article contains an analysis and conclusions concerning the meaning of contemporary social slogans in the light of Sperber and Wilson’s Relevance Theory (1995) and the socalled Epistemic Vigilance discussed amongst others by Mascaro and Sperber (2009). The text begins with a presentation of the state of art of the contemporary research of slogans commonly existing in the social, economic and political spheres of life of modern societies. This is followed by an in-depth analysis of selected social slogans originating from billboards of the most popular social campaigns emphasising the innovative character of research and the significance of new theories in linguistic practice. The conclusion states the role of Epistemic Vigilance in comprehension of the often deceptive character of advertising campaigns.