SLOGANS OF SLANG/ SLANGUAGE
We chose to research the history and elements of slang language. What it means to society as a whole and to the subcultures within it. Coming from diverse nationalities and backgrounds, we thought to show light on the different areas and routes of slang, be it Patois or cockney.
After researching the historic routes of slang and finding quite little, we aimed to make the presentation more ‘slang aware’ and performance based due to slang evolving more from vocal and expressive communication within different cultures and locations. We made a short film  with exerts of slang related documents in social media and of ourselves, each performing a different slang ‘genre’ and communicating with the fourth wall in a comical way due to the over exaggerated form in which we were speaking. We performed examples of Queens English, Cockney rhyme, Patois, American and Urban ‘street’ slang as this gave a varied insight into the different subcultures’ language use.
Because we thought it important to carry out independent initial research, it was decided that we each choose a sub category of the subject, which would result in a more precise overview. The path I chose to delve into was slang in a commercial environment.
Slang helps identify you within a subculture. It gives individuals a sense of self, because people within that same subculture understand exactly where one is coming from. This awareness of familiarity is what is interesting when looking into the relationship between commercialism and slang as it means that a corporation can find and use a powerful segment of language as a direct link with a specific type of person and successfully communicate a message to them. 
“Typo” is slang within our industry and words that already exist have been made up to have an adverse meaning within the design industry such as ‘bleed’ and ‘slug’. Graphic designers at most have a stereotype of latching onto the newest most fashionable thing, so it makes perfect sense that slang is used in everyday communicative design. How many pieces of purpose include slang language to illustrate to or grab the attention of a target audience?
After spending time contemplating whether slang can even be defined as a sub language different to the ‘proper argot’ in which we speak, I started to label things around the consumerist and urban London environment which particularly stood out to me as slang related. Eateries in Bricklane such as “Vibe Bar” and “The Big Chill” were a couple that I accounted for immediately. But considering the growing nature of slang; when a slang word becomes typical and over used, is it still actually slang?
‘Vibe’ and ‘Chill’ seem to be words stemming from the 60’s. It is namely subcultures that introduce slang to our dictionary. For example, one could imagine these words coming from the dialogue of a psychedelic drug culture “Are you getting those vibes?” But even this would have come from somewhere or something actual. The term vibe essentially stems from the vibrating waves of a vibraphone. So matching with the 60’s subculture of music and energy movement it could seem feasible.
It is due to subculture why we have and use slang words  Charlie and gear are drug culture, LOL- Internet culture, REEM seems to be The Only Way is Essex subculture. And the language we use helps us fit into a certain subculture. For example, typical London hipsters would not necessarily be drawn into a shop named “clobber” or “country clothes” but would be more attracted to something purposefully random like “rockit” or the understated and collected “urban outfitters” as if words themselves are the subculture or fashion.
After some thought on the smaller companies which use slang to appeal to the consumers of the area, I thought about probably the most obvious, consumerist examples there are. “Just do it” and “I’m lovin’ it”.
When you have companies as colossal as Nike and McDonalds, one simply does not have to advertise but instead just remind the customers and buyers that they are still there doing their thing.  This is why simple slogans of slang work best. They are comfortable and colloquial and make them seem our friend. It completely conceals their corporate nature and blankets it with something familiar and light-hearted.
In fairness however, the use of slang within advertising can be used for positive effect. Some smaller less consumerist examples are often found within the health and crime sector. Many NHS safe-sex campaigns use colloquial terms to appeal to a younger target audience. They have used phrases such as “All my mates are doing it”  to give a more comfortable edge to the taboo filled content.
This Christmas, Essex police’s anti drink-drive campaign was informal and idiomatic with the slogan “We’re cracking down on drink driving” hanging underneath the image of a Christmas cracker. It seems comical, so the public perception of the police force is more positive due to the campaign and so hence forth, more people will take into account the true message of crime prevention. In this case a comical, friendly slogan is doing its job for the better.
Many designers have to use slang to appeal to a target audience. Some have been told to come up with something “cool” and “youthful” by their client. This may be why Neville Brody and Erik Spiekermann unveiled their FontFont  library to produce new typefaces “By designers for designers” as a way of cutting them selves off from the almost mathematical equation of factors which go into commercial work.
In short, communication design is about connecting with an audience. The more languages you know, the more people you can communicate with. On the larger scale this means connecting with international languages such as Spanish, Mandarin and French for example… But if delving into something more precise, it is connecting with the diverse subcultures and target audiences within your own nation. I believe if you can understand how to do that, the dynamics of it all, then you have a better understanding of communication and a heightened insight when relating to a crowd.