She saved - and enlightened the trick of the logo and the eye of the critic

An intelligent and eye-catching slogan recently adopted by SEEC to circulate its awareness campaign about goal-oriented lighting to improve the awareness level about the behaviours to be followed to save energy. Reliance on a slogan is a modern and effective practice. It contributes to achieving campaign goals through laconic terms that stick to the memory of the target audience, who will be used to it. Then, these few words will become part of people’s daily speaking routine. This will gradually make the audience change their behavior. That is what marketing and advertising scholars are saying. Critics, like me, have their own stance too. This is a language slogan, which depends on the language model to deliver its message. In addition, language is one of the most important accomplishments of man, and possibly the most dangerous.
This intelligent person who was inspired to catch a glimpse, whether alone, or in a group brainstorming session, has come up with this brilliant slogan, based on a complex linguistic process. He did it in moments, even though he might be unaware of this accomplishment. Yet, it has become a famous commercial slogan that filled channels and occupied people's minds. Sixty years ago, Roman Jakobson drew our attention to the poetic function of language, where the message focuses on itself. This means that in this case the linguistic function refers to itself (to its aesthetics), and can also perform other functions (referential, explanatory, attentional, etc.). The phrase (Wafart W-Anwart) is a good example. This is because the poetic function plays a central role when it helps first to draw attention to its fascination and then intoxicates the reader.
The slogan phrase is based on three metaphorical levels. First, the phrase is derived from a common welcome phrase (Asfart W-Anwart). It is a famous local phrase that is often said when guests are received. Its structure depends on several dimensions to convey the desired connotation: the first of which is the rhythmic phonetic dimension, where it consists of two past verbs that end with femininity “T”, separated by a “W” conjunction. Both verbs are also based on the famous poetic structure (Fa’elen= Asfart W-Anwart).
There is also the phrase’s metaphoric dimension, which refers to lighting. The author asserts that the sun illuminates the place. This is an understatement for the importance of the coming guest. The phrase says, based on the metaphor: You appeared like the sun that lit up the place. All of this is related to the social semantic dimension that refers to the love, appreciation, and happiness achieved in the presence of the meant people. All these dimensions are inseparable from the phrase, and an integral part of its structure, inseparable from one another, to produce full significance.
Here comes the slogan (Wafart W-Anwart) to take advantage of all of the above meanings and expressions. It depends upon the same formula with the two past verbs of “Fa’elen” poetic structure with a small – and important– change in the first verb (Asfart = Wafart). This also means taking advantage of the two dimensions; metaphor (illumination and light) and social semantics (celebrating and giving). But the slogan depends also on the first (and true) meaning of light, as the verb (Anwart) signifies the light of electric appliances, intended by its campaign. It is also associated with the economic dimension (electricity bill). The verb (Wafart) is about saving more money, and more energy sustainability (more money, more lighting).
The latter dimension is present only within the context of the famous advertising slogan of the campaign. This means that it has only appeared after – not before – the campaign. From here, we are in front of three layers of meaning: the literal meaning of illumination and lighting (appearance and brightness), and the metaphorical meaning of saving (saving money, saving energy). The slogan did not only depend on just words or meant to transfer their meanings and references (illumination and lighting), it depended on their abilities to transform into a common social\ metaphorical meaning. Hence it acquires its value and astonishment. This metaphor leads us to an additional metaphor that brings it closer to the circle of truth in order to become a slogan of positive behavior, destined to highlight and imply (energy savings). It is a metaphorical and complex function, even if the slogan tries to appear otherwise.