Welcome to the main page of our research project!

Sharp crystallization or dull stiffness? – Municipal slogans from the perspective of linguistics and marketing is a research project that studies the slogans of Finnish municipalities. The purpose of our interdisciplinary study is to find out the linguistic choices used in current municipal slogans and explore their ability to promote the municipality’s reputation and visibility in municipal marketing.

The joint project started in October 2020 in the University of Turku. The working group consists of two linguists (Dr. Paula Sjöblom, University of Turku, and Dr. Terhi Ainiala, University of Helsinki) and one marketing researcher (Dr. Ulla Hakala, University of Turku). The project has been financed by the Foundation for Municipal Development (Kunnallisalan kehittämissäätiö). We have also the Association of Finnish Municipalities as our partner.




Yläotsakkeen kuvat © Grünberg Constantin; Helsingin kaupunginmuseo