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language used in the slogans is essential to the message it wants to convey. Current words used can trigger different emotions that consumers will associate that product with. The use of good adjectives makes for an effective slogan; when adjectives are paired with describing nouns, they help bring the meaning of the message out through the words. When a slogan is used for advertising purposes its goal is to sell the product or service to as many consumers through the message and information a slogan provides. A slogan's message can include information about the quality of the product. Examples of words that can be used to direct the consumer preference towards a current product and its qualities are: good, beautiful, real, better, great, perfect, best, and pure. Slogans can influence that way consumers behave when choosing what product to buy.
299:"It is well known that the text a human hears or reads constitutes merely 7% of the received information. As a result, any slogan merely possesses a supportive task." (Rumšienė & Rumšas, 2014). Looking at a slogan as a supportive role to a brand's image and portrayal is helpful to understand why advertisers need to be careful in how they construct their slogan, as it needs to mold with the other components of the brand image, being logo and name. For example, if a slogan was pushing towards "environmentally friendly", yet the logo and name seemed to show very little concern for the environment, it would be harder for the brand to integrate these components into a successful brand image, as they would not integrate together towards a common image.
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written to be memorable/catchy in order for a consumer to associate the slogan with the product it is representing. A slogan is part of the production aspect that helps create an image for the product, service or cause it is representing. A slogan can be a few simple words used to form a phrase that can be used in a repetitive manner. In commercial advertising, corporations will use a slogan as part of promotional activity. Slogans can become a global way of identifying a good or service, for example
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Thomas, 2014) research, which suggests that a brand is made up of three different components. These include, name, logo and slogan. Brands names and logos both can be changed by the way the receiver interprets them. Therefore, the slogan has a large job in portraying the brand (Dass, Kumar, Kohli, & Thomas, 2014). Therefore, the slogan should create a sense of likability in order for the brand name to be likable and the slogan message very clear and concise.
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of a slogan is another factor that had a positive effect on the likability of a slogan. Lastly, leaving the brand name out of the slogan will have a positive effect on the likability of the brand itself. Advertisers must keep into consideration these factors when creating a slogan for a brand, as it clearly shows a brand is a very valuable asset to a company, with the slogan being one of the three main components to a brands' image.
219:'cry'). George E. Shankel's (1941, as cited in Denton 1980) research states that "English-speaking people began using the term by 1704". The term at that time meant "the distinctive note, phrase or cry of any person or body of persons". Slogans were common throughout the European continent during the Middle Ages; they were used primarily as passwords to ensure proper recognition of individuals at night or in the confusion of battle.
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supporting. A slogan should be clear with a supporting message. Slogans, when combined with action, can provide an influential foundation for a cause to be seen by its intended audience. Slogans, whether used for advertising purpose or social causes, deliver a message to the public that shapes the audiences' opinion towards the subject of the slogan.
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Slogans offer information to consumers in an appealing and creative way. A slogan can be used for a powerful cause where the impact of the message is essential to the cause. The slogan can be used to raise awareness about a current cause; one way is to do so is by showing the truth that the cause is
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Slogans should catch the audience's attention and influence the consumer's thoughts on what to purchase. The slogan is used by companies to affect the way consumers view their product compared to others. Slogans can also provide information about the product, service or cause it is advertising. The
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Dass, Kumar, Kohli, & Thomas' (2014) research suggests that there are certain factors that make up the likability of a slogan. The clarity of the message the brand is trying to encode within the slogan. The slogan emphasizes the benefit of the product or service it is portraying. The creativity
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Slogans are used to convey a message about the product, service or cause that it is representing. It can have a musical tone to it or written as a song. Slogans are often used to capture the attention of the audience it is trying to reach. If the slogan is used for commercial purposes, often it is
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Crimmins' (2000, as cited in Dass, Kumar, Kohli, & Thomas, 2014) research suggests that brands are an extremely valuable corporate asset, and can constitute much of a business's total value. With this in mind, if we take into consideration Keller's (1993, as cited in Dass, Kumar, Kohli, &
407:. While Manufacturing Consent addresses the use of slogans in the context of national propaganda, Chomsky argues that national and capitalist propaganda are inherently linked and are not clearly exclusive to each other. They are often used in
1031:"The functions of the narrative structure in Nineteen-eighty four: A look into the three-part novel and its relation to the author's warning message. Federal University of Technology – Paraná, By: Maior, Felipe Souto, 28 February 2014"
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defines a slogan as "a short and striking or memorable phrase used in advertising". A slogan usually has the attributes of being memorable, very concise and appealing to the audience.
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organisation, in a campaign setting. With the increasing speed and quantity of information in the modern age, slogans have become a mainstay of any campaign, often used by
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172:, or other context as a repetitive expression of an idea or purpose, with the goal of persuading members of the public or a more defined target group. The
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he notes to tell and repeat the same talking points without any regard to if they have any philosophical or factual basis in reality, advising to state "
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Slogans are often used as a way to dehumanize groups of people. In the United States as anti-communist fever took hold in the 1950s, the phrase "
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Chomsky discusses this basis as well the potential dangers of this, particularly towards the context of corporations and producing
335:. The basis of slogans have been noted by many political figures and dictators have also noted its effectiveness, in Hitler's
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Dass, Mayukh; Kohli, Chiranjeev; Kumar, Piyush; Thomas, Sunil (2014-12-01). "A study of the antecedents of slogan liking".
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Slogans have been used widely in protests dating back hundreds of years, however increased rapidly following the advent of
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drew heavy opposition from the tobacco industry, which erupted into lawsuits and slogans urging "Keep FDA Off the Farm."
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The original usage refers to the usage as a clan motto among Gaelic armies. Marketing slogans are often called
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in the early 20th century. Examples of slogans being used in the context of protest in antiquity include the
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notes the effective use of quick non-critical slogans to produce a servile population, written primarily in
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Lim, L.; Loi (2015). "Evaluating slogan translation from the readers' perspective: A case study of Macao".
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Ke, Qunsheng; Wang, Weiwei (1 February 2013). "The
Adjective Frequency in Advertising English Slogans".
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Denton, R. E. Jr. (1980). "The
Rhetorical Function of Slogans: Classification and Characteristics".
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Rumšienė, G. R.; Rumšas (2014). "Shift of emphasis in advertisement slogan translation".
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Chinese Governance, Contention, and Social Control in the New Millennium
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Better Red: The
Writing and Resistance of Tillie Olsen and Meridel Le Sueur
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272:. "Sloganeering" is a mostly derogatory term for activity which degrades
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Don't You Know There's a War On?: Words and
Phrases from the World Wars
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Memorable motto or phrase used in social movements & advertisements
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while strike is called to make their demands immediately clear.
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The basis of this simple propaganda effect was used by the
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as a general critique of the manipulation of language.
790:. Retrieved from www.merip.org/mer/mer263/people-want.
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624:"Class-Race-Gender: Sloganeering in Search of Meaning"
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Khomeini Orders Media to End 'Death to
America' Chant
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notes of the worrying fusion of media and reality in
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Language in
Different Contexts / Kalba Ir Kontekstai
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985:Zhang, Yonghong; Lee, Ching Kwan (July 15, 2019).
761:Kohl F. David. (2011). Getting the Slogan Right.
403:mentality with the goal of getting the viewer to
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891:Proceedings of the Academy of Political Science
609:"The Art and Science of the Advertising Slogan"
256:in the United Kingdom. Europeans use the terms
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358:. In contrast, slogans are oftentimes used in
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763:The Journal of Academic Librarianship, 37(3),
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788:Middle East Research and Information Project
52:Please improve this usage section by adding
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116:Learn how and when to remove this message
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655:Theory and Practice in Language Studies
487:Oxford Dictionary of English (Vol. III)
468:slogan which is used by some Israelis.
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924:Michael, Robert; Doerr, Karin (2002).
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540:Merriam-Webster (2003), p. 1174. Irish
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311:, particularly with the creation the
948:"Goebbels' Principles of Propaganda"
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495:10.1093/acref/9780199571123.001.0001
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887:"The Strategy of Soviet Propaganda"
786:Colla, E. (2014). The People Want.
136:assertion of authority to regulate
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1068:(Illini Books ed.). Urbana:
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186:The word slogan is derived from
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1177:How to create a catchy slogan?
1111:, Iran Pulse, October 13, 2013
846:Marjorie Van de Water (1938).
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594:10.1016/j.jbusres.2014.05.004
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54:secondary or tertiary sources
2495:Rally 'round the flag effect
2370:Fear, uncertainty, and doubt
1941:Rally 'round the flag effect
1070:University of Illinois Press
885:Lasswell, Harold D. (1951).
582:Journal of Business Research
373:This has been noted by many
181:
175:Oxford Dictionary of English
7:
752:Ke. Wang 2013, pp. 278–280.
489:. Oxford University Press.
399:the viewer to encourage an
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1062:Coiner, Constance (1998).
816:"Mein Kampf (My Struggle)"
703:"Lewis Silkin - Error 404"
354:regimes as noted in their
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1282:Manipulation (psychology)
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999:10.1163/9789004408616_003
946:Doob, Leonard W. (1950).
564:10.1080/01463378009369362
276:to the level of slogans.
1460:Criticism of advertising
952:Public Opinion Quarterly
677:10.4304/tpls.3.2.275-284
528:10.1075/babel.61.2.07lim
409:disinformation campaigns
252:in the United States or
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2300:Cartographic propaganda
2122:Promotional merchandise
1833:Character assassination
1770:Narcotizing dysfunction
1644:Photograph manipulation
1357:Guerrilla communication
852:The Science News-Letter
622:Daly, Kathleen (1993).
552:Communication Quarterly
415:. Earlier writers such
21:Slogan (disambiguation)
2485:Propaganda of the deed
2455:New generation warfare
2405:Historical negationism
2243:Accusation in a mirror
2105:Product demonstrations
1534:Historical negationism
1019:– via brill.com.
743:Ke. Wang 2013, p. 279.
731:Ke. Wang 2013, p. 278.
722:Ke. Wang 2013, p. 277.
692:Ke. Wang 2013, p. 276.
634:(1/2 (51-52)): 56–71.
607:Foster, Timothy R. V.
485:Stevenson, A. (2010).
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41:relies excessively on
2480:Psychological warfare
2445:Monumental propaganda
2395:Glittering generality
2375:Firehose of falsehood
2232:Propaganda techniques
2037:Reputation management
1956:Psychological warfare
1805:Political campaigning
1614:Firehose of falsehood
384:Manufacturing Consent
131:
2320:Demonizing the enemy
2072:Corporate propaganda
433:Better dead than Red
391:that either seek to
19:For other uses, see
2510:Shooting and crying
2340:Emotive conjugation
2315:Cult of personality
2265:Atrocity propaganda
2160:Media concentration
2032:Non-apology apology
2022:Cult of personality
1750:Emotive conjugation
1504:Burying of scholars
1182:Coronavirus slogans
1151:Nigel Rees (2011).
427:Politics and racism
360:liberal democracies
213:'army', 'host' and
39:This usage section
2470:Oversimplification
2450:Moralistic fallacy
2143:Influence-for-hire
1936:National mythology
1906:Crowd manipulation
1795:Tabloid journalism
1664:Video manipulation
1609:Fictitious entries
1332:Civil disobedience
1218:Media manipulation
1107:2016-03-04 at the
1043:on 2 December 2021
933:Arild Hauges Runer
777:Kohl 2011, p. 195.
611:. adslogans.co.uk.
356:propaganda posters
142:
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2435:Managing the news
2260:Appeal to emotion
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1964:Airborne leaflets
1843:Election promises
1697:Product placement
1572:Alternative facts
1312:Alternative media
1079:978-0-252-06695-5
588:(12): 2504–2511.
319:and later modern
242:Slogan (heraldry)
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2535:White propaganda
2490:Public relations
2465:Overcomplication
2350:False accusation
2285:Black propaganda
2275:Beautiful people
2270:Bandwagon effect
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2190:Media proprietor
2014:Public relations
1994:Public diplomacy
1979:Information (IT)
1858:Name recognition
1483:Media regulation
1465:Annoyance factor
1322:Call-out culture
1237:Crowd psychology
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1171:External links
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1100:Arash Karami:
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462:Death to Arabs
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1127:The Intercept
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1072:. p. 7.
1071:
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1008:9789004408623
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828:on 2021-12-02
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417:George Orwell
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192:Anglicisation
190:which was an
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106:December 2020
98:
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67: –
66:
62:
61:Find sources:
55:
49:
48:
44:
37:
33:
28:
27:
22:
2530:Whataboutism
2514:
2500:Scapegoating
2460:Obscurantism
2440:Minimisation
2345:Exaggeration
2247:
2175:Media ethics
2095:Door-to-door
2090:Cold calling
2067:Weasel words
2041:
1974:Fifth column
1868:Push polling
1818:Astroturfing
1780:Pseudo-event
1760:Infotainment
1735:Broadcasting
1654:Urban legend
1577:April Fools'
1450:Testimonials
1420:Infomercials
1247:Dumbing down
1155:. Batsford.
1152:
1130:. Retrieved
1126:
1116:
1096:
1064:
1057:
1045:. Retrieved
1038:the original
1025:
990:
980:
955:
951:
941:
932:
919:
897:(2): 66–78.
894:
890:
880:
855:
851:
848:"Propaganda"
841:
830:. Retrieved
823:the original
810:
801:
795:
787:
782:
762:
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748:
727:
707:Lewis Silkin
706:
697:
658:
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631:
627:
617:
602:
585:
581:
558:(2): 10–18.
555:
551:
545:
536:
519:
513:
486:
480:
441:
437:McCarthy era
430:
413:social media
382:
379:Noam Chomsky
372:
345:
306:
298:
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278:
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112:
103:
93:
86:
79:
72:
60:
40:
2525:Weasel word
2475:Plain folks
2390:Gish gallop
2380:Flag-waving
2335:Doublespeak
2330:Dog whistle
2290:Blood libel
2047:Sound bites
2027:Doublespeak
1878:Wedge issue
1838:Dog whistle
1813:Advertising
1639:Lying press
1624:Gaslighting
1402:Advertising
1377:Occupations
1267:Obfuscation
1257:Half-truths
1047:28 November
362:as well as
333:Justinian I
325:Nika revolt
284:'s slogan '
2400:Half-truth
2305:Censorship
2249:Ad hominem
2148:Media bias
2004:Subversion
1969:False flag
1946:Techniques
1888:Propaganda
1848:Lawn signs
1828:Canvassing
1722:News media
1478:Censorship
1410:Billboards
1362:Hacktivism
1352:Grassroots
1277:Persuasion
958:(3): 419.
832:2021-11-28
472:References
337:Mein Kampf
321:mass media
309:mass media
303:In Protest
286:Just Do It
262:signatures
254:straplines
223:Likability
166:commercial
156:used in a
76:newspapers
43:references
2410:Ideograph
2365:Fake news
2110:Promotion
1989:Political
1896:Bandwagon
1823:Attack ad
1702:Publicity
1674:Marketing
1587:Fake news
1549:Religious
1544:Political
1524:Euphemism
1519:Cover-ups
1514:Corporate
1382:Petitions
1272:Orwellian
1242:Deception
1017:203154512
972:145615085
663:CiteSeerX
466:anti-Arab
364:grassroot
313:Gutenberg
274:discourse
258:baselines
182:Etymology
170:religious
162:political
132:In 1995,
2550:Category
2430:Newspeak
2295:Buzzword
2057:Transfer
1999:Sedition
1863:Negative
1775:Newspeak
1765:Managing
1707:Research
1682:Branding
1634:Literary
1599:Fakelore
1592:websites
1582:Deepfake
1539:Internet
1430:Modeling
1387:Protests
1367:Internet
1300:Advocacy
1292:Activism
1105:Archived
1088:97039933
993:: 6–38.
640:29766732
401:in-group
375:scholars
341:big lies
270:pay-offs
249:taglines
65:"Slogan"
2556:Slogans
2420:Lawfare
2385:Framing
2280:Big lie
2136:Related
2115:Spaving
2100:Pricing
2042:Slogans
1984:Lawfare
1921:Framing
1901:Big lie
1692:Product
1687:Loyalty
1619:Forgery
1564:Hoaxing
1445:Slogans
1425:Mobiles
1317:Boycott
1225:Context
1132:4 April
911:1173235
872:3914714
765:195–196
405:consume
397:exclude
393:empower
194:of the
188:slogorn
138:tobacco
90:scholar
2515:Slogan
1740:Circus
1649:Racial
1159:
1086:
1076:
1015:
1005:
970:
909:
870:
665:
638:
501:
464:is an
445:is an
368:Unions
352:Soviet
331:under
266:claims
210:sluagh
154:phrase
146:slogan
92:
85:
78:
71:
63:
2505:Senbu
2082:Sales
1785:Scrum
1745:Cycle
1659:Virus
1529:Films
1494:Books
1435:Radio
1415:False
1392:Youth
1372:Media
1305:group
1262:Media
1041:(PDF)
1034:(PDF)
1013:S2CID
968:S2CID
929:(PDF)
907:JSTOR
868:JSTOR
826:(PDF)
819:(PDF)
661:(2).
636:JSTOR
520:Babel
454:chant
236:Usage
216:gairm
200:Irish
150:motto
134:FDA's
97:JSTOR
83:books
2520:Spin
2052:Spin
1629:List
1554:Self
1232:Bias
1157:ISBN
1134:2022
1084:LCCN
1074:ISBN
1049:2021
1003:ISBN
499:ISBN
458:Iran
452:and
421:1984
350:and
348:Nazi
282:Nike
198:and
158:clan
69:news
1440:Sex
995:doi
960:doi
899:doi
860:doi
673:doi
590:doi
560:doi
524:doi
491:doi
395:or
315:'s
268:or
152:or
45:to
2552::
1455:TV
1125:.
1082:.
1011:.
1001:.
989:.
966:.
956:14
954:.
950:.
931:.
905:.
895:24
893:.
889:.
866:.
856:34
854:.
850:.
770:^
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715:^
705:.
685:^
671:.
657:.
632:20
630:.
626:.
586:67
584:.
572:^
556:28
554:.
522:.
497:.
460:.
439:.
264:,
260:,
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164:,
160:,
144:A
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974:.
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901::
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862::
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493::
207:(
119:)
113:(
108:)
104:(
94:·
87:·
80:·
73:·
50:.
23:.
Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.
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