This slogan is a declarative statement that provides no clue to what it is referring. It does not command or compel the listener to do something in response. It is devoid of any cognitive meaning (it doesn't make you think). It does not stir up any emotional sensation or memory. It does not address a social relationship between the listener and a group. It does not provide insight into an ontological or spiritual frame of reference.

What the slogan says to me is, “My state paid a lot of money to an untested marketing agency, and all I got was this lousy, trite mantra.” The next time Utah wants a new slogan, they should do what has worked here so well in the past, hold a competition among the elementary and home-schooled children of the state. It will be a lot less expensive, and a lot more relevant. Maybe the state can justify the expense by printing “Life Elevated” on the new Utah state quarter.

Douglas Steel

Salt Lake City