Adventure Slogans: Passion in a Pair of Pants

Grand Canyon

Newspaper editor Horace Greely purportedly came up with the slogan, “Go West, young man.” ©Candice Gaukel Andrews.

Like a soft, stretched-out sweater you’ve had for decades or a faded, well-worn jean jacket, I have a favorite pair of slacks. They earned my esteem not because of a fantastic fit, a comfortable fabric, or a trendy style. I like them mostly because of a small label that’s sewn onto a flap of material behind the zippered fly. On the tag are the words: “Everyone is an architect of their own future.”

Despite the grammar error (the phrase should read “Everyone is an architect of his or her own future”), I like these pants the best because when I’m wearing them, I know those words are there. On the days I don them, I somehow feel like I can take on any challenge.

What is it about certain phrases that give them the ability to move us and speak to us in ways that a short story or a whole book cannot? And when it comes to adventure slogans, they can be even more powerful, pushing us across the line from thinking about doing something to actually doing it.

A Few Words about Adventure.

Pillsbury’s Poppin’ Fresh says “nothin’ says lovin’ like something from the oven,” and VISA is “everywhere you want to be.” Good slogans work because their rhyme, rhythm, brevity, or pith makes them easy to remember.

If I asked you, I’m sure you could tell me that it’s the outdoor clothing company North Face that advises us to “Never Stop Exploring” and that it’s the sportswear-maker Nike that tells us to “Just Do It.” Such adventure slogans up the ante even more because they allow us to envision ourselves as “action heroes,” a profession, I suspect, we all secretly wish we had. Here at Explorers’ Corner, the slogan “Real Explorers Wanted — True Adventure Guaranteed” suggests that you’ll be doing more than riding on a tour bus or sitting on the deck of a luxury cruise ship during your excursion.

Scotland

The first incarnation of the term "slogan" came from the Scots. ©Candice Gaukel Andrews.

The word slogan itself was born from the bustle of activity. It’s believed that the first incarnation of the term came from Scotland, where the Highlanders’ call to battle was named a sluagh-gairm, the Gaelic words for “host” and “cry.” Translated into English, the word became slogorne, which over time evolved into variants such as sluggorne, slughorn, slogurn, and, eventually, slogen.

So while the spelling has gone through slight shifts throughout history, the meaning of slogan remains almost the same as it did for those long-ago Scots: a few words that have the power to tug at our emotions and psyches in a way that convinces us to unite, divide, fight, conquer, vote, kayak, climb, or hike — in short, to act.

Best of the Lot.

In 1923, when asked why he wanted to climb Mount Everest, English mountaineer George Mallory replied, “Because it’s there.” Scottish missionary and African explorer David Livingstone said in 1862, “I am prepared to go anywhere, provided it be forward.” New Zealander and one of the two known climbers to first summit Mount Everest in 1953 Sir Edmund Hillary stated, “It is not the mountain we conquer, but ourselves.” Ernest Shackleton, an Anglo-Irish South Pole searcher of the early 1900s, pronounced, “Difficulties are just things to overcome, after all.” Then there is my favorite from trailblazer and American adventure hero Daniel Boone, which goes, “I have never been lost, but I will admit to being confused for several weeks.”

Patagonia

“Because it’s there” is a well-known mountain slogan. ©Candice Gaukel Andrews.

It’s clear that the field of exploration has produced some of the most unforgettable phrases and slogans that the world has ever known — words that have inspired generations of impressive “firsts” and feats. These statements embody the true spirit of the word slogan: a cry for adventure.

You might look at the outside of my favorite pair of pants, and think that there’s nothing special about them. But inside, they remind me that I’m the builder of my own tomorrow, every time I wear them. And that makes me a “real explorer” of the future; an adventurer, guaranteed.

Here’s to your adventures, in whatever corner of the world you find them,

Candy

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