Advertising slogans are short phrases used in advertising campaigns. The phrase emphasized in a slogan is expected to be remembered by the audience and/or consumers of particular products or company (Brierley 2002). Advertising slogan can also have a potential word-of-mouth effect from the frequent use in daily social contexts that may not be related to any product purchase or use occasion (Mitchell et al. 2007). Undoubtedly, the role of slogan is so crucial that the announcement of changes in advertising slogan significantly affects market-value (Mathur and Mathur 1995). Thus, the purpose of this study is to investigate the effect of the state of vagueness in advertising slogans on consumer’s attitude, cognitive response, and behavioral intention. The study attempts to answer few research questions as would the use of vagueness in advertising slogans affect viewers/consumers positively? What are the factors related to the slogans that may contribute in the effect on consumers? The result of the study is expected to bring a new understanding about the vagueness embedded in advertising slogan and to shed a light on the more in depth elements in abstractness (vs. vividness) concept.