How catchphrases are percepted by human?

This paper describes analysis of perception of people who do not concern in the mottos of schools. We can find school mottos on the web and see advertising their educational policy and philosophy. Students should act as 'a student' because some schools make school mottos rules or disciplines of behavior, attitude, and thought for their students to be used in education purpose. On the other hands, school motto is one of a strong message which has role of advertisement for external people of the school. In this paper, we survey the school mottos to external people of the school and clarify the difference of perception of people. In our analyses, we compared perceptions in marriage and place of living. Respectively, we divided two groups, married and unmarried and living in metropolitan area and local area of Japan. Since their experiences are difference between each other, the perception about some school mottos is different for them. Furthermore, when the school motto contains Cristian keywords, people have similar perception and make similar image to the school. This paper includes these three contributions; (1) Analysis where external people of school are attracted by school motto, (2) Clarifying appropriate school motto depends on places of school to improve their business to get a lot of applicants to enter the school, and (3) Clarifying what school motto understood easily by several types of people.