Slogans we can believe in: An examination of what makes for an effective presidential campaign slogan

• Main Author: Brooks, Erik J
• Format: Dissertation
• Language: English
• Published: Ann Arbor ProQuest Dissertations & Theses 2017
• Subjects: Communication; Political science
• ISBN: 9781369753097; 1369753098

Presidential campaign slogans have been a constant aspect of American presidential campaigning since 1800. However, despite slogans' continual use, very few scholarly inquiries have been made regarding what actually makes for an effective presidential campaign slogan. While various scholars, historians, and political analysts have commented on the many political uses of slogans, this study attempts to assess the rhetorical qualities that may ultimately benefit or hinder a slogan's success. Three focus groups, separated by major political party affiliation, were employed to evaluate voters' thoughts, feelings, and beliefs regarding presidential campaign slogans. The results of the focus groups illustrate that certain desirable and undesirable qualities may indeed exist for presidential campaign slogans, while also indicating that effective slogans may contain specific rhetorical capabilities. The apparent takeaways of this study offer thought-provoking and intriguing implications for scholars and political professionals alike, but more importantly exhibit the powerful rhetorical potential slogans hold and offer a significant starting point for scholars to expand and build upon the conclusions gathered.