GUEST ARTICLE BY STEW RICHLAND A REAL TREAT PART I MUST READ

Fool me once shame on you

Fool me twice – you  must be the President!

 

During the 1920’s, politicians promised Americans a “chicken in every pot.” Some generously said that we would also have a “car in every garage. FDR told us that the, “Only Thing We Have to Fear Is Fear Itself” This statement took on a religious tone for good reason since the nation was in the throes of a great depression that would last until 1939. In his 1932 inaugural address, FDR stated, “I am prepared under my constitutional duty to recommend the measures that a stricken nation in the midst of a stricken world may require. These measures, or such other measures as the Congress may build out of its experience and wisdom, I shall seek, within my constitutional authority, to bring to speedy adoption.”  Note that  FDR implied  that the president will work closely with Congress and within the guide lines of the Constitution to resolve our nations problems. In the 1930s we were promised protection against financial disaster with creation of the Social Security system. What a great Ponzi scheme.  At the time the Social Security program was enacted there were 600 people paying into the system to one recipient

Today the ration is about 6 to 1. We were also told that the system would have a “locked box.”

meaning that the funds would only be used for payouts to members and nothing else. Again we were fooled. 

Candidates campaigning for federal office or the Presidency in a democratic state require many resources, concrete promises and catchy campaign slogans to convince the population at large to vote for them. Prior to use of  television, candidates resorted to the radio, movies, newspapers and face-to-face methods to get their message to the voters. We are now in the age of television and social networking and a whole new dynamic is now in play. Using the reach of mass media, each political party bombards their audiences with announcements carrying election slogans, their plans for what they aim to do, and the reforms they are going to introduce.

Are these political slogans effective?  History shows that they are. Political campaigning is pretty much advertising to gain more voters.  At the end of the day,  a good political campaign slogan can help one political party gain the edge over their opponent by helping them connect with the audiences needs and by appearing more creditable. Hopefully this translates into more votes.

Slogans are like straphangers, it provides the potential voter something to hang their hat on. Slogans must have an impact or its purpose is lost. Slogans must be optimistic and create hope amongst the people.

Campaign slogans are promises like babies: easy to make, hard to deliver.   FDR gave us, “Happy Days are Here Again,” yet the depression lasted 8 more years and was only ended when the United States began to gear up our economy to aid our allies against the Axis powers. Some interesting slogans that were very effective but said little were: Pour it on ’em, Harry! – 1948 and “I like Ike.” (short enough to fit on a campaign button) and the candidates were elected.  One of the best slogans was Ronald Reagan’s “Are You Better Off Than You Were Four Years Ago?”  Not only did this slogan get him elected but it  has been used again and again by politicians of both political parties. Jimmy Carter’s slogan was, “Not Just Peanuts!”  However, with Carter we just got the shells. Clinton used a great slogan. “It's the Economy, Stupid!” This resonated with the electorate and he won two terms.

In 2008 candidate Obama surrounded himself with outstanding social media experts.  He was able to win the grass roots voters to his side with using a one word slogan, “Change” which resonated with his core supporters.  Hillary Clinton’s camp adopted the slogan, “The strength and experience to bring real change.”   It had little appeal. Clinton’s campaign vastly underestimated Obama’s appeal and failed to win the nomination.  In Obama’s second run for the White House in 2012 he used the slogan, “Forward.”  Basically in order for a slogan to be successful it must be two sided. It has to say something positive about your brand and something negative about your opponent. Romney’s slogan, “Believe in America,” says something nice about America but what does it say about his opponent?  An opponent that does not believe in America?  Highly unlikely. What then does Obama believe in? Jobs!  He could not claim any progress in this area, so he asked the voters to support him for a second term.  “Forward” suggests that the Republicans want to go back to their failed policies, Obama wants more time to finish the job.  Great slogan because it cuts both ways.  John McCain also fell into the slogan trap. One slogan, “Straight Talker,” had little impact.  With the Republicans in power he could not use “change” since this would go against the base of his party.   It also implied that he could do a better job than President Bush.

Romney could have selected a slogan such as, “Lets run the country like a business.!” This would have dramatized a major difference between the candidates.

So Obama becomes our nation’s leader.  A man who worked as a professor at Harvard, was a community organizer and a United States Senator who flip-flopped his support on many issues.