The Catchy History of Presidential Campaign Slogans
In the American political arena, presidential campaign slogans have a long and varied history. When a presidential hopeful is building their platform, they and their team choose slogans for how well they set the tone for the candidate’s agenda, message, and direction for the country. A memorable phrase can concisely convey a candidate’s vision for their presidential term as well as become a rallying cry for supporters. But crafting a winning campaign slogan isn’t just about having the catchiest saying — the right slogan can play a vital role in shaping the narrative of a campaign and influencing voter perceptions about the candidate.
A good campaign slogan can offer hope, such as Franklin D. Roosevelt’s 1932 slogan (and campaign song), “Happy Days Are Here Again,” or serve as a reminder of the prosperity enjoyed under an incumbent, such as William McKinley’s 1900 slogan, “Four More Years of the Full Dinner Pail.” On the other hand, a bad slogan, such as Democratic presidential candidate Alfred E. Smith’s 1928 slogan, “Vote for Al Smith and Make Your Wet Dreams Come True,” might cost a candidate an election as well as land on a list of the worst presidential campaign slogans ever. (Smith’s slogan was a reference to his anti-Prohibition stance that made him a “wet” candidate.) Here is a brief look at the evolution of presidential campaign slogans in the United States.
The First Campaign Slogan
The first presidential campaign slogan is often attributed to Whig Party candidate William Henry Harrison in the election of 1840. Harrison used the catchy phrase “Tippecanoe and Tyler Too,” a reference to his military victory over Shawnee Chief Tecumseh at the 1811 Battle of Tippecanoe, as well as Harrison’s running mate, John Tyler. The rhyming refrain helped promote Harrison’s image as a war hero and a man of the people. It also contributed to his successful campaign against the incumbent President, Martin Van Buren, and played a significant role in shaping the way presidential candidates used slogans to support their platforms in future elections. Harrison’s campaign for President lasted longer than his presidency; he developed pneumonia and died in April 1841, one month into his term, becoming the first President to die in office.
A Catchy Rhyme Helps Big Time
Campaign slogans need to be short and memorable, which has led to a history of using rhymes, puns, and plays on words to craft phrases that carry a strong message and are still succinct enough to fit on a button. Calvin Coolidge used a play on his name with the 1924 slogan “Keep Cool and Keep Coolidge,” while Lyndon B. Johnson’s winning campaign in 1964 created a rhyme with his initials: “All the Way With LBJ.” (Johnson was inspired by Adlai Stevenson’s catchy slogan in his 1952 failed run against Dwight D. Eisenhower, “All the Way With Adlai.”)
Dwight D. Eisenhower’s successful 1952 campaign, meanwhile, was notable for its own simple rhyming slogan: “I Like Ike.” The slogan appeared on a wide variety of campaign materials and was featured in one of the first televised political endorsements, which included a song written by Irving Berlin and animation by Walt Disney Studios. The catchy jingle incorporated Eisenhower’s popular catchphrase in the lyrics: “You like Ike, I like Ike, everybody likes Ike (for President) / Hang out the banner and beat the drum / We’ll take Ike to Washington.” The slogan served Eisenhower so well in his 1952 presidential bid that his successful 1956 run featured a slightly revised version: “I Still Like Ike.”
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Some Slogans Have Been Used By More Than One Candidate
Campaign slogans have changed over time to reflect the shifting political, social, and economic landscape of the United States — but some slogans have done so well that they’ve been adopted and reused. Two Presidents successfully used “Don’t Swap Horses in Midstream,” encouraging voters to support the incumbent President during times of conflict. Abraham Lincoln used the metaphor as one of his slogans during the Civil War in 1864, and 80 years later in 1944, FDR recycled it in the lead-up to his unprecedented fourth-term win during World War II.
In more recent political history, Barack Obama borrowed one of his most effective and powerful campaign slogans from 1970s labor organizers César Chávez and Dolores Huerta, who led the United Farm Workers of America. Obama loosely translated their catchphrase “Sí, Se Puede!” into the English “Yes, We Can!” Donald Trump’s 2016 slogan “Make America Great Again” was also previously used, first in promotional materials for Barry Goldwater’s failed 1964 presidential bid, and again as “Let’s Make America Great Again” by Ronald Reagan in 1980.
The Power of Unofficial Slogans
Some historians and political consultants believe that social media may mark the end of official campaign slogans. Instead, unofficial slogans in the form of memes and hashtags shared by supporters may prove to be even more effective campaign tools. Even before social media, an unofficial slogan set the tone for Bill Clinton’s first presidential campaign. Clinton’s platform utilized a handful of lofty and aspirational slogans, including “For People, for a Change,” “It’s Time to Change America,” and “Putting People First.” But while all of the official slogans referenced a serious regard for voters’ concerns, none of them specified what those concerns might be. Then an in-house phrase coined by lead strategist James Carville to describe Clinton’s platform became the defining catchphrase of the 1992 campaign. “It’s the Economy, Stupid” may not have been an official campaign slogan, but it caught the attention of voters who were tired of the lingering effects of the 1990 recession, and it helped Clinton define his campaign message.
