Posters and Election Propaganda

Slogans, ranging from “I Like Ike” (Republicans, U.S., 1952) to “Labour Isn’t Working” (Conservatives, Britain, 1978), have summarized entire political campaigns with a few, memorable words. Repetitions of slogans and playing on emotions are key practices of advertising. Advertising is, of course, a form of propaganda. Sometimes ads for products, such as “Wilson, That’s All!”—which was employed originally in advertisements for a brand of whiskey—are used for candidates, in this instance Woodrow Wilson.

Slogans are carefully devised, with each word calculated to appeal to one or more target audiences, with focus groups used to help determine the slogan, as well as to test it out. Obama's "Yes We Can" is a good example: it is positive, inclusive, and implies "change."

Some successful U.S. campaign slogans follow:

• “Tippecanoe and Tyler too” (Whigs, 1840) celebrated William Henry Harrison, the hero of the Battle of Tippecanoe and his running mate, John Tyler
• "Don't swap horses in midstream" (Republicans, 1864, for Abraham Lincoln)
• "He Kept Us Out of War" (Democrats, 1916, for Wilson, who then had the U.S. enter World War I)
• “Let’s be done with wiggle and wobble” (Republicans, 1920)—a reference to a Democratic policy that seemed first to have been isolationist, then interventionist
• "A chicken in every pot. A car in every garage. A duck in every bathtub" (Republicans, 1928, for Herbert Hoover)
• "A New Deal" (Democrats, 1932, for Franklin D. Roosevelt) 
• "All the Way with LBJ" (Democrats, 1964, for Lyndon B. Johnson)
• “A Stronger America” (Democrats, 2004, for John Kerry)

One slogan that has been forgotten by most Americans was devised by the Democratic Party in the mid-nineteenth century: "We Polked you in 1844; we shall Pierce you in 1852." It honored James Polk and Franklin Pierce. And in the past, slogans were often negative. For example, in 1884, the Democrats created “Soap! Soap! Blaine’s only Hope!” to help defeat James Blaine. The slogan was an allusion to Blaine's alleged corrupt practices.

Slogans are evident in many other countries' election campaigns, as well. Here are a few:

• “Bread, Justice, Freedom” (Japan Labor-Farmer Party, 1928)
• “The Socialists will be Liberal with your money!” (Conservatives, Britain, 1929)
• "One People, One Country, One Leader" (Nazis, Germany, 1938)
• "We Shall Overcome" (Popular Unity, Chile, 1970)
• “We Need a Strong France” (Union for French Democracy, 1981)
• “A Better Life for All” (African National Congress, South Africa, 1994)
• "Enough Already!" (National Action Party, Mexico, 2000)

The "I Like Ike" slogan was used in a television commercial. It was an effective slogan, since it enhanced General Dwight D. Eisenhower's already positive image. The posters that were produced further reinforced the image of a confident, smiling presidential candidate who was ready to face all problems, and above petty party concerns. Here's the 1952 TV spot: