Word: sloganeered
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Seven Is Tops. The word "slogan," from the Gaelic sluagh (army) and gairm (a call), originally meant a call to arms-and some of history's most stirring slogans, from "Erin go bragh" to "Remember Pearl Harbor" have been just that. In peacetime, argues Hayakawa, electorates respond more readily to slogans that promise change, since people are rarely satisfied with things as they are. One notable exception was the catch phrase that helped return Britain's Tory Party to power in 1959: "You never had it so good." In general, though, Democrats, like detergent manufacturers, favor slogans that...
...fully effective, say psychologists, a slogan should express a single idea in seven words or less. "It is a psychological fact," says Harvard's Gordon Allport, "that seven is the normal limit of rote memory." (Example: telephone numbers.) Whether plugging cat food or a candidate, sloganeers lean heavily on such verbal devices as alliteration ("Korea, Communism, Corruption"), rhyme ("All the way with L.B.J."), or a combination of both ("Tippecanoe and Tyler Too").* Other familiar standbys are paradox ("We have nothing to fear but fear itself"), metaphor ("Just the kiss of the hops"), metonymy ("The full dinner pail"), parody...
...Boomerang. "Knocking" slogans, in adman's parlance, are apt to be risky-though pollsters find that the "carpetbagger" label has been damaging to Robert Kennedy's senatorial campaign in New York. By failing to repudiate promptly a supporter's denunciation of "rum, Romanism and rebellion" in 1884, James G. Elaine lost New York's electoral votes and the presidential election against Grover Cleveland. Barry Goldwater has probably lost votes by charging that Lyndon Johnson is "soft on Communism"-an inflammatory Republican slogan a decade ago, but now a burnt-out cliché. Another Goldwater slogan that...
...East Berliner's side of the wall is less decorated. A banner proclaiming "Never Again War and Fascism" was, until the middle of August, the only slogan. At that time a large sign was put up facing the Western observation tower which says: Hier Beginnt der Frciheit von Imperialismus, von Revanchismus, von Kriegpolitik; "Here Begins Freedom from Imperialism, from Revanchism, from War-Politics...
...still strongly opposed. The Liberals' chief disagreement with the present government is over Prime Minister Sir Alec Douglas-Home's insistence that Britain must retain its nuclear deterrent. On most other issues, however, the 14-page party manifesto issued two weeks ago falls disappointingly short of its slogan, "Think for Yourself - Vote Liberal." Indeed, on such divisive questions as restricting colored immigration and tying industrial wages to productivity, the Liberal position is virtually indistinguishable from the calculatedly bland pronouncements of both major parties...