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

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Brooks, E. (2017). Slogans we can believe in: An examination of what makes for an effective presidential campaign slogan. Unc Charlotte Electronic Theses And Dissertations.
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Abstract

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.

Details
Author

Brooks, Erik

Title

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

Physical Description

1 online resource (76 pages) : PDF

Date

2017

Degree Granting Institution

University of North Carolina at Charlotte

Abstract

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.

Genre

masters theses

Subjects--Topics

Communication
Political science

Degree

M.A.

Keywords

Campaigns
Campaign Slogans
Politics
Presidential Slogans
Slogans
Synechdoche

Subject Area

Communication Studies

Advisor(s)

Leeman, Richard

Committee Members

Black, Jason
Stokes, Ashli

Degree Note

Thesis (M.A.)--University of North Carolina at Charlotte, 2017.

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Rights Holder Information

Copyright is held by the author unless otherwise indicated.

Identifier

Brooks_uncc_0694N_11439

Permalink

http://hdl.handle.net/20.500.13093/etd:397