1940[edit]
- “No Third Term” – 1940 U.S. presidential campaign slogan of Wendell L. Willkie
- “No Fourth Term Either” – Wendell Willkie
- “Roosevelt for Ex-President” – 1940 U.S. presidential campaign slogan of Wendell Willkie
- “There’s No Indispensable Man” – 1940 U.S. presidential campaign slogan of Wendell L. Willkie
- “We Want Willkie” – 1940 U.S. presidential campaign slogan of Wendell L. Willkie
- “Win with Willkie” – 1940 U.S. presidential campaign slogan of Wendell L. Willkie
- “Better A Third Termer than a Third Rater” – 1940 U.S. presidential campaign slogan of Franklin D. Roosevelt
- “I Want Roosevelt Again!” – Franklin Roosevelt
- “Willkie for the Millionaires, Roosevelt for the Millions” – Franklin Roosevelt
- “Carry on with Roosevelt” – Franklin Roosevelt
1944[edit]
- “Don’t swap horses in midstream” – 1944 U.S. presidential campaign slogan of Franklin Roosevelt. The slogan was also used by Abraham Lincoln in the 1864 election.
- “We are going to win this war and the peace that follows” – 1944 campaign slogan in the midst of World War II by Democratic president Franklin D. Roosevelt
- “Dewey or don’t we” – Thomas E. Dewey
1948[edit]
- “I’m just wild about Harry” – 1948 U.S. presidential slogan of Harry S. Truman, taken from a 1921 popular song title written by Noble Sissle and Eubie Blake
- “Pour it on ’em, Harry!” – 1948 U.S. presidential campaign slogan of Harry S. Truman
- “Give Em Hell, Harry!” – Harry Truman (After a man shouted it during one of his whistle stop railroad tours)
- “Dew it with Dewey” – Thomas E. Dewey
- “Win with Dewey” – Thomas E. Dewey
- “Get in the fight for states’ rights – Strom Thurmond
- “Work with Wallace” – Henry A. Wallace
- “Work for Peace” – Henry A. Wallace
1952[edit]
- “I like Ike” – 1952 U.S presidential campaign slogan of Dwight D. Eisenhower
- “All the Way With Adlai” – Adlai Stevenson
- “Forward with Stevenson-Sparkman” – Adlai Stevenson and John Sparkman
1956[edit]
- “I still like Ike” – 1956 U.S presidential campaign slogan of Dwight D. Eisenhower
- “Peace and Prosperity” – 1956 U.S. presidential campaign slogan of Dwight D. Eisenhower
- “Adlai and Estes – The Bestest” – Adlai Stevenson and Estes Kefauver
- “The Winning Team” – Adlai Stevenson and Estes Kefauver
1960[edit]
- “A time for greatness 1960” – U.S. presidential campaign theme of John F. Kennedy (Kennedy also used “We Can Do Better” and “Leadership for the 60s”).
- “For the future” – Richard Nixon
1964[edit]
- “All the way with LBJ” – 1964 U.S. presidential campaign slogan of Lyndon B. Johnson
- “In Your Heart, You Know He’s Right” – 1964 U.S. presidential campaign slogan of Barry Goldwater
- “In Your Guts, You Know He’s Nuts” – 1964 U.S. presidential campaign slogan of Lyndon B. Johnson supporters, answering Goldwater’s slogan
1968[edit]
- “Some People Talk Change, Others Cause It” – Hubert Humphrey, 1968
- “This time, vote like your whole world depended on it” – (1968) slogan of Richard Nixon,
- “To Begin Anew…” – Eugene McCarthy 1968[13]
- “Nixon’s the One” – Richard M. Nixon, 1968
1972[edit]
- “Nixon Now” – Richard M. Nixon, 1972[14] (also, “Nixon Now, More than Ever”)
- “Come home, America” – George McGovern, 1972[15]
- “Acid, Amnesty, and Abortion for All” – 1972 anti-Democratic Party slogan, from a statement made to reporter Bob Novak by Missouri Senator Thomas F. Eagleton (as related in Novak’s 2007 memoir, Prince of Darkness)
- “Dick Nixon Before He Dicks You” – Popular anti-Nixon slogan, 1972[16]
- “They can’t lick our Dick” – Popular campaign slogan for Nixon supporters[17]
- “Don’t change Dicks in the midst of a screw, vote for Nixon in ’72” – Popular campaign slogan for Nixon supporters[17]
- “Unbought and Unbossed” – official campaign slogan for Shirley Chisolm
1976[edit]
- “He’s making us proud again” – Gerald Ford
- “Not Just Peanuts” – Jimmy Carter[4]
- “A Leader, for a Change” (also “Leaders, for a Change”) – Jimmy Carter
- “Why not the Best?” – Jimmy Carter
- “Peaches And Cream” – Jimmy Carter (from Georgia) and running mate Walter Mondale (from Minnesota)
1980[edit]
- “Are You Better Off Than You Were Four Years Ago?” – Ronald Reagan
- “Let’s Make America Great Again” – Ronald Reagan[18]
- “A Tested and Trustworthy Team” – Jimmy Carter and Walter Mondale
1984[edit]
- “It’s Morning Again in America” – Ronald Reagan
- “For New Leadership” (also “America Needs New Leadership”) – Walter Mondale
- “Where’s the beef?” – Walter Mondale. An advertising slogan used by the restaurant chain Wendy’s to imply that its competitors served sandwiches with relatively small contents of beef. Used by Mondale to imply that the program policies of rival candidate Gary Hart lacked actual substance.
1988[edit]
- “A Leader for America” – Robert J. Dole
- “Kinder, Gentler Nation” – George H. W. Bush[4]
- Thousand Points of Light – George H. W. Bush
- “Read My Lips, No New Taxes” – George Herbert Walker Bush
- “On Your Side” – Michael Dukakis
- “Keep Hope Alive” – Jessie Jackson
1992[edit]
- “For People, for a Change” – 1992 U.S. presidential campaign slogan of Bill Clinton
- “It’s Time to Change America” – a theme of the 1992 U.S. presidential campaign of Bill Clinton
- “Putting People First” – 1992 U.S. presidential campaign slogan of Bill Clinton
- “It’s the economy, stupid” – originally intended for an internal audience, it became the de facto slogan for the Bill Clinton campaign
- “Stand by the President” – George H. W. Bush
- “A Proud Tradition” – George H. W. Bush
- “Don’t Change the Team in the Middle of the Stream” – George H. W. Bush and Dan Quayle
- “America First” – Pat Buchanan
- “Down with King George” – Pat Buchanan, in reference to Bush
- “Send Bush a Message” – Pat Buchanan
- “Conservative of the Heart” – Pat Buchanan
- “A Voice for the Voiceless” – Pat Buchanan
- “Ross for Boss” – Ross Perot
- “I’m Ross, and you’re the Boss!” – Ross Perot
- “Leadership for a Change – Ross Perot
1996[edit]
- “Building a bridge to the twenty-first century” – Bill Clinton
- “Bob Dole. A Better Man. For a Better America.” or “The Better Man for a Better America” – Bob Dole
- “Go Pat Go” – Pat Buchanan
2000–present[edit]
2000[edit]
- “Leadership for the New Millennium” – Al Gore presidential campaign
- “Prosperity and Progress” – alternative slogan of the Al Gore presidential campaign
- “Compassionate Conservatism” – George W. Bush presidential campaign
- “Reformer with Results” – George W. Bush presidential campaign
2004[edit]
- “A Safer World and a More Hopeful America” – George W. Bush presidential campaign
- “A Stronger America” – John Kerry 2004
- “Let America Be America Again” – John Kerry presidential campaign alternative slogan
- “Dean for America” – Howard Dean campaign slogan
- “Pyaah!” – Howard Dean campaign slogan
2008[edit]
- “Yes We Can” – Barack Obama campaign chant, 2008
- “We are the ones we’ve been waiting for.” – 2008 U.S. presidential campaign rallying cry of Barack Obama during the Democratic convention in Denver.
- “Change We Can Believe In.” Also, simply: “Change.” – 2008 US presidential campaign slogan of Barack Obama
- “Change We Need.” and “Change.” – 2008 U.S. presidential campaign slogan of Barack Obama during the general election.
- “Fired up! Ready to go!” – Barack Obama campaign chant, 2008
- “Hope” – 2008 U.S. presidential campaign slogan of Barack Obama during the general election.
- “Country First” – 2008 U.S. presidential campaign slogan of John McCain
- “Reform, prosperity and peace” – 2008 U.S. presidential motto of John McCain.[19][20]
- “People Fighting Back”, and “We’ll fight back” – Ralph Nader campaign slogan
- “Ready for change, ready to lead” – Hillary Clinton campaign slogan, also “Big Challenges, Real Solutions: Time to Pick a President,” “In to Win,” “Working for Change, Working for You,” and “The strength and experience to make change happen.”[21]
2012[edit]
Democratic Party candidates[edit]
- “Forward” – 2012 U.S. presidential slogan of Barack Obama.
Republican Party candidates[edit]
- “Believe in America” – 2012 U.S. presidential slogan of Mitt Romney.
- “America’s Comeback Team” – 2012 U.S. presidential slogan of Mitt Romney after picking Paul Ryan as his running mate
- “Obama Isn’t Working” – slogan used by Mitt Romney‘s 2012 campaign, a takeoff of “Labour Isn’t Working,” a similar campaign previously used by the British Conservative Party
- “Restore Our Future” – slogan used by Mitt Romney‘s 2012 campaign
- “The Courage to Fight for America” –2012 U.S. presidential slogan of Rick Santorum.
- “Restore America Now” – 2012 U.S. presidential slogan of Ron Paul.
Libertarian Party candidates[edit]
- “The People’s President” – Gary Johnson campaign slogan
- “Live Free” – Gary Johnson campaign slogan
Green Party candidates[edit]
- “A Green New Deal for America” – Official slogan of the Jill Stein campaign
Constitution Party candidates[edit]
- “Citizenship Matters” – Virgil Goode campaign slogan
2016[edit]
Republican Party candidates[edit]
- “Make America Great Again!” – used by Donald Trump‘s campaign (previously used by Ronald Reagan in the 1980 election).[18]
- “A New American Century” – used by Marco Rubio‘s campaign.
- “Courageous Conservatives” and “Reigniting the Promise of America” – used by Ted Cruz‘s campaign, also “TRUSTED,” “A Time for Truth,” and “Defeat the Washington Cartel”
- “Jeb!”, “Jeb can fix it,” and “All in for Jeb” – used by Jeb Bush‘s campaign.[22] also “Right to Rise” and “Slow and Steady Wins the Race”[23]
- “Heal. Inspire. Revive.” – used by Ben Carson‘s campaign.
- “From Hope to Higher Ground” – used by Mike Huckabee‘s campaign.[24]
- “New Possibilities. Real Leadership.” – used by Carly Fiorina‘s campaign.[25][26][27]
- “Defeat the Washington Machine. Unleash the American Dream.” – used by Rand Paul‘s campaign[28][29]
- “Tanned, Rested, Ready.”– used by Bobby Jindal‘s campaign
- “Telling it like it is.”– used by Chris Christie‘s campaign
- “Kasich For America” or “Kasich For US” – used by John Kasich‘s campaign
Libertarian Party candidates[edit]
- “Our Best America Yet!” – used by Gary Johnson‘s campaign
- “Live Free” – used by Gary Johnson‘s campaign
- “#TeamGov” – used by Gary Johnson‘s campaign
- “Be Libertarian with me” – used by Gary Johnson‘s campaign
- “You In?” – used by Gary Johnson‘s campaign
- “Make America Sane Again” – common but unofficial slogan in support of Gary Johnson‘s campaign
- “Taking over the government to leave everyone alone” – used by Austin Petersen‘s campaign
Democratic Party candidates[edit]
- “A Future To Believe In” – used by Bernie Sanders‘ campaign; a common but unofficial slogan used by supporters was “Feel The Bern”
- “Hillary For America” – used by Hillary Clinton‘s campaign
- “Forward Together” – used by Hillary Clinton’s campaign, on the side of her bus.
- “Fighting for us” – used by Hillary Clinton‘s campaign
- “I’m With Her” – used by Hillary Clinton‘s campaign
- “Stronger Together” – used by Hillary Clinton‘s campaign
- “When they go low, we go high” – used by Michelle Obama and adopted by Hillary Clinton‘s campaign[30]
- “Love Trumps Hate” – used by Hillary Clinton‘s campaign
Green Party candidates[edit]
- “It’s in our hands” – used by Jill Stein‘s campaign.
Independents[edit]
- “It’s never too late to do the right thing” – used by Evan McMullin
2020[edit]
Republican Party candidates[edit]
- “Make America Great Again” – used by Donald Trump‘s campaign
- “Promises Made, Promises Kept” – used by Donald Trump‘s campaign
- “Keep America Great” – used by Donald Trump‘s campaign
- “Buy American, Hire American” – used by Donald Trump‘s campaign
- “Make Our Farmers Great Again” – used by Donald Trump‘s campaign
- “Build the Wall and Crime Will Fall” – used by Donald Trump‘s campaign
- “Build the wall, We will end” – used by Donald Trump‘s campaign
Democratic Party candidates[edit]
- “For Everyone” – used by Joe Biden‘s campaign
- “Win With Warren” – used by Elizabeth Warren‘s campaign
- “One Nation. One Destiny.” – used by Julian Castro‘s campaign
- “Focus on the Future” – used by John Delaney‘s campaign
- “Lead with Love” – used by Tulsi Gabbard‘s campaign
- “For The People” – used by Kamala Harris‘s campaign
- “We Rise” – used by Cory Booker‘s campaign
- “Not me. Us.” – used by Bernie Sanders‘ campaign
- “We’re all in this together.” – used by Beto O’Rourke‘s campaign
- “Brave Wins” – used by Kirsten Gillibrand‘s campaign
- “Our Moment” – used by Jay Inslee‘s campaign
- “Humanity First” – used by Andrew Yang‘s campaign
- “Not left. Not right. Forward.” – used by Andrew Yang‘s campaign
- “Join the Evolution!” – used by Marianne Williamson‘s campaign
- “A Fresh Start for America” – used by Pete Buttigieg‘s campaign
- “Our Future Is Now” – used by Tim Ryan‘s campaign
- “Building Opportunity Together” – used by Michael Bennet‘s campaign
- “Go Big. Be Bold. Do Good.” – used by Eric Swalwell‘s campaign
- “Working People First” – used by Bill de Blasio‘s campaign
- “Stand Tall” – used by John Hickenlooper‘s campaign
- “End the American Empire” – used by Mike Gravel‘s campaign
Libertarian Party Candidates[edit]
- “Don’t Vote McAfee” – used by John McAfee‘s campaign
- “Advance Liberty” – used by Arvin Vohra‘s campaign
See also[edit]
How to Steal the Populists’ Clothes
The continued electoral success of populists in Europe, Africa, Asia, Latin America, and in the United States shows that while their policy proposals may be fanciful, their mode of conducting politics is effective. To win at the ballot box, mainstream politicians should apply three lessons that populists have mastered.
.. Rather than complaining about populist successes, established political parties should take a page from the populist playbook. Three lessons, in particular, cry out for attention.
The first lesson is to connect to the people you wish to represent by learning about them and winning their trust.
.. The complacent assumption that people will always vote along party or class lines is obsolete.
.. After a decade of economic malaise, voters are skeptical of mainstream politicians who offer rote promises of growth and improved standards of living. In the eyes of disenchanted workers, those in power have simply been feathering their own nests. Even in many of the world’s strongest economies, workers are earning less in real terms than they did ten years ago.
.. the twin threats of automation and outsourcing have made employment more precarious, and sapped workers’ bargaining power.
.. Who is to blame for this state of affairs? Those who vote for populists clearly hold establishment politicians responsible
.. Contrary to popular belief, recent research finds that technology is not the primary driver of labor’s declining share of income. Rather, the worsening plight of workers is due to
- lost bargaining power and union density,
- welfare-state retrenchment,
- offshoring, and the
- growth of the financial sector as a share of the economy.
the effective tax rates “paid by the world’s 10 biggest public companies by market capitalization in each of nine sectors” have fallen by nearly one-third since 2000, from 34% to 24%.
since 2008, personal income-tax rates across all countries have increased by 6%, on average.
Against this backdrop, the emergence of populist parties and politicians should come as no surprise. When a majority of people becomes poorer, there will be stark consequences at the ballot box. And yet, in one country after another, the political establishment has been remarkably slow to recognize this.
.. Meanwhile, the populist presidential candidate, Jair Bolsonaro, proposes giving every Brazilian a gun so they can defend themselves. To the elites, this sounds (and is) preposterous. But for Brazilians who worry about their own safety, he is at least showing that he understands their top concern.
.. Before winning the French presidency and a parliamentary majority last year, Emmanuel Macron .. sent volunteers across the country to listen to voters’ concerns.
.. populists is to use simple, intuitive messaging to signal your goals. Yes, slogans like “I’ll protect your jobs” and “Make America great again” sound simplistic. But where are the sophisticated alternatives?
.. In the United Kingdom’s Brexit referendum, the Remain campaign, phlegmatically led by then-Prime Minister David Cameron’s government, argued that leaving the European Union would result in lower GDP, lost trade, and disruption to the financial sector.
.. Such arguments completely missed what concerned most voters. By contrast, the Brexiteers promised to “take back control” of the UK’s borders and claimed – falsely – that the National Health Service would enjoy a windfall of £350 million ($490 million) per week.
.. Academics, pundits, and political, business, and civil-society leaders have been far too slow to articulate new economic and social policies that have broad-based appeal.
.. it takes a commitment of time and energy to understand the plight of the electorate and to frame solutions in a clear, simple way.
.. The third lesson from the populist playbook is to be bold.
.. people are seeking a transformational vision of the future, not slight improvements. After 30 years of pragmatism and incremental change, it is time for a new tone.
.. Recall that in 1945, Winston Churchill, having delivered victory for Britain in World War II, lost the general election.
The winner, Clement Attlee, promised what was effectively a new social contract for war-weary Britons still living under rations. His government went on to provide free universal health care, unemployment insurance, pensions, decent housing, and secure jobs in nationalized industries. And all this was done with the national debt still at 250% of GDP.
Trump Seems Much Better at Branding Opponents Than Marketing Policies
Donald J. Trump, the master brander, has never found quite the right selling point for his party’s health care plan.
He has promised “great healthcare,” “truly great healthcare,” “a great plan” and health care that “will soon be great.” But for a politician who has shown remarkable skill distilling his arguments into compact slogans — “fake news,” “witch hunt,” “Crooked Hillary” — those health care pitches have fallen far short of the kind of sharp, memorable refrain that can influence how millions of Americans interpret news in Washington.
.. Mr. Trump is much better at branding enemies than policies. And he expends far more effort mocking targetsthan promoting items on his agenda... The word choice is memorable. But it’s also the repetition that’s important. In its simplicity and consistency, that message is textbook marketing.. Marketing research also suggests that the more we’re exposed to a belief or a brand, the more likely we are to believe that others share or use it. And so by repeating the slogan, Mr. Trump also feeds the notion that Mrs. Clinton is widely believed to be crooked... Psychologists have another term for what Mr. Trump does here that is so effective. He “essentializes” Mrs. Clinton and his other opponents, like Lyin’ Ted Cruz... This is the important difference between using a descriptive verb (“Ted Cruz tells lies”) and a noun label (“Lyin’ Ted”). Such minor manipulations of language, psychological research shows, can convey much more deep-seated, stable and central characteristics about a subject. And these labels preclude other identities... The only thing you need to know about Marco Rubio, according to Mr. Trump’s branding efforts, is that he lacks stature. And that’s a deeply embedded quality that the man can never change:.. But the affirmative case for the Republican alternative? None of his language has stuck. When Mr. Trump has tried to brand his party’s health care reform efforts in a positive light, his messages have largely taken the form of unmemorable promises about “better” or “great” health care in the future:.. If any word kept coming up — and this one’s not from his Twitter feed — it was his reference to the House bill as “mean.”.. debates over whether the ban should be called a ban... Mr. Trump for the most part hasn’t done that. He has used the tactic to promote himself: He is, above all, “a winner.” The endless repetition and emotional simplicity seemed to work during the campaign as he promoted the WALL (not a fence!). But now that he’s president, what if he cheered the Republican health plan as doggedly as he scorned “Crooked Hillary”? What if he devoted as much effort to defining the stakes of tax reform as he has spent branding his antagonists in the news media?.. One possibility is that these subjects just don’t interest him as much. Or perhaps it’s much harder to condense the case for complex policies — codified in hundreds of pages of legislation and legalese, devised through countless compromises and trade-offs — down to the size of a hashtag. Either way, one of Mr. Trump’s most remarkable skills hasn’t proved an asset on Capitol Hill.
Fox News Drops ‘Fair and Balanced’ Motto
The network said that “Fair and Balanced” was shelved as a marketing tool after Mr. Ailes’s departure. In its place is a new motto:
“Most Watched, Most Trusted.”