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US Politics

The secret of the perfect political slogan

BBC
Summary
Nutrition label

71% Informative

Chris Bruni-Lowe claims to have cracked the formula for creating the perfect slogan.

He has analysed 20,000 campaign messages from around the world to come up with eight words that have been proven to resonate with voters of all political persuasions.

They are: people, better, democracy, new, time, strong, change, together.

But they are not a guarantee of electoral success, he says.

"I still like Ike " was a Disney cartoon aimed at the broadest possible audience.

It was so successful his campaign team saw no need to change the formula for his re-election bid, adding just one word.

The 60 second spot was aimed at putting a human face on the Republican candidate.

VR Score

64

Informative language

57

Neutral language

57

Article tone

semi-formal

Language

English

Language complexity

53

Offensive language

not offensive

Hate speech

not hateful

Attention-grabbing headline

not detected

Known propaganda techniques

not detected

Time-value

short-lived

Affiliate links

no affiliate links