The Language
of Political Slogans
Throughout the history of American political
elections, presidential campaign slogans
have demonstrated the power of words to
mold public opinion. Advertisers can attest to
that. In order to sell products, they have to
manipulate language. They must convey
ideas as succinctly as possible, and in a way
that influences mood, incites emotion, inspires
allegiance, and earns support.
Whether you're selling commercial products
or presidential candidates, the success of a
slogan depends on its ability to impart
meaning that has an immediate cognitive
Review the paragraph that begins in the
middle of page 3 and continues to page 4.
How does the discussion of nursery rhymes
MAINLY support the author's claims?
It stresses the importance of using child-friendly
language in slogans.
It identifies a common source of easily-recognized
material for successful slogans.
It helps to illustrate common characteristics of
successful slogans.
It outlines the criteria historians use to analyze
slogans.
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