Chris Bruni-Lowe has analyzed 20,000 political campaign slogans and identified eight impactful words: people, better, democracy, new, time, strong, change, and together. These terms serve as emotional shortcuts, easily understood across different cultures and political beliefs. They promise voters a sense of hope and unity without the need for detailed policy explanations. The most successful slogans often feature the word 'people,' exemplified by Bill Clinton's campaigns. However, Bruni-Lowe notes that these words must be used thoughtfully, as they won't compensate for a candidate lacking charisma or appealing policies.
Chris Bruni-Lowe analyzed 20,000 campaign messages, identifying eight key words—people, better, democracy, new, time, strong, change, together—that resonate emotionally with voters.
These eight words are described as 'emotional shortcuts' for slogan-writers, easily adaptable across cultures and languages, appealing to universal voter sentiments.
Bruni-Lowe emphasizes that while these words can enhance slogans, they won't guarantee electoral success if the candidate lacks charisma or popular policies.
The word 'people' is the most frequently used in successful slogans, exemplified by Bill Clinton’s effective campaign messages like 'Putting People First'.
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