Guest Post by Scott Adams
Hillary Clinton rolled out a new campaign slogan this weekend: “We’re stronger together.” And by new slogan, I mean it is the same as a recent Estee Lauder ad campaign slogan. But Trump borrowed from Reagan with his “Make America Great Again” slogan, so let’s score it a tie in terms of originality.
Now let’s see how the slogans compare in terms of persuasion. I’ll start with Trump’s slogan first, then look at Clinton’s new offering.
Make America Great Again
Trump’s slogan uses the following persuasion techniques:
1. Provides no targets for disagreement.
2. Everyone has their own sense of what “great” means and how to do it. That vagueness is hardcore hypnosis technique.
3. It speaks to identity (the strongest form of persuasion) as Americans.
4. It suggests we lost something. Humans have more emotional connection to loss than potential gain.
5. It has “America” in it. That word is persuasion catnip for Americans. We have been brainwashed to have a twitch response to it.
6. It appeals to both genders.
7. It is aspirational. We all want to be better, or to make the country better.
Now let’s look at Clinton’s new slogan.
Continue reading “Battle of the Campaign Slogans”
