Campaign slogans have served as the motto for presidential candidates since the 1840s. The first presidential slogan was used by the ninth president of the United States, William Henry Harrison, whose slogan was “Tippecanoe and Tyler Too.” These mottos tend to represent what the candidates hope to achieve if elected into office, helping to garner attention to and symbolize their campaign.
As elections have progressed, slogans have become more targeted to individual groups rather than the greater population to gather more support for candidates’ policies and views. Nevertheless, slogans still have immense power over the results of the election. Here are some of the slogans used by recent presidential candidates, and the impact they had on their following:
Donald Trump
Former President Donald Trump has been using the slogan, “Make America Great Again” (MAGA) since the 2016 election. MAGA has been seen across his whole campaign trail through posters, hats and other merchandise. Most supporters of MAGA are conservative Republicans and people who have similar ideals to him. This slogan reflects Trump’s goals in both his policies and leadership style. He kept the slogan hoping to maintain his original supporters from his 2016 campaign. MAGA also reflects a sense of nostalgia and patriotism, the key foundation for his campaign. The slogan can invoke national pride and serve as a way to connect with various ideals in politics and the status of this country.
Kamala Harris
During the presidential election in 2020, Vice President Kamala Harris used the slogan “For the People,” to accumulate support for her and President Joe Biden’s campaign. “For the People” is symbolic of Harris’s role in leadership, as she aims to provide for her community and the people of America. Allies can connect with her views and feel more supported, as she would be elected “For the People.”
For the 2024 election, although there is no official campaign slogan, types of mottos can be seen at her rallies and events across the country. The most popular ones are “For Democracy” and “Let’s Win This.” “For Democracy” is a newer version of her 2020 vice presidential campaign slogan. Her present non-slogans are more targeted towards Democrats and people who dislike Trump, as “Let’s Win This” implies beating her opponent in all aspects while “For Democracy” aims to keep democracy alive. These campaigns resonate with her past claims of Trump becoming a dictator in office and that democracy is slowly dying. Harris hopes to evoke a sense of justice with her slogans and wants her supporters to join her in the fight for democracy and the election.
Barack Obama
During the 2008 election, Former President Barack Obama posted his slogan, “Change We Can Believe In” to ignite support for the change he would bring to office if elected. Using the word “we” created a personal aspect of his campaign and implied that everyone who wants change can participate. After his success in the 2008 election, he retired his old slogan and created “Forward,” for his re-election in 2012. Obama’s second slogan holds the same beliefs of progress and moving forward. This helped keep supporters on his second campaign trail.
Slogans have a way of igniting candidates’ campaigns, whether it be in presidential or local elections. Each candidate with a personalized campaign slogan can acquire more support as they target specific demographics and ideologies. Sometimes, slogans can be used to target opponents in campaigns, but they are sometimes unsuccessful at gaining more supporters for their election campaign. Overall, slogans serve as a way for candidates to express their ideas and create a motto that reflects each candidate’s morals and their presidency.
