The winning slogan from every US presidential campaign since 1948
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President Ronald Reagan, campaigning for a second term of office, smiles during a rally speech at the California State Capitol the day before the 1984 presidential election
- Political slogans have a long history in the US, dating back at least to the 1840 election campaign for President William Henry Harrison.
- With the advent of mass communications after World War II, slogans became a vital way of distinguishing candidates jostling for attention on the airwaves.
- Here, Business Insider surveys some of the winning slogans of the last 60 years, from Dwight E. Eisenhower's "I Like Ike," to the Barack Obama's "Change You can Believe In."
- Visit Business Insider's homepage for more stories.
Political slogans are often derided - but if you want to be President of the United States, you'd better have a good one.
An effective slogan will sum up a candidate's pitch to the country in a few words, and be powerful enough to cut through the endless onslaught of information in people's lives.
They cast the candidate as someone who understands the countries woes, and can guide America through them.
Here, Business Insider looks at the slogans of every winning campaign since World War II, and asks what makes them successful.
1948: Harry Truman — The Buck Stops Here
1952: Dwight E. Eisenhower — I Like Ike
1956: Dwight E. Eisenhower again — I Still Like Ike
1960: John F Kennedy — A Time for Greatness
1964: Lyndon Baines Johnson — All The Way With LBJ
1968: Richard Nixon — This Time, Vote Like Your Whole World Depended on It
1972: Richard Nixon again — Now, More Than Ever
1976: Jimmy Carter — A Leader, For a Change
1980: Ronald Reagan — Let's Make America Great Again
1984: Ronald Reagan again — It's Morning Again in America
1988: George HW Bush — Kinder, Gentler Nation
1992: Bill Clinton — For People, For a Change
1996: Bill Clinton again — Building a Bridge to the 21st Century
2000: George W Bush — Compassionate Conservatism
2004: George W Bush again — A Safer World And a More Hopeful America
2008: Barack Obama — Change We Can Believe In
2012: Barack Obama again — Forward
2016: Donald Trump — Make America Great Again