Pre-election slogans of candidates for deputies. United Russia chose slogans for campaigning
In the coming days, a large-scale election campaign of United Russia will be launched in Russia. The party chose three slogans for its promotion: "To act in the interests of the people is our task", "To hear everyone's voice is our duty", "To create and protect the future of Russia is our goal." This was told to Znak.com by a source in the Central Executive Committee of the EP.
The campaign kicks off next week. Hundreds of advertising surfaces will be placed across the country. But each region and each separate territory also has its own headquarters, where they draw their billboards, publish local party newspapers. The main difficulty for a huge party is to prevent all advertising from turning into a propaganda vinaigrette.
Sergei Neverov, Vladimir Astapkovich / RIA Novosti
The pre-election headquarters of the United Russia is headed by the secretary of the presidium of the general council of the party Sergei Neverov. In addition to him, there are regional curators - the same ones who oversaw the primaries (State Duma deputies Olga Batalina, Viktor Kidyaev, Yevgeny Moskvichev, Nikolai Pankov, Viktor Pinsky and Gadzhimet Safaraliev, senators Viktor Ozerov, Dmitry Azarov and Valery Ryazansky, as well as the head of the CEC of the party Maxim Rudnev). The work with reports of violations (including violations of the law by the party members themselves) will be supervised by the deputy head of the executive committee of the United Russia, Konstantin Mazurevsky.
The campaign is going to be monitored according to the method that the presidential administration has used in recent years to observe regional elections. Campaigns in the regions will be overseen by "external" political strategists who are not integrated into the party structure. Their task will be to make an independent analysis and transmit information to the central headquarters, the source says.
To the polls without a bear
Many United Russia candidates have already started their campaign, but they are conducting it at random. This is evidenced by samples of agitation from different regions. Not all United Russia candidates emphasize their party origins. For example, a candidate in the Central District of Moscow, State Duma deputy Nikolai Gonchar has the logo “To defend his native Moscow” on his posters, but the party does not. And Gennady Onishchenko, who is running in the Tushino district of the capital, has a note "United Russia" in the upper corner of the propaganda cube, but in small print and without the party symbol - a polar bear.
The All-People's Front candidates were not recommended to use the Front logo. But they use
Earlier, sources close to the leadership of United Russia said that candidates associated with the All-Russian Popular Front would be instructed to ban the use of the ONF logo in campaigning. This was due to the fact that the ONF "should be outside politics." However, "veterans" - United Russia members violate this ban. For example, on the propaganda materials of State Duma deputy Vyacheslav Lysakov (Moscow, Kuntsevsky single-mandate district) and Lyubov Dukhanina (Moscow, Orekhovo-Borisovsky single-mandate district), the logos of United Russia coexist with the logos of the ONF.
"We see violations of attitudes, but the headquarters of single-mandate members are supervised not from the center, but from the regional headquarters," explains a source in the party.
In Moscow, the work of the United Russia headquarters will be supervised by the Moscow Mayor's Office, as well as the well-known political strategist, the current head of the United Russia executive committee in Moscow, Oleg Smolkin.
To the point of confusion
One more violation of the guidelines "United Russia" is going to admit in Perm. There the party wants to use the technology of placing public service announcements, similar to the party's to the point of confusion. An employee of one of the advertising companies in Perm has sent Znak.com mock-ups of billboards, which are going to be placed all over the city next week. Some of the billboards with the words "United Russia: We love Russia - we are proud of Perm" looks like campaigning and will be paid from the electoral account. But at the same time it is planned to place in the city a "social advertisement" "Perm: we love and are proud", which is very similar in design to a party advertisement.
This technology was used by United Russia in Moscow in 2011, when party posters turned out to be almost indistinguishable from posters of the election commission calling on citizens to go to the polls.
"Be polite! The Party is behind you! "
But the directive of the top party leadership to hold as many meetings with voters as possible, United Russia party plans to carry out. This is evidenced by the brochure for candidates and LOMs prepared by the regional branch of the party for distribution in the Novosibirsk region. The brochure has several sections: basic advice on holding meetings with voters, argumentation for voting for the United Russia party, the main theses of the program and information about the candidates. At the meetings, voters should not be rude, the brochure says.
"Be polite. Remember, you are speaking not only as a private person, but also as a representative of the Party. People believe you personally - they believe United Russia ... In no case, do not respond with aggression to aggression! Try to translate the topic, relieve tension ”, - advise agitators and candidates.
If a voter starts complaining or makes claims to the party, he should be allowed to speak out, write down the complaint and promise to help, if possible, the instructions say. “Even the most unpleasant question implies that a person is interested in the topic,” its authors explain. There is no need to pressure the interlocutors, you need to talk about party achievements and focus on topics of concern to the social group with which the meeting is held: you need to talk with doctors about health care, with teachers about education, etc.
Interestingly, there is not a word about Vladimir Putin or Dmitry Medvedev as the arguments recommended for voters to vote for United Russia.
Positive arguments for voters, according to the brochure's creators, may be that United Russia is the party of the majority, that the party is "open to people and adheres to the principles of direct democracy." The training manual reminds that United Russia “toughly opposes external threats and attempts to break up the country from within”, unites “the best managers” in its ranks, “is ready to consolidate efforts with other parties for the benefit of the people”, “works for results” and knows how to make Novosibirsk area (and any other, apparently) really strong. In this region, the party will also use the slogan “Strong Siberia is the pride of Russia”, and the entire regional program will be based on the image of “Strong Siberia”.
In the Sverdlovsk region, United Russia, for comparison, uses the phrase "Power of the Urals" in campaigning.
"These are bureaucrats, not political strategists"
Experts note that this year United Russia will have additional difficulties in administering the election campaign - after all, it will have to control the headquarters of numerous single-mandate candidates. In the last elections, when the Duma was elected only by lists, this difficulty did not arise.
“If in 2011 there was one United Russia headquarters in each region, now several headquarters of single-mandate candidates have been added to them, each of which campaigns based on their own ideas about beauty,” explains political strategist Abbas Gallyamov. - Many of the candidates try to minimize the party component in their campaign products, believing that they themselves are more popular than the party that nominated them. The principle of stitching campaigns has been forgotten, hence the feeling of chaos, ”says the expert.
According to him, the average professional level of regional United Russia is extremely low. “These are bureaucrats, not political strategists,” Gallyamov explains. - They can seriously engage in recruiting people to their primary organizations in the midst of the campaign, not realizing that formal membership in a party does not at all guarantee a desire to vote for it. For them, there is no difference between party building and campaigning. They often don't have the money to hire high-quality specialists either. "
According to him, the persecution of officials in the regions, including the case of the Chelyabinsk Vice Governor Nikolai Sandakov, dealt a serious blow to the practice of pre-election fundraising. And then there's the economic crisis.
Political strategist Gleb Kuznetsov draws attention to one more point. “Not only is there no serious link between the constituencies and the list at the federal level, but there is also no link between the lists and single-mandate candidates running for regional legislative assemblies and those who go to the State Duma. It is necessary not only to explain to the voter all the charms of the brand, but to create a consistent picture in his head so that he would vote for one party and its candidates in all the ballots, ”says Kuznetsov. However, of course, not only United Russia is struggling with this difficulty. His colleague from the Petersburg Politics Foundation, Mikhail Vinogradov, believes that some inconsistency in the campaigns of single-mandate candidates is not terrible: “Someone will focus on the role of Putin, someone on the regional agenda, and someone on their own.”
Since September 4, the editors of the Internet portal site, at the initiative of the Chairman of the Central Committee of the Communist Party of the Russian Federation, invited visitors to take part in a new vote as part of the action "Choose a slogan for the election campaign of the Communist Party."
Website
2007-09-12 09:23
Regardless of the chosen version of the slogan, the voters could write their own version of the pre-election slogan for the election campaign of the Communist Party.
Among the proposals sent to the Central Committee of the Communist Party of the Russian Federation, one can note:
05/09/1945 - not the last Victory, 04/12/1961 - not the last Triumph, 11/07/1917 - not the last Revolution! |
The wealth of the country is for the service of the people! |
It is dangerous to be a bourgeois - Russia will be Red! |
Don't steal bourgeois, let's work |
It's time for the bourgeois to pay the bills! |
It's fair to be with the Communist Party! |
Is white blood flowing in your heart? Blue? Red !!! |
In deputies - people of labor! |
Aren't you tired of collecting bottles yet? |
Great, united and just Russia is not just words, gentlemen |
Let's get our country back, comrades! |
Let's return the country to the people |
Power to the People's Soviets! |
Return power to the people - you bastards! |
Together - forward! Russia is behind us! |
A thief should sit in jail! |
Forward to the USSR! |
Forward to the USSR-2! |
Time to clean up |
All - under the banner of the Great October |
All good things come back! |
All power to the Soviets! |
Give the Revolution! |
Let us live like a human! |
Lenin's cause will live, the Communist Party will win! |
Down with the capitalist ministers! |
Income to the people! Country resources for the people of Russia! |
United Russia is the party of the bourgeoisie! Communist Party of the people! Party for the people! |
United Russia, Fair Russia - Socialist Russia |
EdRo, eSeRy and even: SPS - they are all FORMER, from the CPSU! Vote for the REAL! For the Communist Party !!! |
Eat pineapples, chew grouse! Your last day is coming, bourgeois! |
For power without Russophobes! |
For the Communist Party - the strength of the USSR! |
For the people for the Power of the Soviets, the Communist Party and no one else! |
For our Soviet Motherland |
For the victory of the people, for the people's happiness! |
For a workers' democracy |
For a socialist Russia, united and just! |
Lenin's precepts are on our banner and Stalin's heart beats in our chests! |
Plants - to the workers, the Land - to the peasants, and ... - to the bourgeoisie! |
The task of the Communist Party is to restore the country! |
Capitalism is the enemy of Russia! |
The Communist Party of Russia is a reliable protection of the people! |
Communist Party - the power of the working people |
KPRF - the red path of the Russian Federation |
The Communist Party is my party and social guarantee! |
The Communist Party is our helmsman! |
KPRF - THE PARTY OF THE FUTURE |
The Communist Party of the Russian Federation is a party of the people and for the people! |
Communist Party - truth and justice! |
Communist Party - you have a choice! |
The Communist Party is the Unity, Justice and the Greatness of Russia AT THE SAME TIME! |
The Communist Party is Native Russia |
The Communist Party is the mind, honor and conscience of our era! |
The Communist Party is honest! |
Communist Party for Russian Power! Let the enemies see that the Russians have come to power in Russia! |
Communist Party and Socialism - your confidence in the future |
The Communist Party is about replacing elevators throughout the country, not sending money to US banks |
KPRF: There are many parties, only one choice. |
Communist Party: there are many parties, with the people - one! |
Red power, will not let us fall! |
The red sun will warm Russia! |
Who is loyal to beliefs is loyal to promises |
Better socialism than wild capitalism. |
Labor people are the people of Russia, they decide the fate of Russia. |
PEOPLE OF LABOR! The Communist Party is YOUR PARTY !!! |
We are leftists, but our cause is right! |
The day will come, the hour will come, and the party that rules will now be in a moment in a stinking garbage dump, and its members in Magadan are at a construction site |
Our Motherland - USSR |
Our goal is the development of the country! |
You can't strangle our song, you can't kill! |
There will be no justice in the country without the Communist Party! |
Do not trust the left-leaning right, trust the truthful left! |
Is it a shame for the state? Let's revive its glory with the Communist Party! |
Society - evidence-based governance! |
Invaders out of the Kremlin! |
From a resource colony to an industrial superpower! |
We defended the Banner - we will defend Russia |
There are many parties, only one people - the Communist Party |
Our hearts demand changes! |
Communists win - people win! |
My Russia is defeated. Defeated, but not a slave and she will never be until the Hammer, Sickle and Star burn on the Victory Banner, which our grandfathers bequeathed !!! |
Let's support the Communist Party - the defender of working people! |
Right - to the West, Left - to Russia |
Right bourgeois - run without looking back, Zyuganov Gennady - steps on your heels |
Let's transform the country from a raw material colony into an industrial superpower! Communist Party |
Wake Up Russia - Time To Act |
For Life, For Freedom - KPRF |
Russia is not a colony! The communists will build a power! |
Russia without Zyuganov, like a bride without a dowry |
Russia will soon rise from its knees - shake off all rubbish and decay from our heads. |
Russia is rapidly going left! Communist Party |
With the Communist Party of Russia - for the power of the working people! |
Today the left is right! |
Strong Russia - Communist Russia! |
Socialism is our future! |
Social justice is the foundation of any civilization! |
Let's save Russia from the liberal plague! |
Put it on red! |
Tech Power - YES! Raw Colony - NO! |
Comrade, believe that troubles will recede, but you and I must take - two correct steps to victory, two correct steps to spring. |
Labor is a burden when they plow on the bourgeois |
Whoever has the Truth is stronger! |
If you want to live in Russia and speak Russian, vote for the Communist Party. If you want in the state of Uasia and forget Russian - vote against. |
People have always been and always will be stupid victims of deceit and self-deception, until they learn to seek out the interests of certain classes behind any promises. V.I. Lenin |
After the experts of the Central Committee of the Communist Party of the Russian Federation select the most successful proposals, the site will hold a new round of voting as part of the action "Choose a slogan for the election campaign of the Communist Party"
The phrase of Abraham Lincoln about horses that are not changed at the crossing was heard, perhaps, even by those who did not hear about Abraham Lincoln. But this is far from the only slogan that subsequently acquired cult status and became the canon of political rhetoric.
You've never felt so good
In 1959, the leader of the British Conservative Party, Harold Macmillan, the 65th Prime Minister of the United Kingdom, uttered this phrase, addressing voters on the eve of parliamentary elections. Soon dictum "You" ve never had it so good! " became its official slogan.
In his election campaign, Macmillan advocated nuclear disarmament, and under his leadership, the country experienced strong economic growth. Because of his successful economic policies, as well as the complete failure of Labor and Democrats, the Conservatives won the election with a significant advantage.
Let's Make America Great Again
«
Let’s make America great again! »
- this slogan, which became so popular in the context of the last US elections, was used by Ronald Reagan in 1980, long before Donald Trump. Reflecting the conservative nature of the candidate's policy, but also promising some progress, this slogan is a great option for any conservative.
By the way, this is not the only phrase that Trump picked up from Reagan. Both politicians spoke of intent Drain the swamp - this is one of the most popular phrases among American politicians. Reagan used this slogan to describe the fight against bureaucrats in the government, much the same as Trump did decades later.
In the same 1980 elections, the campaign headquarters of Ronald Reagan used the phrase "Nothing human is alien to him"... The inscription was on the poster on which the presidential candidate stood in an embrace with a young girl. An excellent example of a politician flirting with the electorate based on a common interest.
France for the French
The slogan of the French nationalist Jean-Marie le Pen in the 1995 elections, in which he lost to the Republican Jacques Chirac.
Le Pen advocated the restoration of France's borders, a strict migration policy, and also condemned European integration.
His main opponent Jacques Shark won with the slogan “France is for everyone! and France for you! " - largely due to the complete discrediting of left-wing candidates. Nevertheless, Le Pen's high performance came as a surprise to everyone, since historically the ultra-right has never been popular in France - especially after the Nazi occupation.
Vote or lose
The legendary slogan was used by Boris Yeltsin during his campaign before the July 16, 1996 elections. According to polls, even six months before the elections, the president's rating was 3-6%. At the same time, Yeltsin's political strategists considered that if usually apolitical youth came to the polling stations, about 70% of them would vote for the incumbent president, so they set out to attract young people to the elections at all costs. The slogan itself was actually borrowed from the 1992 campaign of US President Bill Clinton, which was held under the call “Choose or lose ”.
In addition to a huge number of campaign materials, the Russians remembered the elections with grandiose tours throughout the country in support of Yeltsin, which included dozens of the country's most popular musicians, such as Boris Grebenshchikov, Andrey Makarevich, Lyudmila Gurchenko, Leonid Agutin, Valery Leontyev, Philip Kirkorov, and many other performers and bands. All of them were paid huge sums of money for their participation in the tour. In addition, Yeltsin promised already in 1998 to abolish the compulsory conscription into the army - a promise that proved very popular given the just-ended war in Chechnya.
In the end, as a result of huge investment of effort and money, as well as massive fraud, Yeltsin's team won this election, despite the candidate's huge anti-rating and a heart attack right before the elections. Yeltsin scored 53% in the second round, ahead of the favorite, the Communist Party candidate Gennady Zyuganov.
In general, in the 90s in Russia, many parties and candidates used original slogans. You can recall the Party of Beer Lovers, whose main slogan was the phrase "We are not left or right, we are normal"... The founder and leader of the party was Konstantin Kalachev, who, unlike most of his colleagues who dropped out of the country's political life, later became one of the main Russian political strategists.
Do not change horses at the crossing
A famous fragment of Abraham Lincoln's 1864 campaign speech in Baltimore became an aphorism. Despite the fact that the phrase "Don" t change horses in the middle of a stream "in itself was not a slogan, it became an important instrument of political rhetoric. The call for stability since the time of the crisis of feudal Europe has been one of the main ones in the pre-election campaign.
Lincoln convinced voters of the inadvisability of changing the leader during the civil war, although he admitted in the same speech that he does not consider himself the most worthy citizen of his country.
Over time, the slogan became the most frequently used campaign slogan in the United States: after Lincoln, two more American presidents adopted it. So, in 1936, with this slogan, Franklin Roosevelt was re-elected for a second term, and in 1992, George W. Bush, despite the winning "spell", lost to Clinton.
The same scheme is often used by United Russia when it assures that there is no alternative or that it is impossible. Slogans such as "Putin's plan is Russia's victory"or "Let's preserve and increase", are, in fact, variations of Lincoln's phrase.
A fictional campaign video based on the slogan from The Tail Wags the Dog, a classic black comedy about American political strategists.
This is the economy, you fool!
One of three slogans of Bill Clinton during the 1992 presidential campaign, reflecting his three campaign promises: to bring peace and stability, improve the economy, improve health care. Phrase "It's the economy, stupid» became incredibly popular not only in US political circles, but also in popular culture. In the British satirical program "Thick of Events", this slogan was played up in different ways, at least five times.
No more Hutu or Tutsi - only Rwandans
In the 1990s, Hutu-dominated Rwanda faced genocide that killed nearly 20% of the country's population. By order of the leadership of the country, mired in a civil war, massacres of representatives of the Tutsi people were carried out.
Rwandan President Paul Kagame was a Tutsi native. He was a longtime leader of the Rwandan Patriotic Front. It was the RPF that was the main force that ended the civil war in Rwanda. After the end of the genocide, Kagame chose as his electoral phrase a phrase that at the same time reminded of the crimes of the past regime, but at the same time emphasized that this would not happen again. Kagame was elected President of Rwanda in 2000.
Ten years later, he ran for election with the slogan "Never change a successful team".
Although Kagame is considered one of the main leaders in ending the genocide, during the 2010 elections, all registered candidates were supporters and friends of Kagame, while opposition politicians were persecuted, many were imprisoned and some were killed. Placed in this context, the words about a successful team inevitably refer us to Stalin's no less famous phrases that cadres decide everything.
He killed my dad, he killed my mom. I will vote for him
Liberia. This phrase was shouted by supporters of Charles Taylor during his speeches.
The slogan refers to Lincoln's rhetoric. If Taylor practically managed to win the civil war (at the time of the elections, the war was not completely over), then perhaps he should be entrusted with ruling the country, despite the fact that he, in fact, unleashed the war himself, which led to numerous murders.
Under this slogan, Taylor won the presidential election in Liberia in 1997. As reported by international observers, the elections were practically fair, as the Liberians were ready to do anything to make the war end - he won about 75% of the vote and held this post until 2003, when the UN investigation of war crimes in the Sierra began. Leone. in 2012, Charles Taylor was sentenced to 50 years in prison. He was the first person since the Nuremberg Trials to be convicted by an international tribunal.
We can promise more than other parties because we will break every promise
This is the summary of all the campaign promises of the Best Party of Iceland, whose leader - Jon Gnarr - won the mayoral elections of Reykjavik in 2010.
The best party promised: free towels in the pools, a polar bear in the zoo, a drug-free parliament, doing nothing, and many other great things. No matter how paradoxical the victory of a party consisting of comedians and musicians may be, the strangest thing is that they managed to bring the capital out of a long crisis.
Gnarr and his team reformed financial and educational systems, launched programs to support small and medium-sized businesses and increased tourism revenues by 20%. After all this, having an absolute advantage over the next election, Gnarr dissolved the party and returned to the career of a comedian.
4.2. Motto (slogan, slogan) of the election campaign
***********Internet insert
An example of the counter-propaganda use of the slogan B.N. Yeltsin: "Choose with your heart" - "Choose with your genitals"
(No attribution established.)
The motto, like the candidate's photo, is the most significant constituent elements of advertising products, which are included in almost all of its types.
The motto (slogan, slogan) of a candidate (party, political movement) is a phrase that concisely expresses the main idea (concept, emphasis) of an election campaign and is used in all types of political advertising.
The political motto has a long history, in fact, the history of mankind can be retold using political mottos and slogans. As a rule, all political, civic movements that took place in history proclaimed their mottos or slogans.
The task of the motto is to promise improvement, offer a way out, scare, puzzle, point out shortcomings, etc. In a word, “call for yourself”.
Functions performed by the motto:
1.allocation and identification of a certain social (target) group;
2. marking (“designation”) of the candidate, his ideological banner;
Tab. 10. USE OF VALUES
| Motto type | Examples of a motto |
|---|
| Appealing to common group values |
(1) Motto of the Great French Revolution.
(2) The credo of A.I. Herzen.
(3) Text of the most common shields and banners in Turkmenistan in 1994-1998. [Publisher's note. Perhaps it is the wording of the fascist motto: "Ein Volk, Ein Reich, Ein Führer" - "One People, one State, one Fuehrer." The word "Turkmenbashi" in the Turkmen language corresponds in meaning and connotation to the word "Fuhrer" in German.]
(4) The motto of the Communist Party of the Russian Federation (KPRF).
(5) Slogan at one of the regional elections in the Russian Federation.
(6) If values \u200b\u200bare not actual, but only as such are promoted, then we are talking not about a declaration of values, but about suggestion, persuasion (see Table 15).
(7) Motto of NPF "Memory" (D. Vasilyeva), 1999.
Table 11. VALUE CONFLICT
(1) Principle of Ferdinand I, German emperor who ruled 1556-1564.
(2) The motto proclaimed by the German poet Heinrich Heine after his appointment as Minister of the Interior.
(3) The slogan of the times of the Spanish Civil War, proclaimed by a prominent figure in the international communist movement Dolores Ibarruri.
(4) The line from the chorus of the fascist anthem, which became the motto of the Nazi party.
(5) The motto of the Cuban communists.
(6) Slogan at the rally in Ashgabat, held in 1991.
(7) One of the principles of reconciliation in the Arab-Israeli conflict.
Tab. 12. CALL FOR ACTION OR PURPOSE
(1) The Roman Senator Porcius Cato the Elder (II century BC) ended absolutely all speeches in the Senate with this phrase. Party "Narodnaya Volya" (Narodnaya Volya), (1879-1886) used it as their motto, implying Russian autocracy under Carthage.
(2) Genghis Khan's motto.
(3) The slogan of the Russian Black Hundreds.
(4) Motto of German Chancellor Bismarck.
(5) The first lines of the fascist anthem, which became one of the mottos of the Nazi movement.
(6) The appeal, in particular, was declared at the former museum. V.I. Lenin in Moscow in 1993. In a milder form, the idea of \u200b\u200b"just retribution" was expressed by the "implacable opposition" with the slogan: "Yeltsin's gang is on trial!"
(7) A slogan used by Muslim radicals.
(8) The motto of the candidate for mayor of Nizhny Novgorod A. Klementyev (1998). The motto proved to be very popular. It was used, in particular, in 1999. in the elections to the State Duma of the Russian Federation by the Russian Socialist Party (V. Bryntsalov), the People's Democratic Republic (in the program), the Union of Right Forces (as amended: "The weak get paid! The strong get the wages!") Governor of the Kemerovo Region A. Tuleyev in the 2000 presidential elections. and etc.
Tab. 13. USE OF GROUP CONTRADICTIONS, SOCIAL PROBLEMS
| Motto type | Examples of a motto | Effective use situation |
|---|---|---|
| Opposition of groups (classes) and their interests | "Peace to huts - war on palaces!" "He who is not with us is against us!" "Workers of all countries, unite!" (1) |
Strong social stratification, developed group consciousness; identified motivating intergroup contradictions |
| Problem | "More democracy, more socialism!" (2) "To a rich island - an honest governor!" (3) |
The problematic situation is determined, the ways of its solution are outlined |
| Demonstration of self-confidence, in the rightness of their cause | "If not me, then who?" (4) “I came, I saw, I won!” (5) "I will raise Russia from its knees!" (6) |
Crisis socio-economic situation, charismatic leader |
(1) From the Communist Manifesto.
(2) One of the slogans of Gorbachev's "perestroika".
(3) Slogan used in 2 election campaigns in similar situations.
(4) The motto of Jeanne D is "Arc, according to the legend, inscribed on her banner."
(5) Credo of Y. Caesar.
(6) One of the mottos of the leader of the Liberal Democratic Party V. V. Zhirinovsky.
Table 14. USING PROMISES AND THREATS
| Motto type | Examples of a motto | Effective use situation |
|---|---|---|
Promises, assurances, assurances |
"Land for the peasants, factories for the workers, peace for the peoples!" (1) "The current generation of Soviet people will live under communism" (2) "There will be bread, there will be a song!" (3) "Liberalization of the economy is a rapid increase in the material well-being of people" |
Revealed cherished desires, thoughts of the population |
Threat, intimidation |
"No man, no problem" (4) "The Socialist Fatherland is in Danger!" |
Sufficient financial and organizational capabilities for the formation of a state of mass psychosis, fear |
(1) Slogan of the Bolsheviks during the October Socialist Revolution and Civil War.
(2) The slogan of N. S. Khrushchev.
(3) One of the mottos of the General Secretary of the CPSU Central Committee Leonid I. Brezhnev.
(4) One of the mottos of I. V. Stalin.
(5) Boris Yeltsin's slogan in the presidential elections of the Russian Federation in 1996
Tab. 15. USE OF INSULATION
| Motto type | Examples of a motto | Effective use situation |
|---|---|---|
Appeal, persuasion, suggestion |
"Fishermen, choose Popidius Rufus as aedile" (1) "If anyone rejects Quintius, let him sit next to the donkey!" (2) "Violence is the midwife of history" (3) "In the struggle you will gain your right" (4) "Our cause is just - we will win!" (5) "Anarchy is the mother of order!" (6) "He who has not humbled himself is not defeated!" (7) “If you want words from a politician, choose a man; if you want from a politician of deeds, choose a woman!” (8) "Eltsens, bitch, robbed us" (9) "Fight against the enemies of God, nation and humanity!" (10) |
Created slogans with great suggestive effect |
(1) Wall inscription found in Pompeii. Edil is an elective office. E. V. Fedorova. Latin inscriptions. M., 1976.S. 100.
(2) An electoral wall sign discovered in Pompeii. E. V. Fedorova. Latin inscriptions. M., 1976.S. 100.
(3) Statement by K. Marx, which can be considered as a revolutionary slogan.
(4) Motto of the Party of Socialist-Revolutionaries (SRs), (1901-1923).
(5) Is a quote from I.G. Fichte (1762-1814, representative of German classical philosophy, subjective idealist).
(6) One of the slogans of the anarchists.
(7) An inscription on the wall of a building behind the Government House in Moscow, at the site of the memorial to those killed during the shelling on October 3-4, 1993. (as of November 1998).
(8) One of the mottos of Margaret Thatcher.
(9) One of the slogans of the candidate for deputy of the State Duma of the Russian Federation in the 195th electoral district S.E. Troitsky, during his election campaign in the fall of 1998. (by-election to the State Duma). See Habitat newspaper. 1998. No. 4. (Joint issue with the magazine "Iron March").
(10) Iraqi President Saddam Hussein's anti-American appeal.
2. comparison (opposition) of values;
4. use of group contradictions and social problems, demonstration of self-confidence, in the rightness of their cause;
5. promise, assurance, assurance, threat, intimidation;
6. persuasion, suggestion.
A more detailed classification of political slogans is presented in the tables below.
There are several principles for building a motto. One of them is qualitative comparison. The candidate is compared with competitors and / or the existing situation with the one that the candidate will create. In this case, the main idea of \u200b\u200bthe slogan is messages like: "I am better than the competitor", "I will improve the situation."
The second is opposition. The candidate is also contrasted with competitors and / or the existing situation with the one that the candidate will create. It broadcasts the information "The competitor is bad - I am good", "The situation is bad - I will make it good."
In the second case, contextual opposition is effective. For example, the motto: "To a rich island - an honest governor!" implicitly implies that all other candidates are dishonest.
The motto of a candidate's election campaign, as we mentioned earlier, is a concentrated expression of the main idea (emphasis, message, proposal) of the election campaign. It should reflect the main, most important problems (usually one or two) existing within a specific electoral field (district, city, region, etc.).
The motto is formulated based on the results of the conducted research of the pre-election situation within the framework of a single concept of information impact.
1. The source material for the slogan is ideologeme "
The power of slogans is great. At other times, they raised entire nations. It is worth remembering, for example, "Freedom equality Brotherhood!" or "Land for the peasants!"
Slogans do not just symbolize the involvement of people in a certain common cause, such as banners or other heraldic attributes. The slogans convey literally and semantic essence of this involvement.
The slogan carries both energetic and semantic load. It is the successful combination of energy and meaning that provides the mobilizing power of the slogan.
A good pre-election slogan becomes not only a business card of a candidate, but also an organizing start for all campaign events - it prescribes what and how to say or do in a particular audience. In addition, the slogan should cement the entire campaign, link all types of pre-election activity with a single meaning.
A campaign without a slogan looks strange and colorless. Another common incident is that some candidates use different slogans in the same campaign. If they liked a phrase, they put it on the flyer. Another leaflet. More clever phrases. But this is precisely the purpose of the slogan, to express in one phrase as clearly as possible all those ideas that the candidate wants to convey to the voter.
What is the candidate nominated with, how is his political goal expressed in a few understandable words? The best answer to this question is not a program, but a slogan.
Therefore, at the beginning of the public election campaign, the candidate and his advisers must decide on the election slogan. This is a rather difficult job, which begins with the fact that the candidate speculatively finds a supposed consensus between his interests and the interests of the voter. Figuratively speaking...
A good election slogan should combine in its bright, memorable text what the candidate wants to say and what the voter wants to hear.
It is very important to satisfy both conditions. If the meanings underlying the slogan are of interest only to the candidate and do not find understanding among the voters, then failure is assured. If, on the contrary, the candidate will curry favor with the voter and will not put in the slogan those meanings that are close or at least not contradicting his own worldview (and such contradictions are common), then voters will feel false. After all, the more the electoral experience of society, the easier it is to recognize cheap populism.
A successful slogan should become a semantic and energetic crosshair of the candidate's aspirations and the aspirations of the voters.
Creating a slogan is a good political maturity test for a candidate and his team. Because here it becomes clear how the interests of the candidate can be refracted in accordance with the expectations of the electorate group that is closest in terms of their worldview, what concerns the people are living now and what ideas will be close and understandable to them during the election campaign.
In the course of such work, it is necessary to determine a set of values \u200b\u200bthat correspond to the expectations of the electorate and the aspirations of the candidate. These can be social, political or moral and ethical values, which for the purpose of constructing a slogan are expressed in the form ideologeme.
In this context, ideologemes are defined as laconically expressed socially significant values \u200b\u200bdesigned to contribute to the political consolidation of voters or part of them in order to achieve electoral goals.
2. A set of ideologemes for constructing a slogan
The production and perception of slogans is a poorly studied, but undoubtedly of great interest for scientific study, the field of sociopsycholinguistics. In addition, the systematization of knowledge about slogans has applied value.
Ideologemes used to create slogans can be conditionally subdivided according to the quality of their socially significant value. For example, one can single out ideologemes that appeal to to socially useful human qualities, such as decency, honesty, conscience, goodness, goodwill, spirituality, faith, hope, honor, dignity, humanity, reason, responsibility, dedication, professionalism, principles, adherence to principles, etc.
The largest group of ideologemes is, obviously, suitable for constructing an election slogan human values, such as blessing, well-being, prosperity, wealth, prosperity, peace, order, dignified life, happiness, law, legality, truth, humanism, trust, progress, traditions, revival, development, renewal, “new” (“new thinking”, “New course”, “new Russia”), time, modernity, “modern”, perspectives, union, constructiveness, national accord, consensus, cooperation, partnership, culture, stability, realism, sovereignty, centrism, ecology, efficiency, etc. etc.
One can distinguish politically tinged groups of ideologemes. For example, ideologemes reflecting paternalistic, or sociocentric values: justice, prosperity, people, nationality, democracy, majority, equality, security, care, confidence in the future, health, work, labor, socialism, unity, unity, “common” (“common cause”, “common home”), collegiality, collectivism, etc.
Close to sociocentric are patriotic, or, more precisely, sovereign values: power, statehood patriot, patriotism, Fatherland, Motherland, power, statehood, national interests, national character, national security, greatness, “great” (“We need a great Russia!”), strength, will, etc.
Ideologems are less used in our reality, reflecting liberal values: equal opportunities, success, freedom, civil liberties, entrepreneurship, independence, citizen, citizenship, civil peace, civil society, civil rights, human and civil rights, civic duty, civil initiative, civic consciousness, publicity, democracy, national reconciliation, rule of law , property, private property, private initiative, reform, etc.
Of course, this classification of ideologemes is rather arbitrary. For example, the idea of \u200b\u200bjustice can be attributed to liberal values. However, justice as a promise, as something that is provided for the people, and is not taken by the person himself, is probably more suited to the category of paternalistic, socially dependent values.
There is a tradition of perceiving the pre-election slogan: a candidate must promise to give something to the voter in case of his election. Not “to provide an opportunity to achieve,” but to “give”. Law, or wealth, or even honesty is what the candidate promises to "give." It is difficult to attract the voter by encouraging him, for example, to achieve success on his own. That is why liberal ideologemes are not very common in our country. And therefore, the pre-election rhetoric is always oriented more towards a dependent perception. One can argue about why this is bad, but such are political and electoral traditions.
If you don't like this state of affairs, you can try to find the following way out: use those ideologemes that embody social-dependent values \u200b\u200bat the level of emotional, uncritical perception of ordinary people, and liberal or universal values \u200b\u200bat the level of rational perception of more educated and “status” people ... This is how depth of circulation slogan to people.
For example, in a sense, the same idea of \u200b\u200bjustice is universal: what justice is is clear to both a pensioner and an entrepreneur. Only for each of them it has its own, therefore, the slogan, using the ideologue of justice, should explain to different categories of people that injustice is the same for everyone, and everyone needs justice, etc.
3. How to write a slogan
By topic, slogans can effectively concentrate a candidate's promises in a particular area. The most beneficial are the following topics:
1. Social security, especially in terms of pensioners, veterans, mothers and children, free social guarantees in education, health care, etc.
2. Putting things in order in the government, observing the rule of law and combating abuse, creating good laws.
3. Patriotism, national or state revival.
4. Economic revival and economic decisions.
5. Ecology, cleanliness of the environment.
6. Providing all kinds of opportunities - in education, work, entrepreneurship.
The form of the slogan is very important. She should multiply his energy with expression. It is necessary to use not only means of expressing meaning, but also means of expression. Moreover, it is precisely due to a well-chosen grammatical form that it is possible to compensate for the energy deficiency of some ideologues, remarkable in meaning. For example, the same ideologeme of justice, for all its semantic universality, clearly does not provide the slogan with sufficient mobilizing energy. You can try to fill this gap with expressively charged grammatical forms, for example, elliptical constructions: “Justice - in every home!”, “Justice - in society, prosperity - in every home!”, “Law - for everyone, justice - for everyone!” etc.
The grammatical forms of the nominative sentence are often used for slogans. ("Law and order!"), original, but rarely used forms of the genetic proposal ("Meal'n'Real!"), which are good for expressing any requirement.
If the forms of a simple personal sentence are used with a verb-verb in the first person, then it is better to do without pronoun "I". For example, “I want to be useful to people!”preferable to “I want to be useful to people!”. In general, the national tradition does not imply slogans in the first person. Slogans like: "I'll give you this and that!" must be backed by obvious and distinctive charisma. But on the whole, “goodness” is not welcome.
The same can be said for the use in the slogan surnames and the name of the candidate himself. The undoubted advantage of this technique: if the voter remembers the slogan, then he remembers the surname. And this, by the way, is very important, because in practice it often happens that the voters seem to have determined that they are sympathetic to this candidate, but they cannot remember the last name. Or even worse - the names are confused and the name of the competitor is attributed to the legend of the candidate you like and as a result they vote for the competitor - this is not fiction, such cases are not uncommon! So the surname in the slogan is very important. ("Alexander Lebed. Truth and order!"), and the surname in the slogan is even better.
But, as in the case of "yachest", the candidate will have to justify the use of the surname in the slogan with his charisma. After all, the name in the slogan can be perceived as narcissism, as immodesty. It is necessary to prove that the candidate, with his personal qualities, his charisma, deserves the use of his surname in the slogan.
In terms of rhythm and energy, rhymed slogans with surnames are successful (“There is a lot of dirt in the city - we'll elect Averin to the Duma!”, “Our city is Rostov, our mayor is Chernyshev!”) But here, too, there is a downside - chastooshche lightness. In addition, such slogans very often provoke competitors to write parody counter-slogans. So the candidate and his team need to choose which option they will be able to cope with when the slogan has to be justified in person or in absentia.
Not bad grammatical means of expressiveness slogans are exclamation mark (“Decent remuneration for honest work!”; actually, an exclamation mark in the slogan must be required), elliptical dash (“The wealth of the city is for the benefit of the citizens!”), parallel designs with dash (“There is decency in power, order in the city!”), imperative forms (“Let's revive our city!”, “Vote with your heart!”), two-term and three-term nominative forms (“Honor and Motherland!”, “Freedom, Equality, Brotherhood!”). Sometimes they use four-term nominative sentences, wanting to list all the attractive values, but this is already too much.
Of course, simple grammatical constructions without any means of expression can also be used. But in such cases, it must be remembered that the mobilizing energy must be contained in the content of these constructions, if not in the form. The fact is that there are very few values \u200b\u200bthat at a particular moment in time in a particular place have sufficient mobilizing energy, are able to captivate or at least attract a voter. Therefore, they still come to the rescue slogan means of expression and expressiveness.
On the other hand, the traditional forms of slogan expression are somewhat vulgarized by the Soviet past, people derisively treat slogans only because some grammatical form can remind "Decisions of the Congress - in life!" or "The plans of the party are the plans of the people!" A very decent layer of slogan forms is associated with samples soviet agitprop. Of course, one should try to avoid the risk of such associations.
The risk of another kind is connected with the fact that, having chosen the embodiment of any values, especially those related to material well-being, as a slogan, the candidate falls into a homonymous trap. For instance: “I know the way to prosperity!” It is not clear from the slogan whether it is about the prosperity of the voters or the prosperity of the candidate himself. Of course, reasonable people will only laugh at the ambiguity, but there will also be those who will embitter this absurdity. And it will be easy for competitors to ridicule such a slogan.
This is a fairly common mistake. When promising to root some good or value, the candidate should, as much as possible, clearly indicate the address of his future benefits. For instance: “Prosperity for the city, a decent life for the townspeople!”.Promises with dubious addresses should be avoided.
Another common mistake is related to the use of denunciatory slogans. The slogan should be universal in use - so that it can be voiced and put under the candidate's photo in the leaflet. However, if there is a slogan under the candidate's photo “Thieves to answer!”, then it will not be entirely successful. Therefore, if an incriminating type of slogan is chosen, if the slogan criticizes some phenomenon, for example, corruption or crime, then one should think about whether it will be possible to put such a slogan next to the candidate's photo so that police information in the "wanted" genre is not obtained ...
As a meaningful variety of slogans can be distinguished problem slogans, turning the energies of voters against a problem. Such a slogan can protest against some kind of global evil, but it is better - against the well-known current local outrage. For example, in the Rostov region in 1997 and, alas, in subsequent years, slogans protesting against the launch of the nuclear power plant are relevant: "The second Chernobyl on the Don is inadmissible!" But problem slogans have their own problem - they are too narrowly focused.
Good slogans, in a capacious form, covering a whole range of meanings and values. A great slogan - “Strong-work, weak-care!”. It expresses a whole social philosophy in simple words. The subtext here is the denial of ugliness, when the strong do not have a job and the weak do not receive care, but there is also a powerful positive component. It contains both targeted coverage of many social groups at once, and very cunning political correctness - such a slogan will not cause rejection either among the “red” or “white”. Perhaps this is the best slogan of the modern era. He has already been beaten up enough, but it is quite possible to use him in the elections of the district level.
The slogan is invented by the candidate and his PR specialists or advertisers, but he must also receive collegial approbation of the entire staff. It is best to select two or three most acceptable versions of the slogan and propose them for interpretation and evaluation on the principle of “like it or not” to the staff officers, and especially to the agitators who directly communicate with voters and know the mood at the polling stations. It should be borne in mind that these appraisers are unlikely to be able to suggest something constructive. They will criticize, and one must carefully listen to the arguments of this criticism. If the arguments are convincing and agree with many critics, then the slogan should be corrected.
Such a slogan is good, the content depth of which ensures the depth of the appeal, so that different voters, depending on their level of literacy, general culture, political preparedness, could still at its levelunderstand and accept the slogan. The depth of the appeal should cover the emotional, rational, political levels of perception. Naturally, this is a very difficult task - to come up with a slogan that would please a worker, a professor, and a pensioner in their own way.
And most importantly: the slogan must imbue all types of pre-election activity with meaning and energy, be suitable for use in a wide variety of pre-election situations. Then all the speeches of the candidate will complement each other, and the voters will become to distinguish and recognize the candidate by the slogan.
