Election slogans of candidates for deputies. United Russia chose campaign slogans
In the coming days, a large-scale election campaign of United Russia will be launched in Russia. The party chose three slogans for promotion: “To act in the interests of the people is our task”, “To hear the voice of everyone 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 United Russia.
The campaign starts 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 own billboards, publish local party newspapers. The main difficulty for a huge party is to prevent the transformation of all advertising into a campaign vinaigrette.
Sergey NeverovVladimir Astapkovich/RIA Novosti
The pre-election headquarters of the United Russia is headed by the secretary of the presidium of the party's general council, Sergei Neverov. In addition to him, there are curators of the regions - the same ones that oversaw the primaries (State Duma deputies Olga Batalina, Viktor Kidyaev, Evgeny 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). 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.
Campaign monitoring is going to be carried out according to the method, which in last years used by the presidential administration to monitor regional elections. Campaigns in the regions will be supervised by "external" political technologists who are not integrated into the party structure. Their task will be to make an independent analysis and transfer the information to the central headquarters, the source says.
For elections without a bear
Many United Russia candidates have already begun campaigning, but they are running it in discord. This is evidenced by samples of propaganda from different regions. Not all United Russia candidates emphasize their party origins. For example, the candidate in the Central District of Moscow, State Duma deputy Nikolai Gonchar, has the logo “To defend native Moscow” on his posters, but not the party one. And Gennady Onishchenko, who is running in the Tushino district of the capital, has a note in the upper corner of the campaign cube: “ United Russia”, but in small print and without the party symbol – the polar bear.
ONF 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 People's Front would be ordered to ban the use of the ONF logo in campaigning. This was explained by the fact that the ONF "should be out of politics." However, the front-line soldiers, United Russia, violate this ban. For example, on the campaign 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 are adjacent to the logos of the ONF.
“We see violations of the guidelines, but the headquarters of single-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 City Hall, as well as a well-known political strategist, the current head of the United Russia executive committee in Moscow, Oleg Smolkin.
To the degree of mixing
One more violation of the United Russia guidelines is going to be allowed in Perm. There, the party wants to use the technology of placing social advertising, similar to the party to the point of confusion. An employee of one of the advertising companies in Perm sent billboard layouts to Znak.com, which are going to be placed throughout the city from next week. Part of the billboards with the inscription "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 "social advertising" "Perm: we love and are proud", which is very similar in design to the party one.
This technology was used by United Russia in Moscow in 2011, when party posters turned out to be almost indistinguishable from the posters of the City Election Committee, urging citizens to go to the polls.
"Be polite! The Party is behind you!"
But United Russia plans to carry out the installation of the top party leadership to hold as many meetings with voters as possible throughout the country. This is evidenced by a 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 tips for holding meetings with voters, the arguments for voting for the EP, the main theses of the program and information about the candidates. At meetings, voters are strictly forbidden to 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 trust you personally - they trust "United Russia"... In no case do not respond with aggression for aggression! Try to change the topic, relieve tension,” advise agitators and candidates.
If a voter begins to complain 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 the person is interested in the topic,” the authors explain. There is no need to put pressure on the interlocutors, you need to talk about party achievements and focus on topics that concern 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 arguments that are recommended for voters to vote for United Russia.
Positive arguments for voters, according to the creators of the brochure, 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 “strongly resists external threats and attempts to break up the country from within”, unites “the best managers”, “is ready to consolidate efforts with other parties for the benefit of people”, “works for results” and knows how to make the Novosibirsk area (and any other, apparently) is 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 precisely on the image of "Strong Siberia".
In the Sverdlovsk region, United Russia, for comparison, uses the phrase "Strength of the Urals" in campaigning.
“These are bureaucrats, not political technologists”
Experts note that this year United Russia will have additional difficulties in administering the election campaign, because it will have to control the headquarters of numerous single-mandate candidates. In the last elections, when the Duma was elected only by lists, no such difficulty arose.
“If in 2011 in each region there was one United Russia headquarters, now several headquarters of single-seat 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 is forgotten, hence the feeling of chaos,” says the expert.
According to him, the average professional level of regional United Russia members is extremely low. “These are bureaucrats, not political technologists,” Gallyamov explains. – In all seriousness, they can recruit people to their primary organizations at the height of the campaign, not realizing that formal membership in the party does not at all guarantee the desire to vote for it. For them there is no difference between party building and election campaigning. They often don’t have the money to hire quality specialists either.”
According to him, the persecution of officials in the regions, including the case of Chelyabinsk vice-governor Nikolai Sandakov, dealt a serious blow to the practice of pre-election fundraising. And then there is the economic crisis.
Political consultant Gleb Kuznetsov draws attention to one more thing. “Not only is there no serious connection between the districts and the list at the federal level, but there is also no connection between the lists and single-member 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 delights of the brand, but to create a consistent picture in his head so that he votes for one party and candidates from it in all ballots, ”Kuznetsov argues. 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 person.”
On September 4, the editors of the Internet portal website, on 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 of the Russian Federation."
Website
2007-09-12 09:23
Regardless of the chosen version of the slogan, the voters could enter their own version of the election slogan for the election campaign of the Communist Party of the Russian Federation.
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 at the service of the people! |
It is dangerous to be a bourgeois - Russia will be Red! |
Bourgeois do not steal, let's work |
Bourgeois it's time to pay the bills! |
Being with the Communist Party is honest! |
Does your heart have white blood? Blue? Red!!! |
In deputies - people of labor! |
Are 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 Councils! |
Return power to the people - bastards! |
Together - forward! Behind us is Russia! |
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 Revolution |
All good things are back! |
All power to the Soviets! |
Bring on the Revolution! |
Let's live humanly! |
The cause of Lenin will live, the Communist Party will win! |
Down with the ministers-capitalists! |
Income to the people! Resources of the country - to the people of Russia! |
United Russia party of the bourgeoisie! The Communist Party of the People! Party for the people! |
United Russia, fair Russia - socialist Russia |
EdRo, SRs and even: ATP - they are all FORMER, from the CPSU! Vote for 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-KPRF and no one else! |
For our Soviet Motherland |
For the victory of the people, for the happiness of the people! |
For workers' democracy |
For a socialist, united and just Russia! |
The precepts of Lenin on our banner and Stalin's heart beats in our chest! |
Factories - to the workers, Land - to the peasants, n ... - to the bourgeoisie! |
The task of the Communist Party is the restoration of the country! |
Capitalism is the enemy of Russia! |
Communist Party of Russia - reliable protection people! |
Communist Party - the power of the working people |
Communist Party - red path Russian Federation |
The Communist Party of the Russian Federation is my party and social guarantee! |
The Communist Party is our helmsman! |
CPRF - THE PARTY OF THE FUTURE |
The Communist Party is the 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 Greatness of Russia SIMULTANEOUSLY! |
The Communist Party is Native Russia |
The Communist Party is the mind, honor and conscience of our era! |
Communist Party - it's 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 the replacement of elevators throughout the country, and not sending money to US banks |
Communist Party: There are many parties, one choice. |
Communist Party of the Russian Federation: there are many parties, with the people - one! |
Red power, will not let us fall! |
The red sun will warm Russia! |
Who is true to beliefs is true to promises |
Socialism is better than wild capitalism. |
The people of labor are the people of Russia, they decide the fate of Russia. |
WORK PEOPLE! The Communist Party is YOUR PARTY!!! |
We are left, but our cause is right! |
That day is coming, that hour will come, and the party that rules now will find itself in a moment in a stinking garbage dump, and its members are in Magadan at a construction site |
Our Motherland is the USSR |
Our goal is the development of the country! |
You won't strangle our song, you won't kill it! |
There will be no justice in the country without the Communist Party! |
Don't trust the leftist rightists, trust the truthful leftists! |
Shame on the country? Together with the Communist Party, let us revive its glory! |
Society - scientifically based management! |
Occupiers - get out of the Kremlin! |
From a raw material colony to an industrial superpower! |
Defended the Banner - we will defend Russia |
There are many parties, the people's one - the Communist Party |
Our hearts demand change! |
The communists win - the people win! |
My Russia is defeated. Defeated, but not a slave and she will never be until the Sickle, Hammer and Star burn on the Banner of Victory, which our grandfathers bequeathed !!! |
Let's support the Communist Party - the defender of working people! |
Right - to the West, Left - to Russia |
Right-wing bourgeois - run without looking back, Zyuganov Gennady - steps on the heels |
Let's turn the country from a raw material colony into an industrial superpower! CPRF |
Wake up Russia - Time to act |
For Life, For Freedom - Communist Party |
Russia is not a colony! Communists will build a power! |
Russia without Zyuganov is like a bride without a dowry |
Russia will soon rise from its knees - shake off all rubbish and decay from your heads. |
Russia is rapidly moving to the left! CPRF |
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 basis of any civilization! |
Save Russia from the liberal plague! |
Put it on red! |
Tech Power - YES! Raw material colony - NO! |
Comrade, believe that troubles will recede, but you and I must do - two sure steps to victory, two sure steps to spring. |
Labor is a burden when they plow on the bourgeoisie |
Whoever has the Truth is stronger! |
If you want to live in Russia and speak Russian, vote for the Communist Party of the Russian Federation. If you want to be 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"
Abraham Lincoln's phrase about horses that are not changed at the crossing was heard, perhaps, even by those who had not heard of Abraham Lincoln. But this is far from the only slogan that later acquired a cult status and became the canon of political rhetoric.
You've never felt so good
In 1959, this phrase, speaking to voters on the eve of parliamentary elections, was said by the leader of the Conservative Party of Great Britain, Harold Macmillan, the 65th Prime Minister of the United Kingdom. Soon the saying "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 the strongest economic growth. Due to his successful economic policy, as well as the complete failure of Labor and Democrats, the Conservatives won the election by a significant margin.
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 politics, 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 the intention "dry the swamps" (Drain the swamp)- this is one of the most popular phrases among American politicians. Reagan used this slogan to fight government bureaucrats, much like Trump did decades later.
In the same 1980 election, Ronald Reagan's campaign headquarters used the phrase "Nothing human is alien to him". The inscription was emblazoned on a 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 common interests.
France for the French
French nationalist Jean-Marie Le Pen's slogan in the 1995 elections, in which he lost to 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 for everyone! and France for you!”- largely due to the complete discrediting of left-wing candidates. However, Le Pen's high score came as a surprise to everyone, as historically the far right has never been popular in France - especially after the Nazi occupation.
Vote or lose
The legendary slogan was used by Boris Yeltsin during the election campaign on July 16, 1996. According to polls, half a year before the elections, the president's rating was 3-6%. At the same time, Yeltsin's political strategists calculated that if usually apolitical youth come to the polling stations, about 70% of them will vote for the incumbent president, so they set out to attract young people to the elections by all means. The slogan itself was actually borrowed from US President Bill Clinton's 1992 campaign, which ran under the slogan " Choose or lose" ("Choose or lose").
In addition to a huge amount of campaign materials, the Russians remembered the elections for grand tours across the country in support of Yeltsin, which went to dozens of the country's most popular musicians - such as Boris Grebenshchikov, Andrei Makarevich, Lyudmila Gurchenko, Leonid Agutin, Valery Leontiev, Philip Kirkorov, as well as many other performers and groups. All of them were paid huge money for those times for participation in the tour. In addition, Yeltsin promised as early as 1998 to abolish compulsory conscription into the army, a promise that proved to be very popular given the war in Chechnya that had just ended.
In the end, as a result of investing huge efforts and Money, as well as massive falsifications, Yeltsin's team won these elections, despite the candidate's huge anti-rating and a heart attack right before the elections. Yeltsin won 53% in the second round, beating the favorite, Communist Party candidate Gennady Zyuganov.
In general, in the 90s in Russia, many parties and candidates used original slogans. One 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 political life of the country, later became one of the main Russian political strategists.
Horses do not change at the crossing
A famous fragment of Abraham Lincoln's 1864 campaign speech in Baltimore has become an aphorism. Even though the phrase "Don't change horses in the middle of a stream" was not a slogan in itself, it became an important tool of political rhetoric. The call for stability since the crisis of feudal Europe has been one of the main ones in the election campaign.
Lincoln persuaded voters that it was inadvisable to change leadership during 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: following 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 victorious "spell", lost to Clinton.
United Russia often uses the same scheme when it assures that there is no or impossibility of any alternative. Slogans such as "Putin's plan is a victory for Russia" or "Save and increase" are, in fact, variations on Lincoln's phrase.
Fictional propaganda video based on the slogan from The Tail Wags the Dog, a classic black comedy about American political strategists.
It's the economy, fool!
One of Bill Clinton's three presidential campaign slogans in 1992, reflecting his three campaign promises: to bring peace and stability, to improve the economy, to 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 The Thick of Things, this slogan was played up in different ways at least five times.
No more Hutus or Tutsis - only Rwandans
In the 1990s, Rwanda, whose government was dominated by Hutu, faced a genocide that killed almost 20% of the country's population. By order of the leadership of the country, mired in civil war, massacres of representatives of the Tutsi people were carried out.
Rwandan President Paul Kagame was a Tutsi. For a long time he was the 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 campaign phrase a phrase that simultaneously reminded of the crimes of the previous 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 announced his candidacy for elections with the slogan "Never change a successful team".
Although Kagame is considered one of the main figures who ended 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 equally well-known phrases that cadres decide everything.
He killed my dad, he killed my mom. I will vote for him
Liberia. This phrase was shouted out by supporters of Charles Taylor during his speeches.
The slogan refers us to Lincoln's rhetoric. If Taylor almost managed to win the civil war (at the time of the election, the war was not fully completed), then perhaps he should be entrusted with running the country, despite the fact that he, in fact, started the war himself, which led to numerous murders.
Under this slogan, Taylor won the 1997 presidential election in Liberia. As international observers reported, the elections were practically fair, as Liberians were ready for anything, just to end the war - he won about 75% of the vote and held this post until 2003, when the UN investigation into 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 other parties because we will break every promise
This is the summary of all the election promises of Iceland's Best Party, whose leader, Jon Gnarr, won the 2010 mayoral election in Reykjavik.
The best party promised: free towels at the pools, a polar bear at the zoo, a drug-free parliament, doing nothing, and many other great things. As paradoxical as the fact of the victory of the party, consisting of comedians and musicians, the strangest thing is that they managed to bring the capital out of a long crisis.
Gnarr and his team reformed the financial and educational system, launched programs to support small and medium-sized businesses and increased tourism revenue by 20%. After all this, having an absolute advantage over next elections, Gnarr disbanded the party and returned to his career as a comedian.
4.2. Motto (slogan, slogan) of the election campaign
***********Internet insert
An example of counter-propaganda use of the slogan B.N. Yeltsin: "Choose with your heart" - "Choose with your genitals"
(Authorship not established.)
The motto, as well as the photo of the candidate, are the most significant components 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 briefly expresses the main idea (concept, emphasis) of the 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 with the help of political mottos and slogans. As a rule, all political, civil movements that have taken place in history proclaimed their mottos or slogans.
The task of the motto is to promise improvement, suggest a way out, frighten, puzzle, point out shortcomings, etc. In a word, “call for you.”
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 | Motto Examples |
|---|
| Appeal to group values |
(1) Motto of the French Revolution.
(2) Credo of A. I. Herzen.
(3) The text of the most common shields and banners in Turkmenistan in 1994-1998. [Publisher's note. Perhaps it is an edition of the Nazi motto: "Ein Volk, Ein Reich, Ein Führer" - "One People, One State, One Fuhrer." The word "Turkmenbashi" in the Turkmen language corresponds in meaning and connotations to the word "Fuhrer" in German.]
(4) The motto of the Communist Party of the Russian Federation (KPRF).
(5) The slogan at one of the regional elections in the Russian Federation.
(6) If values are not relevant, but only promoted as such, then we are not talking about a declaration of values, but about suggestion, persuasion (see Table 15).
(7) The motto of the NPF "Memory" (D. Vasilyeva), 1999
Table 11. VALUE CONFLICT
(1) The principle of Ferdinand I, German Emperor, who reigned 1556-1564.
(2) The motto proclaimed by the German poet Heinrich Heine upon his appointment as Minister of the Interior.
(3) The slogan of the Spanish Civil War, proclaimed by a prominent figure in the international communist movement, Dolores Ibarruri.
(4) A line from the refrain of the Nazi anthem that became the motto of the Nazi Party.
(5) The motto of the Cuban communists.
(6) Slogan at a rally in Ashgabat in 1991.
(7) One of the principles of reconciliation in the Arab-Israeli conflict.
Tab. 12. CALL TO ACTION OR GOAL
(1) The Roman senator Porcius Cato the Elder (2nd century BC) ended absolutely all his speeches in the Senate with this phrase. The party "Narodnaya Volya" (Narodnaya Volya), (1879-1886) used it as their motto, meaning Russian autocracy by Carthage.
(2) Motto of Genghis Khan.
(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 "just retribution" was expressed by the "irreconcilable 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), NDR (in the program), Union of Right Forces (as amended: “Pay for the weak! Strong - salary!”), Mayor of the city of Cherkessk S. Derev in the elections of the head of Karachay-Cherkessia, the governor of the Kemerovo region A. Tuleev in the presidential elections of 2000. and etc.
Tab. 13. USE OF GROUP CONTRADICTIONS, SOCIAL PROBLEMS
| motto type | Motto Examples | The situation of effective application |
|---|---|---|
| Contrasting groups (classes) and their interests | "Peace to huts - war to palaces!" "Whoever is not with us is against us!" "Proletarians of all countries, unite!" (1) |
Strong social stratification, developed group consciousness; motivating intergroup contradictions were identified |
| Problem | "More democracy, more socialism!"(2) "To the rich island - an honest governor!" (3) |
The problem situation is identified, ways to solve it are outlined |
| Demonstration of self-confidence, in the rightness of their cause | "If not me, then who?" (4) “I came, I saw, I conquered!” (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 Joan of Arc, according to legend, is inscribed on her banner.
(5) J. Caesar's Creed.
(6) One of the mottos of the LDPR leader VV Zhirinovsky.
Table 14. USE OF PROMISES AND THREATS
| motto type | Motto Examples | The situation of effective application |
|---|---|---|
Promises, assurances, assurances |
"Land to the peasants, factories to the workers, peace to the peoples!"(1) "The current generation of Soviet people will live under communism" (2) “There will be bread, there will be a song!” (3) “The liberalization of the economy is a rapid increase in the material well-being of people” |
The cherished desires, thoughts of the population are revealed |
Threat, intimidation |
"No person, no problem" (4) "The Socialist Fatherland is in Danger!" |
Sufficient financial and organizational opportunities for the formation of a state of mass psychosis, fear |
(1) The slogan of the Bolsheviks during the years of the October Socialist Revolution and the Civil War.
(2) The slogan of N. S. Khrushchev.
(3) One of the mottos of the General Secretary of the Central Committee of the CPSU L. I. Brezhnev.
(4) One of the mottos of I. V. Stalin.
(5) The slogan of B. Yeltsin at the presidential elections of the Russian Federation in 1996
Tab. 15. USING SUGGESTION
| motto type | Motto Examples | The situation of effective application |
|---|---|---|
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 find 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 deeds from a politician, choose a woman!” (8) "Yeltzens, 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 elected office. E. V. Fedorova. Latin inscriptions. M., 1976. S. 100.
(2) Election wall inscription found in Pompeii. E. V. Fedorova. Latin inscriptions. M., 1976. S. 100.
(3) The statement of K. Marx, which can be considered as a revolutionary slogan.
(4) The motto of the Party of Socialist Revolutionaries (SRs), (1901-1923).
(5) Is a quote from J. G. Fichte (1762-1814, representative of German classical philosophy, subjective idealist).
(6) One of the slogans of the anarchists.
(7) Inscription on the wall of the building behind the Government House in Moscow, on 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 deputies of the State Duma of the Russian Federation for the 195th constituency S. E. Troitsky, during his election campaign in the fall of 1998. (by-elections in the State Duma). See Habitat newspaper. 1998. No. 4. (Joint issue with the Iron March magazine).
(10) Anti-American appeal of Iraqi President Saddam Hussein.
2. comparison (opposition) of values;
4. use of group contradictions and social problems, demonstration of self-confidence, in the rightness of one's cause;
5. promise, assurance, assurance, threat, intimidation;
6. persuasion, suggestion.
A more detailed classification of political mottos is set out in the tables below.
There are several principles for constructing a motto. One of them is a 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 the 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. Here the information “The competitor is bad - I am good”, “The situation is bad - I will make it good” is broadcast.
In the second case, contextual opposition is effective. For example, the motto: "To the rich island - an honest governor!" implicitly implies that all other candidates are dishonest people.
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) that exist within a particular electoral field (district, city, region, etc.).
The motto is formulated on the basis of the results of the conducted studies of the pre-election situation within the framework of a single concept of information impact.
1. Raw material for the slogan - ideologemes"
The power of slogans is great. At other times, they raised entire nations. It is worth remembering, for example, "Freedom equality Brotherhood!" or "Land to the peasants!"
Slogans do not just symbolize the involvement of people in some common cause, such as, for example, banners or other heraldic attributes. Slogans convey literally and semantic quintessence of this involvement.
The slogan carries both energy and semantic load. Exactly good combination energy and meaning provides the mobilizing power of the slogan.
A good election slogan becomes not only the hallmark of a candidate, but also the organizing principle 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, linking all types of pre-election activity with a single meaning.
A campaign without a slogan looks strange and colorless. Another common incident is that in one campaign, some candidates use different slogans. I liked some phrase - they put it in a leaflet. In another leaflet - another. More smart phrases. But that is precisely the purpose of the slogan, in order to express as brightly as possible in one phrase all the ideas that the candidate wants to convey to the voter.
With what is the candidate put forward, how is his political goal expressed in a few understandable words? The best answer to this question is not the program, but the slogan.
Therefore, at the beginning of the public election campaign, the candidate and his consultants must decide on the election slogan. This is quite a difficult job that begins with the candidate speculatively finding 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 guaranteed. If, on the contrary, the candidate fawns over the voters and does not put into the slogan those meanings that are close or at least do not contradict his own worldview (and such contradictions are common), then the voters will feel false. After all, the greater the electoral experience of society, the easier it is to recognize cheap populism.
A successful slogan should become a semantic and energetic intersection of the aspirations of the candidate and the aspirations of the voters.
Creating a slogan is a good test of political maturity 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 closest electorate group in terms of worldview, what concerns the people live 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 that correspond to the expectations of the electorate and the aspirations of the candidate. These can be social, political or moral values, which, for the purposes of constructing a slogan, are expressed in the form ideologems.
In this context, ideologemes are succinctly expressed socially significant values designed to promote 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 little-studied, but undoubtedly of great interest for scientific study, the field of sociopsycholinguistics. In addition, the systematization of knowledge about slogans has an applied value.
The 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, kindness, good will, spirituality, faith, hope, honor, dignity, humanity, reason, responsibility, purposefulness, professionalism, principles, adherence to principles, etc.
The largest group of ideologemes are obviously suitable for the construction of an election slogan. human values, such as welfare, prosperity, prosperity, wealth, prosperity, peace, order, decent life, happiness, law, legality, truth, humanism, trust, progress, traditions, revival, development, renewal, “new” (“new thinking”, “new course”, “new Russia”), time, modernity, “contemporary”, perspectives, union, constructiveness, national accord, consensus, cooperation, partnership, culture, stability, realism, sovereignty, centrism, ecology, efficiency, etc. d.
It is possible to single out politically colored 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”), catholicity, collectivism, etc.
Close to sociocentric are patriotic, or, more precisely, sovereign values: power, sovereignty patriot, patriotism, Fatherland, Motherland, power, statehood, national interests, national character, national security, greatness, “great” (“We need a great Russia!”), strength, will, etc.
Less usable in our reality are ideologemes, 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, civic initiative, civic consciousness, openness, democracy, national reconciliation, rule of law , property, private property, private initiative, reform, etc.
Of course, this classification of ideologemes is highly arbitrary. For example, the idea of justice can also be attributed to liberal values. However, justice as a promise, as something that is provided for the people, and not taken by the person himself, probably fits more into the category of paternalistic, socially dependent values.
There is such a tradition of perception of the election slogan: the candidate must promise to give something to the voter if he is elected. Not “provide the opportunity to achieve”, but “give”. Law, or wealth, or even honesty is what the candidate promises to "give". It is difficult to attract the voter, urging him, for example, to achieve success on his own. That is why liberal ideologies are not very common in our country. And that is why the pre-election rhetoric is always focused more on dependent perception. One can argue about why this is bad, but such are the political and electoral traditions.
If you don’t like this state of affairs, then you can try to find the following way out: use those ideologemes that, at the level of emotional, uncritical perception of ordinary people, embody socially dependent values, and at the level of rational perception of more educated and “status” people, liberal or universal values . This is how circulation depth slogan to the people.
For example, in a sense, the same idea of justice is universal: what is justice is clear to both a pensioner and an entrepreneur. Only for each of them it has its own, therefore, the slogan using the ideologeme of justice should explain to different categories of people that injustice is the same for everyone, and everyone needs justice, etc.
3. How to compose a slogan
By topic, slogans can effectively concentrate a candidate's promises in a particular area. The following themes are the most rewarding:
1. Social security, especially regarding pensioners, veterans, motherhood and childhood, free social guarantees in education, health care, etc.
2. Putting things in order in power, observing the law and combating abuses, creating good laws.
3. Patriotism, national or state revival.
4. Economic revival and economic decisions.
5. Ecology, cleanliness of the environment.
6. Providing various kinds of opportunities - in training, work, entrepreneurship.
The form of the slogan is very important. It should multiply his energy by expression. It is necessary to use not only means of expressing meaning, but also means of expressiveness. Moreover, it is precisely due to a well-chosen grammatical form that it is possible to compensate for the lack of energy in some ideologues that are remarkable in meaning. For example, the same ideologeme of justice, with all its semantic universality, clearly does not provide the slogan with enough 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.
For slogans, the grammatical forms of the nominative sentence are often used. ("Law and order!"), original, but rarely used forms of the gene sentence ("Meal'n'Real!"), which are good for expressing any requirements.
If forms of a simple personal sentence with a predicate-verb in the first person are used, then it is better to do without pronouns "I". For example, "I want to be useful people!” preferable to "I want to be useful to people!". In general, the domestic tradition does not involve slogans in the first person. Slogans like: "I'll give you so-and-so!" must be backed by an obvious and idiosyncratic charisma. But in general, “yachestvo” is not welcome.
The same can be said about the use in the slogan surnames and the name of the candidate. An undoubted advantage of this technique: if the voter remembers the slogan, then he also remembers the surname. And this, by the way, is very important, because in practice it often happens that voters seem to have determined that they like this candidate, but they can’t remember his last name. Or even worse - they confuse the names and include the name of a competitor in the legend of the candidate they like and vote for the competitor as a result - 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 the “cell”, the candidate will have to justify the use of the surname in the slogan with his charisma. After all, the surname in the slogan can be perceived as narcissism, as indiscretion. It is necessary to prove that the candidate, with his personal qualities, his charisma, deserves the use of his surname in the slogan.
From the point of view of rhythm and energy, rhyming slogans with surnames are successful. (“Dirt in the city is immeasurable - we will elect Averin to the Duma!”, “Our city is Rostov, our mayor is Chernyshev!”). But here, too, there is a downside - ditty lightness. In addition, such slogans very often provoke competitors to compose parodic counter-slogans. So the candidate and his team have to choose which option they can handle when the slogan has to be justified in person or in absentia.
Not bad grammatical means of expressiveness slogans are an exclamation point (“Worthy reward for honest work!”; in fact, an exclamation mark in the slogan must be mandatory), elliptical dash (“The wealth of the city is for the benefit of the citizens!”), parallel constructions with dashes (“In power - decency, in the city - order!”), 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 that are not equipped with any means of expression can also be used. But in such cases it must be remembered that the mobilizing energy must lie in the content of these constructions, if not in the form. The fact is that there are very few values that at a particular moment in time in a particular place have sufficient mobilizing energy that can captivate or at least attract a voter. So 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 are derisive about 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 some values as a slogan, especially those related to material well-being, the candidate falls into a homonymous trap. For example: “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 are those who will be embittered by this absurdity. And it will be easy for competitors to ridicule such a slogan.
This is a fairly common mistake. Promising to root some benefits or values, the candidate should, as far as possible, clearly indicate the address of his future benefits. For example: “Prosperity - to the city, worthy life - to the townspeople!”. Promises with a questionable address should be avoided.
Another common mistake is to use accusatory slogans. The slogan should be universal in use - so that it can be both voiced and placed under the candidate's photo in the leaflet. However, if under the candidate's photo there is a slogan "Thieves to account!", then it won't be very successful. Therefore, if an accusatory type of slogan is chosen, if the slogan criticizes some phenomenon, for example, corruption or crime, then you need to think about whether such a slogan can be typed next to the candidate’s photo so that police information in the “wanted” genre does not turn out .
As a meaningful variety of slogans can be distinguished problematic slogans, turning voters' energy against some issue. Such a slogan can protest against some kind of global evil, but better - against the well-known topical local disgrace. For example, in the Rostov region in 1997 and, alas, in subsequent years, slogans protesting against the launch of a nuclear power plant are relevant: “A second Chernobyl on the Don is unacceptable!”. But problematic slogans have their own problem - they are too narrowly targeted.
Slogans are good, capacious form covering a whole range of meanings and values. Great slogan - “Strong-work, weak-care!”. In him in simple words whole social philosophy. The subtext here is the denial of ugliness, when the strong have no work, 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 “reds” or the “whites”. Perhaps this is the best slogan of the new time. He has already been beaten enough, but he can be used at the district level elections.
The slogan is thought up by the candidate and his PR or advertisers, but he must also receive collegial approbation of the entire headquarters. It is best to select two or three of the most acceptable variants of the slogan and offer them for interpretation and evaluation on a “like or dislike” basis to staff officers and especially to agitators who communicate directly with voters and know the mood at the polling stations. At the same time, it should be borne in mind that these evaluators are unlikely to be able to suggest something constructive. They will criticize, and we must carefully listen to the arguments of this criticism. If the arguments are convincing and agree with many critics, then the slogan must be corrected.
Such a slogan is good, the content depth of which ensures the depth of appeal, so that different voters, depending on their level of literacy, general culture, political preparedness, could still at your level understand 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 both the worker, the professor, and the pensioner in their own way.
And most importantly: the slogan should 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 by the slogan to distinguish and recognize the candidate.
