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Posts Tagged ‘slogans’

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One of my early recollections of a ‘sound bite’ was “War is Hell.”  Our fathers, the greatest generation, had returned from WWII and this expression was occasionally heard in those rare conversations about the war.  What was the substance of this simple snippet?  Four years of global war that touched every family in this country.  It was a fact; war is hell.

With the onset of the digital world, social media, instant news, and our rushed lifestyle, we have become more dependent on sound bites to find out what is going on in the world.  Just look at the number of twitter messages you receive in a day.  The problem is you cannot determine the substance of these sound bites/snippets.  Let’s look at what I believe was the biggest sound bite used in our recent political campaign.  First, let me say that I am not taking a political position on this example.

Make American Great Again. – How many people cast votes driven by this slogan?  I am all-in on wanting a great America; we all do.  Personally, I think we are still great.  However, I wonder about what is meant by ‘again.’  Greater than what period?  Pick a decade in the last 100 years that defines the point of reference for the word ‘again.’  What do you want to return to?

In the months following the election, I have had the opportunity to occasionally ask people what the slogan meant.  There were many responses that identified singular issues that bugged them, e.g., taxes are too high.  Others were more general, e.g., Washington D.C is broken.  However, no one could adequately describe the ‘again.’  To many, it was a catchy ‘feel good about America’ statement, so they ran with it.

The greatest contribution each of us can make when referencing a sound bite/snippet that we find interesting is to investigate the substance of its meaning, and then, describe it in our own words.  Don’t just pronounce it like everybody else.  Doing so you are accepting the absence of identifiable substance, and missing the opportunity to add real value.  You either help to debunk it, or support its message.  Either of which is of real value

One symbol and motto, widely used in the election, would have been better served if its “history” was known.  Two hints: it first appeared on a drum and Marines.  What is it?

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