Eight words that changed the world : a modern history of the election slogan

Bruni-Lowe, Chris2025

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Summary

The proliferation of messages that the voting public is exposed to in the digital age means it has never been more important to use the right slogan or phrase in order to capture people's attention. Over the course of an extraordinary career advising organisations and candidates of all political persuasions, strategist and pollster Chris Bruni-Lowe has developed a clear understanding of what language moves people to action. To that end, he assembled a database comprising 20,000 slogans used in major elections worldwide over the past century, scrutinised the results and assessed all other relevant factors, allowing him to evaluate how effective any slogan is in delivering an election result. This amazing store of information revealed the remarkable fact that over the past 100 years just eight 'hit' words have been central to the successful outcome of most major elections.