The Victor

There was one thing that Franklin Delano Roosevelt did more than every other person in the United States of America: win the presidential election. FDR ran four times and was elected every time.

Franklin Delano Roosevelt (Image courtesy of Wikipedia)

But what made FDR such an appealing candidate?

Let’s begin with his first election. In 1932, the United States had sunk into the Great Depression. The incumbent president Herbert Hoover, as discussed in an earlier post, had not been able to fix the problem during his days in office. The struggling nation looked for a solution to the problem elsewhere. FDR was a promising figure in the dark days and reached out to the crowd with a catchy campaign tune. “Happy Days are Here Again” from the 1930 musical Chasing Rainbows became his motto (and eventually the unofficial song of the Democratic Party). Combined with the appeal of the “New Deal” policies, FDR was the savior that the people of America desired.

Mostly importantly, once FDR achieved office and his New Deal was set in motion, it did appear that happy days were around again. His first term did wonders for the economy and many unemployed were back at work. Prosperity was creeping back, but the people of America were certainly appreciative.

From that point onward, FDR didn’t have any official slogans for his campaigns. In his case, actions spoke louder than words. For the second campaign, the Democratic Party used “remember Hoover” as a way to discourage the public from voting for the Republicans again. This reinforced the connection between FDR and “happy days.”

The third term for FDR was not originally planned. The president originally intended on retiring due to his weakening health condition, yet told his party that if the war in Europe were to escalate dramatically, he would run. When the Nazi Blitzkrieg operations began, FDR was persuaded into running. This campaign focused in part in rejecting the claims of the opponent. The president was under fire for being the first to ever have a solid chance at obtaining a third consecutive term. His opponent Wendell Willkie had created numerous anti-third term slogans as shown in the pictures below. The Democratic Party pushed back with “Better a Third Term.”

 

(Image courtesy of Oldpoliticals.com)

The fourth campaign for FDR was particularly taxing. His health continued to weaken while World War 2 raged on. The nation was in no situation to dawdle about petty politics. There was a war going on and something had to be done about it. Roosevelt supporters gathered around the old idea of “don’t swap horses midstream” as they pushed FDR into his fourth term.

Franklin Delano Roosevelt holds the record for the most terms as president. Furthermore, he is regarded as one of the nation’s best leaders. Perhaps the most significant aspect is that FDR didn’t need fancy catchy slogans to win presidency. After leading the nation through the Great Depression and the majority of World War 2, FDR’s dedication to the people, to the common man, shows that actions truly speak louder than words.

Thank you all for reading my blog this semester. There is a very good chance that I will continue this in the spring as I have only made it to the 1940’s. Thanks!

History is Written By the Victors

I know that this week there is no post "due," but I feel like writing one anyways. This post will be briefer than most of the others (after finishing the post, it's just as long as the others) and will be talking about the opposition slogans to Franklin Delano Roosevelt in the 1936 and 1940 presidential races. Because FDR is so well known and won both elections by landslide, these opposition candidates are rarely recognized.

Following the Great Depression and the disastrous reelection campaign for Hoover, the Republican Party sought out a new candidate to gather behind. The final choice was Alfred Landon, governor of Kansas.

By the time the campaigns began for this election, FDR had proven himself a highly functional and effective president. His efforts to help resolve the economic problems of America were working, but not all people agreed that they were the best ways to do it. As a result, the Republicans' campaign focused on two points: the New Deal was bad and "Alf" Landon was good.

The most popular and well known anti-New Deal slogan is "Let's Get Another Deck!" A play on words ("deal" as in dealer/card hand), the slogan was essentially saying, "we don't like what's going on. Let's try something else." This is deeply rooted in the concept of gambling. When a certain game is unfavorable, it is possible that there is some card trickery going on. The best way to get rid of any issues is to get a new deck of cards.

License plate bearing Landon's slogan (source)

Landon's campaign also promoted the candidate heavily. Perhaps the best known example of this is "Life, Liberty, Landon." The alliteration makes this slogan quite appealing. Additionally, it references the Declaration of Independence's "life, liberty, and the pursuit of happiness" suggesting that Landon will bring about happiness.

Unfortunately for Landon, his efforts were in vain and he was defeated by landslide. Landon only managed to secure two states (he didn't even get his home state of Kansas).

Fast-forward four years and the Republican Party is looking for another candidate yet again. This time Wendell Willkie was chosen. Surprisingly enough, Willkie was a Democrat only a year prior. With many similar views to Roosevelt on the World War 2 situation, Willkie's campaign was centered on attacking Roosevelt. "Roosevelt for ex-president," "There is no indispensable man," and "No fourth term either" were the most popular cheers of the Republican camp. It seems by this point, the focus lay on getting FDR out of office. But, as we all know, Willkie lost this race and FDR went into his third term (and eventually a fourth). However, it is interesting to point out that Willkie, following his defeat, endorsed the actions of President Roosevelt, ultimately bringing the nation closer together in the time of war.

Who but Hoover?

You may know Hebert Hoover as the President that resided over the Great Depression (or the namesake of the Hoover Dam). He is arguably one of the most infamous of presidents for reasons that are not directly his fault.

In 1928, when Herbert Hoover started his campaign for presidency, the people of America were enjoying the prosperity of the Roaring Twenties. Hoover saw this and built his platform around spreading wealth and eradicating poverty. This was a solid stance for Hoover to take as his previous office was Secretary of Commerce and he had done his job well. The Hoover campaign had a catchy tagline of “Who but Hoover?” This tag was branded on everything of the campaign. From buttons to posters, Hoover’s face challenged people to come up with reasons why another candidate would be a better choice. Under the promise of “a chicken in every pot and a car in every garage,” Hoover attracted the public garnering 58 percent of the public vote.

1928 campaign button (image courtesy of Tidewater Community College)

This slogan and campaign promise were designed for the people. When the nation’s economy is strong, it makes sense to promise to spread the wealth to the people. While the current appreciation for chickens and cars isn’t the highest, such goods were much less readily available in the 1920’s and were signs of the middle and upper classes. Hoover’s reputation as head of the Food Administration (wartime organization in charge of rationing) and the American Relief Administration (provided food to post-war central Europe) showed that he was more than capable of providing for the needy.

However, Hoover’s bubbly optimism was popped only eight months into his presidency. The stock market crashed and plunged the United States of America into what would become known as the Great Depression. Many people pinned the blame on the unfortunate Hoover (Hoover-villes) while opposing political parties attacked the Republicans of faulty policies. Circumstances such as these made Hoover’s reelection campaign in 1932 a nightmare. He attempted to recapture the optimism of his first campaign by proclaiming that “We are turning the corner!” The past three years of attempts to bring America out of the Great Depression did not impress the American public. The desperate bid for an extension to fix the economy was ignored by the people for the words of the Democratic candidate Franklin Delano Roosevelt (“Happy days are here again”).

Hoover’s bad luck did not end with his crushing defeat in 1932. His name had become synonymous with the Depression. When FDR ran for reelection, the Republican Party ran an aggressive campaign against him. Despite all their efforts, the Republican candidate, Alfred Landon, was defeated by Roosevelt who had asked the American people to “remember Hoover.”

Hoover’s involvement in the presidential races showed that credentials make a large difference in winning elections, but any failures in administration can destroy the reputation of an entire political party. 

Keep Cool with Coolidge

This week features a unique presidential campaign with a different sort of candidate.  Calvin Coolidge ran his campaign in his own unique style that goes against the flow of many other Republican campaigns.

(Image Courtesy of Will Rabbe)

Calvin Coolidge was vice president under the Harding administration. When President Harding died in office of heart disease, Coolidge quietly assumed office like any normal vice president. However, unlike the usual, Coolidge decided to run for a second term (only Theodore Roosevelt had done this before).

Coolidge’s campaign was different from the standard Republican bid for presidency. He was a reserved man and very concise with his words. In fact, there is a popular joke that goes along the lines of,

“President “Silent Cal” Coolidge was at a dinner party. Two of the guests were talking about his taciturn nature and made a $10 bet if one of them could make him say more than two words. One guest went up to the president and explained the situation. Coolidge replied, ‘You lose,’ and turned back to his dinner.”

His campaign featured him giving speeches about planned legislation and policies often through the relatively new medium of radio. Coolidge was very non-confrontational and did not resort to insulting or degrading his opponent. The resulting campaign was very clean and showed that the presidential race could actually be about politics.

The slogan is a typical reelection statement; it suggests that the president had a good first term and the second term will be just as good if not better. Following the Teapot Dome Scandal and the death of President Harding, Coolidge was a calm figure for the public to latch on to. This election (1924) was in the middle of the Roaring Twenties and life was good. The public was willing to forget about the past mistakes of the government so long as no problems occurred and Coolidge offered just that. He had handled the investigation of the Teapot Dome Scandal transparently and spent the next years conservatively running the government.

But the line gave the impression that Coolidge was a cool guy. He may not have been the most socially active, but he did his job as president well. He was the most vocal president at the time, giving publicly broadcasted speeches that reached millions of citizens. Coolidge set a precedent for communication with the people of America. In his public appearances, Coolidge set out to create a fun public image, but he kept his work and formal addresses serious.

Coolidge in a Native American headdress (Image courtesy of politico.com) 

The actual slogan is very clever with its diction. The first thing I noticed was that “cool” was repeated twice, once as a word and once as part of the candidate’s name. This utilizes assonance to give the slogan a smooth feel. The repetition also makes the slogan closer to a call to action. Add a few letters and you can get “Keep Coolidge with Coolidge.” The slogan found a clever way say “keep Coolidge” and the voters did.

He Kept Us Out of War

While several American presidents can contribute their successful campaigns to their equally successful military accomplishments, America isn’t always looking for a fight. During his first term, Woodrow Wilson kept America out of the war that was consuming Europe and used this feat in his slogan for his reelection campaign.

(Image Courtesy of Britannica.com)

The first Democratic president of the 20^th century, Woodrow Wilson was faced with a difficult first term. After an era of Republicanism, Wilson and the now Democrat senate set out to create some legislation (politics actually did stuff that mattered for once). These progressive laws, which set up the structure for many of FDR’s New Deal policies and ultimately social services today, are overshadowed by the world conflicts of the same time period.

The major issue was the war going on in Europe. Initially limited to only the European countries, America- Germany tensions began to grow as submarine warfare started hitting shipping lines and passenger vessels. The American public was furious, but Wilson insisted on diplomacy. However, there was another war closer to home: the Mexican Civil War. Although there were some U.S. troops involved in the conflict, America did not take sides and withdrew quickly from the country.  

The election of 1916 had Wilson running for a second term against Charles E. Hughes. Hughes found it extremely difficult to run against the “peace” platform. Wilson was promising peace and had proven that he could do it. Hughes took to attacking Wilson’s labor laws (which many workers were actually happy with). “He kept us out of war” proved to be more powerful than Hughes could handle.

This slogan focused on Wilson’s most notable achievement of his first term. While he made progressive legislation that regulated business, Wilson is best known for his foreign policy. This could be a result of his political alignment. As Republicans were sided with business, his new policies did not settle well with everyone. However, there is no denying that the prevention of war appeals to the vast majority of people. Additionally, the slogan states an undoubtedly true fact; Wilson had many opportunities to declare war (with the support of the American government and people), but he chose not to.

It is worthy to note that Wilson’s slogan (as well as his actual platform and campaign) did not promise to keep them out of war. Becoming involved in the conflict was not in Wilson’s interest, yet there was a limit to how many American deaths from submarine attacks could be forgiven. As much as Wilson tried to keep America out of war, the rising death toll combined with the Zimmerman note begged for something to be done. The nation entered the Great War, now a true World War, on April 4, 1917. It became the war to end all wars and, quote Wilson, “to make the world safe for democracy.” 

Ma, Ma, Where's my Pa?

Scandals are so widespread in current politics that it seems the government is more worried about personal reputation than making laws. But this isn’t a new phenomenon. Presidential campaigns have been mudslinging whenever there is the slightest falter in decorum. And when all else is said and done, politicians will often be remembered most for their scandals.

In 1884, America was enjoying the prosperity brought about by the recent industrial revolution. Politics entered the Gilded Age, where corruption was rampant and laws were made by and for big businesses (because they were giving big money). The Republicans had held the White House since Ulysses S. Grant’s terms with each simply following the policies set forth by their predecessor. The election had two main candidates: Grover Cleveland for the Democrats and James G. Blaine for the Republicans. The resulting campaigns had nothing to do with politics.

Blaine tried to defame Cleveland by focusing on an alleged affair. Maria Crofts Halpin claimed that Cleveland had fathered her child. This rumor was further supported by the fact that Cleveland had paid child support to her (Halpin had been with a few men. Cleveland, a bachelor, would suffer less than if a married man had claimed the child.). This caused the Republicans to jeer “Ma, Ma, where’s my Pa?”

Political Cartoon of "Ma, Ma, where's my Pa?" (courtesy of Wikimedia)

Cleveland fought back with “Blaine, Blaine, James G. Blaine, the continental liar from the state of Maine.” Blaine had been heavily involved with the railroad industry and owned chares in several companies. By using his influence as a politician, Blaine managed to profit off of his investments. Although these events occurred much earlier, new damning evidence had appeared. A particular letter sent by Blaine detailing some of his exploits had written at the bottom, “Burn this letter.” The Democrats seized the opportunity presented by this new evidence to seriously question the morals of Blaine. Engaging in underhanded business practices is one thing, but destroying evidence and claiming it never happened makes it much worse. To insult him further, many of the campaign cheers involved “Burn this letter” as a conclusion.

This election focused on attacking the rival’s character, but the slogans provide some insight into their speakers. Blaine’s attack on Cleveland found no immediate fault in his morals (Cleveland is considered to be one of the best presidents in terms of character). As a result, Blaine took to scandals. However, Cleveland openly responded with details about the incident which in turn showed his honesty. On the other hand, Cleveland’s slogan against Blaine helped to show his (Cleveland’s) take on corruption. In his past positions in New York, he had proved to be a strong opponent to corruption.

Blaine’s attempts to defame Cleveland were not strong enough to tarnish the Democrat’s reputation. Grover Cleveland went on to win the election, the only Democrat president in an era of Republicanism. His supporters, part in celebration and part in mockery, expanded upon the old taunt. “Ma, Ma, where’s my Pa? Gone to the White House. Ha! Ha! Ha!

Let Us Have Peace

In the years following the Civil War, politics struggled to regain a sense of normality. Reconstruction was slowly adding the Confederacy back to the Union and new civil rights laws introduced the African American population to the polls. By the 1868 election, Virginia, Texas, and Alabama were yet to be reinstated in the Union and were not allowed to vote. During this time, the presidential campaigns had to be careful on how they presented their candidate.

Grant and Colfax, Election of 1868 (courtesy of Wikimedia)

Grant himself did not do much campaigning. Most of the work was done by the Republican Party which used the two slogans for the campaign: “Vote as you shot” and “Let us have peace.”

“Vote as you shot” was directed towards the Union states (directing it at the South would have been silly). As Grant was the leader of the Union armies, his fame as a war hero was used to encourage people to vote for him. Additionally, many of the voters in the North had been enlisted in the Union army (due in part to the draft). Grant’s leadership had been proven in war, and the Republican campaign strived to put this leader in the White House.

“Let us have peace” was original spoken by Grant after his acceptance as candidate of the Republican Party. This line symbolized what Grant believed in and what he sought to achieve. Peace was a desired thing across the recovering nation and could appeal to all the people of the United States. “Let us have peace” presented two different points:

First, it was an appeal to the desires of the general public. After the bloody years of the Civil War and the turbulent period that followed, the people of the reunited states were looking for a break. The incumbent president, Andrew Johnson struggled to continue the reconstruction started by President Lincoln. Johnson’s failure to connect with the politicians led to divides in the national government. The people of America wanted a strong leader that could reunite the nation and resolve many of the problems. Grant was advertised as the candidate who would bring about a much wanted peace.

Second, it points out the accomplishment of Grant in bringing about the end of the Civil War. Although Grant was the commanding general of the Union army, he truly desired peace. When he was promoted to General of the Army, he sought to swiftly bring an end to the war resulting in the relentless chase of the Confederate Army and total warfare in the South. While these tactics may seem violent, they ultimately hastened the end of the war preventing additional years of bloodshed.

For Grant’s reelection campaign in 1872, his slogan was “Grant us another term.” This statement uses the candidate’s name as a verb to encourage voters to reelect him. The circumstances worked in their favor to allow this clever wordplay. This slogan can also be seen as a continuation of the ideas set forth in Grant’s first term. Grant achieved what he set out to do and after his two terms as president, America was at peace again. 

Don't Change Horses Midstream

Contrary to the title of this post, this week’s post will be slightly different from the previous weeks. The previous entries have been focused on the initial election campaign for the candidate (with the exception of “I Still Like Ike,” as that was a shortened post and I don’t count it), while this week will be looking at a reelection slogan that has been used twice. The reason for the change is I felt like including Abraham Lincoln in this blog before I continued on to more recent presidents. Additionally, while I was looking for blog topics, I noticed that this slogan shows up twice in the presidential races; both times during massive wars. For those who do not like the change, the single president, single campaign format will be back next post; I’m merely looking at another horse midstream.

Lincoln and Johnson, Election of 1864 (courtesy of Wikimedia)

During the election of 1864, there was a war going on. The Civil War had seen some of its bloodiest months and an end was nowhere in sight. Through it all, President Abraham Lincoln was trying to reunite the country without slavery; however, if he was not reelected, the “Peace Democrats” would have gone for peace at any cost, resolving none of the issues that started the war. It was integral that Lincoln oversaw what he started and this was reflected in his slogan.

“Don’t change horses in midstream” is an old expression that fit Lincoln’s campaign perfectly. The saying refers to crossing a river on horseback. To cross with only one horse is a challenge in itself, but to cross with multiple horses is an even more difficult feat. It would be an absurd to try to switch which horse you are riding. If you did, you would risk losing your horses and possibly yourself. This led to the practical meaning of “don’t change your mind about your path halfway through the project or everything may be lost.”

This was the message that Lincoln was trying to convey to the voters. Although many were desperate for peace, they allowed him another term which was cut short by John Wilkes Booth. The shift in leadership following Lincoln’s assassination shows a glimpse of what it was like to “change horses in midstream” in regards to the Reconstruction efforts. The peaceful re-assimilation and smooth transition back to normality that Lincoln had foreseen became a harsh military reconstruction.

Roosevelt and Truman, Election of 1944 (courtesy of Wikimedia)

The next time the slogan* showed up was during World War II for the third reelection campaign (1944) of Franklin Delano Roosevelt. Here we find a great amount of similarities to Lincoln’s situation. The nation is at war and the casualties are rising. President Roosevelt has seen the war through from the start and insists he be allowed to finish it. However, Roosevelt’s untimely death caused by his failing health ushered in Harry Truman as president. The war may have ended without the bombing of Japan.

At a time when the nation needs strong leadership, there are often great people to take the lead. In the cases of Lincoln and Roosevelt, they often need more time to achieve the desired goal. As a result, these presidents utilized a common idiom to convey to voters that allowing them to finish what they started is the wisest decision.While this slogan isn't particularly catchy or emblazoned on every campaign item, its meaning serves the purpose of getting voters.

*FDR used "Don't swap horses in midstream" but the meaning and usage are the same.

Fifty Four Forty or Fight!

The election of 1844 was faced with the ever growing challenge of maintaining balance in the Union. Slavery had become a hot topic and politicians struggled to keep the balance between the North and the South. With controversial issues on the plate, both parties were careful with how they marketed themselves to voters.

Polk and the Democratic Party utilized the line “Fifty Four Forty or Fight!” This line surprisingly includes one of the political goals of the party. Upon his nomination, Polk declared that he would support the annexation of Texas as a slave state. In order to maintain balance and please the northern voters, Polk promised to acquire land in the Northwest from the British. The purchase could be used to create a free state to balance out the Senate (the state eventually created was Oregon).

The area in question was known as the Oregon territory and laid between 42° south and 54°40’ north. The potential transaction with Britain did not have a set border and America wanted as much as it could and was willing to fight for the land. Although America was a relatively new nation and was already fighting Mexico in the South, the people rallied around the idea that they would own the Oregon Territory even if it meant another war with Britain. Eventually, the 49th parallel (approximately a halfway split) was decided as the final border without any fight occurring.

“Fifty Four Forty or Fight!” stands out as a slogan because it actively promotes a goal of the candidate. This tagline spreads the word about what the candidate will do instead of who the candidate is. Polk was not well known, therefore personal promotion would have been impractical.

Despite its political nature, “Fifty Four Forty or Fight!” remains catchy because of alliteration. Out of five words, four begin with “f.” Additionally, the middle three words repeat the “or” sound to feature assonance. Such repetition makes the line easy to remember and fun to repeat.

On the other side of the ballot, there was Henry Clay, the Whig candidate. His slogan, “Who is James K. Polk?” took advantage of the split in the Democratic Party. Former president Van Buren and Lewis Cass of Michigan were the foremost potential nominees for the Democratic Party. After Van Buren declared his opposition to the annexation of Texas, Cass’s support went up. In spite, Van Buren put his support behind James K. Polk, a dark horse candidate. Polk was relatively unknown in politics until his nomination, prompting the Whig party to poke fun of him with “Who is James K. Polk?” Clay’s slogan served no purpose other than bashing Polk; it did not advertise Clay’s policies or promote his personality. Ultimately, it labelled Polk as a wild card which the voters ended up taking.


"James K. Polk: Campaigns and Elections." Miller Center of Public Affairs. Ed. John C. Pinheiro. University of Virginia, n.d. Web. 24 Sept. 2015.

Tippecanoe and Tyler Too!

The election of 1840 was between William Henry Harrison and Martin Van Buren. Important issues of the time involved the possibility of a Second Bank of America and other national infrastructure concerns. Such issues were not very easy to communicate to the public, much less decide on which course of action was the best. As a result, the Whigs (Harrison’s political alignment) decided to avoid the conflict that would be caused by addressing politics and instead extol the virtues of their candidate. 

I would like to make it clear that promoting a candidate based on personal terms was not a new concept. In a twisted sense, presidency was always a sort of popularity contest. George Washington was unanimously declared president because who could compete with the general that just won America its freedom? Andrew Jackson was promoted for being a “common man” that grew up in a log cabin (and he won the Battle of New Orleans). The new aspect to the Harrison-Buren election was the method of communicating these virtues. I mean look at it (the slogan), it rhymes! To take it a step further, it was even turned into a song to be sung during rallies.

The Harrison campaign went full out on its public outreach. It provided parties and offered grandiose speeches and parades. To top it off was the catchy slogan/song “Tippecanoe and Tyler Too! “ In addition, the campaign ran a slogan against Martin Van Buren: “Van, Van, Van/Van is a used-up man.” This line (also rhymes!) refers to Van Buren’s first term as president. It asks voters to consider what Van Buren did in office and if they want more of him.

As you have noticed, Harrison is not directly mentioned at all in his slogan. However, at the time, Harrison was a well-known military hero of the French and Indian War and the War of 1812. Like Washington and Jackson, Harrison used his war accomplishments as a promoting point. The Battle of Tippecanoe was a victory over the Native Americans for Harrison. He may seem like the antagonist in the fight, but in context, tensions had been growing between the Natives and settlers. In addition, tensions with the British were growing and the Natives were accused (not always falsely) of allying with them. When the press presented the story of the battle to the public, the people of the still-young America were outraged at the attacks made by the Natives and proud of the victory achieved by Harrison.

Oddly enough, the slogan has the vice president candidate mentioned as well. During the time of the election, the inclusion of his name seemed to only serve to balance the rhythm of the slogan. However, one month into his presidency, Harrison succumbed to an illness leaving the office to his vice president, John Tyler. In hindsight, the slogan turned out to be a morbid prophecy; both of the people mentioned served in office.

This campaign set an example for future presidential candidates. It became the norm to promote the candidate instead of the policies. After all, who would prefer to hear politics over rhyme and song?

I Still Like Ike: Presidential Campaign Slogans

What is the best way to get someone to vote for you?

The most sensible idea would be to promise some plausible way to better the world.

But we are talking politics here, and politics rarely takes the most sensible path (at least from our point of view). Ever since presidential campaigns became widely publicized, the focus began to shift from actual politics to the charisma of a certain candidate (or lack of in the opponent). Flashy debates and appearances lead to all sorts of shameless self-promotion and brazen mudslinging. However, no matter what these appearances may do, elections come down to winning the people.

Often it was easiest to get the support of voters by creating a catchphrase or slogan to rally around. Each election features new taglines that try to garner the support of the people. Some campaigns communicate their platform through the slogan. Others use their slogan to simply promote themselves over their opponent or attack the rival outright.

The slogans that often stick and become the most popular are those that are clever. Some play with words, using rhymes or puns; these are quite catchy and easy to recite or chant. Some make references to the candidate’s background or history.

In the end, many slogans become a part of the identity of the president, for better or for worse.

--- 

One of my favorite presidential slogans is “I Like Ike.” This simple phrase was efficient and catchy. In fact, TIME has listed it as one of the top 10 campaign ads. The line described the voting audiences attitude towards the candidate. As a result, it was emblazoned on much of the Eisenhower campaign paraphernalia. 

“I Like Ike” presented a statement that the party could stand behind. Before running for president, Eisenhower was an esteemed general of World War 2. His victories in Europe helped bring an end to the war. His status as a military hero helped him garner support, especially in the post-war era with all the US citizens feeling particularly patriotic. The nickname “Ike” showed that the people’s comfort with the candidate. Best of all, “I Like Ike” rhymes!

When President Eisenhower ran for a second term, the slogan came back in a slightly modified form: "I Still Like Ike." As they say, if it ain't broke, don't fix it. Eisenhower had done a respectable job in the White House during his first term so his campaign recycled the original campaign line.

But this time, the line can no longer be interpreted as a statement of vague support. The addition of the word “still” communicates the idea that President Eisenhower had done a good job; there were no reasons to have regrets over voting for him. It offers support for the president’s reelection campaign and the policies promoted by the president during his first term.

This simple adaptation was just as popular as the first (it still rhymes!) and showed a new sense of comfort with President Eisenhower.