the.com/campaign messaging
the art of saying one thing eleven thousand times until it becomes a feeling.
means the coordinated set of words, slogans, and themes a campaign repeats to define a candidate and frame the choice for voters.
from grew out of mid-20th-century advertising once campaigns realized elections could be sold like soap, with polling and focus groups replacing gut instinct by the 1980s.
repetition rulestrategists say voters need it seven times to register
focus groupsphrases get dial-tested before a candidate ever says them
negative edgeattack messaging often outperforms positive messaging in recall
for instance
yes we can — obama 2008, turned hope into a chantable slogan
make america great again — reagan 1980 phrase, trump revived it in 2016
it's the economy stupid — clinton war room mantra that focused the 1992 race
morning in america — reagan 1984 ad that sold optimism, not policy