Change. Forward. Together. For you.

They are the buzzwords of political campaigns worldwide, used time and again in various combinations, to sum up a campaign theme in few enough letters to fit on a podium sign.

On Tuesday, the NDP became the fifth and final major party to unveil its campaign catchphrase, hoping 香蕉视频直播淚n it for You香蕉视频直播� will catch voters香蕉视频直播� attention.

Dennis Matthews, a vice-president at Enterprise Canada who worked in the message mines as an advertising and marketing adviser to prime minister Stephen Harper, said 香蕉视频直播渁 ton of effort香蕉视频直播� goes into finding a phrase that can sum up an entire campaign in one short and snappy sentence.

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香蕉视频直播淎 campaign will do all kinds of research, look at all of their potential voters and what they香蕉视频直播檙e looking for,香蕉视频直播� he said. 香蕉视频直播淚n a campaign you want to imagine the voter going into the voter booth and asking themselves a question. A good slogan sets up that question so they can only pick you as the only option.香蕉视频直播�

The NDP香蕉视频直播檚 new slogan points, without being negative, to the idea that the NDP are there to help the little guy while the Liberals and Tories are in it for themselves and their wealthy friends.

It香蕉视频直播檚 similar both to the slogan the federal Liberals used in 2008, 香蕉视频直播淎lways Here for You,香蕉视频直播� and to the Conservatives香蕉视频直播� current 香蕉视频直播淚t香蕉视频直播檚 Time for You to Get Ahead.香蕉视频直播�

Such echoes are not uncommon, said Matthews, because 香蕉视频直播渃ampaigns are referendums on the future.香蕉视频直播�

香蕉视频直播淰oters are looking forward so most campaign slogans at least hint at a forward-looking or action-oriented thesis and there are only so many words that fit that.香蕉视频直播�

香蕉视频直播淔orward together香蕉视频直播� was one of Winston Churchill香蕉视频直播檚 most common speech slogans throughout his political career. It has been used by two of his successors as British prime minister 香蕉视频直播� Margaret Thatcher in 1980 and Theresa May in 2017 香蕉视频直播� and at least two American presidential candidates. Richard Nixon used it in his inauguration speech in 1969 and Hillary Clinton turned to it for her presidential run in 2016.

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In 2019, the Green Party of Canada is building on it for its slogan: 香蕉视频直播淣ot Left. Not Right. Forward Together.香蕉视频直播�

The Liberals have dropped the 香蕉视频直播渢ogether香蕉视频直播� part and are just going with 香蕉视频直播淐hoose Forward香蕉视频直播� in 2019. It香蕉视频直播檚 remarkably similar to the 2004 Liberal theme phrase of 香蕉视频直播淢oving Forward.香蕉视频直播�

The Bloc Quebecois is using 香蕉视频直播淟e Quebec, c香蕉视频直播檈st nous香蕉视频直播� 香蕉视频直播� roughly, 香蕉视频直播淲e are Quebec.香蕉视频直播�

In 1980, Ronald Reagan香蕉视频直播檚 slogan in his first successful presidential campaign was 香蕉视频直播淟et香蕉视频直播檚 Make America Great Again.香蕉视频直播� Twenty-six years later, Donald Trump tweaked it into one of the best-known political slogans in history. 香蕉视频直播淢ake America Great Again香蕉视频直播� hats and T-shirts are still common (Trump now has to decide whether he can still use it after four years in office).

In 2015, in an election campaign almost entirely about voter fatigue with a decade-old Conservative government, both the Liberals and NDP went with 香蕉视频直播漜hange香蕉视频直播�: 香蕉视频直播淩eal Change香蕉视频直播� for the Liberals and 香蕉视频直播淩eady for Change香蕉视频直播� for the NDP.

Scott Reid, who was a communications adviser to prime minister Paul Martin and is now a principal at the strategy firm Feschuk.Reid, said most slogans are developed as part of an intensive and lengthy research process to suss out a potential path to electoral victory. Polls and focus groups and voter outreach guide 香蕉视频直播渁 whole slew of decisions香蕉视频直播� including advertising spots and which public issues a campaign will prioritize.

香蕉视频直播淭he slogan itself emerges from that,香蕉视频直播� he said.

As for the actual words? 香蕉视频直播淚 don香蕉视频直播檛 believe they matter very much,香蕉视频直播� said Reid.

Few, if any, campaigns are lost on bad slogans and most slogans end up on the floor as soon as the last vote is counted. Some of the best aren香蕉视频直播檛 even official slogans at all.

In 2011 香蕉视频直播漚 strong, stable, national Conservative majority government香蕉视频直播� wasn香蕉视频直播檛 the official Conservative campaign slogan but became the recognizable theme for a campaign appealing to voters tired of fragile minority governments.

Barack Obama香蕉视频直播檚 2008 presidential campaign added 香蕉视频直播淵es we can香蕉视频直播� to the political-slogan hall of fame, but his official slogan was actually 香蕉视频直播滳hange We Can Believe In.香蕉视频直播� 香蕉视频直播淵es We Can香蕉视频直播� was a holdover from Obama香蕉视频直播檚 previous Senate campaign, a catchphrase he used in speeches, that took off as a rallying cry for his supporters.

As proof that slogans aren香蕉视频直播檛 everything, one need only know that the Green Party of Canada also used 香蕉视频直播淵es We Can香蕉视频直播� for its 2006 election effort. That netted the party zero seats and less than five per cent of the vote.

Trudeau香蕉视频直播檚 2015 campaign is remembered for promising 香蕉视频直播渟unny ways香蕉视频直播� even though Trudeau didn香蕉视频直播檛 talk about sunny ways 香蕉视频直播� borrowed from Wilfrid Laurier 香蕉视频直播� until his victory speech on voting day.

Matthews said as in any advertising, the best slogans can香蕉视频直播檛 always be predicted.

香蕉视频直播淪ome of this stuff, you香蕉视频直播檝e got to put it out there and see if it catches on,香蕉视频直播� he said. 香蕉视频直播淚n the marketing world you can be a little lucky and land on something that really catches on. Sometimes it doesn香蕉视频直播檛.香蕉视频直播�

Mia Rabson, The Canadian Press

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