Political Parlance

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In 1975, when I was working at Colenso Advertising on the infamous Dancing Cossacks Campaign for Rob Muldoon, I was asked how I could reconcile that with having worked for Labour and Norm Kirk in the previous election. My rather glib reply was that it was just Kentucky Fried Chicken, another Colenso client I was being paid to promote. Ideological or political preferences didn’t come into it. Ten years later I was helping out David Lange—the Carl’s Burger of New Zealand politics at the time.

All those campaigns had political slogans, but despite being involved with them the only one I can remember today is Labour’s 1972 clear and explicit statement: “It’s Time (for Labour).” It was spot on. It was time: time for a change, time for fresh thinking, and time—for the first time—for many of the baby boomers to have their say in how the country was run, and by whom. It was also the time, by the way, that Kentucky Fried Chicken came up with the resonate and resilient “Finger Lickin’Good.”

However, those days are gone, and having a look at the current election and its campaigns I have to question whether so too are the days of political slogans. 

I mean, do we really need them? Do they really mean anything? Moreover, do we really believe them? To me, they are little more than patronising pap with about as much credibility and substance as the once ubiquitous but now long discredited (thank God) company mission statement.

Political slogans had their day and had their effect: “It’s Time” was great (and right for The Left), “I Like Ike” from America arguably better. But, the last effective New Zealand political slogan I can remember was Winston Peters’ Northland by-election pitch “Send a Message to Wellington.” That obviously resonated with the Northland Electorate, but having been sent, the message, like the man, is now largely redundant.

However, our political parties persist with meaningless phrases patronising every one of us.

They are not even very good. Let’s look at the current batch. National’s “Delivering for New Zealand” might as well be for a courier company; Labour’s “Let’s do it” sounds like a rallying cry for American GIs in the Vietnam war, which is somewhat ironic. Neither has substance or relevance to New Zealand politics.

The National one in particular lacks imagination and vision and makes me, at least, long for those far off days when Cossacks danced across our screens. Please don’t tell me the National Party paid somebody to come up with “Delivering for New Zealand.” 

But, the core question remains: why do we need political slogans at all? Shouldn’t, couldn’t, the political parties learn from their corporate contemporaries, KFC included, and dispense with them entirely?

I think so.

When it comes to political slogans, let’s NOT do it. 

It’s Time.