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  1. “IT’S TIME. FOR LABOUR.”–1972, is the only one I can genuinely relate to…Big Norm Kirk’s year. NZ would be a different country today if Kirk had lived to achieve a second term as PM, because the innovative Labour Super Scheme that pig Muldoon scrapped would have become embedded and ensured one well off little country in the decades ahead.

    Rare is the day when any party political campaign tagline or slogan makes much sense in retrospect. The ad agency people reckon three to four word ones are the ultimate, but really they all suck in todays political reality.

  2. I’ve suggested to the National Party that an abbreviated message should have been used:
    GET OUT COUNTRY BACK

    No need for the ON TRACK part

    1. A bit rich considering they were the ones who sold most of it, still, your suggestion illustrates the way the rightwing mind works.

  3. All these slogans we’re probably made up in a Echo chamber. I doubt to many real people were asked.

    1. No doubt. And unlikely that real politicians had anything to do their making, other than the tick of approval. Committees consisting of the party faithful – with an eye for the language of marketing. Or contracted out to consultants.

  4. Interesting analysis. Language matters. Not everyone liked Mad Men, the TV series that captured the American advertising industry just as television was becoming the preferred medium, but it highlighted the importance of having a catchy hook, the final sentence that resounds in consummer’s minds, the punchline. Must be a term in advertising that explains this. Watch TV ads today and it’s still the same as it was back in the day. And now migrated into political slogans. Good money if you can get it!

  5. Can you bring up the images produced by National before MMP? Something like paper bags over people’s heads. I didn’t keep a copy but it would be interesting to see it again as part of our political discussion now.

  6. GET OUR COUNTRY BACK ON TRACK
    But this country’s is not “ours” anymore, is it? And dare I ask where will those tracks lead? More prosperity one presumes. But at what expense? Ffs, are these people not attuned to what’s happening in the real world.

    IN IT FOR YOU
    Recall the advertising for the army back in the day? The only thing that can improve this slogan is lower case letters with YOU in capitals, accompanied by an image, a finger being pointed at the viewer by Captain Chippy himself.

    Any takers on these:
    TAKE OUR COUNTRY BACK
    ACT FOR FREEDOM
    THE TIME IS NOW
    BELIEVE IN YOU. BELIEVE IN ME. BELIEVE IN MAORI

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