Words to Win By

Description

Print and online features and reviews especially timely during election coverage. Option to feature spreads or slideshow elements from the book. Planned media targets include newsy publications such as the New York Times and Wall Street Journal, general interest such as the Atlantic and the New Yorker, political sites such as Politico and FiveThirtyEight, pop culture interested in book’s timely hook and bright, visual graphics, such as BuzzFeed, and art and graphic designs sites and journals. Book is nonpartisan and expected coverage includes both right- and left- wing media.

Targeted digital advertising with SEO keywords to reach consumers whose interest in knowing more about prior elections is piqued by the November 2020 election. Search terms to include ones related to campaign slogans and campaign logo designs, presidents and presidential elections, and more.

Trade media outreach: Pitch for coverage by Publisher’s Weekly, Kirkus, Library Journal, ALA Booklist, and Shelf Awareness.

Timely publication: Words to Win By will pub at the height of the 2020 presidential election news cycle, guaranteeing that it will make an attractive feature for election-related book lists. While the election between Donald Trump and Joe Biden is an emotional one for all sides and an inescapable cultural event, Words to Win By offers a lighthearted and relaxed way to engage with presidential politics, keep up to date on political trivia, and enjoy American history without the stress and polarization found in partisan conversations and news coverage.

Fresh insights into 2020 election season: As Americans watch the 2020 presidential debates, rallies, and town halls with rapt fascination—and occasional horror—they have become more interested than ever in the power of words. As Donald Trump’s “Stand back…and stand by,” elicited outrage and new conversations have emerged about the responsibility of the retweet, it has become clear that politically engaged Americans—Nielsen has viewership of the first presidential debate in late September 2020 at 73 million people—are eager to dive into the complex world of political messaging. Words to Win By gives fresh insights into the contentious 2020 election, exploring the visual and verbal narratives at play in Joe Biden and Kamala Harris’s campaign, as well as the Trump-Pence reelection ticket, by grounding them in the fascinating, centuries long tradition of American branding and politics.

Inclusion of current day political stars: With its exploration of recent campaigns, Words to Win By includes a Who’s Who of rising political stars, including Kamala Harris, Beto O’Rourke, Pete Buttigieg, Marianne Williamson, Tulsi Gabbard, Cory Booker, Ron Paul, and Bernie Sanders, as well as legendary American figures resurging in public consciousness like Shirley Chisolm (recently played by Uzo Aduba for an Emmy-winning turn in Hulu’s Mrs. America).

Visual appeal: Expertly-designed package and bright full-color art makes this a tempting impulse buy and appealing gift for design fans, history buffs, and political junkies of all ages and ideologies.

Comprehensive: This unique volume features more than a century's worth of political campaign memorabilia, from the 1900s through the 2020 election, from both winning and losing candidates—characters both beloved and infamous. Memorabilia is both pro candidates and anti others, and ranges from heartwarming and smile inducing to emotionally stirring to showcase political manipulation at its best.

Fills a hole in the market: While there are several books about the history of graphic design and the history of American elections, as well as countless political biographies, this is the first book to combine a compelling visual array of designs with historical fun-facts and insider political knowledge.

Growing market: In 2018, voter turnout among 18- to 29-year-olds reached the highest percentage in decades. During an election year, in which this book will be published, the number of Americans that pays close attention to politics spikes by upwards of 18 percentage points from non-election years. This book will grab the attention of this rapidly expanding and voracious market.

Sujets

• Elections
• Campaigns
• Political Process
• Political Science
• Politics Magazine

Informations

• Publié par: Apollo Publishers
• Date de parution: 03 novembre 2020
• Nombre de lectures: 0
• EAN13: 9781948062657
• Langue: English
• Poids de l'ouvrage: 18 Mo

Extrait

THE SLOGANS, LOGOS, AND DESIGNS OF AMERICA’S PRESIDENTIAL ELECTIONS



WORDS
TO
WIN
BY



Words to Win By: The Slogans, Logos, and Designs of America’s Presidential Elections
Copyright © 2020 by Apollo Publishers
Text by Margaret Kaplan.
The images featured in Words to Win By have been carefully sourced through the support of sources such as national, state, local, and presidential archives, independent collectors, and stock and public domain data banks.
All rights reserved. No part of this book may be used or reproduced in any manner whatsoever without the written permission of the publisher, except in the case of brief excerpts in critical reviews or articles. All inquiries should be sent by email to Apollo Publishers at [e-mail]. Apollo Publishers books may be purchased for educational, business, or sales promotional use. Special editions may be made available upon request. For details, contact Apollo Publishers at [e-mail].
Visit our website at www.apollopublishers.com.
Published in compliance with California’s Proposition 65.
Library of Congress Cataloging-in-Publication Data is available on file.
Library of Congress Control Number: 2020935839
Print ISBN: 978-1-948062-64-0
Ebook ISBN: 978-1-948062-65-7
Printed in the United States of America.



The 1900 Election 9
The 1904 Election 21
The 1908 Election 35
The 1912 Election 47
The 1916 Election 63
The 1920 Election 75
The 1924 Election 85
The 1928 Election 99
The 1932 Election 109
The 1936 Election 121
The 1940 Election 133
The 1944 Election 145
The 1948 Election 155
The 1952 Election 169
The 1956 Election 181
The 1960 Election 193
The 1964 Election 207
The 1968 Election 219
The 1972 Election 237
The 1976 Election 253
The 1980 Election 265
The 1984 Election 279
The 1988 Election 293
The 1992 Election 305
The 1996 Election 319
The 2000 Election 331
The 2004 Election 343
The 2008 Election 351
The 2012 Election 363
The 2016 Election 375
The 2020 Election 387



Contents





P reface 6


N otes 403



preface
I n the election materials from over one hundred years of American presidential politics that fill the pages of this book, we see a visual and rhetorical lexicon rooted in democratic ideals—of patriotism, freedom, and liberty—and rendered in stars and stripes, impassioned reds, and bold-hued blues. But we also see a quintessentially American tension—one that lies taut between tradition and innovation, preservation and rebellion. For every candidate who used campaign materials to invoke the mightiness of the flag or the allure of the frontier, another shifted the political landscape in pursuit of greener pastures (in the case of Jimmy Carter) or toward a Rainbow Coalition (in the case of Jesse Jackson). For every candidate who repurposed images of the American West and Uncle Sam or echoed the speeches of his forebears to make an argument for a return to greatness, another utilized boundary-breaking pop art or nascent digital media to push for change of great magnitude.
What all of the candidates from 1900 to 2020 have in common—beyond their ambition, beyond their tenacity, beyond their demographic makeup (which, after
more than 230 years of presidential politics, remains for the most part dismally male and white)—is that they have an audience they need to convince. We, the people, must be swayed to support them. Every careful articulation of campaign literature, every piece of visual merchandising, every yard sign, bumper sticker, or pack of king-size- filter cigarettes—looking at you, Michael Dukakis—has been carefully engineered to reckon with our hopes, our anxieties, and our sense of what it means to be an American. Sometimes, the portal to our allegiance is humor, as evidenced by Lyndon B. Johnson’s witty retort of “In Your Guts, You Know He’s Nuts” and Barry Goldwater’s “In Your Heart, You Know He’s Right” slogan from 1964; sometimes, our hearts are captured by nostalgia, a desire for safety and prosperity at the hands of a capable and brawny leader (think Ronald Reagan donning rolled-up denim sleeves and a cowboy hat in a poster from 1980 or a larger-than-life Theodore Roosevelt stepping across continents in art from 1912). Sometimes, the mantras and merchandise that might have worked in one election cycle fail in the next; the urgency of the moment—established



6


Preface



by wars, by pandemics, by economic crises—calls for a new vision, a new type of messaging.
In Words to Win By , you will see the story of American political messaging as palimpsest. No poster, no slogan, and no candidate emerges from a vacuum devoid of influence from a campaign or candidate that came before. Donald Trump’s “Make America Great Again” can no longer be viewed as the unfiltered rallying cry of a political upstart but a carefully calculated nationalist mantra that has been bandied about for a century. Kamala Harris’s eye-catching 2020 logo takes root in Shirley Chisholm’s from 1972. And that most iconic piece of campaign art in recent memory—Shepard Fairey’s “Hope” poster from Barack Obama’s legendary 2008 run? That has historic precedence too. You will see, in the pages of this book, the arc of election art, the arc of campaign rhetoric. You will also see the arc of American values: how they brush up against each other, how they recapitulate, how they shift, and how they shape us—as citizens, as constitu- ents, as patriots. And you will see how we, the people, shape them.



7


Words to Win By




8


The 1900 Election




The 1900 Election


Words to Win By


9







President





William McKinley





10


The 1900 Election




T he presidential election of 1900, a rematch of the top candidates of the 1896 election— Democrat William Jennings Bryan and the now incumbent president, Republican William McKinley—took place on the heels of the Spanish-American War, in which the United States gained an easy victory over Spanish forces in Cuba, the Philippines, and Puerto Rico. 1 With this mighty feat and a prosperous economy under his belt, as well as Theodore
Roosevelt—colonial of the Rough Riders cavalry during the Spanish-American War and beloved hero of the Battle of San Juan Hill—campaigning vociferously as his new vice presidential pick after the death of his prior VP, Garret Hobart, while in office, McKinley scored a clear mandate over his anti-expansionist rival. 2 However, on September 6, 1901, a mere six months into his second term, McKinley was shot. He died one week later, and Roosevelt succeeded him as president. 3


11


Words to Win By









Party: Republican
State: Ohio
Running mate: Theodore Roosevelt, New York
Electoral tally: 292
Popular vote: 51.7 percent
William McKinley
Slogan(s):
“ Four More Years of the Full Dinner Pail ”
“ One Country, One Flag ”
“ Prosperity at Home, Prestige Abroad ”
“ Let Well Enough Alone ”


12


The 1900 Election




M cKinley’s campaign was aided by the support of Mark Hanna, a wealthy Ohio industrialist, and newly minted national hero Theodore Roosevelt. McKinley, who ran on the ideals of expansionism and the success of the economy, rarely made appearances on the campaign trail, instead delivering a selection of carefully meted speeches from Washington. 4 Still, his slogan “Four More Years of the Full Dinner Pail” carried water; a strong majority of Americans voted to
reelect the incumbent, hoping to usher in more years of economic prosperity and expansionist policy. 5 Campaign art from the time depicts McKinley as an effective president who fulfills his promises, and invokes a sense of domestic and imperial prosperity. One image shows McKinley holding up a gold coin (to repudiate his opponent, who favored a bimetal standard) as rays of light shine in the distance and the American flag waves mightily in the foreground.



13


Words to Win By





14


The 1900 Election








15


Words to Win By







Party: Democratic
State: Nebraska
Running mate: Adlai Stevenson, Illinois
Electoral tally: 155
Popular vote: 45.5 percent
William Jennings Bryan
Slogan(s):
“ Equal Rights to All, Special Privileges to None ”


16


The 1900 Election



D emocrats, fusing with the Populists, rallied behind William Jennings Bryan, an outstanding orator, fierce proponent of the Free Silver Movement (which would have monetized silver in addition to gold) and high
tariffs, and opponent of the burgeoning American imperialism that had defined McKinley’s term. Even though he lost in a landslide, Bryan put up a determined fight, delivering some six hundred speeches