Jack Danylchuk
Northern News Services
Published Friday, September 28, 2007

YELLOWKNIFE - Slogans, the battle cry of sales and political campaigns, can lift a candidate to victory or dump them in the ditch.

The very best "induce a change in attitude or behaviour," says Janice Robertson, chair of public relations in the centre for communications studies at Calgary's Mount Royal College.

"We're looking for a big appeal to self-interest on the part of the reader - what's in it for me? We want to involve them and create a bit of drama, a bit of emotion and a sense of third party endorsement, as in everyone else is doing this, why wouldn't you?"

After reviewing slogans Yellowknife candidates in the territorial election are using to woo voters, Robertson found a few that may prove effective, and many that fall short.

"The best one, and it's not that exciting, is 'working for what matters to you,'" said Robertson.

"It's good plain folks talk; it says it doesn't matter what I think, it matters what you think and that is how it should be in an election.

"It suggests that this person works, which is a big issue with politicians. A lot of people think they don't. Working for you is the whole point. It's not exciting, sexy or racy, but it gets the most points from me."

The most interesting for Robertson is "I get it."

"It immediately suggests that the candidate thinks the way the reader does; knows what the problems are. But that's just not enough. It sounds a little arrogant to me. It has some snap to it, but it's risky."

Accessible and committed "is beyond trite," Robertson said.

"Those are words that are used and used and used; why anyone would pay to put them on a poster I don't know. It's important to have a good communications person working on your campaign, or you fall into the accessible and committed trap. It's safe and boring."

A leader you can trust. "The word 'you' is in there, but the word 'leader' is not as effective as 'worker,'" Robertson said.

"Trust is important, but trust is earned. You don't expect people to trust you in a campaign. It's also over-used and too big a promise."

Taking a stand "is a powerful statement with no meaning.

It makes the candidate sound confrontational and ready to fight. It might have an effect if there is something pressing facing the legislature, but otherwise it means nothing."

Robertson liked the words in "action and answers; it implies communication but its a bit vague."

A sensible leader for a healthy future, "doesn't make people sit up. You want people to be sensible when there is a fight, but you want them to be passionate. This has no passion."

Your choice, your vote "communicates and puts the onus on voter to respond. It reminds people to step up and exercise their franchise, but your voice, your vote would have been better."