Wilson won re-election in 1916, his campaign running on the slogan, ‘He kept us out of war.’ But he could then betray his anti-war supporters knowing that a rising political coalition – made up, in part, of men looking to redeem a lost war by finding new wars to fight – had his back.
An organization which claims to be working for the needs of a community – as SNCC does – must work to provide that community with a position of strength from which to make its voice heard. This is the significance of black power beyond the slogan.
L’Oreal’s slogan ‘because you’re worth it’ has come to epitomise banal narcissism of early 21st century capitalism; easy indulgence and effortless self-love all available at a flick of the credit card.
The business of the advertiser is to see that we go about our business with some magic spell or tune or slogan throbbing quietly in the background of our minds.