In a story that proves, among other things, that concise, clear writing was always in style, The Washington Post examines the history of ballot slogans in Oregon. It was a bit like Twitter without the computer.
Called “campaign capsules” by The Oregonian in 1946, ballot slogans were 12 words that candidates could have printed on official ballots, right next to the their name.
Campaign slogans ranged from pithy to pitiful. Some simply wanted you to know they were “Not a lawyer.” Others broke out the Thesaurus to let you know alliteratively they were for “Proper places for people, not pachyderm palaces.”
Quoting past presidents and political leaders was as popular then as now, though I haven’t heard anyone quote FDR lately. But maybe that’s because Eleanor Roosevelt asked them to stop.