Slogan Doctor: The Conservative Party: 'Year For Change'

The Tory party has no-one else to blame for this slogan. According to a woman at the press office, it was devised by the party's internal PR team.

by John Morrish
Last Updated: 31 Aug 2010

It's supposed to be self-explanatory, representing the party's hope that 'this will be a year for change'. It could have said that. Instead, we get an ugly, truncated phrase that says nothing. 'Year' needs something in front of it: 'a' or 'the', or an exhortation such as 'Make this a ... '. As it is, it sounds blunt and aggressive. Then there's 'change'. As a political rallying cry, 'change' is feeble. It just says: 'Fed up with the other lot? Give us a try.' It promises something different, but not something better. It's also a shameless echo of the Obama campaign, but Obama's slogan was grammatical and made sense: 'Change we can believe in.' And in the US context, 'change' was a resonant and powerful word, recalling Sam Cooke's 'A change is gonna come', an anthem of the black civil rights movement. Swapping one Westminster party and career politician for another is nothing like that.

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