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by Allen J. Sheinman | July 12, 2012
The list

Whether they won or lost, candidates for U.S. president learned early on that a catchy phrase would help the public remember them. Here are some that still resonate, one way or another.

Zachery Taylor (1848):
"For president of the people." Obviously, the science of sloganeering was still in its infancy.

Franklin Pierce (1852):
"We Polked you in '44, we shall Pierce you in '52." The reference was to the same party's successful candidate in the prior election, and not a bad play on words for the mid-19th century.

John C. Fremont (1856): "Free soil, free labor, free speech, free men, and Fremont." Evidently the word "free" wasn't enough to close the deal.

James Blaine (1884):
"Ma, Ma, where's my Pa?" This was used by Blaine supporters to buttress rumors that opponent Grover Cleveland had fathered an illegitimate child, but when Cleveland won, his supporters responded with, "Gone to the White House, ha ha ha!"

William McKinley (1900):
"A full dinner pail." Made the electorate sound like a bunch of hungry horses, but it worked.

Woodrow Wilson (1916):
"He kept us out of war." Until the first year of his second term, that is.

Warren G. Harding (1920): "Return to normalcy." If one counts Prohibition, dancing the Charleston and the rest of the Roaring Twenties as normal, that is.

Calvin Coolidge (1924): "Keep cool with Coolidge." The notoriously stodgy Calvin was the antithesis of cool, but the wordplay was hot.

Herbert Hoover (1928): "A chicken in every pot and a car in every garage." And a breadline for all.

Barry Goldwater (1964):
"In your heart you know he's right." But we weren't sure in our heads.

Ronald Reagan (1984):
"It's morning again in America." Maybe that's why he often looked like he just woke up.

Bill Clinton (1992):
"Don't stop thinking about tomorrow." Especially when what you did yesterday can get you into trouble.

Source: Meetings & Conventions