This isn’t a “Together We Can” or “Change We Can Believe in’’ kind of campaign year.
When it comes to campaign slogans in this year’s race for mayor, there isn’t one zinger to get voters worked up over.
The punchiest slogan goes to “Forward with Felix,” whose use of alliteration highlights Felix Arroyo’s name and his message that he’s the one to lead Boston’s future, his campaign said.
“It think it’s important to differentiate that it’s not just about Felix running for mayor, it’s about moving the city forward,’’ said campaign spokeswoman Clare Kelly.
Slogans are typically part of a large campaign arsenal to drive up a candidate’s name recognition among voters, said Jeffrey M. Berry, political science professor at Tufts University.
“What’s important is name recognition, and a slogan can be an avenue to that recognition,’’ said Berry. “It’s a way of distinguishing yourself from other candidates that might be confused with you.”
Political candidates have long used slogans to help usher them to victory. On the national stage, Dwight Eisenhower’s “I Like Ike” was a simple, pithy theme during the 1952 presidential campaign that resonated with the times.
More recently, President Obama galvanized the masses with “Change We Need” and “Change We Can Believe In.” And Governor Deval Patrick used “Together We Can” as a rallying cry.
The slogans, plastered on bumper stickers, yard signs, and TV ads, are intended to be short, snappy, and catchy to voters. Political slogans are no different from ads by major retailers trying to get the public to buy their product.
“McDonald’s uses slogans, just like Bill Walczak,’’ he added.
In fact, feeling growing momentum after his public opposition to casinos, Walczak who had eschewed slogans, decided to create one on his new campaign website: “Bold Ideas for Boston’s Future.”
His campaign said it believes Walczak is the only one with “bold ideas and innovative leadership experience” to move Boston forward.
It’s not exactly snappy. But neither are the other slogans from Walczak’s competitors.
Rob Consalvo is rallying behind “Making Boston Better” and “All In For Boston.”
Charlotte Golar Richie is pushing “Uniquely Qualified to Serve.”
Michael Ross has “Boston Smarter” plastered on his campaign signs.
Martin J. Walsh is using “Marty for Mayor.”
Berry is not impressed.
“They all get a C- from the professor,’’ said Berry.
The campaign for Consalvo, a Boston City Councilor, said his slogan is quick, succinct and best describes his vision to build on the progress made by the Mayor Thomas M. Menino administration.
Golar Richie, who served in the Legislature and in Menino’s administration, hopes her catch phrase will move people to visit her website and find out why she is the best candidate, said her campaign.
And Ross’s campaign said his slogan expresses his work as a leader of innovative ideas to improve schools, create jobs, and push new approaches to target youth violence.
John Barros’s campaign said the words “Stand Up Now” are less of a slogan and more of a theme that embodies Barros values and beliefs.
Spokesman Matt Patton said slogans might be catchy and quick, but they often don’t convey much.
“We have an opportunity to close the achievement gap for some children, and a slogan is not going to fix that problem,’’ said Patton. “We have discussions about prevention of violence, and a slogan is not going to fix that.”