“Man is a creature who lives not upon bread alone, but primarily by catchwords”
-Robert Louis Stevenson
(NOTE: a catch-word is technically what we today would call a “pull-out quote”; I’m using it in a broader sense here, to refer to slogans, mottoes, taglines, and catch-words.)
I keep quoting Stevenson because his observation is so true and has been for a long time. We love slogans even more than we love narratives and conspiracies…because slogans are the verbal equivalent of Paxil and Wellbutrin. They encapsulate whatever some leader or group of people decides is the best summary of what the product, movement, party, etc., is all about, while they make us feel good about it.