Carmel Magazine

CM Nov 1, 2016 Barrymore HO16_DigitalEdition

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C A R M E L M A G A Z I N E • H O L I D A Y 2 0 1 6 93 Progressing through time, slogans exemplified a shift in the political cli- mate from a straightforward show of support to focusing on a particular issue, and stayed in public awareness because they featured slogans that became that candidate's own branding. The "I Like Ike" slogan that was coined to encourage Dwight Eisenhower to run for president was very appealing to supporters because it was a clever way to express political support. At the time, Eisenhower was still serving as Army Chief of Staff and refused to commit to either the Republican or the Democratic party, allowing people who liked Ike to make a statement about their political leanings without having to take a stand for a party. People have been using slogans to stir crowds to action or gain support for a cause since ancient times. From the early Roman Senate to govern- ments around the world, crowds have rallied around catchy phases, con- densing their thoughts to just a few words that create inspiration for their candidate of choice or to cause intimidation to their opponents. What makes a political button desirable is a combination of graphics, historical significance, scarcity, demand and condition. The most valuable political button today is a 1920 Cox-Roosevelt jugate (where both candidates are pictured on the button). Fewer than 100 were produced and it is currently valued to run in the five- figure range. Showing support for presidential candidates through pins and buttons is a practice nearly as old as the office of the president itself, which set the political climate for all following elections—and in many ways gave rise to the merchandised campaign strategies we see today. Marjorie Snow is a writer and photographer with a vast knowledge of antiques and their history. Snow was the owner of Terra Cotta in Las Vegas, an exclusive architectural vintage gallery, which was featured in numerous West Coast magazines. Campaign buttons that had low production runs are valuable: the most prized are 1920 Cox-Roosevelt jugates, showing both candidates. They are worth five figures and fewer than 100 were produced.

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