Brevity not the soul of Newt | Bleader

Monday, January 23, 2012

Brevity not the soul of Newt

Posted By on 01.23.12 at 05:33 PM

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Newt Gingrich's latest campaign slogan, which he announced after his victory in South Carolina Saturday, is "Unleash the American people, rebuild the America we love.”

"This is an unconventional slogan, to say the least," Matt Bai observes on the New York Times "The Caucus" blog. Bai thinks the word “unleash” "makes the citizenry sound like a big, slobbering Doberman that’s been seething in the rain."

Gingrich has been maintaining he writes his own material, rather than relying on professional consultants, and Bai thinks the slogan betrays it. It's windy, he says, like Newt. "His campaign has been, to a remarkable extent, built around his own verbiage and rhetorical bravado," Bai writes. "Rarely, if ever, does Mr. Gingrich, as a speaker, take the shortest route between two points."

Indeed, we could stop calling him the former speaker.

As you might expect from a member of the media elite, Bai pokes fun at the slogan's verbosity. He notes that the slogan had to be shrunk to fit on campaign placards, where it "looked like the second-to-last row on an eye doctor’s reading chart." If Newt was writing ad copy for Nike, Bai says, the company's slogan might be “Just undertake whatever it is you were intending to do, before you got distracted or depressed.”

In other Newts, er, news, the Gingrich campaign has announced its support for DOOMA—the Defense Of Open Marriage Act.

Well, OK, not really, but I couldn't leash myself.

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