Presidential campaigns often reduce themselves to words or phrases, slogans or gaffes.
These fragments actually represent much more than the specific words employed, but very often condense enormous themes, important differences or character issues into a compact but complete message package. Five examples of years defined by a few words:
1976: Poland is free. (President Gerald Ford actually said in his famous debate gaffe "There is no Soviet dominance of Eastern Europe.")
1980: "Are you better off today..." Misery Index and "There you go again."
1992: "It's the economy stupid."
2000: Compassionate conservatism