Armenia's Election Campaign: Slogans Both Captivating and Wretched

United Armenians Party – “Third force, new faces”

This party has stressed bringing new names and faces to the political arena, based on the demand of the public.

The party is trying to buoy its campaign by declaring that it is replete with “intellectuals”, on the one hand, and that it has something new to say, on the other.

The fact that the party is presenting itself as a third force only goes to show that it has no ambitions regarding winning. Instead, the party suggests that it be accepted as a balance between the two extremes poles, within the confines of its pull.

But what does “new” mean – not much regarding the party’s potential or its vision.

Also, for a marginal party whose members aren’t even recognized by the vast majority of the voters, to talk about “new faces” seems absurd at best.

Finally, the concept of a third party is a pretty hackneyed phrase in the political lexicon. It longer has the attraction of former days.

Communist Party – “Let’s return the government and wealth to the people”

This slogan reminds one of nationalizing personal property or the threat of nationalization. It really turns people off.

The most important shortcoming of this slogan is that it creates a stereotypical impression in the minds of voters. The party should be more active in modernizing its image and ideology it step with the demands of the times we now live in.

Then too, talk about “returning the government to the people” touches upon the return to democratic roots and basic principles. As to the question, whether or not the Communist Party has carried the banner for such a values system, the jury is still out.

This slogan is the most successful when it comes to saying absolutely nothing.

Armenian Revolutionary Federation – “Freedom, justice, dashnaktsutyun”

The ARF has created an interesting play on words in the slogan. The word dashnaktsutyun is used both as a brand label and a road to be travelled (in the sense of collaborating with the public).

It is clear that the party has not backed down from certain qualitative traits or from the former approach of putting values front and center.

On the subconscious level, such categories as unity and trust are presented.

If, in the past, these were presented under the guise of “not betraying an old friend” (the ARF), now they are invoked in the name of freedom and justice – in forging an alliance with the public.

This slogan, when compared to former ones, has more of a revolutionary zing to it, but it is still too general and vague.

The use of value laden words “freedom and justice” show that the party is in tune with the demands on the people, but they say nothing about the possibility of applying them in practice.

Armenian National Congress – “Not one vote for the criminal regime”

The use of these terms “criminal”, “regime” immediately identifies the authors of the slogan. These words have become catch phrases for the ANC and, as such, their inclusion in the slogan is more or less understandable and acceptable.

They refer to a struggle started three years ago and speak about its continuation. Thus, the ANC wants to convince its electorate that the former priorities remain in place.

But the slogan’s formulation is quite a retreat. In 2008, the ANC was talking about victory. Coupled with loudspeakers blaring Beethoven’s 9th symphony, it was all quite intoxicating. It was a time of self-confidence and no concessions.

The current slogan merely seeks to prevent the reproduction of the regime.

Instead of a strategy tasked with victory, today, they are speaking of resistance.