The Amateur Historian is, fortunately or unfortunately, an American and as plagued to death with the endless sufferage of the primary season as the rest of the country. However, it has given the Amateur Historian time to reflect on the necessity of a campaign slogan.
The human brain is wired for language and, in an odd turn, particularly susceptible to rhyme.
One such political rhyme destroyed the candidacy of one Henry Addington, 1rst Viscount Sidmouth in 1804. Addington, it must be admitted, did not have the greatest record while in office. He unsuccessfully attempted to sue for peace with Napoleon before giving up and declaring war on France again and was a terrible orator. Mind you, these were the days of Burke, Fox, Sheridan and Pitt, where gentlemen learnt to recite Horace in school; to be a bad orator was to be a bad politician. To be a bad politician meant one could not rally MPs to one's cause and therefore to lose one's bills and, thereafter, to lose the trust of the king.
When compared to Pitt's successions of pan-European coalitions, his renowned oratory and his successful management of the Houses of Parliament, Addington looked a poor figure indeed, giving rise to the epigram:
"London is to Paddington
as Pitt is to Addington."