Obama. Slogan. Infuriating. Grammar. Dorks.
Is that period effective—or even correct?
By Evann Gastaldo, Newser Staff
Posted Jul 31, 2012 9:20 AM CDT
Updated Aug 4, 2012 6:50 AM CDT
President Obama's 2012 campaign slogan.   (YouTube)

(Newser) – President Obama's re-election campaign slogan isn't just "Forward"—it's "Forward." And that little period is causing quite a bit of controversy, the Wall Street Journal reports. First of all, there's the question of whether the period takes away from the slogan's message. "It's like 'Forward, now stop,'" says Austan Goolsbee, who advises the campaign. Of course, he adds, "it could be worse. It could be 'Forward comma.'" Even Obama himself isn't sure he likes the implied message, an adviser says: He sometimes jokes, "Forward! Period. Full stop."

David Axelrod points out that detractors can "just … put two more dots on it, and it'll seem like it keeps on going." But there's also the question of whether the period is even grammatically correct. One expert says it's not, because "it's not a sentence." But another disagrees, asserting that the slogan is an imperative sentence: "You can look at the period as adding a sense of finality, making a strong statement." Either way, the period has been missing in some recent ads—and a campaign spokesperson warns, "Stay on your toes—anything could happen. Do not be surprised if we introduce a semicolon." Period.

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Showing 3 of 108 comments
Aug 5, 2012 7:16 PM CDT
No wonder we're not taken seriously the world over. Is this really something people are focusing on? Who gives a rat's ass?
Aug 5, 2012 1:27 PM CDT
Should be a question mark.
Aug 5, 2012 6:47 AM CDT
It's very simple, Obama is implying that we (America) can move forward, (build a future) with him as president. He states that in one word, FORWARD. If you were paying for that message by the letter then he was very fiscally responsible. If you were trying to reach the 99%, we got it. Those who want to make this into a thesis on grammar, SHUT UP.