We hope New Hampshire will pardon us for meddling, but when a neighbor is about to make an unfortunate mistake, one has a duty to intervene.
The state is talking about dumping its long-time slogan, “Live Free Or Die,” in favor of something a bit more … well, inviting.
This would be a blunder, and it shows the kind of mischief that occurs when you give too much weight to the opinions of public relations consultants.
New Hampshire is alone among the states in using its state motto as its state slogan. Most other states have long since relegated their mottoes to unintelligible Latin on their state flags and seals.
They have turned their state sloganeering over to their tourism departments, which then turn the job over to advertising agencies, which then produce warm, fuzzy, inoffensive and totally useless slogans.
Not New Hampshire. It gets daily use out of its motto. And why not? New Hampshire’s motto/slogan does everything a good slogan should do: It’s flinty and inspirational. It’s vivid and rooted in a historical event. It is short, punchy and imminently memorable.
We in Maine, sadly, are left, like most states, with a house divided and with a severe case of slogan envy. We say “Dirigo” (I lead) on the flag, but we tell visitors something else: “The Way Life Should Be.”
The first slogan requires a translator, but it is bold and direct. Unfortunately, it has been largely relegated to the state seal and middle-school civics classes. The slogan, The Way Life Should Be, suffers from every possible sloganeering shortcoming: It’s boosterish, bland, boring, unhistorical and decidedly forgettable.
What’s more, it’s defensive. The beauty and livability of Maine are self-evident.
Perhaps the largest divide between a state’s motto and its groveling, tourist-pleasing slogan is found in Virginia.
Its slogan, “Sic semper tyrannis,” (Thus always to tyrants) are the famous words uttered by Brutus after the slaying of Caesar. That’s a slogan with verve, spunk and meaning. It’s an inspiring declaration of ideals.
So what does the state proclaim to the world?: “Virginia is for lovers.”
Bah!
That’s a warning, New Hampshire. Stick by your slogan.
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