Wrangler Rule, Part 2

A few weeks ago, we introduced you to the Wrangler Rule, a new trend in political slogans whose origins can be traced to Brett Favre’s denim commercials.

Real. Comfortable. Jeans

Since that post went up, we’ve been pointed to several more examples that we wanted to share here.

First, a quick refresher. The formula for a Wrangler Rule slogan is as follows.


Brent Waltz used a Wrangler Rule slogan, as did Jim Banks. Now that political mail is flowing and ads are airing, we’ve seen a few more examples. elise2

The first is Elise Nieshalla, a candidate for Boone County Council. Her brand as a Conservative. Innovative. Leader. is absolutely a Wrangler Rule. The use of “innovative” was, well, innovative. None of the other Wrangler Rule candidates have used that word.

Then came Greg Fettig, a Tea Party leader (dead giveaway: the eagle in the logo) running for the fettig2state House of Representatives in Boone and Hamilton counties.

Greg is a Wrangler-riffic Principled. Conservative. Republican. 

He also made the bold choice to capitalize the word “from” in the mailer. If those are the principles on which he stands, how can he expect to survive the General Election. I can see the attack ad now:

[grainy image of Fettig] Greg Fettig capitalizes prepositions. If we send him to Indianapolis, what else will he be willing to capitalize?

Finally, we had a question from loyal reader Dan Carden, of the Northwest Indiana Times, who asked:

Dan, I can see how your untrained eye may mistake this for a Wrangler Rule, but a closer look reveals that this is your more traditional “Rule of Three”. Consider the following:

  1. Bold is not really an “adverby adjective”. It is certainly an adjective, but it would be difficult to say that it is an adverb, as it is not modifying another adjective. Which leads us to
  2. Two adjectives describing one noun should be separated by a comma. Therefore, Pence’s slogan is clearly meant to imply that he exudes both “Bold leadership” and “Hoosier leadership”.
  3. Even if you were to make the case that “Bold” is an adverby-adjective that can modify both “Hoosier” and “Leadership”, this slogan cannot fit the Wrangler Rule because the three words are not punctuated with periods.

As you can see, the Wrangler Rule is nuanced, but important. Have you seen any Wrangler Rules out on the campaign trail? Let us know in the comments section or on our contact us form.


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