This is the age of the slogan, the soundbite, the snappy phrase in place of considered argument. Thought is dying; reason’s gone critical. In bookshops and magazine racks we’re told only what we want to hear: we’re told it in neat, bullet-pointed affirmations of our own worth.

No more. This is the fightback. The resuscitation. This is the slogan as explainer of the world. One a day for a year. Three hundred and sixty five phrases, soundbites and bullet points with which to make sense of the way things are now and point to how things could be tomorrow. Read them and weep.



Friday

48. An apple a day keeps the doctor away

Research conducted over the last decade has found that drinking up to three glasses of red wine a day reduces the risk of heart disease by anything up to 40 per cent.
A study in April 2008 by the Journal for Neuroinflammation found that consuming caffeine reduces the risk of dementia by blocking the damage cholesterol can inflict upon the body. Other research has found that three cups of coffee a day can reduce the risk of liver disease by 40 per cent.
In July 2008 it was reported that nicotine was being investigated as a basis for a drug to combat Alzheimer’s.
But on the other hand, in July 2004 it was reported that “children who eat an apple or pear a day may be exceeding the pesticide safety threshold because of residues on the fruit”. A study published in the International Journal of Occupational and Environmental Health found that up to 220 children a day could be exposing themselves to "immediate and long term threats to health”. From eating apples.
There’s a moral to this story.