Presidential Campaigns. The Road to the White House

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Presidential Campaigns Slide 2 The Road to the White House Slide 3 Getting Mentioned Slide 4 The Invisible Primary Senators Vice-Presidents Governors Slide 5 The Modern Campaign and the Personal Following Slide 6 Candidates who win the nomination today, do so largely on their own and owe little or nothing to the national party. Slide 7 Personal Following Form at Election Time Disband after Election Kennedy, Long, Brown, Wallace, Bush, Clintons? Slide 8 Tone Theme Timing Target Slide 9 Campaign Spots and Visuals Slide 10 Going Negative LBJ turned to an advertising agency to create a spot that would connect to the audience's emotions rather than trying to persuade them with facts. This commercial aired only once during the campaign, yet remains the most influential political spot ever created Slide 11 Slide 12 Media & Message Analyze the Media In 1988, a single image derailed Michael Dukakis run for the presidency. Whats wrong with this image? Slide 13 In 1988, a single image derailed Michael Dukakis run for the presidency. Downward camera angle belittles subject Squinting and smiling convey weakness Cars in background conflict with intended message Slide 14 Position Issues Valence Issues Attack Ads versus Contrast Ads Mudslinging Incumbent versus Challenger $$$$$$$$$$$$$$$ Slide 15 Slide 16 Flag evokes patriotism Low camera angle conveys strength Resolute expression and far-off gaze imply courage Slide 17 Slide 18 JFK LBJ RMN GRF GHWB GWB BHO JEC RWR WJC Slide 19 Winning the Race Win your partys voters Win defectors from your opponents party Win the vote of independent voters Slide 20 Slide 21