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Presidential Presidential CampaignsCampaigns
The Road to the The Road to the White HouseWhite House
Getting Mentioned
The Invisible Primary
•Senators
•Vice-Presidents
•Governors
Personal FollowingPersonal Following
•Form at Election Time
•Disband after Election
•Kennedy, Long, Brown, Wallace, Bush, Clintons?
ToneToneTheme Theme TimingTimingTargetTarget
Campaign Spots and VisualsCampaign Spots and Visuals
Going NegativeLBJ 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…
Media & MessageAnalyze the Media
In 1988, a single image derailed Michael Dukakis’ run for the presidency.
What’s “wrong” with this image?
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
•Position Issues
•Valence Issues
•Attack Ads versus Contrast Ads
•Mudslinging
•Incumbent versus Challenger
•$$$$$$$$$$$$$$$
Flag evokes patriotism
Low camera angle conveys strength
Resolute expression and far-off gaze imply courage
JFK
LBJ
RMN
GRF
GHWB
GWB
BHO
JEC
RWR
WJC
Winning the RaceWinning the Race
•Win your party’s voters
•Win defectors from your opponent’s party
•Win the vote of independent voters