presidential campaigns. the road to the white house

Presidential Presidential CampaignsCampaigns

The Road to the The Road to the White HouseWhite House

Getting Mentioned

The Invisible Primary

•Senators

•Vice-Presidents

•Governors

The Modern Campaign and the Personal

Following

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