Presentation on theme: "Presidential Campaigns. The Road to the White House."— Presentation transcript:
The Road to the White House
The Invisible Primary Senators Vice-Presidents Governors
The Modern Campaign and the Personal Following
Candidates who win the nomination today, do so largely on their own and owe little or nothing to the national party.
Personal Following Form at Election Time Disband after Election Kennedy, Long, Brown, Wallace, Bush, Clintons?
Tone Theme Timing Target
Campaign Spots and Visuals
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…
Media & Message Analyze the Media In 1988, a single image derailed Michael Dukakis run for the presidency. Whats 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 Race Win your partys voters Win defectors from your opponents party Win the vote of independent voters