The Living Room Candidate
"The idea that you can merchandise candidates for high office like breakfast cereal is the ultimate indignity to the democratic process." -Democratic candidate Adlai Stevenson, 1956 "Television is no gimmick, and nobody will ever be elected to major office again without presenting themselves well on it." -Television producer and Nixon campaign consultant Roger Ailes, 1968 In a media-saturated environment in which news, opinions, and entertainment surround us all day on our television sets, computers, and cell phones, the television commercial remains the one area where presidential candidates have complete control over their images. Television commercials use all the tools of fiction filmmaking, including script, visuals, editing, and performance, to distill a candidate's major campaign themes into a few powerful images.
Related: Understanding the American Presidential Election
• Where to find information - US History
Related: Social Studies/History