![Millard Fillmore](images/millard.jpg) |
Convincing the voters is the essence of a political
campaign. Over time the media has changed, and today's campaign
strategies reflect the use of statistical analysis and the science
of influence and affect. However, many of the methods for influencing
voters remain essentially the same. Advertising, theme songs, stump
speeches, and even negative campaigning have been around since our
country began. Picture yourself studying the campaign posters of
Millard
Fillmore in 1850 and James
Buchanan in 1857. Would the figures of Justice and Liberty wearing
gowns and tiaras surrounding Millard Fillmore sway a modern voter?
Probably not, certainly no more than the laurel branches surrounding
James Buchanan. But notice the American flags in both of these posters.
We certainly see that imagery in advertisements for candidates running in current presidential elections. |
![Buchanan](images/buchan.jpg) |
Listen to an audio clip of candidate Calvin
Coolidge on the subject of Law
and Order. It's hard to imagine this monotone voice,
this "man of few words" appealing to modern voters.
Coolidge faced a public appeal challenge even in his own day.
Dorothy Parker once said Coolidge looked as if he'd been "weaned
on a pickle." Today, a candidate's every word, every action and
even their perceived thought is paraded before the public. Showing
the voter that they are both a leader and a "good person"
is part of the challenge of the campaign.
Yet voters elected Coolidge when he
ran. Coolidge's emphasis on traditional values, frugality
and economy in government would be familiar topics in
any presidential debate today. If a candidate's message
speaks to the people, if they choose their "issues"
wisely, the office of president may be theirs. This was
true in Coolidge's time...is it still true today?
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