1. Presidential Campaigns

2. The Road to the White House

3. Getting Mentioned

4. The Invisible Primary Senators Vice-Presidents Governors

5. The Modern Campaign and the Personal Following

6. Candidates who win the nomination today, do so largely on their own and owe little or nothing to the national party.

7. Personal Following Form at Election Time Disband after Election Kennedy, Long, Brown, Wallace, Bush, Clintons?

8. Tone Theme Timing Target

9. Campaign Spots and Visuals

10. 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…

12. Media & Message Analyze the Media In 1988, a single image derailed Michael Dukakis run for the presidency. Whats wrong with this image?

13. 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

14. Position Issues Valence Issues Attack Ads versus Contrast Ads Mudslinging Incumbent versus Challenger $$$$$$$$$$$$$$$

16. Flag evokes patriotism Low camera angle conveys strength Resolute expression and far-off gaze imply courage

18. JFK LBJ RMN GRF GHWB GWB BHO JEC RWR WJC

19. Winning the Race Win your partys voters Win defectors from your opponents party Win the vote of independent voters