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"Branding infecting politics" [2019] ELECD 2135; in Torres-Spelliscy, Ciara (ed), "Political Brands" (Edward Elgar Publishing, 2019) 92

Book Title: Political Brands

Editor(s): Torres-Spelliscy, Ciara

Publisher: Edward Elgar Publishing

Section: Part II

Section Title: Branding infecting politics

Number of pages: 1

Extract:

PART II



Branding infecting politics


The tricks of commercial branding--recognizable catchphrases, logos, jingles
and brute repetition--were all put to work as TV came into its own in the
1950s with Eisenhower's campaign. He had a catchy tune from Irving Berlin
called "I like Ike" and short TV spots from Rosser Reeves of the Ted Bates
agency, many of which ended with the tagline, "Now is the time for all good
Americans to come to the aid of their country." In a word, Ike was willing to
be "merchandized," while his opponent Adlai Stevenson refused. Presidential
politics would never be the same. The power of broadcast ads could shape how
a nation perceived a candidate.
But of course, liberal and conservative voters may be attracted to different
ideas that fit and confirm their world view. And just as powerful as broadcast
ads are to politics, so too is the power to narrowcast messages that appeal to
a small but pivotal slice of the electorate. The following chapters deal with
the psychology of liberals and conservatives, as well as how presidential cam-
paigns, from 1952 through 2016, used media to influence the electorate and
brand their candidates.


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