Essay on Marketing The American President

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Marketing the American President

The American presidency has always been a type of elective kingship, our connection to a more civilized time. Americans have historically given the president the same admiration and loyalty as subjects would to a benevolent ruler. This is why character and image are so important in all presidential campaigns. Americans expect their president to uphold the ideal of a model American as well as cater to their every policy preference. A national media, targeted campaign ads, and a decline in parties’ influence have strengthened this ideal and have made a candidate’s persona crucial to winning the White House. Many other strategies are involved in winning the Presidency, but image and momentum are becoming the primary avenues into Washington.
The selling of the president has become an art form with social science and engineering mixed in. Political consultants and negative television bombard the American people each year and tell their version of why good Americans should vote for one candidate and not the other. Consultants are hired in light of the decline in the peoples’ party affiliations and their need for a personable candidate. These consultants use polls in conjunction with social psychology to shape a message that the American public will listen to. However, the system was not always this way (Newman, 118)
In the early days of our country, the political parties took up the burden of advertising their candidate. Simple tac

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