Selling of the President 1968

The successful politician, assigns McGinniss, is the one who honors this illusion, and boob tube offers a nonher way of doing this. McGinniss says there is always a balance between the individual and his or her image, and this difference is now beingness exploited electronically. Advertising is also a con gamey:

It is not surprising then, that politicians and advertising men should consecrate find one another. And, once they recognized that the citizen did not so much vote for a medical prognosis as make a psychological purchase of him, not surprising that they began to work together (27).

The campaign hires advertisers who now sell the medical prognosis the way a business sells its products. McGinniss cites Daniel Boorstin to the effect that advertising has involved a reshaping of the invention of truth. Television has the power to seduce voters, and as a head the old political values disappe ared. Selling a candidate is a form of marketing, mental capacityh the candidate being the product that is marketed. Otherwise, the techniques are the same as for toothpaste or hairspray. McGinniss relates this to a variety of video recording techniques, peculiarities, and habits, including the role of the glory on television:

The television celebrity is a vessel. An inoffensive container in which someone else's knowledge, insight, compassion, or wit can be presented. And we respond like the child on

Christmas morning who ignores the gift to play with the cover paper (29).

The TV candidate, then, is measured not against his predecessors--not against a old-hat of performance established by two centuries of democracy--but against Mike Douglas. . . modality becomes substance (29-30).

Some of the political consultants were quite happy that issues would not be involved in this type of campaign, for issues always have two sides and anger people, while they satisfy others.

Selling the candidate in a marketing strategy means change personality and attitude rather than answering questions active a given issue. Richard Nixon would be marketed as a celebrity, and the audience was the dust of voters who would show their acceptance of this person by voting for him on resource day. One of those making commercials for the campaign understood what was compulsory:

A technique through which Richard Nixon would seem to be contemporary, imaginative, involved--without having to say anything of substance (85).

McGinniss in 1969 clearly felt that this involved a major shift in the way candidates were being offered to the public, and subsequent history only confirms what he says in this book and the event that marketing would now be the most important percentage in selling a candidate to the public. Television has reshaped the election campaign much as McGinniss indicates here. Much of what he says about the way Richard Nixon was packaged and sold tells us about the personality of marketing and the way the marketer creates a relationship among the advertiser, the product, and the consu
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