By Bruce I Newman

The Mass advertising of Politics demonstrates how the U.S.' modern political method is pushed by means of advertising, now not ideology, with an emphasis on snapshot over substance, character over concerns, and 32nd sound bites over significant discussion. This ebook information how strategies are getting used to figure out public opinion, win votes and form public coverage within the White apartment and Congress. The ebook issues out the pitfalls of depending too seriously on advertising as a crusade and governance device, and gives possible choices. The Mass advertising of Politics is provocative and crucial analyzing for an individual drawn to North American politics, advertising, political conversation, and media experiences.

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One person who has run a single-handed campaign against the Christian right is Walter Cronkite, who sent our letters to 450,000 homes around the country calling for support against the growing influence of the religious right. " One organization that has sought to counter the rising influence of the Christian right is the Interfaith Alliance, which has promoted itself as a middle-of-the-road alternative to the Christian Coalition. Cronkite's letter on behalf of the Interfaith Alliance immediately brought in about $100,000 and 7,000 new members.

2. 13. Malanowski, J. (1997, August 4). The celluloid senator. Time, p. 18. 14. Tackett, M. (1996, August 9). Right-wing rules on GOP platform. Chicago Tribune, sec. 1, pp. 1, 24. 15. Jacoby, M. (1996a, September 14). Christian Coalition rally bashes Democrats. Chicago Tribune, sec. 1, p. 3. 16. AARP Voter. (1996, Fall), [whole issue]. 17. Jacoby, M. (1996b, September 13). Signs hint Christian Coalition influence has peaked. Chicago Tribune, sec. 1, pp. 1, 24. 18. Krauthammer, C. (1996, October 28).

6 7 From Party Politics to Mass Marketing 29 DEJA VU ALL OVER AGAIN In 1996, there was more of the same from the 1992 campaign. However, the key difference lay with the advantage of campaigning from the White House the second time around. Furthermore, the White House proved to be an effective fund-raising base for the presidents' strategists, making it possible for them to attract the kind of money that would allow them to market the president effectively. Another difference between 1992 and 1996 was the connection that Clinton made with the voters.

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