10.22.2012

The Television Election: Marketing Nixon vs. Marketing Kennedy


Within the episode “Red in the Face” of Mad Men: Season 1, the viewer is introduced to the major struggle of the 1960 election for the best advertising campaign. Not only was this election the usual struggle between parties, but also the struggle of which candidate could perform best in America’s living rooms. No longer were Americans simply listening to debates on the radio or reading about the candidates; they could also watch them on television and see their reactions. The television audience for politics ushered in a new era of political campaigns. And, as history has proven, President Kennedy used it to his advantage in 1960.

In this episode of Mad Men, the gentlemen discuss the Kennedy Campaign and Nixon. They discuss his inexperience, his Catholic faith and the fact that according to Mr. Cooper, “He doesn’t even wear a hat” as issues working against Kennedy. Peter Campbell responds with, “You know who else doesn’t wear a hat? Elvis, that’s what we’re dealing with.” In this short interaction between the old guard of Sterling Cooper and a younger employee, a magnified lens of the national attitude is witnessed. Overall, the nation would soon decide that Kennedy was a better choice both because of his political ideology and aesthetically because of his apparent youth (He was only 4 years younger than Nixon). His ability to capture a television audience that was young and politically informed was a keystone in his campaign. Television advertising and how the candidates appeared in debates had an influence on public opinion in this election for the first time.

These next two video clips display how the campaigns were different in the way that they approached television advertising. Carefully notice the two different styles used to communicate with the American public.




Nixon was more formal and less remarkable in his ads such as this one. There is no “Zinger” or any type of jingle to make this ad memorable. He focuses in on facts and talks directly to the people leaning on a desk. Although the image conveys authority in a sense, it does not appeal to the public as much. The desk and the way that Nixon uses it as a prop seems removed from the American public whereas Kennedy is shown interacting and shaking hands. While Nixon stuck to traditional forms of advertising, Kennedy’s campaign was more creative in using jingles and other attention grabbing techniques. Thus, the first use of television “Star Power” came into play during the election cycle. 

Nixon was more formal and less remarkable in his ads such as this one. There is no “Zinger” or any type of jingle to make this ad memorable. He focuses in on facts and talks directly to the people leaning on a desk. Although the image conveys authority in a sense, it does not appeal to the public as much. The desk and the way that Nixon uses it as a prop seems removed from the American public whereas Kennedy is shown interacting and shaking hands. While Nixon stuck to traditional forms of advertising, Kennedy’s campaign was more creative in using jingles and other attention grabbing techniques. Thus, the first use of television “Star Power” came into play during the election cycle. 



Both campaigns also contended with the first series of television debates in presidential campaign history. Upon closer inspection of the photo above, it can be observed that Kennedy is more confident on stage and does not look nearly as pasty. Nixon does not look confident and seems to be out of sorts. Overall, the debates soon sank Nixon who did not wear make up and was usually sweating bullets. His posture, debate style, and confidence in front of the cameras were not as fully developed as Kennedy. The difference between the two men in debates was another key advertising move that was a win for Kennedy. Finally, in “Nixon vs. Kennedy”, the Election Day results flow in with a victory for Kennedy. This end game result is a great tie in with Mad Men and the development of television campaign advertising during the time frame. Overall, the election of Nixon vs. Kennedy was the first foray of political campaigns into television as the main medium of advertising. This particular election cycle in history had a profound effect on advertising campaigns and dovetails perfectly with Mad Men: Season 1.

Links referenced:

Druckman, James M. "The Power of Television Images: The First Kennedy-Nixon Debate Revisited." The Journal of Politics 655.2 (2003): 559-571. Article Stable URL: http://www.jstor.org/stable/3449821

Self, John W. "The First Debate over Debates: How Kennedy and Nixon Negotiated the 1960 Presidential Debates." Presidential Studies Quarterly 35.2 (2005): 361-375. Article Stable URL: http://www.jstor.org/stable/275526874
 

 


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