ABSTRACT
In presidency one of the most direct sources of image creation is the presidential campaign. Emphasis on image first took hold in electoral politics as early as 1968, when campaign handlers began marketing candidates as if they were products. The result has been that not only is a president running for reelection almost from the beginning of his first term, but at the same time he is also campaigning for a policy agenda that promotes a desired personal image. This is what authors mean by the term constant campaign. The final phase of the presidential campaign epic is the campaign between the parties' tickets, which culminates in the election on the first Tuesday after the first Monday in November. The increased length has, unsurprisingly, made them more expensive, which in turn forces candidates to begin campaigning ever earlier in order to raise funds. The Clinton presidency stands in stark contrast to Bush's in the realm of campaigning.
