ABSTRACT
As early as the sixteenth century, Machiavelli drew attention to the importance of impressions and perceptions by emphasizing that prominent political figures do not necessarily need to possess all good governing qualities but they should certainly appear to possess them (Bandonella 2005). Different scientific disciplines have—over the past century—underlined the importance of nonverbal communication. Nonverbal aspects of political messages consist of striking and relevant political cues. Furthermore, these nonverbal aspects are influencing short-term impressions and evaluations as well as more lasting political attitudes (Bucy & Bradley 2004; Masters & Sullivan 1993). There has been a substantive amount of research both from psychology and political science on the relation between appearing politically suitable and the personal characteristics of the politician. Many political scientists, however, consider personal characteristics and physical appearance of less than secondary interest and importance. They often refuse to accept that other aspects of political communication—aside from the political message—deserve serious consideration.
