ABSTRACT
Using presidential campaigns as a guide, this chapter begins by breaking down the four stages in political campaigning. Surfacing follows the pre-primary period, winnowing addresses the primary election period, legitimating stresses the convention period, and contesting examines the general election. Each carry a distinct set of persuasive requirements that carry over into a winning candidate’s term in office. Next, we offer three case studies from modern presidential campaigns. The first analyses the infamous Willie Horton ad in the 1988 presidential election. Whereas the Horton ad is a paradigm example of fear in negative campaigning, the second case study looks at Bill Clinton’s use of "Hope." The final example addresses Mitt Romney’s public controversy from his comments about the "47 percent." As these examples illustrate, political campaigns involve a multitude of persuasive strategies that are reflected throughout politics.
