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Customer Review

10 of 11 people found the following review helpful
5.0 out of 5 stars McGinnis' Trailblazing Look at TV Age Image Crafting., April 26, 2000
This review is from: The Selling of the President: The Classical Account of the Packaging of a Candidate (Paperback)
This book is fun and breezy, and is a great companion piece to all those grinding "Making of the President 19--" books. McGinnis shows us the repackaging and rebranding of Richard Nixon into "The New Nixon." The original cover shows Nixon's face on a pack of cigarettes, because the campaign is all about the wholesale mass marketing of a product -- "New" and improved. The sales job is done largely with the help of Roger Ailes, then producer of The Mike Douglas Show. TV ads are shot with endless takes while Nixon stands before an audience and answers planted questions. When Nixon growls or mumbles to himself or snaps "Goddammit!" Ailes yells cut and they try again. Nixon and his production team had learned a big lesson from the five o'clock shadow, shifty eyed debates of 1960. Listen to your handlers, wear the darn makeup, look sincere and stick to the script. This book is a great, funny, fast look at the infancy of TV era politics. It's a nice history lesson, and it will add a fresh perspective to your stock of political knowledge. Today our image consultants are like Star Wars to Nixon's Apollo 7. Still, The Selling of The President stands as the best book on the creation of The Political Image.
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