A Campaign Image Makeover

Ah! I love the political campaign season. Who wouldn't love watching successful, intelligent adults act like undisciplined middle schoolers? What I want to know is: When did civility get ostracized from the political process? And who was the genius who decided that mudslinging was a good strategy? Here's my position, from an image management perspective, for reforming campaigning.

First, any self-respecting advertising professional can tell you that name recognition is crucial to selling a product. That's why candidates spend beaucoup bucks on placards that say SCHMEDLAP FOR CONGRESS. When we enter the voting booth, the name SCHMEDLAP is theoretically echoing in our brains. So-why is it in a typical slinging commercial that the slinging candidate's name is usually only mentioned once or twice, but the slingee's name is shouted out five to ten times? Whose name will be ringing in our ears on election day?

But in a negative way, you say.

But I say campaigning has become so negative that, like media violence, it rolls off our backs to some extent.

Here's an image principle: As Ms. Strange says, speaking ill of others makes us look ugly, less credible, and distinctly untrustworthy. Whether it's in the office, on the playground, or at home, consciously or subconsciously we know that people who talk badly of others will inevitably turn on us as well. Look at the Primary. SCHMEDLAP is apparently running against his fellow party member, SATAN. Then, when the Primaries are over, SCHMEDLAP and SATAN suddenly can only think of wonderful things to say about one another. Two months ago, SATAN was trying to destroy America, and now he's a "truly great American."

The biggest problem I see with this kind of campaigning is that it's eroding our faith in our political leaders. Apparently they are all scuzzbags (noun: An offensive term for a person that is stuck-up, very mean, stupid, and only caring for themselves. A sleazy, unethical person. [urbandictionary.com]), incompetent, and in league with the enemy-whomever that might be.

What an image makeover it would be for a candidate to carry out a sling-free campaign! I don't know about you, but a candidate like that would grab my attention--and maybe even my vote.

~Fairchild