Comm130President - An Image Analysis of Walter Mondale and...

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An Image Analysis of Walter Mondale and Ronald Reagan in the 1984 Presidential Election Political advertising plays an important role as a campaign communication tool for presidential candidates. Images used in campaign advertisements can help to establish a reputation, connect a candidate to a specific group, attract supporters, and even help to raise money for the candidate. Most importantly, the public’s perception of these images affects results at the polls, since Americans can see a candidate’s personal attributes and demeanor. The effects of image projection by presidential candidates were seen in the 1984 Presidential Election. By critically examining images from the 1984 Presidential Election, we can see the strong image projected by Ronald Reagan that led him to win by the largest electoral margin in U.S. history. Figure 1 shows a print advertisement that was used by Reagan during the 1984 presidential election. Two areas of text are also featured in the advertisement: in bold, strong letters, “Reagan” and in smaller font, “He’ll provide the strong new leadership
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Comm130President - An Image Analysis of Walter Mondale and...

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