“A Better Man for a Better America:” Presidential Campaign Films as a Mirror of Society

Abstract

This study demonstrates how presidential candidates appeal for the votes of a politically independent electorate by showing in their advertising that they personally mirror the society they wish to represent, rather than spelling out specific policy positions. The study explores the 1996 campaign films of Bill Clinton and Bob Dole, which are emblematic of this trend. Campaign films are the 5- to 20-min films that candidates have used since the 1920s to present issue and image information to voters.