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The Nixon Enigma - Tactics on Television

The paper asks how Richard M. Nixon reevaluated his campaign strategy following a 1960 loss to John F. Kennedy. In order to best understand how to answer this question, given the visual medium that is television, case studies of notable Republican and Democratic campaign commercials from 1960 to 1972 were ideal over data analysis. This work concludes that Nixon used emotional imagery to influence the electorate rather than educational messaging and set a new standard for the future of political advertising. Nixon's wilderness years may not have been so healthy by result of that ultimatum.