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Chapter Seven: Thirty Seconds That Can Shake the World.
 With all due respect to Joe Trippi, the Boob tube is not yet obsolete in the average American home. Until everybody in the country has TIVO, television commercials will continue to be the most effective (paid) communication tool of campaigns at almost every level. Certainly this applies to national elections, but also to most statewide and congressional races, too. I don’t mean to understate the influence of the internet to affect election outcomes. The power of the web is growing fast and is undeniably the future. But TV is still the deal now and now is what we need to talk about. Web-lovers and futurists can take heart, however, because more and more campaigns will start streaming ads over the internet. In a few years, as universal high-speed connectivity improves, internet streaming may even become more popular than broadcast commercials. But right now, TV rules.
| "Television is no gimmick, and if you think it is, you’ll lose again.”
Producer Roger Ailes to Richard Nixon in 1967
| The Museum Of The Moving Image: All You Need To Know About How To Do It Right (Or Wrong.) 
The Museum of the Moving Image site, “The Living Room Candidate” has a remarkably complete online archive of national presidential campaign commercials from 1952 to 2004. Take an afternoon to look and feel and reflect on this goldmine of political brilliance. It’s all right there with the click of a mouse on your laptop. You’ll laugh. You’ll cry. You’ll know what worked and what didn’t and why. You’ll wonder what might have been. PLEASE DO THIS. Remember, you need to understand this history before you can make your own. Bo's Five Easy Steps for Powerful TV spots:
1. Think BIG.
2. Spend small.
3. Be Yourself.
4. Hire Media Pros, Not Hacks.
5. Subscribe to Communication Arts.
Here' s the whole series if you have the inclination and the time. Ho hum.
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 Harold Pinter Nobel Lecture |
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