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The cover of The Selling of the President

The Selling of the President

Joe McGinniss

How did advertising men remake a candidate's image for television, and what does that say about how voters choose?

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10 parts, about 20 minutes to read.

At a glance

Author
Joe McGinniss
Parts
10 parts
Reading time
about 20 minutes

Why read it

  • You will see how a political image is built the way a product's image is built
  • You will learn to notice when a commercial is designed to scare you rather than inform you
  • You will understand why voters want to believe in the leaders they choose, and how campaigns use that wish

Who it is for

  • A voter who wants to know how campaigns shape opinion
  • A marketer or designer interested in persuasion
  • A journalist covering elections

What the summary covers

  1. 1. The studio2 min
  2. 2. The image received2 min
  3. 3. Treleaven1 min
  4. 4. Editing the campaign2 min
  5. 5. The man in the arena7 min
  6. 11. The limit of polish1 min
  7. 12. The final panel1 min
  8. 13. A conversation prepared in advance2 min
  9. 14. Election night1 min
  10. 15. After the sale1 min

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