Orchestrating Public Opinion
Orchestrating Public Opinion
How Music Persuades in Television Political Ads for US Presidential Campaigns, 1952-2016
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Introduction 1. The Age of Innocence: 1952 CASE STUDY: ŸI Like IkeŒ — Dwight D. Eisenhower 2. Still Liking Ike: 1956 3. The New Frontier: 1960 CASE STUDY: ŸKennedy JingleŒ — John F. Kennedy 4. Daisies for Peace: 1964 5. This Time Vote Like Your Life Depended on It: 1968 CASE STUDY: ŸMother and ChildŒ — Hubert Humphrey 6. Nixon Now!: 1972 CASE STUDY: ŸNixon NowŒ — Richard Nixon 7. A Leader, For a Change: 1976 8. The Ayatollah Casts a Vote: 1980 9. Morning in America: 1984 CASE STUDY: ŸMorning in AmericaŒ — Ronald Reagan 10. Horton Hears a ŸWho?Œ: 1988 CASE STUDY: ŸRevolving DoorŒ — George H. W. Bush 11. ŸIt’s the Economy, Stupid!Œ: 1992 12. At Millennium’s End: 1996 13. Bush v. Gore: 2000 14. Mourning in America: 2004 CASE STUDY: ŸWolvesŒ — George W. Bush 15. Whatever It Takes: 2004 16. Yes, We Can: 2008 17. The 47% Solution: 2012 CASE STUDY: ŸFirmsŒ — Barack Obama 18. #DemExit: 2016 CASE STUDY: ŸAmericaŒ — Bernie Sanders Conclusion Appendix 1 Interview with Jim Cole of Gum Spirits Productions and Projects by Chi/Donahoe + Cole/Duffey. Cole composed music for spots including for the successful 2012 same sex marriage campaign in Maine. Appendix 2 Interview with Matthew Nicholl, who composed music for spots for campaigns of Ronald Reagan, George H. W. Bush, and Bob Dole

Paul Christiansen

Orchestrating Public Opinion

How Music Persuades in Television Political Ads for US Presidential Campaigns, 1952-2016

Analysis of political advertising tends to give music short shrift - which flies in the face of what we know about the power of music to set a mood, affect feelings, and influence our perceptions. This book is the first to offer a detailed exploration of the role of music in US presidential campaign advertising, from Eisenhower to the present, showing that in many cases music isn't simply one element in the presentation of an ad's message - it's the dominant factor, more important than images, words, or narration.

Paul Christiansen

Paul Christiansen is associate professor of music at Seton Hall University.