by Joe McGinniss (1969)
McGinniss’ non-fiction account of the 1968 election (Nixon/Humphrey/Wallace) focuses on Nixon’s campaign and his use of the new medium of television to “sell” himself, or rather “be sold” by his advisers.
illusions people live by:
- “The American voter, insisting upon his belief in a higher order, clings to his religion, which promises another, better life; and defends passionately the illusion that the men he chooses to lead him are of finer nature than he.” (26)
- Daniel Boorstin, The Image: “In the last half-century we have misled ourselves…about men… and how much greatness can be found among them….we have become so accustomed to our illusions that we mistake them for reality.” (27)
- Daniel Boorstin, The Image: “We are haunted, not by reality, but by those images we have put in place of reality.” (27)
- Raymond K. Price, adviser, former editorial writer for the New York Herald Tribune: “The natural human use of reason is to support prejudice, not to arrive at opinions….[rational argument would] only be effective if we can get the people to make the emotional leap, or what theologians call [the] ‘leap of faith.’” (37)
television vs. “the press” (which Nixon would have to “circumvent” (34))
- Frank Shakespeare: “We’re going to carry New York State, for instance, despite the Times and the Post. The age of the columnist is over. Television reaches so many more people. You can see it in our attitude toward print advertising. It’s used only as a supplement. TV is carrying our campaign.” (59) (the claim that “the age of the columnist is over” is ironic given that columnists were a big part of bringing the Watergate scandal to light several years later) (also, television taking over information access then, as internet is today—is the analogy accurate?)
- “The content of the programs made little difference. Except for startling lapses, content seldom does.” (32)
- Gene Jones commercials and specialized regional programming (paying close attention to the professions and race of the panelists)
- “The idea was, even if Nixon would not start to act warmer, Harry Treleaven could produce commercials that would make him seem so.” (81)
- Nixon’s “creative director of advertising” Harry Treleaven (who loves artificial plants (43)) worked on George Bush’s 1966 Senate campaign. He got rid of “the issues” “So there were no issues in the race. Not even when poor Briscoe, when asked publicly if he would favor negotiations with the NLF to end the Vietnamese war, said he did not know what the NLF was” (45). George Bush campaign budget = 80% advertising (59% television, 3% newspapers)
Agnew “documentary”
- “It must have really been a thrill to have been picked for Vice President. Were you happy?” “The ability to be happy is directly proportional to the ability to suffer, and as you grow older you feel everything less.” “How did you become a Republican?” “I became a Republican out of hero worship.” (55)
Appendix contents:
- Notes re Nixon for President Advertising in the Primary Campaigns (Harry Treleaven) Nov. 21, 1967
- Extracts from Understanding Media (Distributed among the Richard Nixon staff) (Marshall McLuhan) p. 182 {watching TV vs. listening to radio vs. listening to a lecture vs. reading an article—which is better for learning?}
- Analysis by William Gavin, of the Richard Nixon staff
- Memorandum (Ray Price) Nov. 28, 1967
- Memorandum (Len Garment) Nov. 16, 1967
- Memorandum (William Gavin)
- Why Richard Nixon Should Utilize Magazine Advertising in the State of New Hampshire Primary (Harry Treleaven)
- An Outline of Strategy (Patrick K. Buchanan)
- Notes on Television Advertising in New Hampshire (Harry Treleaven) Dec. 18, 1967
- Notes re Oregon RNFP Advertising (Harry Treleaven) May 1968
- Notes re Recruiting Panesl for Question and Answer Tapings (Fuller and Amith and Ross office memorandum) June 26, 1968
- Notes re NFP Advertising–Phase One (Harry Treleaven) July 15, 1968
- Notes re Nixon Advertising after September 1 (Harry Treleaven)
- Gene Jones commercials scripts
Interesting to read this book in consideration of what would happen during Nixon’s White House term. The book doesn’t get into the “dirty tricks” and other indicators of Nixon’s willingness to pay any price to do what he thinks is right, but knowing what we now know, you can spot certain signs. For example Nixon’s obsession and campaign promises regarding “law and order” carries into his presidency. This is talked about in some parts ofThe Weather Underground (2002) documentary about the Weathermen—the FBI’s use of COINTELPRO, etc. (The government had to drop most of charges against the Weathermen since the FBI had broken so many laws in pursuing them.) …assassination of the other.