Before 1966, the idea of Reagan in politics provoked widespread scorn. To most people, he seemed a has-been actor, a right-wing extremist and a 'dunce'. Journalists therefore ridiculed his aspirations to be governor of California. No one, however, doubted his incredible ability to communicate with a crowd. In order to succeed in his campaign, Reagan had to be packaged as an outsider - an antidote to politics as usual. A highly sophisticated team of marketers and ad-men turned the scary right-winger into a harmless moderate who could attract supporters from across the political spectrum. Researchers meanwhile provided the coaching that allowed Reagan to seem well-informed - all of which led to Reagan winning the California governorship by a landslide. Gerard DeGroot here explores how, in the decade of consumerism, Reagan was marketed as a product. While there is no doubting his natural abilities as a campaigner, Reagan won in 1966 because his team of advisers understood how to sell their candidate, and he, wisely, allowed himself to be sold.
Selling Ronald Reagan tells the story of Reagan's first election, when the nature of campaigning was forever altered and a titan of modern American history emerged.
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Book Description Hardcover. Condition: new. Hardcover. Before 1966, the idea of Reagan in politics provoked widespread scorn. To most people, he seemed a has-been actor, a right-wing extremist and a 'dunce'. Journalists therefore ridiculed his aspirations to be governor of California. No one, however, doubted his incredible ability to communicate with a crowd. In order to succeed in his campaign, Reagan had to be packaged as an outsider - an antidote to politics as usual. A highly sophisticated team of marketers and ad-men turned the scary right-winger into a harmless moderate who could attract supporters from across the political spectrum. Researchers meanwhile provided the coaching that allowed Reagan to seem well-informed - all of which led to Reagan winning the California governorship by a landslide. Gerard DeGroot here explores how, in the decade of consumerism, Reagan was marketed as a product. While there is no doubting his natural abilities as a campaigner, Reagan won in 1966 because his team of advisers understood how to sell their candidate, and he, wisely, allowed himself to be sold. Selling Ronald Reagan tells the story of Reagan's first election, when the nature of campaigning was forever altered and a titan of modern American history emerged. How did Ronald Reagan go from being a Hollywood actor to one of the most formidable campaigners in American history? Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Seller Inventory # 9781780768281
Book Description Condition: New. How did Ronald Reagan go from being a Hollywood actor to one of the most formidable campaigners in American history? Num Pages: 256 pages, 12 bw integrated. BIC Classification: 1KBB; 3JJPN; JPHL. Category: (G) General (US: Trade). Dimension: 148 x 223 x 31. Weight in Grams: 506. . 2015. Hardcover. . . . . Seller Inventory # V9781780768281
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Book Description Condition: New. 256. Seller Inventory # 374917828
Book Description Hardcover. Condition: Brand New. 288 pages. 8.50x5.00x1.00 inches. In Stock. Seller Inventory # __1780768281
Book Description Condition: New. Buy with confidence! Book is in new, never-used condition 1.58. Seller Inventory # bk1780768281xvz189zvxnew
Book Description Condition: New. How did Ronald Reagan go from being a Hollywood actor to one of the most formidable campaigners in American history? Num Pages: 256 pages, 12 bw integrated. BIC Classification: 1KBB; 3JJPN; JPHL. Category: (G) General (US: Trade). Dimension: 148 x 223 x 31. Weight in Grams: 506. . 2015. Hardcover. . . . . Books ship from the US and Ireland. Seller Inventory # V9781780768281
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