Rationality, Reason, and Dr Rose SIR,—Alan Watkins, in his criticisms
of Dr Rose's book Influencing Voters (January 13), expresses views which I can only hope are not shared in Central Office.
American motivation research experts tell us that people remember very little of what is said in a television broadcast, but are left with a general impression. Using their jargon, the emotional penetration of a candidate is more important than his policies. These are conclusions that no party can afford to ignore, and whether or not we deplore it, we are living in an era in which only the telegenic can reach the summit in politics and catchy slogans can be a substitute for policies.
Adlai Stevenson once said that 'selling politicians like breakfast cereal is the final indignity to the democratic process.' He might be right, but this was the anguished cry of a loser who was defeated by a brilliantly projected television 'father image' and, of course, the catch slogan 'I like Ike.' Let's leave it to the PR men, they know what they're doing.
Near Kenilworth, Warwickshire
Previous page
