Political campaigns or competitions are very much like marketing campaigns. They are similar in that they both have a target market, or a group of people that meet certain criteria. In politics, one must still wonder what they are really trying to sell. They are alike in that cosmetic advertisements are directed at women, and shave cream targets men, in the political arena republican candidate’s target the conservative constituents and the democrats are directed toward liberal voters. As political candidates promote themselves in the same way companies promote their product or service. They tout themselves as being the best, or the number one choice. It’s hard to know who to choose. For those candidates that have previously been in office, their track record of keeping campaign promises is easier to analyze. When new competitors join the race it’s not so simple to know whether or not they are proven to keep their promises.
Opponent bashing is very common to many campaigns. Politically this may prove insightful into an opponent’s character; voters could easily be offended by the immaturity of this approach. Making a political choice based on “‘he said’, ‘she said’” could be viewed as little more than gossip and found to be insulting to the intelligence of constituents. This type of propaganda is scoffed at by voters for its outlandish intentions. While it may provide factual information, the internet allows the ability to easily verify those allegations. Delving into a candidate’s personal life, past and present has become the way politicians attempt to make their opponents look worse in an effort to make themselves more appealing. Opponent bashing promotes just the opposite. Making the opponent look bad in this manner makes both candidates look bad.
Debates do give some insight to a candidate’s stance on many issues. That is still confusing when they are all spouting the same views as their opponents.
In the end, evaluating the campaign and the candidate as you would any product or service you might buy into, it is up to you to decide who may be the best for you. Your needs and beliefs are the best way to determine your choice, whether it’s a product, service or candidate. Voting in the footsteps of your neighbor is quite common and visible signage has been the most often used marketing tool for hundreds of years. The sign in your neighbors yard may indicate what your neighbor feels is best, but not necessarily the best for everyone. All of the confusing hype that typically comes with campaigns causes quite a dilemma for many voters. Every voter should do their own research in understanding who the political candidates are and who is the best choice. Unfortunately there is always a risk that the wrong choice has been made, but that is to be expected.