Roger Ailes Quotes

Most campaigns rely on photographs because the moment you do something that is a graphic interpretation where any artistic license has been taken, I think a lot of people are scared that it's going to be perceived as propaganda.

Campaigns are not for educating. They're for linking up with the public mood.

Advertising is what you do when you can't go see somebody. That's all it is.

Downplaying their faults is pretty much the point of campaigns. But we do count on them living with the constant terror of public rejection.

Once you give a politician five minutes of free airtime, he’s going to go somewhere else and spend the money he saved at your station.

It is increasingly difficult to run a campaign of substance in an atmosphere which increasingly focuses on personality.

Television has supplanted people as the only audience that campaigners are interested in.

'Three Billboards,' which is not based on a true story but does have some reality flavoring, must appear worthy of elected office in some way. This was, at first, the illusion presented by the people running the campaigns and, in turn, over the years, has become the custom for lots of us.

Obama really changed the way in which design can be used effectively for a candidate.

I think I had come from a consumer world for a long time and America and eyeballs were moving to social media in huge numbers, especially on mobile phones and devices. And when Donald Trump asked me to work on the campaign I also knew I had a great piece of product that would resonate with Americans.

A commercial is a commercial.

I've always been a fan of advertising, I've always been a fan of television, I've loved commercials, I've loved all the jingles, I loved all the stuff.

Use photos and videos often. The best startups post lots of imagery and videos. The worst ones? Text only.

The degree to which campaigns have become dominated by marketing is breaking the spirit of democracy, and we're all just so sick of it, across party lines.

In marketing you must choose between boredom, shouting and seduction. Which do you want?

I know certain techniques, such as a press release that looks like a newscast. So you use it because you want your man to win.

There is literally no such thing as an idea that cannot be expressed well and articulately to today's voters in 30 seconds.

During the last 20 years the advent of radio changed all the old rules of political campaigning. Now the successful advent of television, available for the first time this year in a presidential campaign, must again influence the planning of the campaign. Television, with its triple advantages of sight, sound and motion, can make or break a candidate, a party or a platform. In my opinion television must not be considered as supplementary media but as the heart of your program to “win friends and influence people.”

Madison Avenue’s advertising men are going to run much of the show and ‘sell’ the candidates with the same compelling advertising techniques that they use to sell carloads of toothpaste, cigarettes and soap.

Whether we like it or not, we will have to resort to the use of television spots.

Eisenhower was willing to experiment with television to promote his candidacy, his Democratic opponent Adlai Stevenson was less inclined to do so. Fearful that the election might become a simple decision between “Ivory soap vs. Palmolive,” Stevenson shunned short, televised commercials and opted instead to talk sense to the American people with more substantive speeches.

Campaigns exaggerate or oversimplify the truth because it’s effective.

There is no longer a value judgement on the need to tailor a message to television. It's now a matter of survival, not a matter of ethics or intellectual honesty.

A 30 second negative ad can matter more to a candidate's career than a lifetime voting record.

We’re going to sell Jack like soap flakes. There are no accidents in politics.