Selling Ronald Reagan

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.<br/>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.