Utilizing Political Ideologies To Market A Political Candidate
In analyzing the electoral market Adrian Sackman emphasizes the point: “Marketing is thus built upon a paradox; it starts with the customer, is directed at the customer, but is fundamentally concerned with the satisfaction of the producer's own interests” (Sackman 1992). Political ideologies encompass every aspect of our belief system and are most critical in our decision-making process. We base our decisions off of our ideals, how we view the world, its worldly structures, and society. The ideology provides us with a picture of the world in two ways: as it is and as it should be. Politicians and candidates alike, knowingly or unknowingly, utilize ideologies to market themselves. They do this in part by organizing the complete complexities of the world into something fairly simple and understandable. By properly marketing themselves they are able to secure support, which turns into votes by utilizing marketing outfitted with the power of complex convictions.