Utilizing Political Ideologies To Market A Political Candidate
Shermichael V. Singleton, Morehouse College, USA
Andrew Honeycutt, Shorter University, USA
Journal of Business & Economics Research – January 2012 Volume 10, Number 1
Modern marketing of political candidates begins by understanding central concepts of ideologies. The utilization of ideologies is complex, in that there is no single concept or claim revealing surprising affinities with various images of the candidate. It also has distinctive function, by misrepresenting the totality of the ideology by forming a total belief in the candidate versus the ideology in a particular way. People must commit or surrender to the demands of the candidate, thus making it possible for the candidate to get elected. The branding of the candidate while utilizing political ideologies in part disables people from easily disregarding information perceived to be antithetical to the concepts of the ideology (Quelch, 2007).
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