Subtext in communications
August 9, 2006, 6:55 pm
Filed under: candidates/campaigns/elections, marketing, writing/language

Subtext exists in all media– but here’s a great description of exactly how much can be communicated “between the lines” even if the “lines” are just the beeps of a telegraph operator. (thanks to

Further proof, if any was needed, that it’s not just what you say, but how you say it, that communicates your point of view.

Especially important for first-time candidates to understand: don’t write off any element of your voter-contact media– as “just” a mailer, or “just” what the TV says. Everything the voter receives allows a voter to judge you. Mail out a grungy attack, and be judged as grungy. Put up a feel-good, contentless TV ad, and be prepared when someone else’s is more substantive, relevant, and thus more powerful.

To quote ad pro David Ogilvy (a long time ago): “The consumer is not an idiot; she is your wife.”


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