Analysis of political advertising tends to give music short shrift - which flies in the face of what we know about the power of music to set a mood, affect feelings, and influence our perceptions. This book is the first to offer a detailed exploration of the role of music in US presidential campaign advertising, from Eisenhower to the present, showing that in many cases music isn't simply one element in the presentation of an ad's message - it's the dominant factor, more important than images, words, or narration.

Paul Christiansen is associate professor of music at Seton Hall University.

Introduction1. The Age of Innocence: 1952CASE STUDY: ŸI Like IkeŒ — Dwight D. Eisenhower2. Still Liking Ike: 19563. The New Frontier: 1960 CASE STUDY: ŸKennedy JingleŒ — John F. Kennedy4. Daisies for Peace: 19645. This Time Vote Like Your Life Depended on It: 1968CASE STUDY: ŸMother and ChildŒ — Hubert Humphrey6. Nixon Now!: 1972CASE STUDY: ŸNixon NowŒ — Richard Nixon7. A Leader, For a Change: 19768. The Ayatollah Casts a Vote: 19809. Morning in America: 1984CASE STUDY: ŸMorning in AmericaŒ — Ronald Reagan 10. Horton Hears a ŸWho?Œ: 1988CASE STUDY: ŸRevolving DoorŒ — George H. W. Bush11. ŸIt’s the Economy, Stupid!Œ: 199212. At Millennium’s End: 199613. Bush v. Gore: 200014. Mourning in America: 2004CASE STUDY: ŸWolvesŒ — George W. Bush15. Whatever It Takes: 200416. Yes, We Can: 200817. The 47% Solution: 2012CASE STUDY: ŸFirmsŒ — Barack Obama 18. #DemExit: 2016CASE STUDY: ŸAmericaŒ — Bernie SandersConclusion Appendix 1Interview with Jim Cole of Gum Spirits Productions and Projects by Chi/Donahoe + Cole/Duffey. Cole composed music for spots including for the successful 2012 same sex marriage campaign in Maine.Appendix 2Interview with Matthew Nicholl, who composed music for spots for campaigns of Ronald Reagan, George H. W. Bush, and Bob Dole