In the 1972 movie The Candidate Crocker Jarmin is the current Senator for the United States and he seems to be unbeatable. Marvin Lukas has an idea to get Bill (William) McKay to run against Jarmin in the next race though Mckay was not thought out to be able to beat him. At first McKay is not convinced with the idea of running for senator. It is not ideal for him to follow in his fathers foot steps. McKay finally decides he is going to run after his wife and Lucas convince him he has what it takes. He also only agrees to run with the conditions that he can do and say what he wants to through out his campaign. He know he is not supposed to win.
In the beginning of McKay’s campaign he does not know exactly how to approach the public and go about getting people to listen to him. He fails to fully obtain the interest of voters and can’t capture the words to make people believe he has good points to make. His campaign manager Marvin Lucas tries to give him advice as to how to handle questions from the media and from the public, but McKay still wants to speak for himself. When both Jarmin and McKay are speaking to the public, Jarmin constantly has the advantage over McKay. The People believe in what Jarmin says because he has more power and is able to make more promises. Also, McKay comes off as a young and naïve candidate well on the other side Jarmin is an older, wiser, and more experienced candidate.
McKay’s Campaign strategy of saying what he wanted, not listing to his team, ignoring his platform, and not having a stance on many political issues did not work in his favor. After appearing unaware to the public McKay decided to change his campaign strategies and become more personable. He chose to speak to more groups that felt that they were unheard. His campaign staff made his commercials to represent change and hope. His slogan became “For a better way vote Bill McKay.” His strategy to identify with the public seemed to be more affective rather then his...
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