A few days ago, SNL aired an opening sketch with Will Ferrell reviving his portrayal of Bush, and let me say that it did give me some memories of recent political history, especially election history (because Obama is responsible for everything and every single thing happening in America, as you know). Ferrell's portrayal is nothing short of entertaining, but it also reminds me of the image Bush 43 used to have: the image of the cool cowboy-voiced neighbor who would help you change your tires if he saw your truck stranded down the highway, the down-to-earth guy you had a burger with at a picnic- you know, the image of an average American eating a hot dog underneath a bright summer sky while grabbing a half-empty bottle of ketchup.
Oliver Stone's W. (2008) also has Bush in a very similar, if not the same light (minus the live audience in front of the stage), and a scene showing him meeting his wife Laura for the very first time is no exception.
It was the very same image that helped Bush obtain votes, at least in the 2004 election. Democratic Presidential Nominee John Kerry was seen by some as "too intellectual", "too East Coast" in the sense that one can easily conceive him vacationing privately in the Hamptons, his Ivy League diploma hanging off a wall of one of many owned properties. And yet, Bush and Kerry both attended Yale and were members of the very exclusive Skull and Bones fraternity, with Bush, no matter what, being a political scion and heir regardless of the image he seemingly cultivated: a man you can have a burger with and relate to.
Just like a cosmetics ad showing a model in pixie dust with a gemstone type of shine on her lips, the image of a Presidential candidate is definitely the same type of concept- the message going, "Buy this, buy this", for the product will change your life. "Yes We Can" is a very vocal example, the Obama movement rising up in 2008 with a slew of Generation X and Y members being heavily involved within its slogan. The aesthetic was more appealing than that of a Baby Boomer who represented the politics of old despite his so-called "maverick" image (becoming more Conservative in his 2008 campaign, with many forgetting about how he was for a type of amnesty for undocumented immigrants in early 2007), not to mention a former Alaskan unknown who became a caricature of herself rather than a Vice Presidential type of leader.
What does it mean to be Presidential, to look Presidential? People still judge not just by image, but also looks, state of attractiveness. Putting Bush and Burgers aside, the first Presidential debate aired on 1960 is a great example of contrast. While Republican hopeful Nixon spoke eloquently, his lack of make-up and slight tinge of nervousness didn't help him at all despite his ideas. JFK was cool, calm, and had a look on his face that looked very content about his presentation.
Proof that despite good ideas, image is still everything.
Who started this I-want-a-President-I-can-have-a-burger-with stuff anyway? FDR came from wealth and had a patrician accent, but the electorate didn’t seem to hold that against him. It’s an ability to communicate in a way that says “I get it,” -- which doesn’t necessarily require that the candidate had to live through it. Personally, I don’t want my President to be an average Joe (or Jane). These days, we need someone exceptional. It isn’t a job for amateurs.
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