THE 30 SECOND CANDIDATE HISTORICAL TIMELINEFROM IDEA TO ADTRICKS OF THE TRADEQ_AND_ATHE TELEVISION PROGRAM
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THE 30-SECOND CANDIDATE

DELVES INTO TV-DRIVEN POLITICAL CAMPAIGNS
Jackie Breedlove


It's the day before the first congressional election of 1998, and California media consultant Jackie Breedlove has her work cut out for her. She's never had a client lose an election, but now she's facing more than just an opposing candidate. Outside groups are flooding the airwaves, pushing their own agendas and trying to alter the outcome of this special election. How Breedlove tries to outflank this controversial new trend is one of several scenes captured in THE 30-SECOND CANDIDATE, a new one-hour documentary adventure into the world of political advertising.


From California to south Georgia to small-town elections in the Midwest, the 30-second TV spot now dominates American politics. THE 30-SECOND CANDIDATE explores the evolution of this political art form, its growth and some possible options for reform. THE 30-SECOND CANDIDATE traces the history of the political TV ad,from its beginning during the 1952 presidential campaign of Dwight D. Eisenhower through the last presidential campaign of 1996.
Bob Squier
Robert Squier
Commentators include Robert Squier, who put together President Clinton's advertising campaign in 1996, and Alex Castellanos, who played the same role for Republican challenger Bob Dole.
Alex Castellanos
Alex Castellanos
Kathleen Hall jamieson
Kathleen Hall Jamieson
Kathleen Hall Jamieson, Dean of the Annenberg School for Communications at the University of Pennsylvania, and Jeff Greenfield of CNN add their observations and help dissect ad techniques.
Jeff Greenfield
Jeff Greenfield
Checchi for Governor The program also follows all three candidates in California's recent Democratic primary for governor, in which one contender, Al Checchi, spent $40 million -- and lost. The documentary captures the closing days of that campaign and assesses what happened and why.
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