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Creator: Guild, Bascom and Bonfigli Title: Mrs. JFK Date: 1960 Format: Video Institution: John F. Kennedy Presidential Library
Link: www.livingroomcandidate.org/commercials/1960/mrs-jfk Description: This is a commercial ad aimed at Latino audiences, where Jacqueline Kennedy is speaking Spanish in support of her husband. The background is plain and Kennedy herself is wearing plain clothes, Mrs. Kennedy’s beauty and grace is the central visual element of this video. Certainly American audiences, much less Hispanic audiences, have never seen a potential First Lady as beautiful and cultured as Mrs. Kennedy before, who would later become a fashion icon. This type of advertising is typical of the Kennedy campaign, who used the physical charm and appearance of the “Camelot” family to appeal to voters. Mark White says, "The use of glamour for self-promotion was second nature to Kennedy in part because of his and his family’s ties to Hollywood". Her beauty was used to attract the Latino audience, which was a significant portion of voters, and generate interest in the man who she married. Her own fluency in Spanish also impressed them, but it was not the purpose of the video. Mrs. Kennedy was the visual center of this ad, and this political micro-targeting helped Kennedy win enough votes to clinch the election and made politicians aware of the significance of the Latino vote.
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12017-03-17T19:55:41-07:00Edwin Chau4dd36665f9fe2f9fefda7a4db937ccc1e3f546dfSills FamilyEdwin Chau12Kennedy visits the home of a middle class American family. He directly asks them their problems with the rising costs of living and listens to them. He sounds knowledgeable about how he can confront the problem.plain2017-04-09T14:58:04-07:00Edwin Chau4dd36665f9fe2f9fefda7a4db937ccc1e3f546df
12017-04-09T20:47:08-07:00Edwin Chau4dd36665f9fe2f9fefda7a4db937ccc1e3f546dfVisual Culture of the 1960 ElectionEdwin Chau7plain2017-04-10T11:45:52-07:00Edwin Chau4dd36665f9fe2f9fefda7a4db937ccc1e3f546df
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12017-03-28T19:46:31-07:00Mrs. JFK2Mrs. Kennedy’s direct speaking as well as beautiful and cultured appearance helped her reach out to Latino audiences.plain2017-03-28T22:37:31-07:00