The constant repetition of Kennedy’s name and face throughout the commercial ad boosted his name recognition, and when paired with the catchy tune, the Kennedy Jingle was his most popular campaign ad. It made it easy for people to remember Kennedy’s name and face. The vivid, catchy, and happy imagery matched his vibrant, energetic youth. The jingle’s imagery paired him with young voters, and that made him look like the ideal leader of the next generation of Americans.  

We see a photo of soldiers which highlights the military’s support of Kennedy. Next, a photo of women supporters showed his popularity with women. Later on, photos of African Americans and senior citizens were shown as well. Kennedy is always shown with a smiling face to keep consistent with the intended happy image effect of the ad. While Kennedy’s face and name are shown numerous times as the jingle tune plays, there are lines of text which say “President”, “A time for greatness”, and “Leader of the 60s” to highlight that Kennedy is the ideal man to be president. The imagery of a diverse group of Americans implies that Kennedy is in touch with the average American and it also shows that Kennedy is aware of the issues in America such as the Civil Rights Movement, the Cold War, women’s issues. The photos also show Kennedy as a young, hard working, and happy man, especially at the end of the video when the ad ends with a photo of Kennedy and his family. This highlights Kennedy as a happy family man with a beautiful wife, representing the ideal American family.

This campaign rhetoric capitalized on the popularity of television and showed that candidates were not solely judged on their ideas and experience, but also how they presented themselves and their ideas.