The sales of a company manufacturing
Etch-A-Sketch toy nearly tripled after the term started appearing
everywhere in relation to Mitt Romney's campaign. The term is catchy,
original and funny. But aren't we stating the obvious?
Using the term 'Etch-A-Sketch' evokes
Romney's contradictions, unforeseen changes and last minute
adjustments as the campaign progresses. The candidate and the party
behind him might be in need of a better plan to strengthen their
position, but isn't 'Etch-A-Sketch' another word for politician?
The typical U.S. voter is not
well-informed and quick to make up his or her mind about what a
politician is worth. A sex scandal can be the end of a career, and a
good marketing stunt can win the majority of votes. Media are to be
blamed, as well as voters who let biased networks inform them and do
not take the time to learn more about the candidates' projects.
Candidates take advantage of this system by adapting their political
campaign – which is very similar to a marketing campaign by
targeting their audience and addressing the voters' primary needs and
insecurities to gain their vote. Romney probably lacked tact and was
called out when he decided to tailor his campaign differently. And
even though he is now the 'Etch-A-Sketch' candidate, at least he is
getting some attention. Perhaps this funny term will give voters the
motivation to do some research about Romney's policies and why he had
to change them in the middle of his campaign and perhaps some voters
will understand that most politicians do the same thing for the same
reasons.
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