It used to be that presidential candidates tried to sell an image and a political message. Now, they’re also hawking T-shirts, bracelets and water bottles.
From “Dodd Mart” to “Mitt Gear,” both Democratic and Republican presidential candidates are marketing their names, campaign slogans and even their autographs on their online stores.
“Hey, it’s smart. You get people to walk around with your stuff and pay for it,” said Tobe Berkovitz, dean of Boston University’s communications school. “And at this point, there really is no level they haven’t pandered to.”
If you support Democrat Hillary Rodham Clinton, you can buy yourself a “Hillary for President” water bottle or your child a “Hillary cares about me” piggy bank in purple or pink.
Rather back a Republican? Mitt Romney has metallic-blue tumblers for you and “Mitt Bibs” for the baby.
Democrat Barack Obama is selling “Got Hope?” T-shirts, Republican Rudy Giuliani offers “Rudy USA” golf balls, and John Edwards, a Democrat, has “union made, union printed” mousepads.
Some candidates target specific events. Republican Sam Brownback is peddling free wristbands for those attending next month’s Iowa Straw Poll.
“If you would, call in to get one of these wristbands for an August 11th date with me in Ames, Iowa,” says a tiny Brownback who pops up in the corner of the computer screen. The campaign phone number appears beside him.
“This brown wristband says ‘I support Brownback,”‘ he continues. The Kansas senator also offers bracelets in red, white and blue.
Presidential candidates peddling their wares is nothing new, says University of Pennsylvania professor Kathleen Hall Jamieson, who specializes in political communication.
In the 19th and early 20th centuries, voters bought colored scarves, handkerchiefs, cigars and, yes, piggy banks to show support of certain candidates.
“It became a way of mass identification,” Jamieson said.
Later, radio, television and other types of mass media supplanted those methods, which were considered less efficient. Now, it’s on the rise again.
“The difference is now candidates use it more for fundraising,” she said.
Even campaign buttons, which once upon a time were free, are going for somewhere between $1.50 to $4 apiece. And each Republican John McCain bumper sticker is $5.
Some presidential candidates reward their supporters with a twist on the traditional thank-you of an autographed photo.
Depending how much money a supporter raises with his or her “team,” Giuliani will give them a Team Rudy Pennant, a signed “original” Rudy baseball card or a baseball “personally autographed by Rudy!”
Republican Tom Tancredo, in his bid to build an “Army Against Amnesty,” asks supporters to bring anywhere from six to 25 extra people to the Iowa Straw Poll. If they hit the 25 mark, they get an “autographed book, T-shirt, and an all-expenses paid trip to D.C. to meet Tom for dinner and get a tour of the U.S. Capitol!”
Berkovitz says things could be – and often are – worse.
“Compared to some of those YouTube videos the candidates are doing, selling baby bibs seems classy,” he said.
Staff writer Karen Crummy can be reached at 303-954-1594 or kcrummy@denverpost.com.
