The art of impression management: self-presentation in local-level campaign literature

Campaign literature is a ubiquitous feature on the American electoral landscape. Candidates distribute written materials for the sole purpose of persuading voters to vote for them instead of for another candidate. The information a candidate includes in a piece of campaign literature, as well as how it is presented, can reveal his or her perception of the criteria citizens use when deciding for whom to vote. The findings from an examination of 288 pieces of campaign literature distributed by candidates for city council seats in 11 Ohio counties in November 1997, suggest that they perceive potential voters as being susceptible to both intellectual and emotional campaign messages. © 2002 Elsevier Science Inc. All rights reserved.