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~Pol By John S. Stolai Gu?tt Columnist "Strom Thurmond ? He a senator." "It's time for a new g leadership. It's time for Ct Ravenel, Democrat for U "Having Floyd Spence ii like being there yourself. "Jack Bass wants to ix kind of congressman." For most South Carolina Tuesday, November 7, portant day. It was impc much because the citizens great numbers to ex cherished American right free election (most didn't oVvrvnf QA rvnrnnn t nf C i f ouvuv uu pvi VJL uv/ut voting age population vot Rather, the vast maj< population, those who wat and listen to the radio, coi sigh of relief: the politic; had blanketed the air wa seemed like several montl ceased. In the 1978 elections recuru auiuuuis were spt advertising. Several candi United States Senate and spent in excess of $ television ads alone. W1 figures are not yet av; estimated that somewhe million was used for paid Ravenel-Thurmond Senat The increasing use of th< by candidates has in its* political issue. At various the campaign, Spence, Ravenel and Riley criticized their oppone certain television com being either untrue, 1 misleading. One of the major < <3% 11/70 Q W (/r^ "L itical c *ek campaign ads not at a reas 's more than issues, but r enhance a ca enerauon 01 the voter will larles "Pug" favorably. T1 f.S. Senate." create an ima i Congress is less than accii in the popular e a different President, 196 his, this past vertising, ir ""v ow game too .. > went out in ^ js not ! ;ercise the politicians ? to vote in a ?-? bother: only What 11 h Carolina's ?' nuo WVM ority of the eh television voters a ild breathe a al ads which if any, i ves for what is had finally or wotlIi should ha notiAnurina .? anotner. snt on media recognized [dates for the s0 much vi for governor make a psy ;i million on him ?ot ule the final work toget suable, it is ,, , re around $1. Several rempHifl in th? scientists an< :e raCe. which is "1 e mass media J!10111?su Pat elf become a ^?Vu points during me^ia a.^s ^ Thurmond lsKsue orAente snecificallv observations nt s use of year's prima mercials as tend to supj unethical or candidates' . more issue-o criticisms of a^so found A ipk J*-" ^ \ MjTY GOEF^J'^ ^===s^ .ET'5 GET OUT 01 E.NOUG* ids: iss is that they are aimed coj >oned discussion of the dis ather they attempt to pos ndidate's image so that v view the candidate more tha le use of television to tha ge of a candidate that is the irate is well documented anj book "The Selling of the rmi 8" by Joe McGinniss: cor i, in a sense, has wei n a con game ... Ad- a 1 1 many ways is a con foil surprising then, that Ra and advertising men rhe onnd for tine most i tioxied issues that1 nd the candidates 1 ndication of what 1 do once in office. ive discovered one And once they that the citizen did not ote for a candidate as r?V"?r?lrvrti r?o 1 nnr^Vioco nf VllVlV^IVUi pui VilUOV VJ*. surprising that they her." cent studies by political J journalists (the best of rhe Unseeing Eye" by terson and Robert Mcnoted that candidates' ave become much more d in the 1970s. My own nf fVio rmwlia /^uninrt ui insula uui nig una ries and general election >ort the conclusion that nedia ads appear to be riented. Paradoxically, I no evidence that these TT - HERE, THIS SCMO < FOR ALL OF US. ues t mmercials provicu icussion of candi sitions. /hat I found for the i t the media ads me t were of concern to candidates but pro r, indication of what ild or would do once nmon was a list of re affecting the citize pledge by the cand jviate them once i: owing example co venel ad ? but it is < itoric it was not atyp part was that were of conce: &ut provided: 4- It A MA ?* <1 4 <1 a+i HUO Un^UAUOU< "I'm proud of history and accomp love South Carolina a ... I see so many j Carolinians who su from our nation's il unemployment, the e taxes, welfare bure; waste in guveriiuieu It's time now, onc< to put an end to the adding new taxes problems. And it's time now in government bj fectively managing t we have. It's time to money's worth from government. It's tim wr FACULTY AND I DEPARTMENT ( RESEARCH / ,L'" OL'S MOT Die i) hemselv ;d any real government wor ?? :?~ of the other wa> un ico loauc The basic problei most part was impossible to disci] ntioned issues complex problems the voters and commercial. What vided little, if a short amount of t the candidate key words or pi in office. Most known as condense problems that whiph thp vntpr ns followed by condensation syml idate to help different meani n office. The audiences: Propos mes from a cuts and less go1 clear from the some; tax breaks >ical: cut backs on n ~ " _ . 1 uprvipps to nthprs tne meaia ^ solution whici . .. voters to make a m mxoxne among candidates little tifiable. Some in > including several ? i * suggested more ei 9 COUld to-face debates by Unwovor rpnnnt 1 AAVfT V T V& y M. VVV11I 1 debates indicate our state's usually end up wi lishments. I exchanges which d nd its people previous campaif fellow South solutions which ffer greatly program of long, d Is: inflation, of issues neglect nergy crisis, lengthy television au^racy and of political issues i t ... the vast majority a qrirl oil What IS i? S UtlU OAly " """" 5 practise of idea of an inforn; to solve old ideal and not a American politics particularly televi to end waste 0f the problem ? j more ef- potential to becoir he resources if a way can be f< demand our use of its potentu 1 ou^_ federal john stoi?r?k is an m* e to have our Qovrnrrrnt and internal ?Gomecoc-k CIZJQI ,rk j .Lunc jon Fobes Jim Phillips SSff* BarryJ.Glei j / ?' \ \ Dave Robacl I \ Sharon Plpp ^S) Judy Sims.. \ IM.Py, .. ? ? ??? Jan Eas,erl11 I '? Brett Friedlj 7T~\J SkotGarrlck A I Jill Griffin. I // I Fran Georg< I JonClemmt Sam McKee 1 * The Gam* \ j readers. Le \ \ words and r M correct nan are n?t acc will be wl / I cumstances J I telephone I \\ where you ' verifylno ti Int'ude clj K? re?erve the limitations, dress lette Gamecock, 29208. . Opinions those, If sl( signed, of t /9 0 C/O k for us, instead f around." n is that it is almost iss solutions to such in a QA nr CJ\ cannnri AAA a UU UA vrv O^VVIIU candidates can do in ime is to use certain irases (which are ation symbols) with can identify. Such doIs usually convey ngs to different litinri 11 moonc fov 1U llivUtiO 144A vernment waste to for the wealthy and leeded government ti would enable the lore reasoned choice is not easily identerested observers, candidates, have ctensive use of factcandidates. ; examples of these f that candidates th a series of short iffer little from their in rhetoric. Other are aimed at a letailed examination the fact that such and radio coverage is always ignored by of the voters. that the democratic k/\rl nlnnf At?nf A ir on icu cicviuA aiu ia au reality of modern i. The mass media, ision, is a major part - but it also has the ie part of the solution )und to make proper il fructor in th* Department of Jonal Studl#? necocK Founded 1908 igren Editor in Chief Copy Desk Chief News Editor in Entertainment Editor Sports Editor * Graphics Editor ,n Priltnr ....... Editorial Page Editor Graduate Assistant rig Asst. News Editor inder Asst. Sports Editor i Asst. Entertainment Ed. Advertising Manager s Production Manager >nsen :. General Manager Business Manager cock welcomes letters from Its tters should be a maximum of 300 nust be signed with the writer's ne. Pseudonyms or other aliases eptable, but the writer's name thheld If requested and clrwarrant. Inrinrf* thn number and mailing address can be reached to assist us In he identity of the writer. Also, ass standing and major. We right to edit all letters for space but not for content. Please adrs to: Campus Opinion, The Drawer A, USC, Columbia, S.C. expressed in the Gamecock are jned, of the writer and, If un he senior editorial staff.