Word: garth
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...Garth's ads are crisp, no-nonsense video-taped messages filled with facts. One for Carey shows the Governor staring directly into a camera and reciting the details of how he cut taxes. More facts are crammed in by a written "crawl" on the bottom of the screen. Garth believes in the power of the tube and worries little about block captains and doorbell-ringing...
...Among Garth's other candidates is a sentimental favorite, Senator Jennings Randolph, 76, a Democrat from West Virginia, who first served in Congress 46 years ago and has never felt any need to use this newfangled television. This year he is in a tight fight against former Governor Arch Moore, so Garth was called in. Result: half of Randolph's $500,000 campaign chest will be used on television. One spot shows Randolph preaching fervently to a cluster of coal miners about his long struggle to get them adequate health benefits. He comes across as jolly, energetic...
...While Garth was helping with Lindsay's television in 1965, Deardourff joined the campaign staff to do research on issues. Deardourff, 45, is now in partnership with another TV whiz, Douglas Bailey, mostly handling moderate Republicans. He and Bailey were Gerald Ford's media experts, and though their candidate lost, they ran effective TV ads. Deardourff is as cool and managerial as Garth is gruff and feisty...
...cuts. Two years ago, they helped elect Jim Thompson Governor of Illinois by stressing his fights against corruption; this year every commercial begins with a discussion of taxes. In Iowa, their spots show Governor Robert Ray on the hustings-talking about taxes. In Ohio, where they are facing a Garth-directed challenge from Richard Celeste, their ads stress incumbent Governor Jim Rhodes' tax-saving administrative abilities and show that he is capable of, among other things, leading the All-Ohio Youth Marching Band. And in Michigan, they have taken on the task of electing an entire Republican legislature...
...Garth and Deardourff, who both have staffs of more than a dozen and earn upward of $200,000 a year, are not the only stars of the image game. In Florida, for example, Media Expert Robert Squier brought Robert Graham out of obscurity to win the Democratic gubernatorial nomination. His commercials showed Graham, a millionaire landowner and Harvard Law School graduate, getting his hands dirty alongside the working men at 100 different jobs around the state. In Alabama, Fob James, a millionaire sporting-goods magnate, used Memphis Media Consultant Deloss Walker plus $1 million to convince voters through television that...