Word: rafshooned
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Dates: during 1980-1989
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...helps, of course, when the candidates' TV producers detect promotable qualities in the man they are selling. In the case of Carter and Reagan, the enthusiasm of their media masterminds is unbridled. Says Gerald Rafshoon, the former Atlanta adman who prepares Carter's commercials: "We've got the smartest guy in the race. We're going to play that up." Says Peter Dailey, on leave from his California ad agency to help Reagan: "He is one of the great communicators of his generation. Our only problem is how to get that warmth compressed into 30 seconds...
...doorway, stretching his neck to see the screen. Except for Kennedy's voice, there was no sound in the trailer. Jody Powell broke the stillness with a crack about the Senator's being in an easy position to suggest things, and the group grunted approval. Jerry Rafshoon piped up: "You tell them, Teddy," voicing the resentment in the room...
...view of the White House, Reagan is at a tremendous disadvantage because he will have to convince voters that he is responsible enough to keep the country out of dangerous confrontations in the nuclear age. Carter will strive to make that job even more difficult. Carter Media Man Gerald Rafshoon is already creating television spots around what the Carter people bluntly call "the button problem." The working title of one such advertisement questioning Reagan's coolness under pressure is called "Places He Would Attack...