This article caught my eye because it is about something you really would think of but is very important to a campaign.  This thing is the mental images that will go along with a candidate as they run their election.  Candidates can try to promote themselves as much as they would like but without the proper mental images instilled into the minds of the public the popularity of the candidate will fail.  This is what is talked about in the article attached.

The main image discussed is that of a working man grinding metal or more specifically sparks.  This is an image that make you think of all the working class people who work everyday to create the things needed for our society to work.  They do backbreaking work and are very seldom asked for their opinion or thought of.  This mental image the candidates are trying to use is that they support this group and are hopefully trying to win over the votes of the many working class people who go unnoticed.

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