Any political historian will tell you that in many ways, campaign politics is the art of the deal. It's salesmanship and branding, and when it comes to presidential campaigns, Madison Avenue is every bit as important as Pennsylvania Avenue. Just ask President Obama's graphic design team. Or Mitt Romney's hair stylist. The packaging matters.
The idea that a presidential campaign is basically one long and very expensive sales pitch is so uncontroversial, in fact, that voters consider it nothing less than rote that our candidates will say things on the campaign trail that they will not — and even cannot — deliver on once they take office. Just make the pitch, and we'll try to forgive you later for your false advertising.
On this generosity of spirit President Barack Obama is counting, having promised change that he has not delivered — and is very likely to promise more of the same come the 2012 campaign.
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