Elections: It's What You See Not What You Say That Wins Elections.

Visuals win elections. A leader can spout reams of information about an opponent and his party, but nothing rams it home better and concentrates minds more effectively than cutting visuals. You need to catch the other guy in unflattering or arrogant situations, and if it's done right, you'll have plenty of film or tape to back you up. That's how elections are won.