Transcript for the Piece Audio version of Election Signs

Election Signs script

HOST INTRO: We hear all the time these days that voters in this country are more and more polarized. But at least on one thing democrats and republicans agree completely: all bumper stickers, all button and poster should look the same -- no matter whose name is being promoted in the logo. Political parties always seem to flaut the marketing gospel of clear brand identity and today Michael Bierut explains why.

MB: a typical campaign button for a republican candidate usually consists of that person's name as large as possible on a blue field with some red graphic accents that usually take the form of stars & stripes- the name is often white bc that gives you contrast between white & dark blue-

[start US Air Force "Stars & Stripes Forever"]

democratic candidates buttons look almost exactly the same- in fact i'd be hard pressed to come up with differences between the two

[post music]

one of the discoveries i made as a designer is that what taught in school is different from really true- for instance i was taught in school that function of design was to help everyone stand out, look different- but what you discover is ppl wanna look different but not that different- & so i think every person campaigning, whether for dog catcher or president resorts to tried & true things cuz that projects i'm normal person & i provide normal & happy life thru my services as elected rep- i think if ppl try to be daring or strange as consumer product can do, they look alarming in long run

[music & campaign sfx under...up on "thank you for your vote"]

i think if you're marketing a product or company you have static thing to market- rice krispies in box will taste like RK- [rice krispies sfx under] -they don't waffle- RK don't make gaffs in debates- RK don't photograph badly when hair messed up- RK don't get caught unaware- RK don't have sexual indiscretions- they simply sit in box & can put any package around it- i think candidates bc they're ppl, bc they're human & led full & interesting lives & continue to live those lives as campaign goes on, i think they resist packaging a little bit

[start Jelly Roll Morton "Stars & Stripes Forever"]

one of the few instances i can remember of candidate trying unusual things to advance his cause as political campaigner was george mcgovern in 1972, when he ran & spectacularly lost to nixon ? he commissioned a series of posters from artists, including larry rivers, which led to effect of poster that said GM for pres at bottom and above it was larry rivers miasma of color & slashes of lines ? completely abstract, even messy- i'm sure that to avg voter all that seemed to illustrate was the presumed dimentia inside Mcgovern's mind- so when ppl step outside line of conventional wisdom, they've been soundly punished for it & they retreat back to the eternal verities of red white & blue, stars & stripes

[post music]

HOST OUTRO: Our story was produced by Hillary Frank.