It’s the images and not the content of what you say that people remember.

[tannybogus]

The headline in yesterday’s released Pew survey says it all: “Obama’s Trip: Seen but not Heard.” In an election season where the simplest macros reign (it’s a change election, it’s the demographics, stupid, etc.), another longstanding advertising maxim rules the day: it’s the images and not the content of what you say that people remember.

Lesley's Parable from 1984 is not one to forget. Lesley Stahl’s nearly six-minute, hard-hitting CBS piece contained image after image of a smiling Reagan and enthusiastic, flag-waving crowds. Delighted, Michael Deaver called Stahl to thank her. "Nobody heard what you said" was the famous comment. In subsequent focus groups, Stahl discovered fewer than 25% of the group could recall what was said in the piece they had just watched.

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Update - Tom in comments makes a good point about McCain's "The One" ad. Go here and watch with the sound off. Consider the imagery, body language, smiling shots of Obama in front of happy crowds and put yourself in the shoes of one of Stahl's focus group people not listening to what she said. Would you be sure this was an anti-Obama ad?
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I AM NOT saying that I at all approve of John McCain's ads. I do not. This story points out that these ads and others like them.

may have unintended consequences.