Nixon’s campaigns against Hubert Humphrey and George McGovern were less dishonest, but they too violated the network code for product advertising. Jimmy Carter’s commercials pictured him as an innocent newcomer to politics, with no political organization – a poor farmer with no money. Nothing could have been further from the truth, but the voting public swallowed it. Gerald Ford, his Republican opponent, used commercials which were relatively honest – and lost the election. The ‘down-home’ image of Jimmy Carter’s campaign belied the reality – a highly professional, and costly, publicity machine. The Kennedys and the Rockefellers have proved that it helps a politician to be rich. In his campaign for election to a second term as Democratic Governor of West Virginia, Jay Rockefeller spent $11,000,000 of his own money and defeated his Republican opponent, who spent only $800,000. Rockefeller’s commercials were unusually statesmanlike, and a survey found that the people of West Virginia were not shocked by his expenditure. Even his uncle Nelson Rockefeller had not spent so much in his re-election campaign for Governor of New York. In a period when television commercials are often the decisive factor in deciding who shall be the next President of the United States,