The 1976 presidential campaign was based mainly on integrity and character.  This was a time when Americans were still disgruntled about politics because of the continuing issues about Watergate and other wrongs committed by the government in the name of politics.  The 1976 effort was not run like a prototypical campaign where the candidates appealed to the party loyalties and stands for the position issues of the party.  This was the campaign of trustworthiness.  The candidate had to be honest and committed to a constitutional government.
     A major strategy of the Carter camp was to get their ads out there early and in the selective markets needed to be successful.  One of the main promises made by Jimmy was that he would “give the government of the country back to the people of this country.” Carter campaigned on the issues that he wanted to create “an efficient, economical, purposeful and manageable government for the nation.”  One of the key issues for Carter was that people could relate to him, he would not isolate himself from the people, but could feel their pain as well as share their dreams.  Carter expressed that he gained his strength, wisdom, and courage from the American people.  The issue for the Democratic Party was that he would have to appeal, not just to the South, but also key states such as New York, Ohio, and Pennsylvania.  The images that Carter projected were moralistic as with traditional promising “I’ll never tell a lie.”
     This was the campaign that returned to direct, old fashion, personal appeals, person-on-the-street giving testimony, as well as low-key, factual, neutral reporter who’s ads were the prime attack vehicle.  At the Democratic convention in New York, Carter was popular enough to receive the nomination on the first ballot.  He then chose Senator Walter F. Mondale, an experienced insider for his vice presidential candidate.  One of the campaign directors, Gerald Rafshoon, put together a staff primarily composed of women. These women were the creative and media directors, comptroller, assistant media director, and others.  During the 1976 campaign, the Republicans produced ads that concentrated on the issues, whereas Carter only discussed them at the debates.  Carter did promise to lower inflation, the deficit, unemployment, and to balance the federal budget.  Carter also took the race issue to the front burner by saying he was from the South and could relate to the issues that Martin Luther King, Jr. had brought out.  America was adrift and without good leadership.  Carter wanted to bring it back to a whole and prosperous nation.
     The overall media plan of both candidates was to strengthen the human aspect, abilities to lead, compassion for others, their accomplishments, as well as future plans for the office of President.  A major factor in this election was that a majority (85%) of those affiliated with a party voted for their party, because there was an unusually low defection from party allegiances.  With the interview given by Carter to Playboy magazine, the Republicans went for a major attack on Jimmy.  The ads the Republicans used depilated Carter as a southerner who lacked experience, chose to wear his religion on his sleeve appearing self-righteous, and that he did not know were he stood because he was trying to be all things to all people.  The election was decided in the final days of the campaign, and with the votes counted Carter won 50.1% to 48% over Ford.
     The 1980 campaign was one based on frustration, which lead to a change in leadership.  Cater did little to change his image of ineffectiveness, but attacks on Reagan describing him as racist and eager for war, were often vicious enough to make Carter appear overly emotional.  America was looking at high inflation and unemployment with the current administration, which had also worked very poorly with Congress many, saw this President and staff as ineffective.  The hostage crisis in Iran was the straw that truly broke this administration.  The Carter camp waged a campaign that said Carter might not be the best, but Reagan is worse.  The Carter camp tried to play Reagan as a danger to Americans and the world with his ideas about protecting America at all cost.  The Carter camp also used this idea in the good verse evil, by focusing on Reagan's unsuitability for the job and how he had work hard but with little success.
     The biggest problem for the Democrats was the voters under 45, especially men who turned away from Carter during this election because of the unemployment, inflation, and the hostages in Iran.  Americans felt that the country had been diminished during the Nixon- Ford administration, not enhanced.  The basic element to the 1980 campaign was that did the nation really want the expense of changing presidents if the likelihood of a real change was very slim.  The election went to Reagan in a landslide 489 electoral votes to Carter's 49 electoral votes.  Many people feel that this was actually a vote of no confidence in the incumbent administration.