you next week at 9:00 p.m. on fox business. next month my show moves an hour earlier to 8:00 p.m. eastern time. what does that take? a strong debate? >> this is all theater. it's theater of politics and it's trying to get people to come into the theater and take a look and see if had they like your play. >> yes, we can. >> you have to learn to see these campaigns through the lens of a camera. >> campaigns are made of moments that everyone remembers. >> the difference between a hockey mom and a pit bull lipstick. >> there you go again. >> where is the beef? >> senator, you are no ted kennedy. >> and moments they'd like to forget. >> commerce education and the -- what's the third one there? >> tonight we take you behind the scene. >> see if the company can to the

slash. >> we'll show you what they don't like to talk about. >> the lying is okay in politics. >> what's behind winning the presidency? >> when it comes to winning the presidency i'd like to think that the choices about whose ideas are better sh but when you talk to people behind the scenes they talk about moments. >> there are a series of moments and that's what matters. >> remember the scream? howard deen led john kerry in early polls, but then after a loss he tried to rally the troops. >> we're going to california and texas and new york. >> the room was noisy and people in the room said this sounded like a normal round. >> and ten we're going to washington, d.c. to take back the white house. >> but because dean's microphone picked up only teen's voice the tv broadcast made him sound

crazy. that unfairly may have killed his campaign. even images can party more than issues. this video said to have hurt john kerry. this is said to have helped bill clinton. in the 1980 republican primary george bush had momentum against ronald reagan until the debate in new hampshire, there was a moment where reagan looked strong. >> i am paying for this microphone. >> that moment helped change the campaign. >> some of them you can create. >> read my lips. no new taxes. >> the difference between a hockey mom and a pit bull lipstick. >> other ones you've got to depend on your candidate seizing a moment that you didn't expect to happen. >> there you go again. >> most moments so far this election have been poorly phrased comments. >> if you've got a business that -- you didn't build that. somebody else made that happen. >> i like being able to fire people and provide services to

me. >> we're going to put you all back am in chains. >> the media call those gaffs but often the media don't know. when ed musky lost the '72 primary because he looked like he teared up defending his wife everyone said candidates can't cry because that's weak. but then in 2008 hillary clinton cried. >> you know i have so many opportunities from this country. >> she began to tear up she got -- and her voice cracked a little bit, she was emotional. >> i just don't want to see us fall backwards. >> she showed being human. >> you know this is very personal for me. >> pundits bounced. >> people perceived that as weakness. >> yeah. >> i think they will and i think they should. >> it makes her look like her campaign is in interest you believe. >> butt pundits were wrong. the day before polls showed clinton ten points behind the next day she beat obama in the new hampshire primary. >> the kind of come back that new hampshire has just given me. >> she tears up and that moves

11 points in one day. >> she showed real authenticity and i think voters very much were attracted to that. >> authenticity is rare in politics and in presidential campaigns, the consultants strive to control everything. >> this is all theater. >> democrat bob beckel has counseled hundreds of candidates. >> it's theater of politics and it's trying to get people to come into the theater and take a look and see if they look your play. >> here in cleveland the romney campaign is preparing a play. they're trying to get lots of people to watch. >> the only way you can attract them into the theater is if it looks good into i think this takes the stripe side, let's tighten that out a little bit. >> just one presidential event in the fall in the general election involves 400 people advanced people setting up a stage stage. >> mic check, one, two into a presidential campaign stop involves a lot of hard work. >> most are paid to do this.

some are volunteers. >> does anybody have think questions? >> the planning starts days earlier. >> we send people driving around small towns in america and asking people, hey, can we use, you know your -- can we use your campus green? >> bill ritter was director of candidate operations for mitt romney. campaign staffs try to make sure the right number of people show up. hillary clinton's last presidential campaign was run by patty solace doyle. >> you make phone calls to your local supporters you do robe bow calls. >> hillary is going on here please show up? >> yes. >> they even advertise in the sky. >> ready for the message? and then mitt romney.com/tickets. see if the plane company can do the slash. >> because if the after thank you is bigger than the crowd, that looks bad. >> the football stadium seats about 80,000 people the only problem romney had about a thousand people in the crowd making the event look like a total flop. >> it's ritter's job to make sure that doesn't happen. >> six talented advanced people on the ground here for five

days. >> we're actually painting part of the backdrop for the shot that you see from the riser. finish that late in the night. >> campaigns obsess about every side every camera angle. >> you have to learn to see these campaigns through the lens of a camera and if you can't do is that it all gets left on the field. >> we'll take cameras and set them op on risers and look at it and make sure the angles are right. >> then behind that group of people is romney ryan. >> and you always notice about the signs they are he' always if the perfect position for the television cameras or still photographers to pick them up. >> we have something here like 40 60 foot banners to cover buildings and to get in the tight shot. >> it's the first thing that he walks past as people see and he makes his pivot towards the stage. >> what difference does it make? >> visuals matter so much. campaigns come down to photographers and photography and cameras need things light, sound. >> ladies and gentlemen, please welcome the next president of

the united states. >> keep it up. keep it up. >> if it we fail the message stays here with 2000 or 3,000 people in cleveland, ohio. the goal is to make sure it rans lates to as many folks as possible. >> so ritter monitors the events as they happen. >> you're live on all the cables. kilgt more hand signs to that roud behind the goff? >> setting up one event may take weeks and yet it may last ten minutes. >> then they do it again. >> 1:00 2:00 in the morning we will be on the road. it all goes into a truck and all heads to the next site. >> do you ever sleep? do you ever shower? do you smell bad? >> when congressman ryan was announced i think we went basically three days with no sleep, no showers. >> and always with the fear that one simple mistake, even a poorly koechb image, can destroy a campaign. ask michael due caucus. >> he didn't want to wear the hell let. i heard his body mantel the lead

advance person he doesn't want to wear a helmet. he understood that that wasn't going to be a good television shot. >> steve murphy worked with duca uflt cus. >> the answer came back they will not let you ride in the tank without with a erring a helmet. he should have stuck with his instincts instincts. >> that moment turned into this commercial. >> now he wants to be our commander in chief. >> to ads like that really work? the consultants think they do. >> they still rave about this ad. it ran only once but was talked about so much on tv they say it changed all campaigns. it was the first negative ad to use fear and raw emotion. >> ten, nine eight, sent six, five four three, two, one. >> these are the stakes.

we must even love each other or we must die. >> vote or die. pretty relevant. >> but pretty unfair. a smear, goldwater. >> mark mckin nonworked on the bush campaign which ran this ad showing the candidates con soelg 9/11 victims. >> our president took ashley in his arms and just embraced her and it was at that moment that we saw ashley's eyes fill up with tears. >> come on. this is the presidency. you're playing this music and we're supposed to vote for this guy because she tears up? >> that's exactly what they did. this ad aired in ohio in late 2004 was absolutely pivotal. >> it's morning again in america. >> this ad is also praised. >> today more men and women will go to work than ever before if our country's list are i. >> beckel worked foray began's opponent at the time. >> i see this ad come on television and it's this farmer and his son in this beautiful pasture and they put their hands

over their hearts as the flag -- i stood up and put my hand over my art and the tag line is reelect ronald reagan. he i said are you kidding me? that is blatant, blatant, and good. you may think that's -- >> corny. >> you might think it's corny, but let's face it stossel, you think everything is corny. okay? if you can get an emergency like that it matters. >> ed rollins was reagan's campaign manager. >> one is an electric actual argument and one is an emotional argument. >> when beckel man mon dale's campaign he happened to see this wendy's ad. >> where is the beef? >> wendy's was trying to convince people that their burgers had v. more beef. >> where's the beef? >> you were at home watching tv with your girlfriend and you saw this ad. >> yeah, i saw the ad and it was actually my girlfriend that said to me, you know that rehiends me of gary hart? what's he all about. >> this is not polling, this is a comment from a girlfriend.

you probably liked letter too much. >> no, no that's not -- i didn't actually but that triggered in my mind is something that made some sense that we could put on the next poll. we put it in a poll it tested well. >> so mon detail used it in a debate. >> where's the beef? >> wendy's spend $100 million on an ad campaign to give me an opening for a line and i want to thank them very much. >> and that worked is this that made a difference dirchs? >> it changed the race around overnight. it confirmed in people's minds something that had been on their minds which was is this guy really up to it? does he have the experience to do it? hart who had been on such an offensive all of a sudden has to be on the defensive and he doesn't handle it very well. >> there were several things that hart didn't handle well but that's another story. >> he was reeling and we came right back in with another punch, which was the red phone. >> the most awesome powerful responsibility in the world lies in the hand that picks up this phone. >> again, they used emotion to sell the idea that gary hart was

style, not substance. >> vote as if the future of the world is at stake. >> tech aids later -- >> it's 3:00 a.m. and your children are safe and asleep. but there is a phone in the white house and it's ringing. >> hillary clinton's consultants used the same theme to attack barack obama. >> who do you want answering the phone? >> in this case it was barack obama, so he answer the red phone at 3:00 in the morning. we say could gary hart answer the red phone at 2:00 in the morning. do we think they might have stole.it from us? absolutely. >> today's ads are more likely to be direct attacks. >> barack obama, what a disappointment. >> americans say we don't like these attacks. but they do work. in the swing states they now run all the time. >> if you're sick of hearing me approve this message, believe me so am i. >> i'm barack obama. >> i'm mitt romney and i approve this message. >> however, most of you won't see those messages. you've been excluded.

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presidential approximate politics particularly is to target those people who are with you at the beginning and leave them alone until you need to get them to vote. target those who are going to be against you and don't stir them up and focus everything you can on those who are persuadeable. >> and that may just be 10% of the people 20%. >> it used to be 20%, but now this year it's down to about 10%. the art of finding that 10% is really going to be key to all this. >> no one did that better than karl rove he pie owe neared what he kaugd micro targeting and that was credited with winning the 2040 election. he compiled reams of information about people. >> if they own a gun, what magazines they read what car they own. >> we had a mic owe targeted voter file in which we had up to 225 pieces of household level information about them. we knew what kind of car they had. >> republicans today most often drive ford mustangs audis, mercedes. democrats are more likely to own a honda civic hybrid

voluntarily row or nissan. they even watch different tv shows. conservatives like dancing with the stars and modern family. >> you won't pay v. to pay taxes for the rest of your life. >> liberals are who are likely to watch law and order or "30 rock." >> tonight tgf will not be the worst thing on television. it will be john stossel. who is with me? >> yeah not surprised that liberals watch that. >> what difference does that make? >> it tells you things like if we want to reach an independent swing woman voter by the house and garden channel, if you want to reach a republican leaning but less likely to vote independent swing man, go by the golf channel. >> cove did research on blacks who might vote for bush and found many are christians who watch these tv reachers. >> now, in the name of jesus i command this debt out of my life. >> so rove placed advertisements there.

>> in ohio in 2000 bush so the 8% of the african-american vote. in 2004 he got 16% because we were able to identify a group of african-american voters who though their history was overwhelmingly democrat we had clues that gave us a sense that they might be reachable. >> this year consultants want to reach not just swing voters but swing voters in these ten states. >> you take a map of the united states and you just cross out states just cross them out, say we can't win here. >> the rest of us most of us don't really count. we live in the wrong state. >> i live in noosh and my state's electoral votes will go to the democrat no doubt. doesn't matter what i do or even if all new york swing voters shift their votes. if you live in texas, same deal. doesn't matter who you vote for, texas will go to the republican. >> why campaign in the other states? >> we don't. why waste our time? >> they do go there, but just to raise money from rich people, but otherwise the consultants ignore 40 of 50 state.

into this is not about a national campaign it's about persuadeable voters in a few states. that's what matters. >> today campaign managers copy rove's numbers-based strategy. two steps, first, identify your key voters and then get them to vote. >> your only priority is getting people to vote. >> they call it go it tv. >> my name is mary lee and i'm a volunteer. >> have you had a chance to go vote yet? >> hundreds and hundreds of volunteers to fox on their door. >> you have to call them and repiped them today is kau can can you say day, today is voting day, you call testimony once twice. >> i was just calling to remind you that today is election day. >> you can't just trust what they say. you call them again? >> sure. you make sure at the know where their polling place is. it all boils town to this one day. you have to make sure your voters get out there. >> today the phone is it em is automated, a volunteer presses a button a phone automatically dials the likely supporter and her name pops up along with the

skrept. >> have you had a chance to go vote yet? >> the campaign had had called these people months before. >> this is a very close race and we appreciate your giving out vote -- into and the computer kept track of who said they'd vote for tear candidate. then on election day you call them again to make sure they did. >> you did? wonderful. thank you, mrs. casey. >> if you suspect had he might not vote -- >> show up with a bus, show up with a personal car. >> sure. >> people don't just vote january for, now you pick hem up and take them there. >> it's an art ♪ ♪ ♪ ♪ ♪ ♪

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sometimes i feel sorry for presidential candidates. i feel they're strained because they have to face us the media. look at the candidates smile. you know they must be -- aggressions like this. >> they also say you are

america's most feckless president since carter. >> he smiled. they rarely show anger. they just keep smiling and laughing. >> thank you. thank you. >> don't get the impression that you are roused by anger. >> often they don't like the reporters. >> one can only be angry with those he respects. >> i bet mitt romney doesn't respect the reporters who followed him when he went to a memorial site. despite the sovereign nature of the moment u.s. reporters southed questions at him. >> do you teal that your debts have overshad toed -- >> one of his aids told the reporters can i say my [ bleep ], but the candidate just smiled. and repeat the message of the day. consultants view reporters as conduits for their message. >> their usefulness is what they can to to carry our message to the voters, outside of that they are he' useless. >> you have a message of the day so we simple minded reporters don't get confused by too many

messages. >> i would never call you simple minded but yes. >> to build that bridge to the 21st century. >> at the '96 convention bill clinton said build a bridge 22 times. >> build a bridge to help our parents raise their children. to build that bridge. bridge. bridge. bridge. bridge. bridge. bridge. >> all right, already. i would think a candidate would say to you do you want me to repeat myself that much? i will look like a moron. >> and they do say that and the really good ones finally say i get it and i will do it. >> yes, we can. yes, we can. >> i look at these reporters who complain about it and i think you little with uses you don't like the message you've got to listen to it all the time. too bad. stay home. >> but the media needs a candidate. they give us viewers. so we told them everywhere. >> what you got? >> groceries. >> mitt romney was followed by a pack of dozens of reporters and

producers. sometimes by plane, more often by bus. the pack called their life living in the bubble. this person was what we call a campaign inn bed, she followed romney around the world. how many cities have you been to? >> i don't know how many cities i have -- i've been had had. >> lost count approximate is this. >> i have definitely you lost count. it's not you be common to lose track of time day, time zone but i do know -- >> wake up you don't know where you are. >> the room always looks the same but the bathroom door is in a different place. >> every day nicole and the others follow the candidates and videotape thinking that might be interesting. when i was her age it took four beefy union workers to do what she's doing. >> what do you have with you? >> a camera all the cables that you need the microphones, its tripod and your personal bag. kind of like a satellite truck in a box. >> it's a tough job for reporters and the campaign staffs. >> the emotional and physical toll that running a presidential campaign takes on people is

enormous. you're working 18 hours a day, seven days a week you've got a candidate on the phone every hour who is calling and complaining about something, you just want to tell them to shut up and get back to work. it also requires having an understanding wife or you're divorced in my case i got divorced. >> if you like vegetables it's probably not for you. if you like sleep it might not be for you, but it's fascinating. >> the 18-hour face don't seem like 18-hour days. they seem like it happens like that. >> nicole gets just four or five hours of sleep. she's usually up around 5:00 in the morning and by 6:00 a.m. -- >> you have already received probably about three or four e-mails from the campaign they're giving you an idea of what the messaging will be for the day. >> the pack wants is something new or a mistake. >> i've now been in had 57 states. >> so candidates try to stick to the script. >> for an economy that's built to last. >> that's built to last.

>> nicole says she doesn't mind hearing the same speech again and again. >> when you know his speech so well in and out, it makes it that much easier to pinpoint when there's something if you. it's almost like your ears perk up. >> the whole pack suddenly perks up? what was that? >> you see all of us you know furiously typing or tweeting. >> sometimes campaigns play with reporters, use us for their purposes. >> you get a joy in fooling the media? >> yes, but more importantly you want to control -- in a campaign you want to have your own narrative at your own time. >> my running mate dig cheney. >> before bush made this announcement rove wanted to mislead the media. >> we had a guy on the campaign who was a leaker. >> how do you know he was a leaker? >> because he was a leaker. so he said what's going on the vice president is this i said look big secret don't tell anybody, don't tell anybody, but bush is has decided to go with jack dan forth of missouri. >> the media ran with the false

story. >> i felt sort of bad, but i wasn't the one lying to the media i was the guy giving ms. direction to the guy who was going to leak. >> lying to the guy. >> yeah. >> what difference does it make? >> it helps tell a story. when you want to have the story told by an evening anchor or by the candidate who expresses in front of the cameras why he made this choice. >> four years later the new york post said john kerry had picked richard again heart to be his running mate but of course it was a mistake, kerry had picked john edwards. edwards turned out to be another kind of mistake but that's another story. what the media reported even fooled again heart's campaign manager. >> i called up dick again heart and said dick i know you can't talk about this -- he said it of he ever happened. i said dick i understand that you have to deny it to me and everybody else -- he said steve, it didn't happen. why wouldn't you believe him when he said so emphatically there was no meeting? >> you absolutely must keep all the conversation going on with

the no, ma'am a knee -- >> so lying is okay in in politics? >> running for office lying is not okay unless you're asked an inappropriate question. >> politicians have always lied. >> i'm not a crook. >> i did not have sexual relations with that woman. >> the media used to give candidates rife's even keep their secrets. they rarely pictures fdr in their wheelchair. they kept jfk's sexual activities secret. but now everything is game and that's a good thing. even though we reporters are sometimes obnoxious. >> had and the next time i'd prefer you let me finish my statements before you ask that question. >> next are you ready for some presidential debates? we'll tell you the secrets behind the debates.

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throughout the presidential campaign the candidates attack each other and talk past each other, but when there are

presidential debates they really have to face each other and that can make a big difference. >> you are never going to have as many people watching the two candidates together in an election as debate night. >> and the campaigns can't control the debate the way they control everything else. >> no hearth what you do as a manager to get them ready for it he has still got to step into the arena and it's just two of them and you don't know. >> it's three agencies of government when i get there that are gone. commerce education and the -- what's the third one there? let's see. >> one brain freeze can end your campaign. >> the -- commerce and, let's see -- >> rick perry was a serious contender last election until this debate. forgetting is bad and looking bad is bad. in the very first tv debate richard nixon refused to put on makeup. it hurt him. nixon later said. >> more important than what you say is how you look on

television into and so campaigns obsess over details. when ronald reagan debated walter mondale rollins and beckel were the opposing campaign managers. >> do you remember the amount of time we spent debating the debate sh all the logistics of it how high the podiums were going to be -- >> days. >> days. >> days? >> oh, yeah we had teams negotiating. >> like how many time where they are, you know -- >> color of the room. >> what difference would it make to the candidate what color the room was? >> because in certain conditions in certain colors work for certain candidates. >> because mondale was shorter than reagan. >> we wanted more distance between the two podiums. we debated between 7 1/2 fight and 9 feet for a day and a half. >> the first debate came and reagan struggled. >> two-thirds of the defense budget pays for pay and salary -- or pay and pension. >> he looked a little tired, he looked a little ragged. the general organization was that they spent too much time with a 70 some odd-year-old guy

trying to beat every fact toyed they could into his brain. >> people say reagan is too old for the office. >> you already are the oldest president am in history. in the very next debate reagan was ready for that. >> i will not make age an issue of this campaign. i am not going to exploit for political purposes my opponent's youth and inexperience. >> he delivers the line and there is an impish sense of humor that comes out and you see the curl in his lips that he's making fun of himself but he has delivered a great line and mondale can't help himself, he is seem tan wrusly laughing and at the same time knowing i have just been taken out to the cleaners into i turn to the guy mention to me who was my deputy and said this race is over. just from that? >> yeah and i walked away where i listen to the rest of it. >> most people only remember one thing about the 1988 vice president shall debate what senator lloyd bensen said when dan quail compared his

experience to jfk's. >> senator, you are no jack kennedy. kennedy. >> years later in a debate al gore walked up to bush >> so al gore tries to come over and be the bully and get had his face. you remember the moment bush doesn't say anything he just looks at him, smiles gives him the head wink and goes on. >> and i believe i can. >> that was it. it just -- it just absolutely devastating to gore. >> and you watching gold. >> yes. yeah. we all revert to our junior hymen at that time you know when our team scores you know what most people don't know is that bush had been prepared. >> judd greg who had played the role of al gore in the debate prep and had had seen him pull this trick so he had said to bush be prepared he's going to come get in your dpas. we all dismissed it at the time but sure enough it happened. >> how do candidates prepare? these two debate coaches showed she. mark mic kinnen and brett o'donnell prepped president bush

for debates. he later coached romney and michelle balk map. they spend hours trying to replicate debate moments. >> you have the candidates stand in front front of a body why um like this? >> yes. look at collin powell he just commands a podium. it's like this. it's about, you know making sure that you fill the stage more than your opponent does. >> the candidates practice debating stand in hads last cycle for obama john kerry played romney rob portman played obama. >> you never see videotape of this you don't even see pictures. >> no. there's a reason why. you don't want to show those vulnerable moments. we don't want to give away any component to our prep. >> in the 2000 campaign one of mckinnen's secretary gave bush debate prep video to the gore campaign. >> the gore campaign went right to the fbi. >> and what happened to her? >> she went to prison for a year. >> what's to secret?

i pretended to be a candidate. >> clear and simple limited government. >> you say limited government. what kind of limits are you talking about? can you be specific about the cuts you're talking about? >> yes, i can list cuts. >> would you cut defense? >> i would cut again. >> so you're soft on defense. >> i knew how i should answer the questions but under pressure it's hard. >> i'm saying shrink it back to the clinton days. >> my instinct is to just answer the questions that are asked but consultants say don't doent. >> you're still answering my questions but most of the time you want to be delivering your message. >> they say sarah palin was good at that. >> governor palin answered the questions in her debate on her terms. >> governor palin, is that so? >> that is not so but because that's just a quick answer i want to talk about, again, my record on energy. >> she was able to pivot most of the wes on to ground that she was comfortable in handling the questions on. >> they kept grilling me. >> do you believe college is stupid?

>> i -- into don't you think that saying college is stupid is an irresponsible remark to make? >> no. for some people college is stupid. >> you just gave i'm some tape. no you they're going to make a commercial of you saying college is stupid. >> don't vote for stossel. he says -- >> college is stupid. >> college it stupid. >> stossel, bad for our kids. bad for america. >> knowing that one bad debate moment can wreck your campaign makes candidates very careful. when gerald ford debated jimmy carter there was a technical glitch. >> the pool of broadcasters from philadelphia have temporarily lost the audio. >> instead of leaving the stage to take a break neither candidate moved. >> we don't know what's happened. we are as much surprised by what's going on as you are. >> since one wasn't going to budge, the other didn't budge. >> so they stood there like mannequins for almost half an hour. >> also had fear of making a mistake or that the other guy was going to look better.

they were frozen. >> the first president bush was writ sized for looking at his watch too much during a debate. >> he looked at his watch, so what? >> it's a nonverbal clue that says i'm -- i want to get away from this situation as fast as possible. >> and that hurt him? >> he was widely viewed as losing that debate. it overran the message. >> al gore was criticized after this debate for seeing while george bush spoke. >> there is a lot of -- >> that's where the -- >> this is a major problem -- >> social security -- >> he looked like a dufus. he was castigated for this debate performance as a result. the next debate al gore went the opposite direction and went out of had his way to be do's sill and agreed with virtually everything bush said. >> i basically agree with dick cheney. >> embarrassing episodes like those are why candidates practice a lot. >> these discussions go on for how long? >> hours. for most candidates it is the most hated part of the campaign.

>> does the candidate ever get mad? >> all the time. >> yeah. yeah. it's painful. it's not fun. >> the candidates ever yell at you? >> yell collapse walk out. >> but they all do it because practice builds confidence. >> and the confidence guy wins not the guy who has the better answer. >> quite often, yeah. >> confidence not competence often it's one of the most amazing things we build and it doesn't even fly. we build it in classrooms and exhibit halls, mentoring tomorrow's innovators. we build it raising roofs, preserving habitats and serving america's veterans. every day, thousands of boeing volunteers help make their communities the best they can be. building something better for all of us.

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people complain that political campaigns are too shallow. why don't they talk more about the important issues? well there's a good reason. >> who is this? >> oh my gosh. how could i not know this? >> who is this? >> i have no idea. i'm not to go very good on the government part, am had i? >> there's all these get out the vote campaigns. >> vote. vote. >> please please vote. >> get out and vote. >> but i don't want everyone to vote because some people don't know much. >> i went to times square and showed people posters of important politicians. most people didn't .. house john boehner. >> who is this? >> i have no idea. >> many didn't know nanny pelosi. >> who is this? >> i don't know. oh my god. >> well this is awkward. >> that's the vice president of

something. >> let's test the actual vice president. >> who is this? >> i don't know who that one is. >> it's the vice president. i just can't remember his name. >> yeah. >> many were better at celebrities. >> tom cruise. >> justin bieber. >> it's not that people are stupid but most americans spend more time thinking about other things. >> the average amount of time that a person spends on presidential politics in the course of a campaign is probably about three hours. >> that may shock you political junkies who watch fox, but americans spend much more time thinking about food money, sex. politics is way town the list. >> it's a reason they keep appeals simple. emotional. >> there is a bear am in the woods. >> republicans run ads like this one to hugt democrats are soft on defense. >> isn't it smart to be as strong as the bear? >> we the republicans we see the threat and we are going to take action to protect the nation from this. democrats you can't trust them. >> jonathan heights research

based on surveys of thousands of people concluded that most of us choose our political party less on fact and more on which politician seems to be like members of our clan. >> he says conservatives join with people who worry more about torn threats. liberals are more likely to obsess about the purity of nature. >> may i please have more -- >> the sanctity purity ideals around a the environment. >> more salmonella in my cheeseburger please. >> lots of research shows the subconscious matters more than facts. >> the professor at princeton did this illuminating study, he gathered pairs of photos of candidates from dozens of congressional and gubernatorial elections and he showed them to the people briefly and said just pick who looks more competent. >> here is how most people ranked it them. >> he made a bold pre dibs predicted the outcomes of all of those races based sole yie on which candidate looked more competent. 70% of the time the more

competent looking person won the election. >> how does one look competent? >> well, they were people using their gut instinct. >> for some reason candidates with more narrow angular faces are seen as more competent. as a face becomes rounder and more baby faced people say that person looks less competent. >> people make instantaneous decision is based on looks. >> looks, voice, posture. >> barack obama, for example, better fits the angular stereotype of an age fwlar person than john mccain. consultants even worry about the people who stand behind the candidate. at this obama rally people were already seated behind the podium when a staffer highlighted here came on stage and got some white people to move out. >> if you look at a candidate for president and he has a bunch of people behind him i guarantee half will be men, half will be women. >> and a certain number of a different race. the result is that the camera now will see some minorities

behind obama. >> there will be a percentage of black, a percentage of hispanics, asians that's the way you to it. >> i assumed it just worked out that way. >> that's why you're sitting where you're sitting and i'm sitting where i'm sitting because you don't have a clue about how this works. >> people have to be cynical about baby kissing. >> kids are a particularly good attraction for people. i always liked to use kids. i'm always worried they're going to pick up a baby and drop it. >> so much superficial i can't tell but for all the shallowness and

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nasty business with constant fighting. it's like a boxing match. >> and down he goes. >> so it's telling that this is what two of our consultants used to do. >> you both were serious boxers as kids. >> uh-huh. >> what weight. >> as a heavy weight. >> and this helps in campaigns? >> teaches you how to take a beating. >> here is what rollins looked like when he was getting ready for a physical beating. consultants say this prepares you for political duty. >> if you don't have a tough skin in this business you might as well just forget about wanting to ever do it because you will be in the psychiatric unit. >> you also need a passion for politics. >> you were a vocal supporter of richard nixon at age nine? >> at age nine. >> what kind of political freak are you? this is not healthy. >> well i've always been interested in politics. i was fornix i don't know and i scored a bumper sticker somehow and put it on the wire basket of my bike and i rode it up and

down the street hoping to generate support fornix i don't know. this had worked really well until the catholic girl across the street who was on fire for kennedy literally pulled me off my bicycle put me down on the pavement and wailed the heck out of me and i've never liked losing a political fight win. >> his op thents often hate him. >> karl rove politics will finally be over next year. >> angry stuff. and beckel and rollins are fought each other viciously for years. and yet weirdly these tough guys came to this interview together. >> you guys spent a career trying to kill each other's careers, but you're friends. >> we're great friends. >> great friends for 25 years. >> why? >> you come to appreciate what the other guy, your counterpart has had to go through every day. i particularly respect ed, he kicked my butt. >> it's reassuring that they're friends. it says something good about america. where every few years people vote peace blee and politicians abide by the results.

and many other countries that's not how work. egypt's president held off his 30 years, he left only when he had to. in russia putin has they ever leave power. throughout history most of the world has been like that. america electing leaders who later voluntarily step down was a radical idea. after george washington served two terms king george reportedly said if george washington gives up power he will be the greatest man in the world. yet he did. and then it happened again and again, without blood shed. >> in romney's world workers get the shaft. >> amidst the ugliness of the campaign. >> would you please wait? >> all the shouting and fights. >> it's good to remember that our system with all its ak rim moan. >> you didn't build that. >> has worked better than so many alternatives. we fight -- >> economic ignore rail miss. >> but in the end we shake hands

and honor the results. so whatever you think of the campaign remember that the making of an whatever you think of the campaign remember the making of an american president can be a wonderful thing. that's our show. thanks for watching. these rules are war on the little guy. each and every one of these is incomprehensible to me. >> i'm a constitutional lawyer. and i have no idea what's in these books. >> yet government adds thousands of pages of new rules every year. >> tough reforms to protect consumers. >> they say we need more. >> there are certain times we should infringe on your freedom. >> we have to depend on the federal government to protect our children. >> okay. but they keep passing more laws. now we're drowning in red tape. >> i can't eat the way i want. i can't drink water the way i want. >> it's like a disease.