Bush's straight talk erases Kerry's scholarly chalk. The U.S. presidential debate of 2004: Who won the image war?

The battle for the U.S. presidency filled the television screens of North American viewers in 2004. The candidates, Senator John Kerry and President George W. Bush, battled for supremacy during the campaign, which included three presidential debates and one vice presidential debate between Senator John Edwards and Vice president Dick Cheney. The debates on live television were intended to be a forum for political discussion and rhetoric that would involve the live spectators and the mass viewing public. The format, process, and delivery of each candidate's speeches/rebuttals were constructed in advance by the knowledgeable campaign experts and public relation teams that carefully advise the candidates on what to say, not to say, what to wear, and what expressions to reveal. The candidate in his preparation process becomes what is hoped will be a well-oiled machine that is able to respond at the precise moment, and with the best response and most influential expression.