Over the last 20 years, a successful election campaign has come to depend in large part on successful use of the broadcast media. As a result, media experts are part of most politicians' teams, and their strategies help determine the results of the election. Usually, themes or "images" are more important than issues. The techniques of mass persuasion are discussed here, with theories taken from social science research and examples from recent state and national campaigns. Although mass advertising drives election costs up, it is concluded that neither the public, the politicians, nor the donors really want to place a ceiling on campaign costs. Nor are safeguards against deception likely to be placed on media campaigns. (JK)