"In addition, adopting advertising techniques increasingly employed by private business, American politics became more packaged and American politicians more image conscious.
The ablest practioners of this public relations politics were Presidents Warren Harding and Calvin Coolidge. Whatever their limitations as statesmen and political thinkers - neither had a vision of a just society or an appreciation of fundamental problems - both Harding and Coolidge were masterful politicians. Nor were they merely accidental presidents. Both men attained the presidency and commanded popular support by astutely using rhetoric to cultivate and project an image of sound, responsive leadership. Harding's speeches, as pompous and meaningless in content as they often were, were impressive policical performances. "