The Whig Party's campaign in the United States in 1840 for William Henry Harrison can be called the first great political marketing campaign that mythologized a candidate. The campaign, called "The Log Cabin Campaign," targeted the so-called "common man"—previously a main source of support for Andrew Jackson (and his successor, Martin Van Buren) and the Democrats.
The Whigs in 1840 introduced three ideas to election campaigns: one was to use a potent symbol—the log cabin (often combined with soldiers and a jug of hard cider)—for candidate Harrison, typically depicted as a rough-and-ready farmer and military hero; another was the creation of silk flag banners, which frequently added a portrait of Harrison and the phrases “Old Tip” and “The Hero of Tippecanoe” (a battle during the War of 1812) to the American flag; the party also introduced effective slogans into politics, with "Tippecanoe and Tyler Too," which referred to the Whig's ticket, headed by Harrison, with John Tyler as his running mate.
Some of the Whig rallies, with banners unfurled, drew an estimated 100,000 people, perhaps attracted by the seemingly endless supplies of hard cider. It mattered little to most partisans that the “common man” image concocted for Harrison was false. The log cabin was used to represent Harrison’s “poor” and “humble” background. His background was neither; rather, he was born in a mansion on a Virginia plantation and lived in a fancy house in Indiana when nominated for the presidency. Regardless of the truth, the imagery and the hard cider that was distributed at the gigantic rallies undoubtedly excited voters and boosted the Harrison campaign. This is evident in the voter turnout that increased from 54 percent in 1836 to 77 percent in 1840; the Harrison-Tyler ticket won by a 6 percent margin in the popular vote and claimed 80 percent of the electoral votes. The Democrats were thrown out of power—after holding it for a dozen years—and the Whigs gained their first president.
The log-cabin imagery, along with emphasis on Harrison’s military leadership, was accompanied by pageantry. The Whigs borrowed most of the Democratic Party’s past publicity ideas and took them to new heights. They published their own newspapers (one of which became the New York Herald Tribune); wrote campaign songs; organized rallies and parades; printed broadsides and banners; and produced goods such as hairbrushes adorned with portraits of Harrison, ceramic dishes with his “modest” farm on them, “Tippecanoe Shaving Soap or Log-Cabin Emollient,” and, above all, miniature log cabins. One observer counted one thousand banners in a Baltimore parade for Harrison.
At present, Heritage Auctions, Inc. has a rare silk campaign flag banner from the 1840 campaign up for auction. Most of these flags, as Heritage's Web site points out, "feature merely a campaign slogan or a central portrait of the candidate," but this banner shows the candidate in front of a log cabin, with a barrel of hard cider being tapped alongside it. Heritage estimates that this campaign banner will sell for between $20,000 and $25,000.
Sources: Paul F. Boller, Jr., Presidential Campaigns: From George Washington to George W. Bush, 2nd rev. ed. (New York: Oxford University Press, 2004); Robert Gray Gunderson, The Log-Cabin Campaign (Lexington, Ky: University of Kentucky Press, 1957); Keith Melder, Hail to the Candidate: Presidential Campaigns from Banners to Broadcasts (Washington, D.C.: Smithsonian Institution, 1992); Peter F. Nardulli, Jon K. Dalager, and Donald E. Greco, “Voter Turnout in U.S. Presidential Elections: An Historical View and Some Speculation,” PS: Political Science and Politics 29 (1996): 480-490.