At first I thought one of her “image” handlers had goofed. In an effort to polish her up they had gotten carried away and smoothed off a few too many years. This picture’s effusive puffery goes so far that it nearly amounts to the roll-out of a new product that the public hasn’t seen, like the Apple iPad. But, Nancy Pelosi is not new.
In marketing and advertising certain procedures are followed when the time comes to re-make a person or product’s public image. Media-savvy consultants don’t just spring a major change on the public out of the blue.
Simply explained a re-build is done in phases and measured steps. The hair is allowed to be shown progressively grayer; the words “sugar sweetened” get smaller on the box and the word “Natural” gets larger; the suit gives way to a sport coat, then to a sweater. The tee shirt and sandals come last.
It may actually be, if we could measure it, that the photo’s impact on the general public is not one of positive approval, but of stunned amazement. John and Jane Doe, fed up with taxes, unemployment and
Having been involved in this sort of thing, I look at Speaker Pelosi’s new photo and see the lights, the silks, the scrims, the makeup artist, wardrobe stylist, the security officers shooing tourists away (if, indeed, this was really shot on location). I see the staffers, the 20-somethings on cell phones back to the office, and the personal assistant sent to fetch some Fiji Water – in a glass with ice, not in the bottle. I see the photographer walking on eggs trying to get the Speaker to look this way or that, to smile -- but not too broadly -- and the crew banging off dozens of high res images before heading into a long session of Photo Shop-by-committee. And, all of this fuss was in quest of a vanity portrait that was never destined for the cover of The Rolling Stone, but rather a stuffy inside the beltway version of Cincinnati Magazine.
However, now that I think about it, this picture is more than a vanity portrait. It is a tool intended to send a message to a specific audience.
Capitol File magazine’s primary circulation area is
For the next two months Capitol File magazine will sit on coffee tables in reception areas throughout
Nancy Pelosi's cover portrait is not designed to fool anyone into believing that she is younger, kinder or gentler than she really is. We all know the truth in that matter.
The picture is intended to let people know who is in charge.
This essay was originally published April 30, 2010 on