Between now and Election Day, we will be flooded with political commercials. Some will praise candidates, others will vilify.
I was hoping one particular form of political commercial would not appear this election cycle.
But that was a vain hope.
The other day I saw my first “spousemercial.”
A spousemercial is one in which a candidate’s spouse – usually the wife of a male candidate – smiles, perhaps sips coffee, and tells us her spouse is a good husband and father and, therefore, should be elected.
Why we should vote for someone because he is nice to his family always has eluded me. History is full of bad people whose family liked them. I understand Mrs. Caligula thought Mr. Caligula was a swell fellow.
The spouse usually adds that in addition to being a good family man, her spouse/candidate disagrees with, and stands up to, leaders of both parties.
Though again I confess the advantage of this claim eludes me. If a candidate doesn’t support Republican or Democrat policies or issues, just what does he or she believe?
At least when a candidate has a party label attached, we have some idea of what we are getting. Who knows what a so-called independent candidate believes, what policies he or she will support?
Despite these drawbacks, spousemercials often seem to work. Probably they work because the spouse is more attractive and pleasant than the actual candidate.
Perhaps the most prominent example is Illinois’ last gubernatorial election.
Local TV was awash with commercials for Bruce Rauner. Most of the commercials starred his wife, Diana Rauner, who was pretty and pleasant.
Well, I guess it worked. Bruce Rauner was elected governor.
And Mrs. Rauner has not been seen since.
Oh, she’ll probably return when the governor seeks re-election.
But I think spouses who make spousemercials should be required to stick around after the election and explain and defend their spouse’s performance in office.
And we voters should realize that spousemercials are the ultimate in conflict of interest.
Spouses have everything to gain by their candidate winning.
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But, do we?
Paul Sassone is a freelance columnist for Pioneer Press.