Skip to content

Graduate Theses & Dissertations

: Branding of the Prime Minister; From 1949-1957, Prime Minister Louis St. Laurent was the face of the Liberal Party. Party branding was wholly devoted to his friendly, ‘Uncle Louis’ brand image. St. Laurent’s image was manipulated and manufactured without public preconception, establishing the modern tactics of personal branding still used by his successors. This thesis studies the elections of 1949, 1953, and 1957, analysing photos, advertisements, speeches, archival documents, memoirs, newspapers, and other sources to show the development of Liberal branding strategy. It employs political scientist Margaret Scammell’s conceptualization of brand theory, showing how marketers used emotional brand differentiators and rational substantive performance indicators to sell ‘Uncle Louis’ to Canadians. The Liberals used St. Laurent and branding tactics to win two massive majorities in 1949 and 1953, and the Diefenbaker Tories used those same tactics to defeat them in 1957. ‘Uncle Louis’ proved the effectiveness of personal branding and leader-centered campaigns in Canadian politics. Author Keywords: Brand Theory, Canadian Politics, Elections, Liberal Party of Canada, Louis St. Laurent, Political Marketing

: Beyond Paris; A presidential spouse in an era of rigid gender norms, Jacqueline Kennedy frequently straddled the divide between celebrity, social acceptability, and personal desire. Yet, history remembers America's thirty-seventh First Lady more for her fashion and soft-spoken nature. Forgotten is that she was a `transitional' figure, who oversaw America's largest restoration of the White House and served as a `goodwill ambassador' for her husband. When three gunshots brought their tenure to an abrupt end, Jackie's focus shifted and she fixated on the creation of a legacy that immortalized JFK. `Camelot,' is a construct almost exclusively conceived and executed by the former First Lady. In this vein, the coming exploration delves into the private actions of Jackie during her time in as First Lady, contrasting them sharply with her public image. What emerges is a portrait the world seldom saw: one driven by raw intellect and a desire to be of service to her husband and country. Author Keywords: Camelot, First Lady, Jacqueline Kennedy Onassis, John Fitzgerald Kennedy, Restoration, White House

In collections

Trent University Digital Collections

Search Our Digital Collections

Advanced Search

Query

(-) *:*

Sort Results

Display