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"Anderson took a tag line, 'The Anderson Difference,' that was similar to that for Volvo automobiles so that when people saw the Volvo commercials, they thought of Anderson," a media consultant told an Institute of Politics study group yesterday.

Pam J. Gillman, an associate with the political consulting firm D.H. Sawyer and Associates, Ltd., attributed much of Rep. John B. Anderson's (R-Ill.) success in the Presidential campaign to effective television commercials.

While Anderson on appeared energetic in his ads, the other Republican candidates spoke from a sitting position in their commercials, Gillman said.

Gillman added, "George Bush was hurt because he rarely said anything of substance in his commercials, while John Connally is a perfect example that media and money cannot win a campaign." paign."

Part of the problem with the commercials of Sen. Howard H. Baker Jr. (R-Tenn.) was that his Southern accent reminded people of President Carter, Gillman added.

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