Interest has grown in nonverbal components of communication.
Over the last three decades this interest has been developed.

One contributing factor to this interest may be the assumption

that various nonverbal cues, especially the visual ones, are more

important than verbal cues in affecting interpersonal judgements.

(Patterson et all p.231)
The person relaying information to another has greater

control over their facial expressions, as opposed to their

auditory cues. The person who is receiving the information pays

greater attention to the facial expressions of the sender of the

message because, that receiver believes that they will learn more

valuable information in regards to what the sender of the message

is trying t relay.

“The first televised presidential debate, between Nixon and

Kennedy in 1960, was one in which the contrasting appearance

and style of the candidates were very noticeable.”

(Patterson et all p.232)

Kennedy, who was an attractive figure, showed confidence and

determination in his presentation. Nixon, had the five o’clock

shadow going and was perspiring noticeably, and seemed ill

at ease. “Kraus (1962) concluded that the results of the

televised debate showed that voters were more interested in how


the candidates looked than what they say.”

(Patterson et all p.232)

In regards to the nineteen eighty four presidential debate,

Regan was viewed more favorably than Mondale in the visual
modality than in the audio or audiovisual. Regan had a greater

advantage in this visual mode due to Mondale’s weakness rather

than Reagan’s strength.

Both examples here help us to better understand the way an

individuals opinion may be formulated on the auditory and visual

cues of another. It looks as simple as this, a more pleasing

sight receives more pleasing feed back. The more physically

attracting one can be the more winning one can be... This is all

very important to the elects when we rely on television to sell

themselfs...