Probably the first politician to develop a successful media image was John F Kennedy.
If you can, look at highlights of his televised debates with Richard Nixon to see how he used television to appeal to the voters.
Final Appeal - 1993 TV is rated/received certificates of: Argentina:13 Iceland:12 USA:PG-13
Final Appeal - 1993 TV was released on: USA: 26 September 1993 Germany: 15 September 1994
Because they must appeal to a broad cross-section of the population
Royal Children's Hospital Good Friday Appeal 2004 - 2004 TV is rated/received certificates of: Australia:G
emotional appeal,,,,,intellectual appael,,,,humanistic value
African Americans
Snob appeal
The most important type of media used during elections is the Internet and television. Television and the Internet appeal right to the voters, so these media types have an more profound effect. Also television and media have an visual appeal that radio, and newspaper may not have.
The Avengers
Glittering generalities and emotional appeal.
FDR was a very astute politician. He knew how to work the system to acquire and keep power. He knew how to appeal both to the grass roots party members as well as to the professional politicians.
I know the UK has it in concordance with the Comic Relief appeal on TV. :)