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This article explores the reductionist approach of political ideologies as used by political candidates, which is part of the common feature of political marketing. Understanding the value or belief system which is accepted as fact or truth by the targeted group, places the candidate in a position to promote them self as a well-intentioned, committed leader who seeks to motivate the audience to action. Modern marketing of political candidates begins by understanding central concepts of ideologies. The utilization of ideologies is complex, in that there is no single concept or claim revealing surprising affinities with various images of the candidate. It also has distinctive function, by misrepresenting the totality of the ideology by forming a total belief in the candidate versus the ideology in a particular way. People must commit or surrender to the demands of the candidate, thus making it possible for the candidate to get elected. The branding of the candidate while utilizing political ideologies in part disables people from easily disregarding information perceived to be antithetical to the concepts of the ideology (Quelch, 2007).

"Following one of the most contentious and truth-challenged presidential administrations and elections in U.S. history, there has never been a greater need for an American government text like this--evidence-based, critically thoughtful, and contemporary in tone and touch. This text teaches students to think analytically by presenting current political science theories and research in answering the engaging, big questions facing American politics today. It serves as an introduction to the discipline-covering the Constitution, political behavior, formal and informal institutions, and public policy--by reflecting the theoretical developments and types of empirical inquiry conducted by researchers. For introductory courses in American government, this text covers theory and methods as well"--

In his most recent books, Liberal Democracy and Political Science (1990) & Reconstructing America: The Symbol of America in Modern Thought (1997), James Ceaser argues that the US, as a nation, has true political science as its basis. This political science, which supports the regime's independence, allows individuals to make decisions about their own destiny. Ceaser's views directly conflict with the popular thinking of postmodern philosophers & literary critics who have turned the US into a symbolic abstraction. Though Ceaser's view of "traditional political science" perhaps has its flaws, this in no way detracts from the important fact that Ceaser remains a true political thinker in an age dominated by the abstract. K. A. Larsen

"Party Families and Political Ideologies" published on by Oxford University Press.