Experts Agree That Image Is Key

Harvard pundits predicted yesterday that image and presentation, rather than performance on the issues, will be the deciding factor in tonight's vice presidential debate between Sen. Dan Quayle (R-Ind.) and Sen. Lloyd Bentsen (D-Tex.)

"The way one comes through on television is extremely important in measuring that politician's success," said Marvin Kalb, former chief diplomatic correspondent at CBS and NBC News and current director of the Joan Shorenstein Center on Press, Politics and Policy at the Kennedy School.

"Public perception of the candidate's images will make the difference in the election," said Richard C. Marius, who has taught rhetoric at Harvard and is director of the Expository Writing program.

However, the two media and debate experts disagreed on which candidate would register the debate's best performance. Kalb favors Bentsen, who he says is a "careful, measured and intelligent speaker."

"His message will be clear," said Kalb.

"Quayle tends to ramble--his sentences don't always parse," said Kalb. "Certainly his advisers have been working on the problems and will attempt to solve them before the debate." If, however, they fail, Kalb predicts that Quayle's lack of coherence and organization will substantially hurt his political chances.

Marius, however, believes that Quayle will put on a telegenic performance because he is a "media candidate through and through," and will use his "All-American boy" looks to back up forceful rhetoric and a flashy presentation.

Bentsen, on the other hand, "will look like an old boy," said Marius.