On Sunday, October 10th, 2004, the New York TimesMagazine featured an article with the cover title,“Really, What Does He Think? John Kerry and thePost-9/11 World” (Bai 2004). On the coverof the magazine was a serious-looking photo of Senator Kerry,superimposed with keywords such as “Terrorism,” “Iraq,” “Al Qaeda,”“Multilateralism,” “Nuclear proliferation,” and so on. While thearticle itself was intriguing, even more intriguing was themagazine's attempt to capture Kerry's core ideas on Americannational security with the use of keyword graphics—namely, thekeywords on the cover, placed in what appeared to be a random orderaround the photo of Kerry, and the underlining of “John Kerry,”“terrorism,” and “Americans” in the inside title. Catchy graphics,but hardly an accurate depiction of the keywords that might actuallyrepresent Kerry's thinking on American national security. And, forall the comparison made in the article itself with President Bush'sstance on national security, where were the graphics for George W.?(They did not emerge in the next New York TimesMagazine.) The magazine was, nonetheless, making animportant point: that words (and the ideas they represent) areemotive—particularly in the highly charged climate of the 2004presidential campaign.I am gratefulfor comments and suggestions from Andrew Bailey, Diane Maurice,David Mayhew, and Frances Rosenbluth. I am also grateful to theGeorg Walter Leitner Program in International and ComparativePolitical Economy (Yale Center for International and AreaStudies) for funding that initiated this article, and to MinaMoshkeri (LSE Design Unit) for her assistance in preparing thegraphs.