The deliberate use of marketing and advertising in presidential campaigns and government communication has sought to find ways to achieve a "connection" between the "public" and the candidate or politician in office. The epitome of this strategy is visible on the official website of the Presidency of the Republic of Mexico, where one of the main sections is titled "My Photo with the President." Six years after his devastating term, it is clear that the only thing that matters to President Enrique Peña Nieto is looking good with his people. Author: Cartagena, Alejandro.