American elections are about advertising—the packaging of the candidates. And packaging costs money.

A reward for contributing the most money to a successful campaign may be access to the president to lobby for favored business interests. Or the contributor may be awarded a place in the president’s administration or maybe an ambassadorship.

Candidates are sold like toothpaste or cars. They are sold to appeal to the electorate, who are boxed up by paid studies into neat electoral slices.

Political campaigns are couched to appeal to those electoral slices. Like an ad for a food product, they narrow down a specific desire and zero in.

A few Americans read about products before they buy them—dietary supplements, automobiles, or floor covering, for example Too many depend on splashy advertising that appeals to desire but doesn’t offer real information.

Desires for physical products are often self-centered: to be cool or beautiful or wealthy. Vague promises, hard to quantify, are made about the product’s potential. Smart consumers search for proof that the product gives what it promises.

However, desires also can be unselfish: for strong job growth or freedom from terrorism or saving the lives of babies. Politicians cater to these desires, too. Whether candidates actually care or can actually deliver may be secondary to their desire to be elected.

Wise voters continually study reputable sources—about the country and the world, as well as about the candidates. Does the candidate’s character and past life indicate how well the candidate may carry out what they say? Do candidates actually give evidence of caring for what they promise to do?

Best to go beyond the flashy advertising, the tweetable campaign slogans, and the I’ll-give-you-the-moon speeches.