Abstract In this essay I explore the ways in which the issue/image dichotomy operates as a default criticism of democratic practice by examining its basis in persistent tensions and idealistic theories of democracy. Turning to political practice, I then explore the articulation and value of political image rhetorics offered during the 2008 presidential election, paying particular attention to political advertisements from the Obama and McCain campaigns that appeared after their nominations were assured but before the national nominating conventions. Ultimately I offer a normative justification of political image rhetorics in campaign discourse as beneficial to deliberation about public policy and political leadership.