In addition, IWR also received the accompanying presentation by Karl Rove:

"It's simple really. 

We just need to market "Dumb Shit" [President Bush] the same way Madison Avenue sells pork and beans. 

Remember, the American public has the collective attention span of Goober Pyle. 

So it is incumbent upon us to keep our message and imagery as simple and vivid as possible, e.g., 9/11, Character Assassination, Saddam Hussein, Gay Marriage, etc. 

In fact, we need to pre-digest, you might say, the information for the American public and transform reality itself into a sort of a Texas cartoon - you know like Foghorn Leghorn for example. 

It's a fact of life that people relate better to cartoon characters than they do real people, and that's where we have edge in this election," said Karl Rove.