With the recent wave of “Elvis is alive” rumors and stories, I’m surprised there haven’t been any nationally publicized John F. Kennedy sightings.

In case you haven’t noticed, JFK has made the news quite a bit lately, but not because of any physical resurrection. Businessmen and politicians alike have been invoking his spirit, each for their own particular interests.

Why businessmen? Very simply, Nov. 22 will be the 25th anniversary of Kennedy’s assassination, and wily entrepreneurs are going to make the most of it. Soon you will see a barrage of “Remembering JFK” memorabilia for sale—books, posters, commemorative coins, stamps, ashtrays, doorstops, slicer-dicers and so on. It’s the same thing that’s been done with John Lennon, Marilyn Monroe, Elvis, etc. etc. Ad nauseum.

And it won’t stop there. The media will cash in on the customary anniversary coverage, live from Arlington National Cemetery (sorry—bad choice of words). For example, the A&E Cable Network will run the original NBC assassination broadcasts on Nov. 22 and 26. This might be the only anniversary show that has any redeeming historical value.

As far as politicians go, both the Democrats and the Republicans have, one way or another, made Kennedy a major figure in the 1988 presidential campaign.

The most obvious example was the recent debate between the vice presidential hopefuls. Dan Quayle drew references between his political experience and that of JFK, and Lloyd Bentsen bluntly retorted that Quayle was “no Jack Kennedy.”

Michael Dukakis has repeatedly alluded to a return to the principles of the Kennedy years. His Massachusetts background and choice of Bentsen (a Texas Democrat) only made the comparisons to Kennedy and Lyndon Johnson more obvious. And if Duke’s speeches have sounded sorta JFK in tone, that might be because a former speechwriter of Kennedy’s is now in Dukakis’ employment.

The bottom line is that John Kennedy seems as formidable a political figure today as he did 25 or 30 years ago. In fact, the only reason Dukakis and George Bush became the presidential candidates of their respective parties probably was because Kennedy wasn’t available to accept either nomination.

JFK isn’t a personality cult figure in the sense that Stalin was to the USSR or Chairman Mao was to China, but his presence still is strongly felt in the U.S. Why is this?

Often times, people tend to forget that Kennedy’s 1960 presidential victory over Richard Nixon was by the narrowest of margins. Kennedy had the Richard Daley machine of Chicago to thank for turning over many of the votes that swung Illinois precariously in his favor.

In addition, people often forget the stories of Kennedy’s extra-marital affairs with Hollywood starlets. But then, Franklin Roosevelt’s legacy has lived through the same.

What was it about Kennedy that set the foundation for the reverence given him yet today?

Probably the youth and relative vitality he brought to his office. He convinced many, if not most, Americans that he had a vision of achievement for the U.S. through such programs as the Peace Corps. and space exploration—the “New Frontier.” The fact that violence ended his short term of office is lodged deeply in the minds of most people.

And many remember his challenge to Americans: “Ask not what your country can do for you….” These words are recorded in stone near Kennedy’s gravesite in Arlington.

Quayle, Bentsen and Dukakis are making laughable attempts at having themselves identified with JFK, and vendors will soon be peddling their Kennedy memorabilia.

Steer clear of this goofiness, if you can, and remember Kennedy for what he was—not a demigod or a Christ-figure, but a young president filled with optimism for his country.