Hunter S. Thompson used “Fear and Loathing” as a title format in numerous works. His most famous book, Fear and Loathing in Las Vegas, portrays the counterculture movement of 1960s America, revealing the dark side of American culture to explore the titular fear and loathing that Thompson believed lurked beneath the surface. In the same way, Fear and Loathing on the Campaign Trail ’72 uses fear and loathing as an ideal, as a lens through which to examine the world of presidential politics. Fear and loathing are intense adjectives, speaking to the darkness that Thompson expects to find and, through his presence, can occasionally invoke. The irony of applying this to the world of politics, however, is that politicians (particularly those running for president) meticulously control their image to appear good and wholesome. Thompson does not believe this is the case. His loathing of politicians and his fear of allowing a dark subject to go unexamined provide the template and the motivation for the writing of the book.

In particular, Thompson is inspired by his intense dislike of Richard Nixon. Just as Nixon is not afraid to openly despise the press, Thompson is not afraid to describe Nixon in scathing terms.