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Understanding Political Campaign Advertising

Understanding Political Campaign Advertising. Frank Baker: Media Educator August 19, 2008. www.pbs.org/vote2008. www.ciconline.com. Understanding Political Campaign Advertising. Some givens: Candidates need the media Candidates try to control their image.

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Understanding Political Campaign Advertising

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  1. Understanding Political Campaign Advertising Frank Baker: Media Educator August 19, 2008

  2. www.pbs.org/vote2008

  3. www.ciconline.com

  4. Understanding Political Campaign Advertising Some givens: • Candidates need the media • Candidates try to control their image

  5. McCain, Aurora CO July 30, 2008

  6. Candidates depend on media consultants

  7. Candidates depend on media consultants Source: Robert Arial

  8. Understanding Political Campaign Advertising Some givens: • Fundraising $$= purchasing TV time for ads • Political ads resemble traditional ads • New media (YouTube; Facebook; etc.) effective at reaching young voters and raising money

  9. Understanding Political Campaign Advertising Some givens: • In today’s media saturated world,the life of any 30 second TV spot lives on, online AND as newscasts and pundits review them continuously

  10. Understanding Political Campaign Advertising “When we study commercials ….we talk about the issues and the quality of the message…it’s not just about political ideology, it’s also about the art of creating a persuasive message.” Source: Illinois High School teacher

  11. Source: Gallup USA Today

  12. Understanding Political Campaign Advertising IMPORTANT FACTPolitical ads are considered “free speech” and thus are not subject to any requirements that they “tell the truth” so, in effect, these ads contain many unsubstantiated claims

  13. Understanding Political Campaign Advertising “ The thing to remember about these ads is that they cost a fortune…and it raises the cost of campaigns, and the money (raised) comes overwhelmingly from the wealthiest handful of Americans.” Source: Media Critic Robert McChensey

  14. Primary Ad Spending

  15. Source: Meet The Press, 8/3/08

  16. Battleground States Colorado Nevada Iowa Ohio Michigan Pennsylvania Missouri Virginia North Dakota West Virginia New Hampshire Wisconsin New Mexico North Carolina Georgia

  17. SC TV Markets(ranked by size)

  18. Questioning the MessageAnd The Messenger Media Literacy’s 5 Core Concepts • All messages are constructed • Messages are constructed using languages with their own set of rules • Messages: values and points-of-view • Different people see the same message differently • Media: power and/or profit

  19. Questioning the MessageAnd The Messenger Critical thinking/viewing questions • Who created the message? (author) • Why was it made? (purpose) • For whose eyeballs? (audience) • Using what methods/techniques? • Who, what is omitted/why?

  20. Understanding Political Campaign Advertising • the use of complementary colors (red, white and blue, for example) to promote a sense of patriotism • props, such as desks, planes, podiums and people to connote action, power, authority and warmth • symbols, such as children and flags to imply patriotism and caring Source: The People’s Choice: Digital Imagery and the Art of Persuasion

  21. Understanding Political Campaign Advertising • certain types of clothing to connote strength or authority • music and sound to provide a certain type of ambience or mood • superimposed words to emphasize the speaker’s words • code words to provoke reflexive, almost visceral, viewer reactions Source: The People’s Choice: Digital Imagery and the Art of Persuasion

  22. Understanding Political Campaign Advertising COLORS PROPS PEOPLE SYMBOLS CLOTHING MUSIC SUPERIMPOSED WORDS CODE WORDS

  23. Types of Political Ads • Negative - One candidate portrays the other in an unfavorable light. • Warm and Fuzzy - Candidates make the viewer feel good about the country or his/her campaign. • Humorous - Candidates elicit a laugh or smile from the viewer.

  24. Types of Political Ads • Scary - Candidates evoke images of fear (usually combined with a negative ad). • Advocacy- advocates for/against an issue/person

  25. The Role of Media In Politics Ads Appeal to EmotionsNot Intellect

  26. Techniques of Persuasion Testimonial Ad

  27. Techniques of Persuasion • Transfer

  28. Techniques of Persuasion • Appeals to Fear

  29. Types of Political Ads “Morning In America” Candidate: Ronald Reagan (R) Year: 1984

  30. Types of Political Ads “Daisy” Candidate: Lyndon Johnson (D) Year: 1964

  31. Types of Political Ads “Revolving Door” Candidate: George HW Bush (R) Year: 1988

  32. Types of Political Ads “Bear In The Woods” Candidate: Ronald Reagan (R) Year: 1984

  33. Types of Political Ads “3 AM” Candidate: Hillary Clinton (D) Year: 2008

  34. Types of Political Ads “Country I Love” Candidate: Barack Obama (D) 2008

  35. Techniques in Ads Music Clip courtesy Comedy Central With Jon Stewart

  36. Ad Watch/Fact-Reality Checks Source: New York Times/ June 20, 2008

  37. Ad Watch/Fact-Reality Checks

  38. Ad Watch/Fact-Reality Checks Wisconsin TV StationReality Check News Segment Country I Love

  39. Questions/Evaluations

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