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Advertising Across Platforms: Negative Advertising in Politics

Advertising Across Platforms: Negative Advertising in Politics. Presented by: Maurice Hatch. Agenda. Discuss: Politics Political Advertising Political Finances & Expenses Administer: Survey. What is Political Advertising?. Definition:

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Advertising Across Platforms: Negative Advertising in Politics

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  1. Advertising Across Platforms: Negative Advertising in Politics Presented by: Maurice Hatch

  2. Agenda • Discuss: • Politics • Political Advertising • Political Finances & Expenses • Administer: • Survey

  3. What is Political Advertising? • Definition: • Messages supporting or opposing a candidate for nomination or election to either a public office; or office of political party. • Also includes: messages supporting officeholder/party/ballot-proposition (K. Sheehan, We The People: Political Advertising) • Purpose of Political Advertising: • Persuade voters to vote for particular candidate; or in favor of particular issue(s).

  4. Political Advertising, Unbound • “Products & Services compete against other products and services in the same category to receive a share of the market.. In elections, only ONE candidate wins.” (Berger) • Political advertisings are appeals to ideologies shared amongst the masses, they are methodically composed & strategically implemented as well. • However, • Candidates have limitedtime to appeal to masses and convey positioning due to seasonality • Alternative? Mass Media • “Mass media advertising gives candidates control over their image to a wide range of people in a short time period”. (Sheenan. K) • Thus: • Competition is high!

  5. Political Advertising Spending •  %75 of campaign money goes to media and communication efforts • President Barack Obama spent $404 Million on his last campaign for Presidency • %85 spent on Negative Advertising • Opponent Mitt Romney spent $492 Million • %91 spent on Negative Advertising • (Gaius Publius, 2012.)

  6. Limitless Politics • Under First Amendment Act of 1934 & Federal Election Act of 1976: • Broadcasters could refuse all deceptive advertising EXCEPT for political campaigns. (Chang, Park, & Shim) • Television stations not allowed to reject any political advertisements; regardless of technical issues in quality or untruthful claims made in messages. (Sheenan. K) • “An opponent could out-and-lie about an opponent in an advertisement, and the station must accept the spot.” (Clark) • Political Action Committees (PAC’s) were allowed to spend unlimited amounts of money on behalf of candidates (Chang et al.) • Creates Shut-Out Effect; candidates with less financial backing less able to compete & gain voice in political arena • Politics breeds new advertising

  7. Political Advertising: Breakdown of Messages • Name Identification Ads: Introduction of candidate; intended to generate awareness. • Argument Ads: “Present stance on issues; offer information on actions/policy positions/ideologies.” (Smith & Kidder) • Attack Ads: “Focuses on opponent(s) & negatively positions oppositions & his/her view(s). “(Kern) • Visionary Ads- “Reverting back to positive visionary of appeals.” (Kern)

  8. The Focus: • Attack Ads/Negative Advertising • Definition: “Innocuous efforts to contrast the attributes and beliefs of competing candidates, to vituperative or inflammatory assaults.” (Political Research Quarterly) • Why Focus on Negative Advertising? • To observe voter opinion whether negative advertising is: • Ethical • Necessary • Acceptable

  9. Cause & Effect • Negative Ads are often used out of fear • Candidates sometimes worry they will either be attacked first or look weak if they do not retaliate (Ansolabehere & Iyengar) • Though when implemented effectively, they: • Help establish contrast views of policies and social issues for voters • Help expand scope of political discussion • Help draw the attention of voters and news media toward campaign, candidates involved, and their positioning • A study suggest: negative advertising can create increased voter turnout • Lesser of Two Evils?

  10. Ethical, Necessary, Acceptable? • As imaginable, the limitless boundaries have created scenarios of questionable actions • Local States have made efforts to combat issues of ethical political advertising: • Ex. Delaware's Code of Conduct emphasizes components of decency, honesty, and fair-play. • Other states that have adopted similar codes: • Maine, Pennsylvania, Minneapolis & more.

  11. Stimuli • http://youtu.be/AtYpnGZr6TA (Daisy Ad) • http://youtu.be/-9uruxVWPUg (Strong America) • http://youtu.be/sXgRVEzWi4s (Wrong for VA) • http://youtu.be/7zktv920BJM (No Limit)

  12. Opinions: Survey Results • To be determined.

  13. Conclusion • Not yet final.

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