Campaign Advertising

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Campaign Advertising
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Discussion

• What is a memorable ad you remember from TV?
  What has made it memorable?
• Do ads have an impact on what products you chose
  to buy or not buy?

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Purpose of Campaign Ads

• Politicians are like any product they have to be
  sold.
• Campaign Ads are a quick and easy way to convince
  us to buy them over their opponent(s)

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Types of Campaign Ads

• Glittering Generalities
• Bandwagon
• Card Stacking
• Testimonial
• Mudslinging
• Transfer
• Plain Folks
• Contrast

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Glittering Generalities

• Using positive information to introduce the
  candidate
• Usually the 1st ads to run
• Do not say a lot
• Ex John Kerry Heart

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Bandwagon

• Ads implying a candidate has a lot of support, so
  you should support them too.
• Crowds of people
• Endorsements by groups
• Ex Ronald Reagan

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Card Stacking

• Use statistics in a one sided manner leave out a
  lot of information.
• My opponent voted consistently to raise taxes
• Bob Dole Too Late

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Testimonial

• Using a celebrity to give a candidate an
  endorsement
• Hubert Humphrey Frank Sinatra

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Mudslinging

• Ads that make unflattering comments about an
  opponent
• Attack Ads
• Do not have to be true
• Can sometimes backfire on the sponsor
• EX Bob Dole Ready and George W. Bush Really
  MD

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Transfer

• The use of symbols to paint a positive or
  negative image
• EX Lyndon Johnson Daisy negative George W.
  Bush Safer, Stronger postive

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Plain Folks

• Attempt to appeal to voters that candidate is an
  average joe.
• EX Jimmy Carter South

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Contrast

• Ads that compare positive info about the
  candidate against negative info about their
  opponent.
• EX John McCain Compare