Fear and Loathing in Political Campaign Advertisements.

Creating an Effective Campaign

Creating an Effective CampaignFear and Loathing in Political Campaign Advertisements1Bell-Ringer (11-13)How does the media play a role in your life? What are your thoughts on the media? Has the media ever influenced you one way or another? Advertising? Television? Internet?

Bell-Ringer #25If you were eligible to vote for the President of the United States; what would be some qualities/characteristics that would hope to see in our next President?Why those qualities?

When done; make sure your campaign advisor story-board is complete. ImportanceAn effective campaign advertisement can change the course of a political campaignWhat exactly does campaigning do?It sways opinionIt makes people thinkIt states a candidates stanceIt states an opponents flaws4Top 10 Tips for Political AdsTell a simple storyMake the desired call to actionUse basic emotional appealsUse easy argumentsShow, not tellUse symbolic images and messages to relate to the senseMatch what viewers see and hearScenes with impactAllow the power of video to speak for itself Use of identifiable music always helps5Issue Based AdsIssue Based Ads are just thatadvertisements that address the issues of the campaignToday it is hard to tell the difference between Issue Based, Negative, and Positive6Positive AdsPositive advertisements are advertisements that focus on a candidates positive attributesRarely if ever do they speak nice of another candidate7Negative AdsNegative advertisements are always a part of any political campaignNegative ads attack an opponentTheir stance on issuesTheir previous actions on issuesOr the person themselves8Why Go Negative?Why use them?Research shows they work with certain segments of the populationGets the message out thereMedia can do the rest.9Truth in Negativity?Research shows that Truth is not a major factor in negative adsAds usually use twisted truthHow do they get away with it?Enough truth so its not a total lieMost people dont know the truthMost people dont care what the truth is102008 Presidential Election Negative?Words/phrases used by McCain about Obama in his adsDangerous, Not Truthful, Hypocrite, disrespectful, not ready to lead.Meaning too young, no experience, equating Obama with radical friends/acquaintances Words/phrases used by Obama about McCain in his adsOut of Touch, No maverick, same failed policies, just doesnt get itMeaning- too old, equating McCain with Bush11MoneyMoney can and usually does determine an electionWhy?Money to pay for advertisingMore commercials, posters, media exposure gets the candidates name out there2008$5.3 billion spent on the campaign$2.6 billion spent on advertisements$240 million by Obama$123 million by McCainThe rest by special interest groupsJust imagine what better use that money could have gone to12Special Interest GroupsGroups that back a candidate they feel will support their interests if electedCampaign finance changes Limited the money candidates could receive and spendSpecial interest groups now make up the lost moneyMost Famous2004 Swift Boat Veterans for TruthRan numerous ads against John Kerry and helped Bush13Print Advertisements

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29What Makes a Good and Bad CandidateAdvertisements can say so muchThey tell you why you should vote for someoneThey tell you why you shouldnt vote for someoneThey also tell you about a candidate30Good- Military ExperienceUp until 1992, military experienceboth large and small was helpfulCandidates spoke to their military back groundBeing a hero also helpedWHY?1945-1991: Cold War1991-Present: Terrorism/Middle EastOh yeahcalled Commander and Chief for a reason31Theodore Roosevelt26th PresidentSan Juan Hill

32Dwight Eisenhower34th PresidentGen. US Army During World War II: Commander of Allied Forces Europe

33John Kennedy35th PresidentLt. During World War II: PT 109

34Lyndon Johnson36th President Lt. US Naval Reserve During World War II: 1 combat mission?

35Richard Nixon37th PresidentLt. Cm. US Navy During World War II

36Gerald Ford38th PresidentLt. US Navy During World War II

37Jimmy Carter39th PresidentLt. US Navy Served on Submarines During World War II

38Ronald Reagan40th PresidentLt. US Army During World War II

39George H.W. Bush41st PresidentLt. US Navy Pilot During World War II: 58 combat missions

40Bill Clinton: Nope42nd PresidentOrganized an Anti-War Union While in College

41George Bush43rd PresidentLt. Texas Air National Guard During Vietnam: Stationed in US

42Barak Obama: Nope44th PresidentToo Young for Vietnam: College Student

43Exceptions to the RuleSome candidates with strong military backgrounds fall shortWhy?Vietnam Vets: Not a popular warHero with post war backgrounds that didnt match

44John Kerry

45John McCain

46Imaging: GoodThe image of a candidate is extremely importantThe ability to relate to the Average Joe goes a long wayAmerican ideas are always a plusCertain Images speak to the history/culture/ideas of AmericaNone better than the47The Cowboy

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51Dont Forget the Babies!!!

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55What Better Than Sports?

Gerald FordUniversity of Michigan LinebackerTwo Time National Champion56The Gipper

Reagan, an actor played the role of George Gipp in the movie Knute Rockne: All AmericanThe famous line Win one for the Gipper was used by Reagan in 1980 57

58The time honored First Pitch

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60Or the Bump

61And the Bump goes on

62And of CourseA Cold One!!!#1 question of 2004 election between Bush and Kerry: Which one would you rather have a beer with?Bush 35%Bill Clinton: 34%Osama bin Laden: 7%Suddam Hussien: 3%John Kerry: 2%The Guy LOST to SADDAM AND OSAMA!!!63

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66And of Course the Race Relations Beer Summit

67But Dont Put Out the Wrong ImageToday one of the worst images a candidate can have is that of an elitistSomeone wealthy and out of touch with Average Joe America

68Why SoElitist?

69Or Worst Yet

70Popularity ContestTo say that presidential elections are nothing more than a popularity contest isnt too far off the mark2004 Pew Research Question: Whos More Likeable Bush or Kerry?Bush: 56% Kerry: 34% At the time of the poll Bushs national approval rating was at 43%And lets not forget where this started.71SummaryAt the bottom of your notes, write a 2-3 sentence response:Which political ad technique (positive or negative) would you say is most effective in influencing potential voters? Why? 1960 Election1960 Kennedy/Nixon DebateThose who watched on television said Kennedy wonThose who heard it on the radio said Nixon wonDownside for Nixon80 million watched it9 million listened to it!!!

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