The Last Word: Assignment 6 due Wednesday Consider: Negative ads work. Why?

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The Last Word: Assignment 6 due Wednesday Consider: Negative ads work. Why?

Traditional Media  Often decide what is newsworthy Obsession with the “horse race” aspect of campaigns  Campaign strategies to control media coverage Isolate candidate from press Stage media events; “sound bites” Spin Appear on talk and comedy shows  Candidate debates Directions to agencies that have the force of law The Commission on Presidential Debates 13.4

New Media  Faster dissemination of information  Faster data collection  Faster response time  Internet  Social media: Facebook, Twitter, YouTube  Robo-calls 13.4

Campaign Advertisements  Positive ads Stress qualifications  Negative ads Attack opponents  Contrast ads Compare candidates  Inoculation ads Anticipate attacks 13.4

 Tone – positive or negative  Images ◦ Transfer, both positive and negative  Buzz words (glittering generalities)  Name-calling (negative ads)  Music