Types of Campaign Advertising

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Presentation transcript:

Types of Campaign Advertising

Method Definition Characteristics Testimonial Endorsements from celebrities MTV BET Mudslinging “attack ads” Negative impression embarrassing past Transfer Positive symbols of self with negative symbols of opposition Self in happy setting, opponent in jail Card Stacking Using statistics in a one sided manner Biased

Method Definition Example Plain Folks appeal to average people Everyday actions Glittering Generalities positive first impression Images of a perfect world, “saving our schools”, “improving America”, etc. Bandwagon Everyone else is doing it so you should too Group testimonials, people carrying signs in support, endorsements from big associations Contrast Ad Showing positive aspects of the candidate at the same time as negative aspects of the opponent Split screens

Examples Michael Steele - http://www.youtube.com/watch?v=IE80xrBhNjI&NR=1 Ron Paul - http://www.youtube.com/watch?v=wchrOz46L14 Mike Huckabee - http://www.youtube.com/watch?v=MDUQW8LUMs8 The One - http://www.youtube.com/watch?v=ZD4jv21GjrM Joe Manchin - http://www.youtube.com/watch?v=xIJORBRpOPM Herman Cain - http://www.youtube.com/watch?v=S6VnTqpTqvQ Barack Obama - http://www.youtube.com/watch?v=VIA5aszzA18

Examples Vernon Robinson - http://www.youtube.com/watch?v=QvotlhQ1P1Y Mitt Romney- http://www.youtube.com/watch?v=EP2GsRzROF8 Bill Clinton - http://www.youtube.com/watch?v=XoBFL6iwid4 Hilary Clinton - http://projects.washingtonpost.com/politicalads/649/ Barack Obama - http://www.youtube.com/watch?v=eZ6fi_Qa2Dk

Examples http://www.maloneyforwv.com/ - Bill Maloney http://www.youtube.com/watch?v=zPPLSHKH0h4&feature=results_main&playnext=1&list=PL27CCE6D83042ACEF Barack Obama http://www.youtube.com/watch?v=S9hZO-dQYww&feature=related - Tim James http://www.youtube.com/watch?v=GhgiOSgBEYY Reagan http://www.livingroomcandidate.org/commercials/1964/peace-little-girl-daisy - LBJ Daisy