1. Political Campaign Ads

2. What are political campaign ads?

3. What is the purpose of political campaign ads?

4. Purpose of Political Campaign Ads These advertisements …  are aimed towards the electorate and try to sway voters opinions to a side once election day comes.  try to make the opponents look bad.  try to make their candidate look good.

5. Types of Political Campaign Ads

6. Praising the Candidate Ads  The first kind of ad that a campaign will run in support of their candidate.  These types of advertisements…  show the strengths of the candidate.  paint the candidate in a positive light, making him/her seem likable.  are used to explain the candidates stance on the issues.

7. Ways to Make Candidates Look Good…  Put flags in the background to make the candidate look very patriotic and American  Add a lot of crowd cheering noise to the background  Add a text graphic: “Make a Difference Today” or “Joe Smith…Working for YOU”  Add upbeat, popular music to the clip to make the candidate seem in touch with the people  Picture the candidate with his/her family, kids, pets  Associate the candidate with a popular, positive person or image—such as a popular President (i.e. Bill Clinton, Barack Obama)

8. Praising the Candidate Ads While watching the following ads, write down what strategies are used to make the candidate look good.  Senator Brad Esposito for President Senator Brad Esposito for President  Governor Snyder for Reelection Governor Snyder for Reelection  Mark Schauer for Governor of MI Mark Schauer for Governor of MI

9. Mudslinging Ads  Condemning the opponent is the next type of advertisement that campaigns will employ to make their candidate look better.  These advertisements…  are designed to paint the opposing candidate in a negative light.  look at the candidates past and focus on his or her shortcomings.  aim to increase the negatives that are linked to the opposing candidate.

10. Mudslinging v Slander Mudslinging  using insults and accusations, especially unjust ones, with the aim of damaging the reputation of an opponent Slander  making false and damaging statements about a candidate

11. Ways to Make Candidates Look Bad…  Insert threatening music or depressing sounds to the background  Make the ad black & white, grainy to make the candidate look old and out of touch  Add a text graphic such as: “Can you really trust him (her)?”  Use slow motion and strobing effects to make the candidate look creepy  Associate the opponent with some notorious person or image

12. Mudslinging Ads  While watching the following ads, write down what strategies are used to make the candidate look bad.  Anti Ohio Governor Anti Ohio Governor  Anti Terri Lynn Land Anti Terri Lynn Land