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 voters.
try to sway voters opinions to vote for or against a candidate.
try to make the opponents look bad.
try to make their candidate look good.

5. What makes campaign ads effective?

6. Types of Political Campaign Ads

7. Praising the Candidate Ads
The first kind of ad a campaign runs to support their candidate.  
These types of advertisements…
show the strengths of the candidate.  
paint the candidate in a positive light, making him/her seem likable.  
explain the candidate’s stance on the issues.

8. 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 give the ad a positive feeling
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)

9. 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
Governor Snyder for Reelection
Mark Schauer for Governor of MI

10. Mudslinging Ads
Mudslinging is the next type of advertisement campaigns use to make their candidate look better.  
These advertisements…
try to paint the opposing candidate negatively.  
look at the candidate’s past and focus on his/her shortcomings.  
aim to increase the negatives that are linked to the opposing candidate. 

11. Mudslinging v Slander Mudslinging Slander
using insults and accusations, especially unjust ones, to try to damage the reputation of an opponent
making false and damaging statements about a candidate

12. Ways to Make Candidates Look Bad…
Use threatening music or depressing sounds in the background
Make the ad black & white, grainy, out of focus
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 negative people, images, ideas

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