1. The Media and the Presidency
Campaign Ads
The Media and the Presidency

2. Backfire
The words or images of a candidate can be used against him or her to show that the candidate can not be believed, has broken a promise, or has “flip-flopped” on an important issue.

3. Biographical
Candidates whose backgrounds and qualifications for office are not well known or who simply want to humanize their appeal will use Biographical Ads.

4. Children
Children play on a number of powerful emotions, including fear, anxiety, and hope for the future. Images command the viewers attention and pull on their “heartstrings.”

5. Commander in Chief
Is the candidate fit to be commander in chief, to be entrusted with the power to go to war and the responsibility of defending this country? What would the candidates leadership style be like?

6. Documentary
The use of news footage and documentary techniques can give an ad a feeling of authenticity.

7. Fear
Fear is one of the most power emotions and instilling fear of the opponent can be a way of gaining support for a candidate. Is the opponent relatively unknown and untested in the national arena? If so, these ads can be extremely useful.

8. Real People
“Real People” can serve as valuable extras or even as stars of campaign ads. The candidate is in touch with the concerns and feelings of his constituency and their opponent is not.