1. Presidential Campaign Commercials
Participation in Government
Johnstown High School
Mr. Cox

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

3. Biographical Highlights information that not well-known
Tries to humanize their appeal:
used to present the most favorable versions of their life stories.

4. Children and Animals Images of children/pets play on emotions
fear, anxiety, and hope for the future.
command the viewers’ attention
tug at heartstrings

5. Commander-In-Chief
Establish your candidates fitness or… Question the opposition’s fitness for the role of commander in chief…

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

7. Fear
Instilling fear of the opponent to gain support for your candidate.

8. Real People
Represent the electorate, and they are used in commercials to show that the candidate is in touch with their concerns and feelings

9. Trump Clinton Rubio Bush Sanders
Clinton
Rubio
Bush
Sanders

10. Essential Question Homework
Are the election procedures currently in place in America contradictive of Democracy? Explain.
Living room candidate worksheet
Homework