1. Political Ads

2. Bandwagon Everybody’s doing it so you should too!
Generate a positive mentality
“Polls show…”
Example:
Voice-overs stating something like, “Polls show leading in the race for the
United States Senate.”

3. Bandwagon Example

4. MUDSLINGING Attack Ads/Name-Calling
These advertisements make assertions about the opponent in a variety of unflattering ways
Negative ads
Example:
Name –calling and/or groundless assertions about one candidate by his/her opponent.

5. Mudslinging Example

6. GLITTERING GENERALITIES
Designed to introduce a candidate to voters
Very positive.
Leave the viewer with a good first impression
“Working for you”, “Improving America” “Saving our schools”
Examples:
Ads using images and phrases that are virtually impossible not to like such as:
“Working for your family”
“Saving our schools”
“Improving America”

7. Glittering Generalities Example

8. PLAIN FOLKS
An attempt by a candidate to appeal to the average voter that they are just like them.
Not wearing a suit/tie
Doing an everyday task like shopping, walking down the street, etc.
Candidate may not even appear, only “average” people are shown talking about him/her
Example:
Any candidate ad where he or she appears with no jacket or suit, shirtsleeves rolled
up and/or wearing a sweater.
Candidate doing everyday task such as shopping at the supermarket or walking down
a street or “visiting” with neighbors.
Another technique that fits this category is one where the candidate does not
appear in the ad, but “average” people on the street stop to talk about the
candidate.

9. Plain Folks Example

10. TRANSFER
The use of a popular symbol to create a positive image for the candidate or the use of negative or controversial symbols to create a negative image of one’s opponent
Nice music, beautiful scenery, successful imagery
Ominous music/Black & White Photos
Examples:
Positive: Ads that feature pleasant music, beautiful outdoor country or rural scenery,
happy families, playful children, successful teams or businesses.
Negative:Talking about an opponent’s record with ominous music in the background,
using black and white photos and visually shocking images.

11. Transfer Example

12. CARD STACKING The use of statistics, often in a one-sided manner.
The omission of information that is crucial to drawing an informed and balanced conclusion
“95% of citizens surveyed support this candidate for President”
Example:
“95% of citizens surveyed support Mr. Candidate for President.”
“Time after time, my opponent voted against legislation that would have supported new
jobs in our community.”

13. Card Stacking Example

14. Let’s Play a Game! I will assign groups randomly
You will write on your white board which category of advertisement you think it is.
Make sure to talk quietly so other groups do not hear you
There are 15 Videos

15. Glittering Generalities

16. Plainfolks

17. Mudslinging

18. Glittering Generalities

19. Transfer

20. Card Stacking

21. Plainfolks

22. Transfer

23. Glittering Generalities

24. Transfer

25. Plainfolks

26. Transfer

27. Plainfolks