1. Recognize persuasion techniques in political campaign television commercials. Describe the Reagan Administration. 792- 797792- 797

2. Quiz:

3. Marquette Messenger Wall Street Journal or removing vending machines increasing minimum wage changing legal age for minors (voting, smoking, alcohol) How might these two sources view these issues?

4. The Language of Political Ads As you read “Understanding the Language of Political Ads” highlight or underline the main points about campaign commericials.As you read “Understanding the Language of Political Ads” highlight or underline the main points about campaign commericials. What types of things can influence how an advertisement can convey a message?What types of things can influence how an advertisement can convey a message? (“Language”) –tone of narrator’s voice, music –gender, style of dress –specific or vague words, emotional phrases. –lighting, camera angle, filmed in color or black and white

5. President Carter vs. Governor Reagan The 1980 Election As we view these campaign commercials from the 1980 presidential campaign write from the 1980 presidential campaign write down answer to the following: down answer to the following: 1. What’s the message? 2. What “languages” are used to convey the message? convey the message? Carter (1980) “Common People” Carter (1980) “Common People”Carter Carter (1980) “ Re-elect the President” Carter (1980) “ Re-elect the President”Carter Carter (1980) “Working Mother” Carter (1980) “Working Mother”Carter Reagan (1980) “Older Americans” Reagan (1980) “Older Americans”Reagan Reagan (1980) “Ready to serve” Reagan (1980) “Ready to serve”Reagan Reagan (1980) Reagan (1980)

6. Reagan’s Domestic Revolution Reagan’s Majority:Reagan’s Majority: –won landslide victories in 1980, 1984 as the “teflon” president and set the stage for Vice-president George H. W. Bush to win in 1988. –Reagan was from a small town in Illinois, was a Hollywood actor, later becoming governor of California. California Governor

7. Reagan’s Domestic Revolution Reagan’s Majority:Reagan’s Majority: –Anti-Communist Conservatives President Carter’s inability to resolve hostage crisisPresident Carter’s inability to resolve hostage crisis Panama Canal, SALT II treaties gave up U.S. powerPanama Canal, SALT II treaties gave up U.S. power Soviet military build-up created “window of vulnerability”Soviet military build-up created “window of vulnerability” –Opponents of Government Bureaucracy Christian ConservativesChristian Conservatives Wealthy BusinessmenWealthy Businessmen –Reagan Democrats White, blue-collar workers who were upset with Affirmative Action programs, busing and runaway government spending.White, blue-collar workers who were upset with Affirmative Action programs, busing and runaway government spending. –Young People who saw Republican’s as the party of new ideas

8. Reagan’s Domestic Revolution The New ConservatismThe New Conservatism –Downsized the Great Society since many feared that it corrupted mainstream American values Charles Murray’s Losing GroundCharles Murray’s Losing Ground Ed Banfield’s Unheavenly CityEd Banfield’s Unheavenly City Wall Street Journal’s editorial page was neoconservativeWall Street Journal’s editorial page was neoconservative –Pushed idea that free markets worked better than government programs –Used conservative political “think tanks” Manhattan Institute, Heritage FoundationManhattan Institute, Heritage Foundation

9. Reagan’s “New Conservatism”

10. Reagan’s Domestic Revolution The New ConservatismThe New Conservatism –Downsized the Great Society –Pushed idea that free markets worked better than government programs –Used conservative political “think tanks” ReaganomicsReaganomics –Economic Recovery and Tax Act of 1981 (ERTA) Cut income tax rates 25% over three years to stimulate spending, referred to as “supply-side economics”.Cut income tax rates 25% over three years to stimulate spending, referred to as “supply-side economics”. PROBLEM ? It cut revenues by $747 billion, so federalPROBLEM ? It cut revenues by $747 billion, so federal funding to social programs had to be cut. funding to social programs had to be cut.

11. Reagan’s Domestic Revolution ReaganomicsReaganomics –Deregulation – gov’t sought to reduce it’s involvement in regulating the private sector. continued deregulation patterns that had begun in the 1970s with ATT, Bell Telephone, air travel industry.continued deregulation patterns that had begun in the 1970s with ATT, Bell Telephone, air travel industry. Secretary of the Interior James Watt and the “Sagebrush Rebellion”Secretary of the Interior James Watt and the “Sagebrush Rebellion” Deregulated the banking industry which allowed financial institutions to compete for customers.Deregulated the banking industry which allowed financial institutions to compete for customers.

12. President Carter vs. Governor Reagan The 1980 Election As we view these campaign commercials from the 1980 presidential campaign, from the 1980 presidential campaign, make a list of issues that both make a list of issues that both candidates used to gain support of candidates used to gain support of voters. voters. Think about how the commercials use Think about how the commercials use emotional appeal, patriotism, and/or emotional appeal, patriotism, and/or fear to make their point. fear to make their point. Carter (1980) “Common People” Carter (1980) “Common People”Carter Carter (1980) “ Re-elect the President” Carter (1980) “ Re-elect the President”Carter Carter (1980) “Working Mother” Carter (1980) “Working Mother”Carter Reagan (1980) “Older Americans” Reagan (1980) “Older Americans”Reagan Reagan (1980) “Ready to serve” Reagan (1980) “Ready to serve”Reagan Reagan (1984) “Morning in America” Reagan (1984) “Morning in America”Reagan