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Understanding Political Campaign Advertising

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Title: Understanding Political Campaign Advertising


1
Understanding Political Campaign Advertising 
Frank Baker Media Educator August 19, 2008
2
  • www.pbs.org/vote2008

3
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4
www.ciconline.com
5
Understanding Political Campaign Advertising 
  • Some givens
  • Candidates need the media
  • Candidates try to control their image

6
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7
McCain, Aurora CO July 30, 2008
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Candidates depend on media
consultants
9
  • Candidates depend on
    media consultants

Source Robert Arial
10
Understanding Political Campaign Advertising 
  • Some givens
  • Fundraising purchasing TV time for ads
  • Political ads resemble traditional ads
  • New media (YouTube Facebook etc.) effective at
    reaching young voters and raising money

11
Understanding Political Campaign Advertising 
  • Some givens
  • In todays media saturated world,the life of any
    30 second TV spot lives on, online AND as
    newscasts and pundits review them continuously

12
Understanding Political Campaign Advertising 
  • When we study commercials .we talk about the
    issues and the quality of the messageits not
    just about political ideology, its also about
    the art of creating a persuasive message.

Source Illinois High School teacher
13
Source Gallup USA Today
14
Understanding Political Campaign Advertising 
  • IMPORTANT FACTPolitical ads are considered
    free speech and thus are not subject to any
    requirements that they tell the truth so, in
    effect, these ads contain many unsubstantiated
    claims

15
Understanding Political Campaign Advertising 
  • The thing to remember about these ads is that
    they cost a fortuneand it raises the cost of
    campaigns, and the money (raised) comes
    overwhelmingly from the wealthiest handful of
    Americans.

Source Media Critic Robert McChensey
16
Primary Ad Spending
IOWA SC FLORIDA OHIO
Romney 7.9 M 0.9M
McCain 0 0.45M 1.9M
Clinton 2.3M
Obama 8.3 M 4.4M
17
(No Transcript)
18
Source Meet The Press, 8/3/08
19
Battleground States
  • Colorado Nevada
  • Iowa Ohio
  • Michigan Pennsylvania
  • Missouri Virginia
  • North Dakota West Virginia
  • New Hampshire Wisconsin
  • New Mexico
    North Carolina Georgia

20
SC TV Markets(ranked by size)
26 Charlotte NC 1,045,240
36 Greenville, Spartanburg, Asheville NC, Anderson 826,290
83 Columbia 377,940
97 Savannah GA 298,130
100 Charleston 290,110
105 Florence/Myrtle Beach 272,340
114 Augusta GA 247,450
136 Wilmington NC 174,170
21
Questioning the MessageAnd The Messenger
  • Media Literacys 5 Core Concepts
  • All messages are constructed
  • Messages are constructed using languages with
    their own set of rules
  • Messages values and points-of-view
  • Different people see the same message differently
  • Media power and/or profit

22
Questioning the MessageAnd The Messenger
  • Critical thinking/viewing questions
  • Who created the message? (author)
  • Why was it made? (purpose)
  • For whose eyeballs? (audience)
  • Using what methods/techniques?
  • Who, what is omitted/why?

23
(No Transcript)
24
Understanding Political Campaign Advertising 
  • the use of complementary colors (red, white and
    blue, for example) to promote a sense of
    patriotism
  • props, such as desks, planes, podiums and people
    to connote action, power, authority and warmth
  • symbols, such as children and flags to imply
    patriotism and caring

Source The Peoples Choice Digital Imagery and
the Art of Persuasion
25
Understanding Political Campaign Advertising 
  • certain types of clothing to connote strength or
    authority
  • music and sound to provide a certain type of
    ambience or mood
  • superimposed words to emphasize the speakers
    words
  • code words to provoke reflexive, almost visceral,
    viewer reactions

Source The Peoples Choice Digital Imagery and
the Art of Persuasion
26
Understanding Political Campaign Advertising 
  • COLORS
  • PROPS
  • PEOPLE
  • SYMBOLS
  • CLOTHING
  • MUSIC
  • SUPERIMPOSED WORDS
  • CODE WORDS

27
Types of Political Ads
  • Negative - One candidate portrays the other in an
    unfavorable light.
  • Warm and Fuzzy - Candidates make the viewer feel
    good about the country or his/her campaign.
  • Humorous - Candidates elicit a laugh or smile
    from the viewer.

28
Types of Political Ads
  • Scary - Candidates evoke images of fear (usually
    combined with a negative ad).
  • Advocacy- advocates for/against an issue/person

29
The Role of Media In Politics
  • Ads
  • Appeal to
  • EmotionsNot Intellect

30
Techniques of Persuasion
  • Testimonial Ad

31
Techniques of Persuasion
  • Transfer

32
Techniques of Persuasion
  • Appeals to Fear

33
Types of Political Ads
  • Morning In America
  • Candidate Ronald Reagan (R)
  • Year 1984

34
Types of Political Ads
  • Daisy
  • Candidate Lyndon Johnson (D)
  • Year 1964

35
Types of Political Ads
  • Revolving Door
  • Candidate George HW Bush (R)
  • Year 1988

36
Types of Political Ads
  • Bear In The Woods
  • Candidate Ronald Reagan (R)
  • Year 1984

37
Types of Political Ads
  • 3 AM
  • Candidate Hillary Clinton (D)
  • Year 2008

38
Types of Political Ads
  • Country I Love
  • Candidate Barack Obama (D)
  • 2008

39
Techniques in Ads
  • Music

Clip courtesy Comedy Central With Jon Stewart
40
Ad Watch/Fact-Reality Checks
Source New York Times/ June 20, 2008
41
Ad Watch/Fact-Reality Checks
42
Ad Watch/Fact-Reality Checks
Wisconsin TV StationReality Check News Segment
Country I Love
43
Questions/Evaluations
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