Persuasive Techniques in Political Advertising - PowerPoint PPT Presentation

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Persuasive Techniques in Political Advertising

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Persuasive Techniques in Political Advertising 2008 Campaign Stickers Name Calling Using personal attacks on an opponent to distract voters from the real issues. – PowerPoint PPT presentation

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Title: Persuasive Techniques in Political Advertising


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Persuasive Techniques in Political Advertising
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2008 Campaign Stickers
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Common Persuasive Techniques in Political
Advertising
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Name Calling
  • Using personal attacks on an opponent to distract
    voters from the real issues. The goal is to
    inspire doubts about the opponents fitness for
    office.

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Transfer
  • Using symbols or images to evoke some emotion or
    something unrelated, such as a candidate or
    proposition. 1984 Lin between Mondale to beloved
    patriotic symbols such as liberty and the flag

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Bandwagon
  • Creating the impression that everyone supports
    the candidate or cause. Plays on the desire that
    everyone loves a winner. 1972 people from all
    walks of life are supporting George McGovern.

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Plain Folks
  • The use of folksy or everyday images language
    to show that the candidate is a regular person
    who understands the needs concerns of the
    common man. 1872 President Grant appears as a
    common working person,

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Card Stacking
  • Presenting facts, stats, other evidence that
    support only one side of the story/argument.
    Example of Mike Dukakis supported a plan that
    allowed murderers to take weekend leaves from
    jail. Dukakis is the killers best friend, and
    the decent, honest citizens worst enemy.

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Testimonial
  • Having a well-known celebrity endorse a candidate
    or proposal. The hope is that you will follow
    the persons example w/out questioning his
    qualifications to make such a judgement. 1928
    ad, famous sports figures endorse Al Smith for
    president.

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Glittering Generalities
  • The use of vague, sweeping statements that appeal
    to voters emotionally, but dont say much of
    anything. Candidates or proposals are often
    described in lofty terms. 1952 Eisenhower ad.
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