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Campaign Advertising

Campaign Advertising. Political advertisements usually fall into two categories. - Ads that deal with issues - Ads that deal with image. Ads in either category can be positive or negative. The goal / purpose of positive ads?. Make voters like or respect a candidate.

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Campaign Advertising

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  1. Campaign Advertising

  2. Political advertisements usually fall into two categories. - Ads that deal with issues - Ads that deal with image

  3. Ads in either category can be positive or negative.

  4. The goal / purpose of positive ads? Make voters like or respect a candidate.

  5. The goal / purpose of negative ads? Make voters dislike or fear the opposing candidate.

  6. Campaign ads usually take one of seven different types.

  7. Name Calling Using personal attacks on an opponent to distract voters from the real issues. Make people dislike or doubt the opponent using fear or prejudice. Using personal attacks on an opponent to distract voters from the real issues. Make people dislike or doubt the opponent using fear or prejudice. Using personal attacks on an opponent to distract voters from the real issues. Make people dislike or doubt the opponent using fear or prejudice. Using personal attacks on an opponent to distract voters from the real issues. Make people dislike or doubt the opponent using fear or prejudice. Using personal attacks on an opponent to distract voters from the real issues. Make people dislike or doubt the opponent using fear or prejudice. Using personal attacks on an opponent to distract voters from the real issues. Make people dislike or doubt the opponent using fear or prejudice.

  8. Transfer Using symbols or images that evoke emotions which are then tied to the candidate. Patriotism is perhaps the best example.

  9. Bandwagon Creating the impression that “everyone” supports the candidate. Peer pressure. Everyone is voting for candidate x, I guess I should too.

  10. Testimonial Having a well-known celebrity or personality endorse the candidate.

  11. Plain Folks Using everyday images and language to show that the candidate is a regular person who understands the needs and concerns of the “common man.”

  12. Card Stacking Presenting facts, statistics, and other evidence that support only one side of an issue, or only show one side / aspect of a candidate.

  13. Glittering Generalities Using vague, sweeping statements that appeal to voters emotionally, but don’t actually say much of anything specific.

  14. Box 10. Election Day! - Parties attempt to “turn out the vote” and make sure people actually cast a ballot. - Parties also send out poll watchers Monitor what going on at the polling place Prevent voter fraud Prevent voter intimidation

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