Political Ads

1. Political Ads

2. Bandwagon • Everybody’s doing it so you should too! • Generate a positive mentality • “Polls show…”

3. Bandwagon Example

4. MUDSLINGING • Attack Ads/Name-Calling • These advertisements make assertions about the opponent in a variety of unflattering ways • Negative ads

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”

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

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

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”

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