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Political Ads

Political Ads. What makes an effective ad?. Political ads can communicate, persuade, and even entertain.

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Political Ads

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  1. Political Ads What makes an effective ad?

  2. Political ads can communicate, persuade, and even entertain. • A 30-second ad can be an effective tool for convincing voters to support a candidate. Ads can target general or specific audiences, and they can be effective or ineffective in different ways and for different reasons. • They use emotion, persuasion, factual claims, and cinematic style to influence voters.

  3. What makes an effective ad? • When analyzing ads consider the following… • Who is the target audience? • Is it a general group or specific? • What are viewers supposed to think/feel about the candidate? • What arguments do they make? How are these arguments supported? • How are viewers supposed to think/feel about the candidate opponent?

  4. Think, Pair, Share • “Surgeon” Clinton v. Dole 1996 • “Yes We Can” Obama v. McCain 2008 • On your own paper answer the following questions then share with a partner • Does this ad target a general audience or a specific audience? How do you know? Why is it important? • Do you think these ads were effective? Why or why not? • What are some other audiences politcal campaigns might want to target? Think about age, race, social class, gender, and region.

  5. How effective are these ads? Emotion How do you think the makers of this ad want you to feel? How do you know? How does the ad actually you feel? Does the ad succeed? What is the tone of the ad? What is the ads argument? Does the tone reflect the argument? Why or why not? How would you rate the ads emotional appeal on a scale of 1-4? • “Prouder, Stronger, Better” Reagan v. Mondale 1984 • “Celeb” Obama v. McCain 2008 • “Taxes” Kennedy v. Nixon 1960

  6. How effective are these ads? Persuasion “McGovern Defense” Nixon v. McGovern 1972 “Accountability” Gore v. Bush 2000 “Voting Booth” McGovern v. Nixon 1972 • What is the central issue of this ad? Does this ad tell you why this issue is important? • What is the ad’s argument? How does the ad support its argument? Is it convincing? • How would you rate the ad on a scale from 1-4?

  7. How effective are these ads? Truth Does this ad make specific factual claims? List all of the claims the ad makes? Are these general or specific claims? Does the ad cite any sources to support its claims? If so, are they reliable resources? How would you rate the ad? • “Accomplishment” Clinton v. Dole 1996 • “Rebuild America” Clinton v. Bush v. Perot 1992 • “Wolverine” Bush v. Clinton v. Perot 1992

  8. How effective are these ads? Style What do you see in the ad? How are the images edited together? Do you hear music in the ad? Is there a voiceover? Are there sound effects? Do the images and sounds advance the ad’s argument or heighten its emotional appeal? Why or why not? How would you rate this ad? • “Wind Surfing” Bush v. Kerry 2004 • “Roller Coaster” Reagan v. Mondale 1984 • “Senator Margaret Chase” Johnson v. Goldwater 1964

  9. Homework… • Read Ch. 17 Sec. 1-3 do Section Assesment “Checking for Understanding” questions. • Due Monday 11/31 • Don’t forget to turn in you’re A/V ads tomorrow!

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