Political Advertising

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This presentation was delivered to a group of fourth year students in an advertising class as a guest lecture.

Published in: News & Politics, Business
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Political Advertising

  1. 1. Political Advertising Notes on Mediation Theory and Campaign Communication
  2. 2. Mediation Theory: The Basics <ul><li>Marshall McLuhan argues that “The medium is the message.” </li></ul><ul><li>Walter Ong argues that the dominant medium of a society shapes its thoughts and behaviors </li></ul><ul><li>Formative medium—the dominant medium during development </li></ul>
  3. 3. Currently in the US <ul><li>Generations co-exist with different formative and dominant media </li></ul><ul><ul><li>>65 (likeliest to vote) </li></ul></ul><ul><ul><ul><li>Newspapers and radio </li></ul></ul></ul><ul><ul><ul><li>Professional background Internet </li></ul></ul></ul><ul><ul><li>40-65 (likely to vote) </li></ul></ul><ul><ul><ul><li>Newspapers, radio and television </li></ul></ul></ul><ul><ul><ul><li>Uses Internet for work-related </li></ul></ul></ul>
  4. 4. Currently in the US <ul><li>Generations co-exist with different formative and dominant media </li></ul><ul><ul><li>26-39 (voting tied to children) </li></ul></ul><ul><ul><ul><li>Television, radio then Internet </li></ul></ul></ul><ul><ul><ul><li>May read a newspaper in an online format </li></ul></ul></ul><ul><ul><li><25 </li></ul></ul><ul><ul><ul><li>Internet, television, and self-select media </li></ul></ul></ul>
  5. 5. The Political Campaign <ul><li>Pfau and Parrott </li></ul><ul><ul><li>Person oriented </li></ul></ul><ul><ul><ul><li>Candidate </li></ul></ul></ul><ul><ul><ul><li>Perhaps opponent </li></ul></ul></ul><ul><ul><li>Specific time frame </li></ul></ul><ul><ul><li>Multiple Media </li></ul></ul><ul><ul><ul><li>Speeches </li></ul></ul></ul><ul><ul><ul><li>Debates </li></ul></ul></ul><ul><ul><ul><li>News </li></ul></ul></ul><ul><li>Trent and Friedenberg </li></ul><ul><ul><li>The Presidential or Strong Primary Model </li></ul></ul><ul><ul><ul><li>Preprimary </li></ul></ul></ul><ul><ul><ul><li>Primary </li></ul></ul></ul><ul><ul><ul><li>Nominating Convention </li></ul></ul></ul><ul><ul><ul><li>General election </li></ul></ul></ul>
  6. 6. Campaign Ads <ul><li>Reinforce Image </li></ul><ul><li>Contrast to opponent; compare to the people re: issues </li></ul><ul><li>Respond to attacks </li></ul><ul><li>Motivation </li></ul><ul><ul><li>Volunteers </li></ul></ul><ul><ul><li>GOTV </li></ul></ul>
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