Types of Campaign Adds Bandwagon Cardstacking Contrast Glittering Generalities Mudslinging Plain Folks Testimonial Transfer
Bandwagon An attempt to convey a sense of momentum and to generate a positive “everybody’s doin’ it” so you should too” mentality.
Cardstacking Use of statistics, often in a one-side manner. It may omit information that is crucial to drawing an informed or balanced conclusion.
Contrast Juxtaposing positive images of one’s candidacy with negative images of the opponent in the same ad.
Glittering Generalities- Usually the first type of ad used in a campaign. These spots are usually used to introduce a candidate to the voters. Ads are almost always positive. Designed to leave a good first impression. Uses vague words and phrases that have a positive effect on the viewer and appeal to a variety of interests.
Mudslinging Called attack ads. They make assertions about the opponent in a variety of unflattering ways. Name calling and/or groundless assertions about one candidate by his/her opponents. This advertising strategy is used by a candidate primarily to create a negative impression of one’s opponent. This strategy may backfire and create a negative impression of the candidate who is responsible for the creation of the negative ad if used excessively or in a manner that is perceived as tasteless, false, deceptive, or going too far.
Plain Folks An attempt by a candidate to appeal to the average voter as just “one of the people.”
Testimonial Endorsements from celebrities or other well-known people.
Transfer Use of popular symbols to create a positive connotation for the candidate or the use of negative or controversial symbols to create a negative connotation of one’s opponent.
Directions 1/21. A president is assigned to your group.2. Read information about the three progressive presidents from the textbook.3. Create a three-column chart.4. Write down notes about the three presidents • Focus on accomplishments for your president • Focus on failures of the other two presidents
Create the following graphic organizers.Theodore Roosevelt Definition Why is this important?Square DealTrustbustingInterstate Commerce CommissionPure Food and Drugs ActConservationNAACP
William Howard Taft Definition Why is this important?Payne-Aldrich TariffBull-Moose Party
Woodrow Wilson Definition Why is this important?Election of 1912Clayton Antitrust Act16th Amendment- Federal Income TaxFederal Reserve System19th Amendment- Female Suffrage17th Amendment
Directions 2/25. Storyboard ideas for your add.6. Conduct additional research.7. Write the script for your add. Include factual information from your textbook and other resources. This information should be hilighted or underlined. Use the different types of strategies used in political campaign adds.
Choice of Products1. Three minute oral speech2. One minute radio add (podcast).3. Thirty second television add (video clip).Please note: Your product must clearly include the participation of all group members.
Processing Activity Rank the following Progressive reforms in order of importance and be ready to defend your answer. Trustbusting Interstate Commerce Commission Pure Food and Drugs Act Conservation NAACP Payne-Aldrich Tariff Clayton Antitrust Act 16th Amendment- Federal Income Tax Federal Reserve System 19th Amendment- Female Suffrage 17th Amendment