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Political Advertising


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Political Advertising

  1. 1. Political Advertisements <ul><li>Daisy Girl Ad (1964) </li></ul><ul><li>Willie Horton (1988) </li></ul><ul><li>Hilary Clinton 3am Ad (2008) </li></ul>
  2. 2. Using TV for Politics <ul><li>The first presidential campaign that made use of television for advertising was the Eisenhower-Stevenson race in 1956. </li></ul><ul><ul><li>The first attempts were clumsy </li></ul></ul>
  3. 3. Johnson vs Goldwater <ul><li>The Johnson campaign pioneered the modern and more sophisticated use of television advertising during the 1964 presidential campaign. </li></ul>
  4. 4. Daisy Girl Ad (1964) <ul><li>The commercial you are about to see aired ONE time on September 7, 1964 as a paid ad by the Democrats </li></ul><ul><li>The voice you hear at the end of the commercial is that of President Johnson </li></ul>
  5. 5. Daisy Girl Ad 1964 election
  6. 6. Daisy Girl Ad (1964) <ul><li>Is this a positive, message-based commercial or a negative attack-based commercial? </li></ul><ul><li>What was it about this commercial that made it so controversial and effective? </li></ul>
  7. 7. Daisy Ad (1964) <ul><li>This ad was so controversial that the Republicans filed a complaint with the Fair Campaign Practices Committee and demanded for the immediate removal of the ad. </li></ul>
  8. 8. Daisy Girl Ad (1964) <ul><li>Though this ad only aired once it was aired over and over again on news programs. </li></ul><ul><li>This gave the Democrats more publicity than was originally paid for. </li></ul><ul><li>Over 40 million people saw this ad during the campaign. </li></ul>
  9. 9. Daisy Girl Ad (1964) <ul><li>To this day the “Daisy Girl” Ad remains one of the most controversial political commercials ever shown. </li></ul>
  10. 10. Revolving Door Ad (1988) <ul><li>This ad aired during the 1988 Bush vs Dukakis presidential race </li></ul><ul><li>Was played on cable channels first and then replayed on nightly newscasts, often without the audio voiceover </li></ul><ul><li>Considered controversial for several reasons. </li></ul>
  11. 11. Revolving Door Ad (1988) (without audio)
  12. 12. Revolving Door Ad (1988) (with audio) 1988 election
  13. 13. Revolving Door Ad (1988) (without audio) <ul><li>What feelings and impressions do you get while watching these images without sound? </li></ul>
  14. 14. Revolving Door Ad (1988) <ul><li>Did the voiceover of the ad make this commercial more powerful? </li></ul><ul><li>What impressions and emotions did you feel as you watched this ad? </li></ul>
  15. 15. Revolving Door Ad (1988) <ul><li>The news media made the negativity of this ad a top story during this election </li></ul><ul><li>Was paid for by “Americans for Bush”, part of the “National Security Political Action Committee” and was not paid for by the Bush campaign. </li></ul>
  16. 16. It’s 3am… Ad (2008) <ul><li>Aired as a campaign ad for Clinton during the 2008 Democratic Primary against Obama </li></ul>
  17. 17. It’s 3am…Ad (2008)
  18. 18. It’s 3am… Ad (2008) <ul><li>What message was trying to be presented with this ad? </li></ul><ul><li>Was it clear? Effective? </li></ul>
  19. 19. It’s 3am… Ad (2008) <ul><li>This ad was paid for by Hillary Clinton’s campaign </li></ul><ul><li>Pointed out qualities of Clinton without outward negative comments </li></ul>
  20. 20. Comparisons <ul><li>What was similar in these ads? </li></ul><ul><li>What stood out? </li></ul><ul><li>Why were they considered effective? </li></ul>
  21. 21. What stereotypes do the media continue to maintain or preserve?
  22. 22. The Daily Show Commentary <ul><li>View Video Here </li></ul><ul><li> </li></ul>
  23. 23. SATIRE <ul><li>Similarities? </li></ul><ul><li>Differences? </li></ul>
  25. 25. Pygmalion in the classroom (Rosenthal and Jacobson, 1968) <ul><li>People are affected by expectations communicated non-verbally </li></ul><ul><li>People are generally unaware of how non-verbal behavior affects their attitudes and judgments </li></ul>
  26. 26. Working Definitions Bias Judgment supposed to be made objectively and rationally becomes susceptible to irrelevant biasing information and might turn into a biased judgment Media Bias Media person's behavior supposed to be fair and impartial becomes partisan and preferential in an attempt to influence viewers' judgment