Political advertising vocab


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Political advertising vocab

  1. 1. Political Advertising Content Area Vocabulary
  2. 2. Testimoniala written statement or letter affirming the character or value of a person or thing.
  3. 3. Media any one of the means of mass communication, such astelevision, radio, newspapers, or the like.
  4. 4. Mudslinging attempting to soil the reputation of anopponent by hurling malicious charges andaccusations, especially in a political contest.
  5. 5. Endorsementa statement given in support of a person orproduct, as in an advertisement or political campaign.
  6. 6. Bandwagonan increasingly popular or successfulparty, candidate, movement, or cause
  7. 7. MediumPlural--newspapers, television, radio, and other means of mass communication collectively.
  8. 8. Securityfreedom from doubt or anxiety.
  9. 9. Slogana short phrase used to summarize a principle or political message or to advertise a product; motto.
  10. 10. Media BiasCandidates generally receive negative coveragealthough Democrats do tend to receive morepositive coverage than Republicans.International news coverage is limited in contextand is often only about stories that are relevant toUS economic, political, and military interests. Mitt Romney has received overwhelminglynegative coverage during the 2012 primarycampaign.
  11. 11. Effects of Negative AdvertisingNegative political advertising can have abacklash effect, causing voters to negativelyevaluate the sponsoring candidate.Use of negative political advertising hasincreased over time.Challengers use more negative ads thanincumbents.
  12. 12. Issue AdvertisingAdvertisements to persuade people to changetheir opinions or behavior rather than to sellthem something:Issue advertising has increased since 1952
  13. 13. Presidential Campaign SpendingSource: Mother Joneshttp://www.motherjones.com/mojo/2012/02/historic-price-cost-presidential-electionsBarack Obama spent $730 million getting to the White House in 2008—twice as muchas George W. Bush spent 4 years earlier and more than 260 times what AbrahamLincoln spent in his first election (as measured in 2011 dollars).Democratic Party candidate Barack Obama created a broad grassroots movement anda new method of campaigning by courting and mobilizing activists, donations, andvoters through the Internet (see grassroots fundraising. It was part of a campaign thatmobilized grassroots workers in every state. Obama also set fundraising records inmore than one month by gaining support from a record-breaking number of individualsmall donors.Barack Obamas decline of public funding allowed him to raise as much as he wantedand spend as much as he wanted