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 1/31. A president is assigned to your group.2. Read information about the three progressive presidents from the textbook.3. Fill in the graphic organizers.
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 2/34. Storyboard ideas for your add.5. Conduct additional research.6. 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.
7. Revise the script.8. Rehearse the script.9. Find other materials for your product. Speech ideas- costumes, posters, buttons Podcast ideas- sound effects Video ideas- visuals, sound effects10. Create your final product.11. Turn in finished product and rubric.
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
Vocabulary Trustbusting- Various progressive reforms sponsored by President Roosevelt Interstate Commerce Commission- Set up to enforce the law prohibiting railroad owners from fixing prices in given areas Pure Food and Drugs Act- Halted the sale of contaminated foods and medicines and called for truth in labeling Conservation- Preserving some wilderness areas and developing others for the common good NAACP- National Association for the Advancement of Colored People which tried to gain full equality among the races Payne-Aldrich Tariff- A compromise that moderated high tariff rates and angered the Progressives
Vocabulary Clayton Antitrust Act- Prohibited corporations from acquiring the stock of another corporation if that would create a monopoly 16th Amendment- Federal Income Tax- A graduated tax of individual earning and corporate profits that raised money for the government Federal Reserve System- decentralized banking system, controlled by the federal government that controlled credit and the money supply 19th Amendment- Female Suffrage- Women gain the right to vote 17th Amendment- Direct election of senators