Campaign Advertising

CampaignAdvertising

Political advertisements usually fall into two categories.

- Ads that deal with issues

- Ads that deal with image

Ads in either category can be

positive or negative.

Make voters like or respect a

candidate.

The goal / purpose of

positive ads?

Make voters

dislike or fear the

opposing candidate.

The goal / purpose of

negative ads?

Campaign ads usually take one of seven

different types.

Name Calling

Using personal attacks on an opponent to distract voters from the real issues.

Make people dislike or doubt the opponent using fear or prejudice.

TransferUsing symbols or images that evoke emotions which are then tied to the candidate.

Patriotism is perhaps the best example.

Bandwagon

Creating the impression that “everyone” supports the candidate. Peer pressure.

Everyone is voting for candidate x, I guess I should too.

Testimonial

Having a well-known celebrity or personality

endorse the

candidate.

Plain Folks

Using everyday images and language to show that the candidate is a regular person who understands the needs and concerns of the “common man.”

Card Stacking

Presenting facts, statistics, and other evidence that support only one side of an issue, or only show one side / aspect of a candidate.

Glittering GeneralitiesUsing vague, sweeping statements that appeal to voters emotionally, but don’t actually say much of anything specific.

Box 10.

Election Day!

- Parties attempt to “turn out the vote” and make sure people actually cast a ballot.

- Parties also send out poll watchers

Monitor what going on at the polling placePrevent voter fraudPrevent voter intimidation