MONEYOCRACY

THE AD BATTLEPolitical communication France v. U.S

www.moneyocracy-project.com

WHAT IS ADVERTISING?

Advertising is a form of communication used to

encourage or persuade an audience to continue or take some

new action.

Most commonly, the desired result is to drive consumer

behavior.

GOAL OF ADVERTISING

Increased consumption of products or services through

"branding,” involves the repetition of an image or

product name to associate certain qualities with the

brand in the minds of consumers.

THE AGE OF THE ADS

Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.

In 2010, spending on advertising was estimated at $142.5 billion in the United States!

Ads spending between 2009-2015

ADS =

INFLUENCE

WHAT ABOUT POLITICAL ADS?

Political advertising is a form of campaigning used by political candidates to reach and INFLUENCE voters.

1952 : EISENHOWER

14 SPOTS22 SECONDS/each

Eisenhower answered questions from “ordinary” citizens in an attempt to appear accessible to “the common man.”

1964: JOHNSON

FIRST NEGATIVE AD

Hugely controversional in its time and intermittently imititated thereafter.

BACK<& FUTURE

2010 : CITIZENS UNITED V. FEC

• Allows Corporations & Unions to spend unlimited amount of money to support a candidate.

• Overturn 100 years of Campaign finance regulation.

• Speechnow v. FEC creates Super PACs and allows 501c4 to spend money in Independent Expenditures without donor disclosure.

The U.S Supreme Court, on January 21, 2010

A RADICAL CHANGE!

= FREE SPEECH

OR IS IT REALLY?

SO FAR IN 2012…

• Spent on TV ads by Super PACs: $138.6 Million • Negative Ads aired: 68% of the total• “Restore our Future” is the biggest spender

($35.6 M, 77% Neg Ads)• American Crossroads (K.Rove) comes in 2nd

with $14.6 M (100% Neg Ads)• America for Prosperity is third with $12.2 M

(100% Neg Ads)

SO FAR IN 2012…

• Only 0.0000063% of the Americans donated 80% of the Super PAC money.

• For the Republican Primaries in Florida, 12.000 ads were aired the week before election.

• In South Carolina, an average TV viewer was exposed to 12 ads per hour!

COMMUNICATION & ELECTION

• Brand = Party

• Product = Candidate

• Audience = Electorate

• Slogan = Political message

COMMUNICATION & ELECTION

• Permission : Presentation, body language, look, fluency and ideas .

• Proximity :Candidates has to be close to the electorate

• Price : Unique selling proposition, this is the vote

• Communication :What media to use? When? Who’s the target?

BATTLE OF ADS!BATTLE OF STYLES…

When here, you have that on TV…

Watch the Video on Youtube

HOLLYWOOD.C

• TV centric Communication• Extensive use of Special effects, text

animation, news footage, dramatic music.• Use of the voice over to convey the message• Official campaign Ads ends like that:

“I’m candidate X and I approve this message”.• Super PACs Ads ends like this :

“ This message is paid for by X”

In France we have that…

Watch the video on Youtube

Standardized communication

• TV and campaign posters

• Equal Air time for all candidates.

• Same for the debates, the news etc…

• Complex Regulation by the CSA to insure

fairness.

Study case: Sarkozy’s official poster

• Controversial

• Went viral

• Not an original idea

The Controversy

Name of the photo:

Greece, Clouds over Aegean Sea

The crisis in Greece didn’t help to make that picture appealing. The story was largely covered by French press, and the poster was ridiculed on the internet.

A large amount of spoof were designed by anonymous and posted on Facebook and Twitter.

The Original version

Went viral & ended up as a “meme”

We had this…

Or these too…

Inspired by this one…

The More money you have, the better you communicate…

The 2008 Obama Campaign set an example in political communication and fundraising, the first one leading to the great performances of the second.

Campaign Donation LimitsUnited States France

Max Direct Donation:$2500 per election

Max Donation to a PAC:$5000 per election

Max Donation to a Party: $30.800 per year

Max Donation to a Super PAC: $NONE!

Max Donation to a 501c4: $NONE! Corporations, Unions, individuals can finance a campaign.

Max Direct Donation:$4600 per election

Only a individual and a Political party

Can finance a campaign.

Political Communication in France

• In 1977: Polls are forbidden the last week of election.

• In 1981: François Mitterand is elected and this signed the triumph of political advertisement in France.

• In 1986: TV Political Advertisement is forbidden.

• In 1990: Political expenses are limited and strictly regulated.

Not less than 50% of a political TV ad during election time has to be taped by the Public Broadcast service.

NOTE

The Return of the TV Adsin France ?

2004 • 60% of 18-24 yo were for the return of political TV ads.

• 51% of the 25-34 yo were for the return of TV ads

(IPSOS 2004)

Presentation of the project

• An Interactive Documentary

• A 60’ Documentary

• A Comic book

Transmedia Documentary : 1 story, 3 platforms

A website : www.moneyocracy-project.com

10 minutes video Mashup about Citizens United v. FEC

HTML5 technology +Popcorn.js framework

A Facebook page : www.facebook.com/moneyocracy

150 Fans + 343 Fans on Kickstarter and growing

A presence on:

@moneyocracy Youtube

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