Understanding Political Campaign Advertising

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Understanding Political Campaign Advertising 
Frank Baker Media Educator August 19, 2008
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• www.pbs.org/vote2008

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www.ciconline.com
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Understanding Political Campaign Advertising 

• Some givens
• Candidates need the media
• Candidates try to control their image

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McCain, Aurora CO July 30, 2008
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Candidates depend on media
consultants
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• Candidates depend on
  media consultants

Source Robert Arial
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Understanding Political Campaign Advertising 

• Some givens
• Fundraising purchasing TV time for ads
• Political ads resemble traditional ads
• New media (YouTube Facebook etc.) effective at
  reaching young voters and raising money

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Understanding Political Campaign Advertising 

• Some givens
• In todays media saturated world,the life of any
  30 second TV spot lives on, online AND as
  newscasts and pundits review them continuously

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Understanding Political Campaign Advertising 

• When we study commercials .we talk about the
  issues and the quality of the messageits not
  just about political ideology, its also about
  the art of creating a persuasive message.

Source Illinois High School teacher
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Source Gallup USA Today
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Understanding Political Campaign Advertising 

• IMPORTANT FACTPolitical ads are considered
  free speech and thus are not subject to any
  requirements that they tell the truth so, in
  effect, these ads contain many unsubstantiated
  claims

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Understanding Political Campaign Advertising 

• The thing to remember about these ads is that
  they cost a fortuneand it raises the cost of
  campaigns, and the money (raised) comes
  overwhelmingly from the wealthiest handful of
  Americans.

Source Media Critic Robert McChensey
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Primary Ad Spending
IOWA SC FLORIDA OHIO
Romney 7.9 M 0.9M
McCain 0 0.45M 1.9M
Clinton 2.3M
Obama 8.3 M 4.4M
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Source Meet The Press, 8/3/08
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Battleground States

• Colorado Nevada
• Iowa Ohio
• Michigan Pennsylvania
• Missouri Virginia
• North Dakota West Virginia
• New Hampshire Wisconsin
• New Mexico
  North Carolina Georgia

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SC TV Markets(ranked by size)
26 Charlotte NC 1,045,240
36 Greenville, Spartanburg, Asheville NC, Anderson 826,290
83 Columbia 377,940
97 Savannah GA 298,130
100 Charleston 290,110
105 Florence/Myrtle Beach 272,340
114 Augusta GA 247,450
136 Wilmington NC 174,170
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Questioning the MessageAnd The Messenger

• Media Literacys 5 Core Concepts
• All messages are constructed
• Messages are constructed using languages with
  their own set of rules
• Messages values and points-of-view
• Different people see the same message differently
• Media power and/or profit

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Questioning the MessageAnd The Messenger

• Critical thinking/viewing questions
• Who created the message? (author)
• Why was it made? (purpose)
• For whose eyeballs? (audience)
• Using what methods/techniques?
• Who, what is omitted/why?

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Understanding Political Campaign Advertising 

• the use of complementary colors (red, white and
  blue, for example) to promote a sense of
  patriotism
• props, such as desks, planes, podiums and people
  to connote action, power, authority and warmth
• symbols, such as children and flags to imply
  patriotism and caring

Source The Peoples Choice Digital Imagery and
the Art of Persuasion
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Understanding Political Campaign Advertising 

• certain types of clothing to connote strength or
  authority
• music and sound to provide a certain type of
  ambience or mood
• superimposed words to emphasize the speakers
  words
• code words to provoke reflexive, almost visceral,
  viewer reactions

Source The Peoples Choice Digital Imagery and
the Art of Persuasion
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Understanding Political Campaign Advertising 

• COLORS
• PROPS
• PEOPLE
• SYMBOLS
• CLOTHING
• MUSIC
• SUPERIMPOSED WORDS
• CODE WORDS

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Types of Political Ads

• Negative - One candidate portrays the other in an
  unfavorable light.
• Warm and Fuzzy - Candidates make the viewer feel
  good about the country or his/her campaign.
• Humorous - Candidates elicit a laugh or smile
  from the viewer.

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Types of Political Ads

• Scary - Candidates evoke images of fear (usually
  combined with a negative ad).
• Advocacy- advocates for/against an issue/person

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The Role of Media In Politics

• Ads
• Appeal to
• EmotionsNot Intellect

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Techniques of Persuasion

• Testimonial Ad

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Techniques of Persuasion

• Transfer

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Techniques of Persuasion

• Appeals to Fear

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Types of Political Ads

• Morning In America
• Candidate Ronald Reagan (R)
• Year 1984

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Types of Political Ads

• Daisy
• Candidate Lyndon Johnson (D)
• Year 1964

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Types of Political Ads

• Revolving Door
• Candidate George HW Bush (R)
• Year 1988

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Types of Political Ads

• Bear In The Woods
• Candidate Ronald Reagan (R)
• Year 1984

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Types of Political Ads

• 3 AM
• Candidate Hillary Clinton (D)
• Year 2008

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Types of Political Ads

• Country I Love
• Candidate Barack Obama (D)
• 2008

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Techniques in Ads

• Music

Clip courtesy Comedy Central With Jon Stewart
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Ad Watch/Fact-Reality Checks
Source New York Times/ June 20, 2008
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Ad Watch/Fact-Reality Checks
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Ad Watch/Fact-Reality Checks
Wisconsin TV StationReality Check News Segment
Country I Love
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Questions/Evaluations