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Environmental Environmental Advertisement Advertisement s s Political Advertisements Professor Crigler

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Page 1: Environmental Advertisements Political Advertisements Professor Crigler

Environmental Environmental AdvertisementsAdvertisements

Political Advertisements Professor Crigler

Page 2: Environmental Advertisements Political Advertisements Professor Crigler

• Opportunities of Political Advertisements 政治广告的机会• Elements of Persuasion 说服• Challenges of Political Advertisements 挑战• 4 Basic Types of Advertisements 广告的基本类型• Advertisement Techniques 战略• Political Advertisement Examples 例子

Political Advertisements Professor Crigler

POLITICAL ADS 政治廣告Introduction Opportunities TypesChallenges Elements Techniques Examples

Background

Analytical Framework

Advertisements

Page 4: Environmental Advertisements Political Advertisements Professor Crigler

Eisenhower, 1952“Eisenhower Answers America”

URL: (http://www.youtube.com/watch?v=1WHiB4eidJQ )

ISSUE ADS 问题

Political Advertisements Professor Crigler

Page 5: Environmental Advertisements Political Advertisements Professor Crigler

• Opportunities of Political Advertisements 政治广告的机会• Elements of Persuasion 说服• Challenges of Political Advertisements 挑战• 4 Basic Types of Advertisements 广告的基本类型• Advertisement Techniques 战略• Political Advertisement Examples 例子

Political Advertisements Professor Crigler

POLITICAL ADS 政治廣告Introduction Opportunities TypesChallenges Elements Techniques Examples

Background

Analytical Framework

Advertisements

Page 6: Environmental Advertisements Political Advertisements Professor Crigler

Opportunities of Political Advertisements 政治广告的机会

• Provide Information

• Set Agenda

• Frame Debate

Political Advertisements Professor Crigler

POLITICAL ADS 政治廣告Introduction Opportunities TypesChallenges Elements Techniques Examples

Page 7: Environmental Advertisements Political Advertisements Professor Crigler

Spill Here Spill Now, 2008“No Obama”

URL: (http://www.youtube.com/watch?v=JdPFalAicYI )

PUBLIC-SPONSORED ADS 公众赞助

Political Advertisements Professor Crigler

Page 8: Environmental Advertisements Political Advertisements Professor Crigler

Opportunities of Political Advertisements 政治广告的机会

• Provide Information

• Set Agenda

• Frame Debate

Political Advertisements Professor Crigler

POLITICAL ADS 政治廣告Introduction Opportunities TypesChallenges Elements Techniques Examples

Page 9: Environmental Advertisements Political Advertisements Professor Crigler

Bush, 1988“Boston Harbor”

URL: (http://www.youtube.com/watch?v=ApI0bv2CS90 )

American Advertisements 美国环保广告

Political Advertisements Professor Crigler

Page 10: Environmental Advertisements Political Advertisements Professor Crigler

Elements of Persuasion 说服

• Attention

• Cognition

• Affect

• Behavior

Political Advertisements Professor Crigler

POLITICAL ADS 政治廣告Introduction Opportunities TypesChallenges Elements Techniques Examples

Page 11: Environmental Advertisements Political Advertisements Professor Crigler

DPP, 2008“Marine”

URL: (http://www.youtube.com/watch?v=cyIzHcPLSEU )

Taiwanese Advertisements 台湾广告

Political Advertisements Professor Crigler

Page 12: Environmental Advertisements Political Advertisements Professor Crigler

Elements of Persuasion 说服

• Attention

• Cognition

• Affect

• Behavior

Political Advertisements Professor Crigler

POLITICAL ADS 政治廣告Introduction Opportunities TypesChallenges Elements Techniques Examples

Page 13: Environmental Advertisements Political Advertisements Professor Crigler

Obama, 2008“Energy”

URL: (http://www.youtube.com/watch?v=iT-lxXsrgaE)

ISSUE ADS 问题

Political Advertisements Professor Crigler

Page 14: Environmental Advertisements Political Advertisements Professor Crigler

Elements of Persuasion 说服

• Attention

• Cognition

• Affect

• Behavior

Political Advertisements Professor Crigler

POLITICAL ADS 政治廣告Introduction Opportunities TypesChallenges Elements Techniques Examples

Page 15: Environmental Advertisements Political Advertisements Professor Crigler

Challenges of Political Advertisements

挑战

Why don’t advertisements always succeed?

Political Advertisements Professor Crigler

POLITICAL ADS 政治廣告Introduction Opportunities TypesChallenges Elements Techniques Examples

Page 16: Environmental Advertisements Political Advertisements Professor Crigler

Challenges of Political Advertisements 挑战

•Prior Knowledge•Selective Attention, Retention, and

Action•(Mis)Interpretation

•Competing Information•Ad Watches

•Low Credibility of Ads

Political Advertisements Professor Crigler

POLITICAL ADS 政治廣告Introduction Opportunities TypesChallengesElements Techniques Examples

Page 17: Environmental Advertisements Political Advertisements Professor Crigler

Reagan, 1980“Bear In the Woods”URL: (http://www.youtube.com/watch?v=NpwdcmjBgNA )

ISSUE ADS 问题

Political Advertisements Professor Crigler

Page 18: Environmental Advertisements Political Advertisements Professor Crigler

Challenges of Political Advertisements 挑战

•Prior Knowledge•Selective Attention, Retention, and

Action•(Mis)Interpretation

•Competing Information•Ad Watches

•Low Credibility of Ads

Political Advertisements Professor Crigler

POLITICAL ADS 政治廣告Introduction Opportunities TypesChallengesElements Techniques Examples

Page 19: Environmental Advertisements Political Advertisements Professor Crigler

4 Basic Types of Advertisements 广告的基本类型

•Identification (ID)

•Issue

•Attack

•Moment of Reflection

Political Advertisements Professor Crigler

POLITICAL ADS 政治廣告Introduction Opportunities TypesChallenges Elements Techniques Examples

Page 20: Environmental Advertisements Political Advertisements Professor Crigler

Advertisement Techniques 战略

•Hard-Sell vs. Soft-Sell •Humor/Cartoons•Cinéma Vérité •News Camera•Interview Clips•Endorsements

•One-on-One Sincere Sell•Omniscient Narrator

•Audio•Visual

Political Advertisements Professor Crigler

POLITICAL ADS 政治廣告Introduction Opportunities TypesChallengesElements Techniques Examples

Page 21: Environmental Advertisements Political Advertisements Professor Crigler

American Environmental Advertisements

美国环保广告

Political Advertisements Professor Crigler

POLITICAL ADS 政治廣告Introduction Opportunities TypesChallengesElements Techniques Examples

Page 22: Environmental Advertisements Political Advertisements Professor Crigler

Kennedy, 1968“Air Pollution”

URL: (http://www.youtube.com/watch?v=0YoHJIpM_oA )

American Advertisements 美国环保广告

Political Advertisements Professor Crigler

Page 23: Environmental Advertisements Political Advertisements Professor Crigler

Gore, 2000“Beaches”

URL: (http://www.youtube.com/watch?v=g1dZaLqu9FQ )

American Advertisements 美国环保广告

Political Advertisements Professor Crigler

Page 24: Environmental Advertisements Political Advertisements Professor Crigler

Gore, 2000“We”

URL: (http://www.youtube.com/watch?v=nm-yKkmV-jg)

ISSUE ADS 问题

Political Advertisements Professor Crigler

Page 25: Environmental Advertisements Political Advertisements Professor Crigler

Kryzan, 2000“Defends Polluters”

URL: (http://www.youtube.com/watch?v=tImMkY6SyWk)

ISSUE ADS 问题

Political Advertisements Professor Crigler

Page 26: Environmental Advertisements Political Advertisements Professor Crigler

Obama, 2008“Something”

URL: (http://www.youtube.com/watch?v=qxbGPDIVINM )

American Advertisements 美国环保广告

Political Advertisements Professor Crigler

Page 27: Environmental Advertisements Political Advertisements Professor Crigler

Lyndon B Johnson, 1964“War on Poverty”

URL: (http://www.youtube.com/watch?v=AcUFr3u6hAc )

American Advertisements 美国环保广告

Political Advertisements Professor Crigler

Page 28: Environmental Advertisements Political Advertisements Professor Crigler

Taiwanese Environmental Advertisements

台湾广告

Political Advertisements Professor Crigler

POLITICAL ADS 政治廣告Introduction Opportunities TypesChallengesElements Techniques Examples

Page 29: Environmental Advertisements Political Advertisements Professor Crigler

DPP, 2008“Love River”

URL: (http://www.youtube.com/watch?v=l1KT-SzVvvw&feature=related )

Taiwanese Advertisements 台湾广告

Political Advertisements Professor Crigler

Page 30: Environmental Advertisements Political Advertisements Professor Crigler

KMT, 2008“The Power of Change”

URL: (http://www.youtube.com/watch?v=s7ydvuqsDnY&feature=related)

Taiwanese Advertisements 台湾广告

Political Advertisements Professor Crigler

Page 31: Environmental Advertisements Political Advertisements Professor Crigler

KMT, 2008“Lantern Lighting”

URL: (http://www.youtube.com/watch?v=CuEeBDWKnLY&feature=related )

Taiwanese Advertisements 台湾广告

Political Advertisements Professor Crigler

Page 32: Environmental Advertisements Political Advertisements Professor Crigler

Interest GroupAdvertisements

利益集团的广告

ISSUE ADS 问题

Political Advertisements Professor Crigler

Page 33: Environmental Advertisements Political Advertisements Professor Crigler

Blue Man Group, 2006“Climate Change”

URL: (http://www.youtube.com/watch?v=snPdEl0Duoo&feature=related)

ISSUE ADS 问题

Political Advertisements Professor Crigler

Page 34: Environmental Advertisements Political Advertisements Professor Crigler

Project Save Earth, 2008“Save the Earth”

URL: (http://www.youtube.com/watch?v=xqO5d0K0sKk&feature=related)

ISSUE ADS 问题

Political Advertisements Professor Crigler

Page 35: Environmental Advertisements Political Advertisements Professor Crigler

WWF, 2007“Water Pollution”

URL: (http://www.youtube.com/watch?v=m5zVASa0u9g&feature=related )

ISSUE ADS 问题

Political Advertisements Professor Crigler

Page 36: Environmental Advertisements Political Advertisements Professor Crigler

NRDC, 2008“Windows”

URL: (http://www.youtube.com/watch?v=QJv_iaZdcCE )

ISSUE ADS 问题

Political Advertisements Professor Crigler

Page 37: Environmental Advertisements Political Advertisements Professor Crigler

The Alliance For Climate Protection, 2008“Trees”

URL: (http://www.youtube.com/watch?v=x5THtEq2fvY&feature=related)

ISSUE ADS 问题

Political Advertisements Professor Crigler

Page 38: Environmental Advertisements Political Advertisements Professor Crigler

ThisIsReality, 2009“Clean Coal!”

URL: ( http://www.youtube.com/watch?v=uFJVbdiMgfM&feature=related )

ISSUE ADS 问题

Political Advertisements Professor Crigler

Page 39: Environmental Advertisements Political Advertisements Professor Crigler

Thank You!

Political Advertisements Professor Crigler

POLITICAL ADS 政治廣告Introduction Opportunities TypesChallengesElements Techniques Examples

Page 40: Environmental Advertisements Political Advertisements Professor Crigler

Wolf Killer, 2008“Wolf Killer”

URL: (http://www.youtube.com/watch?v=qHCcunc7SHo&feature=player_embedded#!)

PUBLIC-SPONSORED ADS 公众赞助

Political Advertisements Professor Crigler

Page 41: Environmental Advertisements Political Advertisements Professor Crigler

Black Eyed Peas, 2008“We Are The Ones”

URL: (http://www.youtube.com/watch?v=ghSJsEVf0pU&feature=related )

IDENTIFICATION ADS 鉴定 Name Recognition Biography Endorsements

Political Advertisements Professor Crigler