understanding political campaign advertising

Understanding Political Understanding Political Campaign AdvertisingCampaign Advertising

Frank Baker: Media Educator Frank Baker: Media Educator August 19, 2008August 19, 2008

www.pbs.org/vote2008www.pbs.org/vote2008

www.ciconline.com


Some givens:Some givens:

Candidates need the mediaCandidates need the media

Candidates try to control their Candidates try to control their imageimage

McCain, Aurora CO July 30, 2008McCain, Aurora CO July 30, 2008

Candidates depend on media consultants

Candidates depend on Candidates depend on media consultants media consultants

Source: Robert Arial


Some givens:Some givens: Fundraising Fundraising $$$$= purchasing TV time = purchasing TV time

for adsfor ads Political ads resemble traditional adsPolitical ads resemble traditional ads New media (YouTube; Facebook; etc.) New media (YouTube; Facebook; etc.)

effective at reaching young voters and effective at reaching young voters and raising moneyraising money


Some givens:Some givens:

In today’s media saturated world,In today’s media saturated world,the life of any 30 second TV spot the life of any 30 second TV spot lives on, online AND as newscasts lives on, online AND as newscasts and pundits review them and pundits review them continuouslycontinuously


““When we study commercials When we study commercials ….we talk about the issues and ….we talk about the issues and the quality of the message…it’s the quality of the message…it’s not just about political ideology, not just about political ideology, it’s also about the art of it’s also about the art of creating a persuasive creating a persuasive message.”message.”

Source: Illinois High School teacher

Source: Gallup USA Today


IMPORTANT FACTIMPORTANT FACT

Political ads are considered Political ads are considered “free speech” and thus are not “free speech” and thus are not subject to any requirements that subject to any requirements that they “tell the truth” so, in effect, they “tell the truth” so, in effect, these ads contain many these ads contain many unsubstantiated claimsunsubstantiated claims


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

Source: Media Critic Robert McChenseySource: Media Critic Robert McChensey

Primary Ad SpendingPrimary Ad Spending

IOWAIOWA SCSC FLORIDAFLORIDA OHIOOHIO

RomneyRomney $7.9 M$7.9 M $0.9M$0.9M

McCainMcCain 00 $0.45M$0.45M $1.9M$1.9M

ClintonClinton $2.3M$2.3M

ObamaObama $8.3 M$8.3 M $4.4M$4.4M

Source: Meet The Press, 8/3/08Source: Meet The Press, 8/3/08

Battleground StatesBattleground States

Colorado NevadaColorado Nevada

Iowa OhioIowa Ohio

Michigan PennsylvaniaMichigan Pennsylvania

Missouri Virginia Missouri Virginia

North Dakota West VirginiaNorth Dakota West Virginia

New Hampshire WisconsinNew Hampshire Wisconsin

New MexicoNew Mexico North Carolina North Carolina Georgia Georgia

SC TV MarketsSC TV Markets(ranked by size)(ranked by size)

# 26# 26 Charlotte NCCharlotte NC 1,045,2401,045,240

# 36# 36 Greenville, Spartanburg, Greenville, Spartanburg,

Asheville NC, AndersonAsheville NC, Anderson 826,290826,290

# 83# 83 ColumbiaColumbia 377,940377,940

# 97# 97 Savannah GASavannah GA 298,130298,130

#100#100 CharlestonCharleston 290,110290,110

#105#105 Florence/Myrtle BeachFlorence/Myrtle Beach 272,340272,340

#114#114 Augusta GAAugusta GA 247,450247,450

#136#136 Wilmington NCWilmington NC 174,170174,170

Questioning the MessageQuestioning the MessageAnd The MessengerAnd The Messenger

Media Literacy’s 5 Core ConceptsMedia Literacy’s 5 Core Concepts All messages are constructedAll messages are constructed

Messages are constructed using Messages are constructed using languages with their own set of ruleslanguages with their own set of rules

Messages: values and points-of-viewMessages: values and points-of-view Different people see the same Different people see the same

message differentlymessage differently Media: power and/or profitMedia: power and/or profit

Questioning the MessageQuestioning the MessageAnd The MessengerAnd The Messenger

Critical thinking/viewing questionsCritical thinking/viewing questions

Who created the message? (author)Who created the message? (author) Why was it made? (purpose)Why was it made? (purpose)

For whose eyeballs? (audience)For whose eyeballs? (audience) Using what methods/Using what methods/techniquestechniques??

Who, what is omitted/why?Who, what is omitted/why?


the use of complementary colors the use of complementary colors ((redred, white and blue, for example) to , white and blue, for example) to promote a sense of patriotismpromote a sense of patriotism

props, such as desks, planes, podiums props, such as desks, planes, podiums and people to connote action, power, and people to connote action, power, authority and warmthauthority and warmth

symbols, such as children and flags to symbols, such as children and flags to imply patriotism and caringimply patriotism and caring

Source: The People’s Choice: Digital Imagery and the Art of PersuasionSource: The People’s Choice: Digital Imagery and the Art of Persuasion


certain types of clothing to connote certain types of clothing to connote strength or authoritystrength or authority

music and sound to provide a certain music and sound to provide a certain type of ambience or moodtype of ambience or mood

superimposed words to emphasize the superimposed words to emphasize the speaker’s wordsspeaker’s words

code words to provoke reflexive, almost code words to provoke reflexive, almost visceral, viewer reactionsvisceral, viewer reactions

Source: The People’s Choice: Digital Imagery and the Art of PersuasionSource: The People’s Choice: Digital Imagery and the Art of Persuasion


COLORSCOLORS

PROPSPROPS

PEOPLEPEOPLE

SYMBOLSSYMBOLS

CLOTHINGCLOTHING

MUSICMUSIC

SUPERIMPOSED WORDSSUPERIMPOSED WORDS

CODE WORDSCODE WORDS

Types of Political AdsTypes of Political Ads

NegativeNegative - One candidate portrays - One candidate portrays the other in an unfavorable light. the other in an unfavorable light.

Warm and FuzzyWarm and Fuzzy - Candidates - Candidates make the viewer feel good about make the viewer feel good about the country or his/her campaign. the country or his/her campaign.

HumorousHumorous - Candidates elicit a - Candidates elicit a laugh or smile from the viewer.laugh or smile from the viewer.


ScaryScary - Candidates evoke images - Candidates evoke images of fear (usually combined with a of fear (usually combined with a negative ad). negative ad).

AdvocacyAdvocacy- advocates for/against - advocates for/against an issue/personan issue/person

The Role of Media In PoliticsThe Role of Media In Politics

AdsAdsAppeal toAppeal toEmotionsEmotions

Not IntellectNot Intellect

Techniques of Techniques of PersuasionPersuasion

Testimonial AdTestimonial Ad


TransferTransfer


Appeals to FearAppeals to Fear


““Morning In America” Morning In America”

Candidate: Ronald Reagan (R)Candidate: Ronald Reagan (R)

Year: 1984Year: 1984


““Daisy”Daisy”

Candidate: Lyndon Johnson (D)Candidate: Lyndon Johnson (D)



““Revolving Door”Revolving Door”

Candidate: George HW Bush (R)Candidate: George HW Bush (R)



““Bear In The Woods”Bear In The Woods”

Candidate: Ronald Reagan (R)Candidate: Ronald Reagan (R)



““3 AM”3 AM”

Candidate: Hillary Clinton (D)Candidate: Hillary Clinton (D)



““Country I Love”Country I Love”

Candidate: Barack Obama (D)Candidate: Barack Obama (D)

20082008

Techniques in AdsTechniques in Ads

MusicMusic

Clip courtesy Comedy Central With Jon Stewart

Ad Watch/Fact-Reality ChecksAd Watch/Fact-Reality Checks

Source: New York Times/ June 20, 2008


Country I Love

Wisconsin TV Wisconsin TV StationStation

Reality Check News Segment

Questions/EvaluationsQuestions/Evaluations

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