2008ads

=Presidential Campaign Ads =

by the 2008 YHS Intro to Government class
// Each of your ads should incorporate two or more of the common campaign advertising techniques. //
 * media type="file" key="government 01.mov" width="442" height="442"

media type="file" key="Costello.McCainAd.mov" width="442" height="442"

media type="file" key="Campaign08.mov" width="448" height="448"

media type="file" key="McCain.mov" width="455" height="455"

media type="file" key="Fazeligovernment.ppt.mov" width="459" height="459"

media type="file" key="kiely, campaign add 01.mov" width="454" height="454" || =__**Common Campaign Advertising Techniques**__=


 * //Testimonial//** - endorsements from celebrities and other well-known people.


 * //Mudslinging//** - often referred to as "attack ads," the TV, radio and print advertisements make assertions about the opponent in a variety of unflattering ways. Name-calling and/or groundless assertions about one candidate by his/her opponent.


 * //Transfer//** - Use of popular symbols to create a positive connotation for the candidate or the use of negative or controversial symbols to create a negative connotation of one's opponent.


 * //Card stacking//** - Use of statistics, often in a one-sided manner; the omission of information that is crucial to drawing an informed and balanced conclusion.


 * //Plain Folks//** - An attempt by a candidate to appeal to the average voter as just "one of the people."


 * //Glittering Generalities//** - Usually the first type of ad used in a campaign, these spots are designed to introduce a candidate to the voters. Needless to say, like any introduction, these types of ads are almost always very positive. Designed to leave the viewer with a very good first impression. This ad type uses very vague words and phrases that have a positive effect on the viewer and appeal to a variety of interests.


 * //Bandwagon//** - Similar to card stacking, this is an attempt to convey a sense of momentum and to generate a positive "everybody's doing it so you should too" mentality.


 * //Contrast Ad//** - Juxtaposing positive images of one's candidacy with negative images of the opponent in the same ad.

//Copyright © 2002 U.Va. Center for Politics// ||