Download Campaign Ad Planning Document / Terms

Campaign Ad Planning Document / Terms
TRANSFER – Using popular symbols to create a positive connection between that image and the candidate. It can
also be used to connect a negative image to the opponent to create a negative connotation.
GLITTERING GENERALITIES – Uses very vague language that seeks to create an overall positive effect on the
viewer to appeal to a variety of their interests.
TESTIMONIAL – Support or endorsement from a well-known public figure or celebrity.
MUDSLINGING – Much like how it sounds, this technique is used to cast the opponent in an unflattering way. Namecalling, accusations, and groundless assertions are common when this technique is applied.
BANDWAGON – Conveying a sense of momentum that the candidate featured in this type of advertisement is
winning is the epitome of the bandwagon ad. The message of this ad is that the viewer should cast support to the
candidate because they are successful.
CARD-STACKING – This type of ad uses one-sided data to present a conclusion to the viewer that flatters a
candidate and/or hurts the opponent. Omissions of information about the data that are needed to draw informed
conclusions are not uncommon with this type of ad.
PLAIN FOLKS – When a candidate creates a likeness of himself to the homespun, down-to-earth, hard-working
average voter, they are practicing this style of propaganda technique.
FIRST, analyze 2 presidential ads from different years, determining which of the
above techniques are used. Visit the site www.livingroomcandidate.org.
Campaign Ad Analysis 1
What year?
Which candidate?
List the main technique used and provide a 1 sentence description of how it was used
Campaign Ad Analysis 2
What year?
Which candidate?
List the main technique used and provide a 1 sentence description of how it was used
YOUR PRESIDENTIAL AD
For your presidential ad, you must use at least 3 of the techniques mentioned on the front.
Name of your fictional candidate:____________________________________________________
Explain the structure of the ad with video language first (what happens, what is editing like, what titles
will you use, what type of music/sound effects, what types of shots?) in 2--3 specific sentences:
Next, explain which of the persuasive techniques (from the front) you’ll use and give a 1 sentence
description of how you’ll use it.
PERSUASIVE
TECHNIQUE
(from the front)
HOW WILL YOU USE IT? (1 specific sentence)