Download Warm & Fuzzy

Definitions
• Fact
• Opinion
Rank the following in order of trustworthiness
(1 = the most truthful) Which relies more on truth?
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online news articles
Web message boards
blogs
print and television advertisements, speeches
Debates
the candidates' own official Web sites
How Ads Persuade
Bandwagon: In this technique, the creator makes it
seem like "everyone" is doing a certain thing or
supporting a particular candidate. Think of a political ad
that shows a crowd of people around a candidate and
says, "250,000 voters can't be wrong."
Negativity: In this case, the ad or text creator focuses
mainly on making the other candidate look bad—by
listing failures or taking his or her quotes out of context,
for example.
Warm & Fuzzy: Ads or fliers that use this technique
show a candidate kissing babies, shaking hands with
elderly voters, petting ponies on a farm—anything to
make the candidate seem like a regular, friendly guy or
gal.
Past Ads
• http://www.livingroomcandidate.org/
What techniques were used? Were they
effective? How have ads changed?
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McGovern – Change
Reagan – 1984
Reagan- Bear
Mondale – Nuclear
Bush JR -
Homework
• Create a political ad for Socrates.
• One page description of ad. (radio,
internet, print, &TV)