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Political Propaganda COMMERCIALS (Posters) Campaign Strategy *See my website for examples of commercials using these types Be sure to tie to the issues: Obama – too young, not enough experience in Politics 7 Types of Political Advertisements 1)BANDWAGON Everyone is doing this or everyone supports this person Who likes Ike? 7 Types of Political Advertisements Make sure they are on the same side of issues 2) TESTIMONIAL Celebrity endorsement of a candidate OR Cite an “authority/ expert” (but may not be qualified, other experts disagree, hearsay only) Al the Shoe Salesman 7 Types of Political Advertisements 3) PLAIN FOLKS Candidate or cause is identified with common people from everyday walks of life I’m Joe the Plumber Gained national attention during the 2008 Election During a videotaped Obama campaign stop in Ohio, Asked Obama about his small business tax policy. Obama's response included the statement, "when you spread the wealth around, it's good for everybody." McCain – Obama is a socialist! 7 Types of Political Advertisements 4) FEAR! VERY POPULAR Presents a dreadful circumstance and usually follows it up with the kind of behavior needed to AVOID the horrible event Daisy Girl (1:06) Though only aired once (by the campaign), it is considered a factor in Johnson's landslide victory over Barry Goldwater and an important turning point in political and advertising history. 7 Types of Political Advertisements 5) NAME CALLING Ties a political opponent to a largely perceived negative image Celebrity Status Obama’s Wins Their Votes (2:47) 7 Types of Political Advertisements 6) ATTACKING THE PERSON Attacks the person argument AND NOT Attacks the person argument because associates with making the THE ARGUMENT Or making the of those he/she Ex: 2012 Republican Primaries Attacking Newt… (1:50) 7 Types of Political Advertisements 7) FALSE DILEMMA Offers a limited number of options – usually two – when there are really more choices. It’s gonna happen (:32) Additional famous political commercials on my website Besides your Political Slogan, you need to consider this in your commercial… 1) Background Locations *Where the candidate is shown or where the candidate’s opponent is in the attack ad Besides your Political Slogan, you need to consider this in your commercial… 2) Props Most Common Prop – American Flag Other popular items - Desks, Headlines of newspapers, podium, other people Besides your Political Slogan, you need to consider this in your commercial… 3) Who are you appealing to? Main message of ad aimed at viewer emotions (ex: Fear – war, crime, job loss) Besides your Political Slogan, you need to consider this in your commercial… 4) Music Almost all commercials have music – instrumental, inspiring, patriotic Attack ads – horror music Besides your Political Slogan, you need to consider this in your commercial… 5) SUPERS and Code Words SUPERS – words printed in LARGE LETTERS on the screen (“PAY ATTENTION TO THIS”) Code Words – **Optimistic Positive: building, caring, courage, dream, family, learn, liberty, vision, truth, unique **Contrasting Negative: crisis, obsolete, disgrace, excuses, waste, welfare, steal, taxes, decay Note Sheet Section Political Propaganda COMMERCIALS AND POSTERS Campaign Strategy 7 Types of Political Advertisements Everyone is doing this or everyone supports this person 7 Types of Political Advertisements Celebrity endorsement of a candidate OR Cite an “authority or expert” (but may not be qualified, other experts disagree, hearsay only) 7 Types of Political Advertisements Candidate or cause is identified with common people from everyday walks of life 7 Types of Political Advertisements VERY POPULAR Presents a dreadful circumstance and usually follows it up with the kind of behavior needed to AVOID the horrible event 7 Types of Political Advertisements Ties a political opponent to a largely perceived negative image 7 Types of Political Advertisements Attacks the person making the argument AND NOT THE ARGUMENT Or Attacks the person making the argument because of those he/she associates with 7 Types of Political Advertisements Offers a limited number of options – usually two – when there are really more choices. Now, we’ll take a look at some famous political commercials and try to identify what type they are… For the Commercial Maker(s) -Helpful Hints THINGS TO CONSIDER IN YOUR COMMERCIAL… 1)Background Locations *Where the candidate is shown or where the candidate’s opponent is in the attack ad 2) Props Most Common Prop – Other popular items - Desks, Headlines of newspapers, American Flag podium, other people 3) Who are to? you appealing Main message of ad aimed at viewer emotions (ex: Fear – war, crime, job loss) 4) Music Almost all commercials have music – instrumental, inspiring, patriotic Attack ads – horror music 5) SUPERS and Code Words SUPERS – words printed in LARGE LETTERS on the screen (“PAY ATTENTION TO THIS”) Code Words – **Optimistic Positive: building, caring, courage, dream, family, learn, liberty, vision, truth, unique **Contrasting Negative: crisis, obsolete, disgrace, excuses, waste, welfare, steal, taxes, decay
