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Advertising March 9, 2010. Defining political advertising. 1) ability to control the message 2) use of mass communication channels for message distribution. The Place of Campaign Advertising. Mass media. Mass public. Politicians.

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Presentation Transcript
defining political advertising
Defining political advertising

1) ability to control the message

2) use of mass communication channels for message distribution

the place of campaign advertising
The Place of Campaign Advertising

Mass media

Mass public

Politicians

types of ads
Types of Ads
  • Negative, positive, contrast
  • Issue vs. image
  • Humour
forms of advertising
Forms of Advertising
  • Television
  • Radio
  • Print
forms of advertising8
Forms of Advertising
  • Television
  • Radio
  • Print
  • Direct mail
forms of advertising10
Forms of Advertising
  • Television
  • Radio
  • Print
  • Direct mail
  • Billboards
forms of advertising13
Forms of Advertising
  • Television
  • Radio
  • Print
  • Direct mail
  • Billboards
  • Push polling
forms of advertising14
Forms of Advertising
  • Television
  • Radio
  • Print
  • Direct mail
  • Billboards
  • Push polling
  • Games
forms of advertising15
Forms of Advertising
  • Television
  • Radio
  • Print
  • Direct mail
  • Billboards
  • Push polling
  • Games
forms of advertising16
Forms of Advertising
  • Television
  • Radio
  • Print
  • Direct mail
  • Billboards
  • Push polling
  • Games
  • Infomercials
forms of advertising17
Forms of Advertising
  • Television
  • Radio
  • Print
  • Direct mail
  • Billboards
  • Push polling
  • Games
  • Infomercials
  • Web (ie. Obama Girl)
forms of advertising18
Forms of Advertising
  • Television
  • Radio
  • Print
  • Direct mail
  • Billboards
  • Push polling
  • Games
  • Infomercials
  • Web
trends in uk advertising pebs
Trends in UK Advertising (PEBs)

Early ads (1959)

Modern ads from 2005 (Labour and Conservative)

trends in uk advertising
Trends in UK Advertising
  • Slicker
  • Shorter
  • More negative
  • More focus on leaders
landmarks in us advertising
Landmarks in US Advertising
  • Early elections
  • Eisenhower in 1952 and 1956
  • The Johnson campaign of 1964
  • Morning in America and the Bear in 1984
  • Willie Horton and 1988
  • Soft money and advertising in the 1990s
  • Rats ad (2000)
  • ‘Stand by your ad’ since 2004
  • Ads from 2008, Obama infomerical , Palin
trends in us advertising
Trends in US Advertising
  • Slicker
  • Shorter
  • More negative
intended effects of ads
Intended Effects of Ads
  • Learning
    • Candidates’ identities
    • Policy positions
    • Personal and political history
  • Impressions
    • Favorability
    • Traits
    • Electability
  • Agenda setting and priming
intended effects in uk elections
Intended Effects in UK Elections
  • Backlash effect of negative advertising, especially on non-partisans
  • Stronger impact on Lib Dem support
  • Some effects on party leader images
  • Little impact on party images
  • Limited effects on policy perceptions
intended effects in us elections
Intended Effects in US Elections
  • Learning
    • Candidates’ identities
    • Policy positions
    • Personal and political history
ad tone in us presidential elections 1960 2000
Ad Tone in US Presidential Elections (1960-2000)

More negative

More positive

Source: John Geer (2003)

unintended effects of negative ads
Unintended Effects of Negative Ads
  • Turnout and negative advertising

WHY MIGHT NEGATIVE ADVERTISING LOWER TURNOUT?

Perception that politicians are unresponsive

Cynicism

Negative ads

Less positive public mood

unintended effects of negative ads30
Unintended Effects of Negative Ads
  • Turnout and negative advertising

WHY MIGHT NEGATIVE ADVERTISING LOWER TURNOUT?

Perception that politicians are unresponsive

Cynicism

Negative ads

Lower turnout

Less positive public mood

unintended effects of negative ads31
Unintended Effects of Negative Ads
  • Turnout and negative advertising

WHY MIGHT NEGATIVE ADVERTISING RAISE TURNOUT?

Information

Anxiety

Negative ads

Stakes

unintended effects of negative ads32
Unintended Effects of Negative Ads
  • Turnout and negative advertising

WHY MIGHT NEGATIVE ADVERTISING RAISE TURNOUT?

Information

Anxiety

Negative ads

Higher turnout

Stakes

unintended effects of ads
Unintended Effects of Ads
  • Perceptions of politics
  • Political behaviour