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Creating an Effective Campaign

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  1. Creating an Effective Campaign Fear and Loathing in Political Campaign Advertisements

  2. Introduction

  3. Importance • An effective campaign advertisement can change the course of a political campaign • It sways opinion • It makes people think • It states a candidates stance • It states an opponents flaws

  4. Top 10 Tips for Political Ad’s Tell a simple story Make the desired call to action Use basic emotional appeals Use easy arguments Show, not tell Use symbolic images and messages to relate to the sense Match what viewers see and hear Scene’s with impact Allow the power of video to speak for itself Use of identifiable music always helps

  5. Issue Based Ad’s • Issue Based Ad’s are just that…advertisements that address the issues of the campaign • Today it is hard to tell the difference between Issue Based, Negative, and Positive • All three are used

  6. Positive Ad’s • Positive advertisements are advertisements that focus on a candidates positive attributes • Rarely if ever do they speak nice of another candidate

  7. Negative Ad’s • Negative advertisements are always a part of any political campaign • Negative ad’s attack an opponent • Their stance on issues • Their previous actions on issues • Or the person themselves

  8. Why Go Negative? • Why use them? • Research shows they work with certain segments of the population • Get’s the message out there • Media can do the rest • Fodder for the talking heads • Find truth or focus on the negative

  9. Truth in Negativity? • Research shows that “Truth” is not a major factor in negative ad’s • Ad’s usually use “twisted truth” • How do they get away with it? • Enough “truth” so it’s not a total lie • Most people don’t know the truth • Most people don’t care what the truth is

  10. 2008 Presidential Election Negative? • Words/phrases used by McCain about Obama in his ad’s • “Dangerous, Not Truthful, Hypocrite, disrespectful, not ready to lead.” • Meaning – too young, no experience, equating Obama with radical friends/acquaintances • Words/phrases used by Obama about McCain in his ad’s • “Out of Touch, No maverick, same failed policies, just doesn’t get it” • Meaning- too old, equating McCain with Bush

  11. Money • Money can and usually does determine an election • Why? • Money to pay for advertising • More commercials, posters, media exposure gets the candidates name out there • 2008 • $5.3 billion spent on the campaign • $2.6 billion spent on advertisements • $240 million by Obama • $123 million by McCain • The rest by special interest groups • Just imagine what better use that money could have gone to

  12. Special Interest Groups • Groups that back a candidate they feel will support their interests if elected • Campaign finance changes • Limited the money candidates could receive and spend • Special interest groups now make up the lost money • Most Famous • 2004 Swift Boat Veterans for Truth • Ran numerous ad’s against John Kerry and helped Bush

  13. Print Advertisements

  14. What Makes a Good and Bad Candidate • Advertisements can say so much • They tell you why you should vote for someone • They tell you why you shouldn’t vote for someone • They also tell you about a candidate

  15. Good- Military Experience • Up until 1992, military experience…both large and small was helpful • Candidates spoke to their military back ground • Being a “hero” also helped • WHY? • 1945-1991: Cold War • 1991-Present: Terrorism/Middle East • Oh yeah…called “Commander and Chief” for a reason

  16. Theodore Roosevelt 26th President San Juan Hill

  17. Dwight Eisenhower 34th President Gen. US Army During World War II: Commander of Allied Forces Europe

  18. John Kennedy 35th President Lt. During World War II: PT 109

  19. Lyndon Johnson 36th President Lt. US Naval Reserve During World War II: 1 combat mission?

  20. Richard Nixon 37th President Lt. Cm. US Navy During World War II

  21. Gerald Ford 38th President Lt. US Navy During World War II

  22. Jimmy Carter 39th President Lt. US Navy Served on Submarines During World War II

  23. Ronald Reagan 40th President Lt. US Army During World War II

  24. George H.W. Bush 41st President Lt. US Navy Pilot During World War II: 58 combat missions

  25. Bill Clinton: Nope 42nd President Organized an Anti-War Union While in College

  26. George Bush 43rd President Lt. Texas Air National Guard During Vietnam: Stationed in US

  27. Barak Obama: Nope 44th President Too Young for Vietnam: College Student

  28. Exceptions to the Rule • Some candidates with strong military backgrounds fall short • Why? • Vietnam Vets: Not a popular war • “Hero” with post war backgrounds that didn’t match

  29. John Kerry

  30. John McCain

  31. Imaging: Good • The image of a candidate is extremely important • The ability to relate to the “Average Joe” goes a long way • American idea’s are always a plus • Certain Images speak to the history/culture/ideas of America • None better than the…

  32. The Cowboy