Recognize persuasion techniques in political campaign television commercials .

1. 792-797 • Recognize persuasion techniques in • political campaign television commercials. • Describe the Reagan Administration.

2. Quiz:

3. Marquette Messenger Wall Street Journal or • removing vending machines • increasing minimum wage • changing legal age for minors • (voting, smoking, alcohol) How might these two sources view these issues?

4. The Language of Political Ads • As you read “Understanding the Language of Political Ads” highlight or underline the main points about campaign commericials. • What types of things can influence how an advertisement can convey a message? (“Language”) • tone of narrator’s voice, music • gender, style of dress • specific or vague words, emotional phrases. • lighting, camera angle, filmed in color or black and white

5. President Carter vs. Governor Reagan • The 1980 Election • As we view these campaign commercials • from the 1980 presidential campaign write • down answer to the following: • 1. What’s the message? • 2. What “languages” are used to • convey the message? • Carter (1980) “Common People” • Carter (1980) “ Re-elect the President” • Carter (1980) “Working Mother” • Reagan (1980) “Older Americans” • Reagan (1980) “Ready to serve” • Reagan (1980)

6. Reagan’s Domestic Revolution • Reagan’s Majority: • won landslide victories in 1980, 1984 as the “teflon” president and set the stage for Vice-president George H. W. Bush to win in 1988. • Reagan was from a small town in Illinois, was a Hollywood actor, later becoming governor of California. California Governor

7. Reagan’s Domestic Revolution • Reagan’s Majority: • Anti-Communist Conservatives • President Carter’s inability to resolve hostage crisis • Panama Canal, SALT II treaties gave up U.S. power • Soviet military build-up created “window of vulnerability” • Opponents of Government Bureaucracy • Christian Conservatives • Wealthy Businessmen • Reagan Democrats • White, blue-collar workers who were upset with Affirmative Action programs, busing and runaway government spending. • Young People who saw Republican’s as the party of new ideas

8. Reagan’s Domestic Revolution • The New Conservatism • Downsized the Great Society since many feared that it corrupted mainstream American values • Charles Murray’s Losing Ground • Ed Banfield’s Unheavenly City • Wall Street Journal’s editorial page was neoconservative • Pushed idea that free markets worked better than government programs • Used conservative political “think tanks” • Manhattan Institute, Heritage Foundation

9. Reagan’s “New Conservatism”

10. Reagan’s Domestic Revolution • The New Conservatism • Downsized the Great Society • Pushed idea that free markets worked better than government programs • Used conservative political “think tanks” • Reaganomics • Economic Recovery and Tax Act of 1981 (ERTA) • Cut income tax rates 25% over three years to stimulate spending, referred to as “supply-side economics”. • PROBLEM ? It cut revenues by $747 billion, so federal funding to social programs had to be cut.

11. Reagan’s Domestic Revolution • Reaganomics • Deregulation – gov’t sought to reduce it’s involvement in regulating the private sector. • continued deregulation patterns that had begun in the 1970s with ATT, Bell Telephone, air travel industry. • Secretary of the Interior James Watt and the “Sagebrush Rebellion” • Deregulated the banking industry which allowed financial institutions to compete for customers.

12. President Carter vs. Governor Reagan • The 1980 Election • As we view these campaign commercials • from the 1980 presidential campaign, • make a list of issues that both • candidates used to gain support of • voters. • Think about how the commercials use • emotional appeal, patriotism, and/or • fear to make their point. • Carter (1980) “Common People” • Carter (1980) “ Re-elect the President” • Carter (1980) “Working Mother” • Reagan (1980) “Older Americans” • Reagan (1980) “Ready to serve” • Reagan (1984)“Morning in America”