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Campaign Advertising - PowerPoint PPT Presentation

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Campaign Advertising
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  1. Campaign Advertising

  2. endorsements from celebrities and other well-known people. Testimonial

  3. often referred to as “attack ads,” • used to create a negative impression of one’s opponent • Could backfire Mudslinging

  4. Use of popular symbols to create a positive connotation for the candidate OR • the use of negative or controversial symbols to create a negative connotation of one’s opponent. Transfer

  5. Use of statistics, often in a one-sided manner • the omission of information that is crucial to drawing an informed and balanced conclusion. Card stacking

  6. An attempt by a candidate to appeal to the average voter as just “one of the people.” Plain Folks

  7. This ad type uses very vague words and phrases that have a positive effect on the viewer and appeal to a variety of interests. Glittering Generalities

  8. to generate a positive “everybody’s doin’ it so you should too” mentality. Bandwagon

  9. Juxtaposing positive images of one’s candidacy with negative images of the opponent in the same ad. Contrast Ad