Creating an Effective Campaign

Creating an Effective CampaignFear and Loathing in Political Campaign Advertisements1Introduction

2ImportanceAn effective campaign advertisement can change the course of a political campaignIt sways opinionIt makes people thinkIt states a candidates stanceIt states an opponents flaws3Top 10 Tips for Political AdsTell a simple storyMake the desired call to actionUse basic emotional appealsUse easy argumentsShow, not tellUse symbolic images and messages to relate to the senseMatch what viewers see and hearScenes with impactAllow the power of video to speak for itself Use of identifiable music always helps4Issue Based AdsIssue Based Ads are just thatadvertisements that address the issues of the campaignToday it is hard to tell the difference between Issue Based, Negative, and PositiveAll three are used 5Positive AdsPositive advertisements are advertisements that focus on a candidates positive attributesRarely if ever do they speak nice of another candidate6Negative AdsNegative advertisements are always a part of any political campaignNegative ads attack an opponentTheir stance on issuesTheir previous actions on issuesOr the person themselves7Why Go Negative?Why use them?Research shows they work with certain segments of the populationGets the message out thereMedia can do the restFodder for the talking headsFind truth or focus on the negative8Truth in Negativity?Research shows that Truth is not a major factor in negative adsAds usually use twisted truthHow do they get away with it?Enough truth so its not a total lieMost people dont know the truthMost people dont care what the truth is92008 Presidential Election Negative?Words/phrases used by McCain about Obama in his adsDangerous, 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 adsOut of Touch, No maverick, same failed policies, just doesnt get itMeaning- too old, equating McCain with Bush10MoneyMoney can and usually does determine an electionWhy?Money to pay for advertisingMore commercials, posters, media exposure gets the candidates name out there2008$5.3 billion spent on the campaign$2.6 billion spent on advertisements$240 million by Obama$123 million by McCainThe rest by special interest groupsJust imagine what better use that money could have gone to11Special Interest GroupsGroups that back a candidate they feel will support their interests if electedCampaign finance changes Limited the money candidates could receive and spendSpecial interest groups now make up the lost moneyMost Famous2004 Swift Boat Veterans for TruthRan numerous ads against John Kerry and helped Bush12Print Advertisements

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28What Makes a Good and Bad CandidateAdvertisements can say so muchThey tell you why you should vote for someoneThey tell you why you shouldnt vote for someoneThey also tell you about a candidate29Good- Military ExperienceUp until 1992, military experienceboth large and small was helpfulCandidates spoke to their military back groundBeing a hero also helpedWHY?1945-1991: Cold War1991-Present: Terrorism/Middle EastOh yeahcalled Commander and Chief for a reason30Theodore Roosevelt26th PresidentSan Juan Hill

31Dwight Eisenhower34th PresidentGen. US Army During World War II: Commander of Allied Forces Europe

32John Kennedy35th PresidentLt. During World War II: PT 109

33Lyndon Johnson36th President Lt. US Naval Reserve During World War II: 1 combat mission?

34Richard Nixon37th PresidentLt. Cm. US Navy During World War II

35Gerald Ford38th PresidentLt. US Navy During World War II

36Jimmy Carter39th PresidentLt. US Navy Served on Submarines During World War II

37Ronald Reagan40th PresidentLt. US Army During World War II

38George H.W. Bush41st PresidentLt. US Navy Pilot During World War II: 58 combat missions

39Bill Clinton: Nope42nd PresidentOrganized an Anti-War Union While in College

40George Bush43rd PresidentLt. Texas Air National Guard During Vietnam: Stationed in US

41Barak Obama: Nope44th PresidentToo Young for Vietnam: College Student

42Exceptions to the RuleSome candidates with strong military backgrounds fall shortWhy?Vietnam Vets: Not a popular warHero with post war backgrounds that didnt match

43John Kerry

44John McCain

45Imaging: GoodThe image of a candidate is extremely importantThe ability to relate to the Average Joe goes a long wayAmerican ideas are always a plusCertain Images speak to the history/culture/ideas of AmericaNone better than the46The Cowboy

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50Dont Forget the Babies!!!

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54What Better Than Sports?

Gerald FordUniversity of Michigan LinebackerTwo Time National Champion55The Gipper

Reagan, an actor played the role of George Gipp in the movie Knute Rockne: All AmericanThe famous line Win one for the Gipper was used by Reagan in 1980 56

57The time honored First Pitch

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59Or the Bump

60And the Bump goes on

61And of CourseA Cold One!!!#1 question of 2004 election between Bush and Kerry: Which one would you rather have a beer with?Bush 35%Bill Clinton: 34%Osama bin Laden: 7%Suddam Hussien: 3%John Kerry: 2%The Guy LOST to SADDAM AND OSAMA!!!62

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65And of Course the Race Relations Beer Summit

66But Dont Put Out the Wrong ImageToday one of the worst images a candidate can have is that of an elitistSomeone wealthy and out of touch with Average Joe America

67Why SoElitist?

68Or Worst Yet

69Popularity ContestTo say that presidential elections are nothing more than a popularity contest isnt too far off the mark2004 Pew Research Question: Whos More Likeable Bush or Kerry?Bush: 56% Kerry: 34% At the time of the poll Bushs national approval rating was at 43%And lets not forget where this started.701960 Election1960 Kennedy/Nixon DebateThose who watched on television said Kennedy wonThose who heard it on the radio said Nixon wonDownside for Nixon80 million watched it9 million listened to it!!!

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