Environmental Advertisements Political Advertisements Professor Crigler.

Environmental Environmental AdvertisementsAdvertisements

Political Advertisements Professor Crigler

• Opportunities of Political Advertisements 政治广告的机会• Elements of Persuasion 说服• Challenges of Political Advertisements 挑战• 4 Basic Types of Advertisements 广告的基本类型• Advertisement Techniques 战略• Political Advertisement Examples 例子


POLITICAL ADS 政治廣告Introduction Opportunities TypesChallenges Elements Techniques Examples

Background

Analytical Framework

Advertisements

Political Cartoons


http://webmail.aol.com/31793-111/aol-6/en-us/mail/get-attachment.aspx?uid=26291360&folder=NewMail&partId=0

Eisenhower, 1952“Eisenhower Answers America”

URL: (http://www.youtube.com/watch?v=1WHiB4eidJQ )

ISSUE ADS 问题


http://www.youtube.com/watch?v=1WHiB4eidJQ

• Opportunities of Political Advertisements 政治广告的机会• Elements of Persuasion 说服• Challenges of Political Advertisements 挑战• 4 Basic Types of Advertisements 广告的基本类型• Advertisement Techniques 战略• Political Advertisement Examples 例子



Background

Analytical Framework

Advertisements

Opportunities of Political Advertisements 政治广告的机会

• Provide Information

• Set Agenda

• Frame Debate



Spill Here Spill Now, 2008“No Obama”

URL: (http://www.youtube.com/watch?v=JdPFalAicYI )

PUBLIC-SPONSORED ADS 公众赞助


http://www.youtube.com/watch?v=JdPFalAicYI

Opportunities of Political Advertisements 政治广告的机会

• Provide Information

• Set Agenda

• Frame Debate



Bush, 1988“Boston Harbor”

URL: (http://www.youtube.com/watch?v=ApI0bv2CS90 )

American Advertisements 美国环保广告


http://www.youtube.com/watch?v=ApI0bv2CS90

Elements of Persuasion 说服

• Attention

• Cognition

• Affect

• Behavior



DPP, 2008“Marine”

URL: (http://www.youtube.com/watch?v=cyIzHcPLSEU )

Taiwanese Advertisements 台湾广告


http://www.youtube.com/watch?v=cyIzHcPLSEU


• Attention

• Cognition

• Affect

• Behavior



Obama, 2008“Energy”

URL: (http://www.youtube.com/watch?v=iT-lxXsrgaE)

ISSUE ADS 问题


http://www.youtube.com/watch?v=iT-lxXsrgaE


• Attention

• Cognition

• Affect

• Behavior



Challenges of Political Advertisements

挑战

Why don’t advertisements always succeed?



Challenges of Political Advertisements 挑战

•Prior Knowledge•Selective Attention, Retention, and

Action•(Mis)Interpretation

•Competing Information•Ad Watches

•Low Credibility of Ads


POLITICAL ADS 政治廣告Introduction Opportunities TypesChallengesElements Techniques Examples

Reagan, 1980“Bear In the Woods”URL: (http://www.youtube.com/watch?v=NpwdcmjBgNA )

ISSUE ADS 问题


http://www.youtube.com/watch?v=NpwdcmjBgNA

Challenges of Political Advertisements 挑战

•Prior Knowledge•Selective Attention, Retention, and

Action•(Mis)Interpretation

•Competing Information•Ad Watches

•Low Credibility of Ads



4 Basic Types of Advertisements 广告的基本类型

•Identification (ID)

•Issue

•Attack

•Moment of Reflection



Advertisement Techniques 战略

•Hard-Sell vs. Soft-Sell •Humor/Cartoons•Cinéma Vérité •News Camera•Interview Clips•Endorsements

•One-on-One Sincere Sell•Omniscient Narrator

•Audio•Visual



American Environmental Advertisements

美国环保广告



Kennedy, 1968“Air Pollution”

URL: (http://www.youtube.com/watch?v=0YoHJIpM_oA )



Gore, 2000“Beaches”

URL: (http://www.youtube.com/watch?v=g1dZaLqu9FQ )



Gore, 2000“We”

URL: (http://www.youtube.com/watch?v=nm-yKkmV-jg)

ISSUE ADS 问题


Kryzan, 2000“Defends Polluters”

URL: (http://www.youtube.com/watch?v=tImMkY6SyWk)

ISSUE ADS 问题


Obama, 2008“Something”

URL: (http://www.youtube.com/watch?v=qxbGPDIVINM )



Lyndon B Johnson, 1964“War on Poverty”

URL: (http://www.youtube.com/watch?v=AcUFr3u6hAc )



Taiwanese Environmental Advertisements

台湾广告



DPP, 2008“Love River”

URL: (http://www.youtube.com/watch?v=l1KT-SzVvvw&feature=related )



KMT, 2008“The Power of Change”

URL: (http://www.youtube.com/watch?v=s7ydvuqsDnY&feature=related)



KMT, 2008“Lantern Lighting”

URL: (http://www.youtube.com/watch?v=CuEeBDWKnLY&feature=related )



Interest GroupAdvertisements

利益集团的广告

ISSUE ADS 问题


Blue Man Group, 2006“Climate Change”

URL: (http://www.youtube.com/watch?v=snPdEl0Duoo&feature=related)

ISSUE ADS 问题


Project Save Earth, 2008“Save the Earth”

URL: (http://www.youtube.com/watch?v=xqO5d0K0sKk&feature=related)

ISSUE ADS 问题


WWF, 2007“Water Pollution”

URL: (http://www.youtube.com/watch?v=m5zVASa0u9g&feature=related )

ISSUE ADS 问题


NRDC, 2008“Windows”

URL: (http://www.youtube.com/watch?v=QJv_iaZdcCE )

ISSUE ADS 问题


The Alliance For Climate Protection, 2008“Trees”

URL: (http://www.youtube.com/watch?v=x5THtEq2fvY&feature=related)

ISSUE ADS 问题


ThisIsReality, 2009“Clean Coal!”

URL: ( http://www.youtube.com/watch?v=uFJVbdiMgfM&feature=related )

ISSUE ADS 问题


Thank You!



Wolf Killer, 2008“Wolf Killer”

URL: (http://www.youtube.com/watch?v=qHCcunc7SHo&feature=player_embedded#!)

PUBLIC-SPONSORED ADS 公众赞助


Black Eyed Peas, 2008“We Are The Ones”

URL: (http://www.youtube.com/watch?v=ghSJsEVf0pU&feature=related )

IDENTIFICATION ADS 鉴定 Name Recognition Biography Endorsements


Environmental Advertisements Political Advertisements Professor Crigler.

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