Transcript Document 7900721

Upcoming agenda
Campaign and media material today
and Thursday
 Tuesday, the 30th, participate in Phoenix
Forums
 Thursday, April 1st, second test, C12-15
 Tuesday, April 6th, memos on Forums
are due

Phoenix Forums (10% of grade)
Sign up for one topic
 March 30, go to the Christie Theater
instead of class
 Prepare a memo

– Overview of your topic
– What you learned
– Action steps—what to do next
Political campaigns
Campaigns
How a candidate presents herself to
voters
 Important element to winning elections

Structure of a campaign
General campaign
 Personal campaign
 Organizational campaign
 Media campaign

Media campaign
Paid (ads)
Positive or negative
Contrast
Inoculation
Free (news stories)
Political ads
Like any ad, political ads are designed
to persuade the viewer
 Attention
 Interest
 Desire
 Action

Elements of political ads
Candidate mythologies/ persona
Background location, props, clothing
Faces communicating emotion
Appeals to values
Music and background sounds
Film editing and camera use
Supers and “code words”
Some examples
Which ads are most effective? Least
effective?
 What elements are incorporated?

Negative campaigns

Are they effective? Yes and No
– Can backfire

Are they detrimental to democracy?
– Some scientists see demobilizing effect;
others do not
John Kerry’s ad
 George Bush’s ad

Writing option
Go to American Museum of the Moving
Image and evaluate two campaign ads
using the elements we discussed today
 Due Thursday

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http://www.ammi.org/livingroomcandidate/