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The Last Word: Assignment 6 due Wednesday
Consider: Negative ads work. Why?
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Reaching Voters: Campaign Ads
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Traditional Media Often decide what is newsworthy
Obsession with the “horse race” aspect of campaigns
Campaign strategies to control media coverage Isolate candidate from press Stage media events; “sound bites” Spin Appear on talk and comedy shows
Candidate debates Directions to agencies that have the force of law
The Commission on Presidential Debates
13.4
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New Media
Faster dissemination of information
Faster data collection
Faster response time
Internet Social media:
Facebook, Twitter, YouTube
Robo-calls
13.4
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Campaign Advertisements
Positive ads Stress qualifications
Negative ads Attack opponents
Contrast ads Compare candidates
Inoculation ads Anticipate attacks
13.4
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Tone – positive or negative Images
◦ Transfer, both positive and negative Buzz words (glittering generalities) Name-calling (negative ads) Music
What to look for:
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Eisenhower ad - 1952
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LBJ – Daisy (1964)
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The Bear – Reagan, 1980
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“Morning Again” – Reagan, 1984
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“Willie Horton” - H.W. Bush - 1988
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Swift Boat Veterans for Truth - 2004
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Dale Peterson
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Dale Peterson
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Carly Fiorina’s Demon Sheep ad