Different Types of Presidential TV ads
Here are the most common types of presidential television ads.
When we are asking in our survey about the most memorable TV ads of the 2004 presidential campaign, we need to keep in mind what types of ads they are.
"1. Backfire - The words, or image, of a candidate can be used against him to show that the candidate cannot be believed, has broken a promise, or has “flip-flopped” on an important issue. Based on the premise that the camera, or the microphone, doesn’t lie, these ads are effective because they let the candidate incriminate himself.
2. Biographical - Candidates whose backgrounds and qualifications for office are not well known tend to use biographical ads to present the most favorable versions of their life stories.
3. Children - Images of children play on a number of powerful emotions, including fear, anxiety, and hope for the future. These images command the viewers' attention and tug at their heartstrings.
4. Commander in Chief - Is the candidate fit to be the Commander in Chief, to be entrusted with the power to go to war and the responsibility of defending the country?
5. Documentary - The use of news footage and documentary techniques can give an ad an air of authenticity and spontaneity.
6. Fear - Fear is a powerful emotion, and instilling fear of the opponent can be a way of gaining support for a candidate. This is easy to do in an election in which the opposing candidate is relatively unknown and untested in the national arena.
7. Real People - If the candidate is usually the star of a commercial, then “real people” can serve as valuable extras. Sometimes they even find themselves in starring roles. These citizens represent the electorate, and they are used in commercials to show that the candidate is in touch with their concerns and feelings—or that the opponent is not."
This information is from Living Room Canadate: Presidential Campaign Commercials 1952-2004
Posted By Julie Motheral
When we are asking in our survey about the most memorable TV ads of the 2004 presidential campaign, we need to keep in mind what types of ads they are.
"1. Backfire - The words, or image, of a candidate can be used against him to show that the candidate cannot be believed, has broken a promise, or has “flip-flopped” on an important issue. Based on the premise that the camera, or the microphone, doesn’t lie, these ads are effective because they let the candidate incriminate himself.
2. Biographical - Candidates whose backgrounds and qualifications for office are not well known tend to use biographical ads to present the most favorable versions of their life stories.
3. Children - Images of children play on a number of powerful emotions, including fear, anxiety, and hope for the future. These images command the viewers' attention and tug at their heartstrings.
4. Commander in Chief - Is the candidate fit to be the Commander in Chief, to be entrusted with the power to go to war and the responsibility of defending the country?
5. Documentary - The use of news footage and documentary techniques can give an ad an air of authenticity and spontaneity.
6. Fear - Fear is a powerful emotion, and instilling fear of the opponent can be a way of gaining support for a candidate. This is easy to do in an election in which the opposing candidate is relatively unknown and untested in the national arena.
7. Real People - If the candidate is usually the star of a commercial, then “real people” can serve as valuable extras. Sometimes they even find themselves in starring roles. These citizens represent the electorate, and they are used in commercials to show that the candidate is in touch with their concerns and feelings—or that the opponent is not."
This information is from Living Room Canadate: Presidential Campaign Commercials 1952-2004
Posted By Julie Motheral
posted by Juwly22 at 8:34 AM
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