|
This exercise asks you to analyze and discuss ONLINE the
effectiveness of the Bush and Kerry ad campaigns. After
reviewing the following information click on the following
website and and look at each of the four ads.
http://bss.sfsu.edu/dtabb/ads/politicalad/
The online discussion should take place during the week of
April 26 |
| In order to discuss the campaigns'
effectiveness you need to do the following: |
| |
Read Ad-Watcher's Toolkit: 10 Structural
Features that create meaning in Political Ads which is located at:
http://americanresearchgroup.com/adrules/ |
| #3 |
Having considered the information in
"Toolkit", take notes for yourself using the following questions before
discussing each set of ads online: |
| a. |
Who is the target audience?
Women, men, young voters, baby boomers, elderly, etc. |
| b. |
What is the political ad trying to "sell"?
Sells a Message? (e.g., tought/soft on crime, cut/raise taxes, strong/weak defense).
Sells a Candidate? (e.g. has experience, creates new ideas, tells the truth, tells
lies, is a loving family member, etc.). |
| c. |
How does the political ad sell the message?
Notice production elemetnts: sound effects, music, camera angles and movement, black and
white or in color, special effects, graphics.
Name the emotional appeal: fear, anger, mystery, confidence , patritism, loyalty, trust,
distrust, optimism.
Is the ad negative ('the other guy is bad') or positive ('look at hoew good I am')?
Is the negative advertising necessarily a bad thing? |
| d. |
What facts are being used in the ads? Who's providing
the facts and where did they get them? |
| e. |
Is the political advertising effective? Did it get the
message across? Will voters vorte for the candidate? Are you convinced? |
| f. |
Does the political ad provide useful information to
voters? Could you define the candidates' platforms/positions/parties from their ads? |
| #4 |
Proceed
to the Politicial Advertising Discussion Groups |
