Political Ads

Bandwagon • Everybody’s doing it so you

should too!• Generate a positive

mentality• “Polls show…”

Bandwagon Example

MUDSLINGING• Attack Ads/Name-Calling

• These advertisements make assertions about the opponent in a variety of unflattering ways

• Negative ads

Mudslinging Example

GLITTERING GENERALITIES • Designed to introduce a candidate to

voters• Very positive.• Leave the viewer with a good first

impression• “Working for you”, “Improving

America” “Saving our schools”

Glittering Generalities Example

• An attempt by a candidate to appeal to the

average voter that they are just like them.• Not wearing a suit/tie• Doing an everyday task like shopping,

walking down the street, etc.• Candidate may not even appear, only

“average” people are shown talking about him/her

PLAIN FOLKS

Plain Folks Example

• The use of a popular symbol to create

a positive image for the candidate or the use of negative or controversial symbols to create a negative image of one’s opponent

• Nice music, beautiful scenery, successful imagery

• Ominous music/Black & White Photos

TRANSFER

Transfer Example

• The use of statistics, often in a one-

sided manner. • The omission of information that is

crucial to drawing an informed and balanced conclusion

• “95% of citizens surveyed support this candidate for President”

CARD STACKING

Card Stacking Example

Let’s Play a Game!

• I will assign groups randomly• You will write on your white board which

category of advertisement you think it is.• Make sure to talk quietly so other groups do

not hear you• There are 15 Videos

Glittering Generalities

Plainfolks

Mudslinging

Glittering Generalities

Transfer

Card Stacking

Plainfolks

Transfer

Glittering Generalities

Transfer

Plainfolks

Transfer

Plainfolks