the battle of ads | moneyocracy
DESCRIPTION
This a presentation made at the "Alliance Française" in Washington D.C on May 31, 2012 about political communication in France and in the U.S. This presentation is meant to support the transmedia documentary project "Moneyocracy".TRANSCRIPT
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MONEYOCRACY
THE AD BATTLEPolitical communication France v. U.S
www.moneyocracy-project.com
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WHAT IS ADVERTISING?
Advertising is a form of communication used to
encourage or persuade an audience to continue or take some
new action.
Most commonly, the desired result is to drive consumer
behavior.
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GOAL OF ADVERTISING
Increased consumption of products or services through
"branding,” involves the repetition of an image or
product name to associate certain qualities with the
brand in the minds of consumers.
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THE AGE OF THE ADS
Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.
In 2010, spending on advertising was estimated at $142.5 billion in the United States!
Ads spending between 2009-2015
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ADS =
INFLUENCE
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WHAT ABOUT POLITICAL ADS?
Political advertising is a form of campaigning used by political candidates to reach and INFLUENCE voters.
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1952 : EISENHOWER
14 SPOTS22 SECONDS/each
Eisenhower answered questions from “ordinary” citizens in an attempt to appear accessible to “the common man.”
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1964: JOHNSON
FIRST NEGATIVE AD
Hugely controversional in its time and intermittently imititated thereafter.
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BACK<& FUTURE
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2010 : CITIZENS UNITED V. FEC
• Allows Corporations & Unions to spend unlimited amount of money to support a candidate.
• Overturn 100 years of Campaign finance regulation.
• Speechnow v. FEC creates Super PACs and allows 501c4 to spend money in Independent Expenditures without donor disclosure.
The U.S Supreme Court, on January 21, 2010
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A RADICAL CHANGE!
= FREE SPEECH
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OR IS IT REALLY?
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SO FAR IN 2012…
• Spent on TV ads by Super PACs: $138.6 Million • Negative Ads aired: 68% of the total• “Restore our Future” is the biggest spender
($35.6 M, 77% Neg Ads)• American Crossroads (K.Rove) comes in 2nd
with $14.6 M (100% Neg Ads)• America for Prosperity is third with $12.2 M
(100% Neg Ads)
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SO FAR IN 2012…
• Only 0.0000063% of the Americans donated 80% of the Super PAC money.
• For the Republican Primaries in Florida, 12.000 ads were aired the week before election.
• In South Carolina, an average TV viewer was exposed to 12 ads per hour!
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COMMUNICATION & ELECTION
• Brand = Party
• Product = Candidate
• Audience = Electorate
• Slogan = Political message
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COMMUNICATION & ELECTION
• Permission : Presentation, body language, look, fluency and ideas .
• Proximity :Candidates has to be close to the electorate
• Price : Unique selling proposition, this is the vote
• Communication :What media to use? When? Who’s the target?
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BATTLE OF ADS!BATTLE OF STYLES…
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HOLLYWOOD.C
• TV centric Communication• Extensive use of Special effects, text
animation, news footage, dramatic music.• Use of the voice over to convey the message• Official campaign Ads ends like that:
“I’m candidate X and I approve this message”.• Super PACs Ads ends like this :
“ This message is paid for by X”
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Standardized communication
• TV and campaign posters
• Equal Air time for all candidates.
• Same for the debates, the news etc…
• Complex Regulation by the CSA to insure
fairness.
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Study case: Sarkozy’s official poster
• Controversial
• Went viral
• Not an original idea
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The Controversy
Name of the photo:
Greece, Clouds over Aegean Sea
The crisis in Greece didn’t help to make that picture appealing. The story was largely covered by French press, and the poster was ridiculed on the internet.
A large amount of spoof were designed by anonymous and posted on Facebook and Twitter.
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The Original version
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Went viral & ended up as a “meme”
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We had this…
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Or these too…
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Inspired by this one…
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The More money you have, the better you communicate…
The 2008 Obama Campaign set an example in political communication and fundraising, the first one leading to the great performances of the second.
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Campaign Donation LimitsUnited States France
Max Direct Donation:$2500 per election
Max Donation to a PAC:$5000 per election
Max Donation to a Party: $30.800 per year
Max Donation to a Super PAC: $NONE!
Max Donation to a 501c4: $NONE! Corporations, Unions, individuals can finance a campaign.
Max Direct Donation:$4600 per election
Only a individual and a Political party
Can finance a campaign.
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Political Communication in France
• In 1977: Polls are forbidden the last week of election.
• In 1981: François Mitterand is elected and this signed the triumph of political advertisement in France.
• In 1986: TV Political Advertisement is forbidden.
• In 1990: Political expenses are limited and strictly regulated.
Not less than 50% of a political TV ad during election time has to be taped by the Public Broadcast service.
NOTE
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The Return of the TV Adsin France ?
2004 • 60% of 18-24 yo were for the return of political TV ads.
• 51% of the 25-34 yo were for the return of TV ads
(IPSOS 2004)
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Presentation of the project
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• An Interactive Documentary
• A 60’ Documentary
• A Comic book
Transmedia Documentary : 1 story, 3 platforms
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A website : www.moneyocracy-project.com
10 minutes video Mashup about Citizens United v. FEC
HTML5 technology +Popcorn.js framework
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A Facebook page : www.facebook.com/moneyocracy
150 Fans + 343 Fans on Kickstarter and growing
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A presence on:
@moneyocracy Youtube
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Just like our 493 Fans*,SUPPORT THE PROJECT!
www.moneyocracy-project.com/donate-to-moneyocracy
THANK YOU!* Fans = Facebook page + Kickstarter page