Political Advertising

Political - Political Advertising Campaigning for hearts and Minds Political campaigns invite viewers to absorb the ads as more of a feeling than

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Political Advertising Campaigning for hearts and Minds - Political campaigns invite viewers to absorb the ads as more of a feeling than argument - The motivational and persuasive power of campaign advertising depends considerably on whether an ad appeals to fear or enthusiasm - 195-1970- students of politics and communication concluded that mass media and election campaigns exert minimal influence on citizens. And, the cognitive resolution in psychology deemphasized the role of “affect: in human decision making, and social scientist of all stripes largely left emotions out of their explanations. At the same time, politics were relying on emotional appeal n campaigns - By 1980 emotionally laden ads were the centerpiece - “Preying on the hopes and fears’ such appeals as manipulative and view emotion as an inferior basis for decision making - “Emotional appeal” the overall emotional impact of the ad is produced by the conjunction of words, music and images in a narrative structure. The words are nearly indispensable to the message because they more sharply delimit its meaning, but the music and images are meant first and foremost to stir emotions. Imagery and music do not compete with or substitute for verbal message but hey sharpen its effectiveness by altering how the message is received - “Feel good” shaore reception of the ads message by electing positive emotion such as hope, enthusiasm and pride. They rely principally on music and images to generate an emotional response - Daisy ad (1984) is a famous ad and bear ad - Fear ads emphasize domestic dangers such as crime, unemployment, and pollution - “Unimpassioned ads’ largely eschew dramatic depictions ad emotional appeals in favor of argument and information - They are not ones people will talk about furring the election or remember after the election - They are ‘informational” ads and are less effective - If an understated video production style and a “just the facts: posture also dovetail nicely with an outsider campaign themes then unimpassioned ads may even be the best option for a particular politician - Unimpassioned ads may throw selected words from the script on the screen to
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This note was uploaded on 02/26/2010 for the course MIT 2000 taught by Professor Robinson during the Spring '10 term at UWO.

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Political - Political Advertising Campaigning for hearts and Minds Political campaigns invite viewers to absorb the ads as more of a feeling than

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