Pardun 4, 6, and 12-1

Pardun 4, 6, and 12-1 - C hapter 4 Advertising: Necessary,...

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Chapter 4 Advertising: Necessary, Necessary Evil, or Evil Necessarily? Political Ads: paid communications to the public about anything political Express Advocacy Ads: advocate for the election or defeat of a candidate Regulated and have some disclosures (such as how much money is spent) Issue Advocacy Ads: advocate for ideas Few restrictions Political advertising uses… Acclaims: reasons to vote for the candidates Attacks: exposing the weakness of the candidate Defenses: responding to attacks in order to set the record straight Political advertisements receive more protection under the first amendment than other ads b/c the courts hold in high regard communication that contributes to “democratic governance” Given the scope of protection, the temptation to “stretch the truth” in political advertising is strong. some would argue that, over time, political ads have moved to a position where they have become deceptive to the point of being unethical. ARGUMENT Political advertising can serve to… rally votes for a candidate to create enthusiasm for a candidate to encourage people to vote in general, to help candidates define and redefine their image for voters and provide a forum for explaining issue positions to help candidates speak to the American public without the filter of news media or news coverage to counteract any negative or nonexistent coverage the candidate has received in the media
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Political ads contain both image and issue information 65% of ads dominated by issue related information Political ads were never designed to function as the sole source of political information Ads are most beneficial to voters who already have some basic information about the campaign, the candidates, and other political information In their ads candidates spend time talking about their personality characteristics such as their… Competency Aggressiveness Qualifications Honesty Credibility Integrity In 2004, local television news in states where the candidates were competing for votes devoted less time to campaign news than campaign advertising . Almost 50% of the campaign stories were devoted to strategy or details of the daily horserace Less than 33% of stories focused on campaign issues No strong evidence that ads can change someone’s mind about a candidate or that political ads decrease voter turnout in an election 65% of ads used in presidential elections are now negative Of 462 negative ads used in presidential TV advertising from 1952 – 1996, 74% were dominated by issue concerns and attacks on issue stands rather than attacking a candidates character
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Recent studies indicate that negative advertising neither increases nor decreases voter turnout True Mudslinging Ads: ads that denigrate the opponent’s character Negative ads that compare and contrast the issue stands and policy positions of the
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This note was uploaded on 04/13/2011 for the course SOCIOLOGY 2172B taught by Professor G.cassidy during the Spring '11 term at UWO.

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Pardun 4, 6, and 12-1 - C hapter 4 Advertising: Necessary,...

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