Political Ad Techniques

1. Eisenhower v Stevenson (Eisenhower)
- catchy music, song, jingle
- cartoon
- happy
I think this ad was very effective. It wasn't to informative and boring. It had a catchy twist unlike many recent campaign ads.

2. Bush
- family/friends
- faced challenges
- prepared
- soothing/happy music
I think this was somewhat effective. It was easy to relate to using the family and friends aspect.

3. Kennedy
- music using name
- constant name, simple pictures
I don't think this was the most effective ad. Although it was catchy with using his name, it was not very informative.

4. Reagan
- against other party
- Iran would vote aginst weaker president (other party)
- flag
- soothing music
- everyday people
I think this was somewhat effective. It used the idea of Iran and current issues that people would understand and have strong feelings about.

5. Johnson
- short
- explosion (symbolism)
I don't think this was very effective. It was confusing and rather short with little information.

6. Perot
- specific words
- words shown
- children
- tone of voice
Although Perot used most words that should be included in a campaign ad, they were just stated and written in a long paragraph. I don't think this was very effective because it wasn't catchy and was rather boring.


Research Study
1. Overall advertising does little to inform, next to nothign to mobilize, and a great deal to persaude potential voters
2. If avertising only informaed voters, voters could better allign their decisions with their policy perferences rather than one candidate outspending and persauding another
3. More advertising alone will not produce a better democratic result