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Advantages and disadvantages of political advertising
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Politics and advertising have developed from the past presence of concepts such as political parties, mass media, and interest groups adding to public conversation. Individuals see advertisements on television, the side of buildings, clothing and in a numerous amount of other ways. Now, government advertising has taken presence over other means of mass media used by government. This type of advertising is seen by many as controversial due the use of manipulation, persuasion, and exaggeration. Political advertisements can be negative or positive but generally have benefits either way. Negative advertisements are viewed poorly but work because they are general attention grabbing. On the other hand, positive advertisements can also be attention grabbing but are generally repetitive of previous advertisements. Government advertising is mainly used to promote election campaigns but can also be seen promoting other subject matter such as opposing sides on incoming laws. Overall, the goal of government advertising is to inform individuals of the politics around them and help them to choose a view on something such as an election candidate. I would argue that advertisements contain both negative and positive aspects that are essential to persuading the public to a specific campaign.
The documentary Art and Copy, directed by Doug Pray, discusses the advertising agency and its significant impact in society and culture. This documentary discusses advertising as a whole but from a various amount of viewpoints. The way that individuals view advertisements is often negative but advertisement agencies are not completely at fault. The individuals who build a campaign are simply using techniques that both their client approve and that have worked...
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...Consumer Knowledge." Journal Of Consumer Research 37.2 (2010): 329-343. Communication & Mass Media Complete. Web. 25 Nov. 2013.
Rogers, Martha, and Kirk H. Smith. "PUBLIC PERCEPTIONS OF SUBLIMINAL ADVERTISING: WHY PRACTITIONERS SHOULDN'T IGNORE THIS ISSUE. (Cover Story)." Journal Of Advertising Research 33.2 (1993): 10-18. Communication & Mass Media Complete. Web. 25 Nov. 2013.
Yong Zhang, James P. Neelankavil, (1997) "The influence of culture on advertising effectiveness in China and the USA: A cross-cultural study", European Journal of Marketing, Vol. 31 Iss: 2, pp.134 – 149
O'Reilly, Lara. "'Advertising Key To Success Of Government Campaigns'." Marketing Week (01419285) 34.21 (2011): 4. Business Source Premier. Web. 2 Dec. 2013.
McGann, Anthony F. "POLITICAL ADVERTISING." Journal of Advertising Sept. 1984: 3. Communication & Mass Media Complete. Web. 2 Dec. 2013.
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
Often Advertising uses persuasion to inform the audience; in fact it is the most import aspect to advertising. Advertising would simply be a conversation between the communicator and their recipients if persuasion weren’t present. Although the basic purposes are to inform and persuade, it is left to the audience when it comes to differentiating between factual information and unethical persuasive tactics. The persuader, wishes for the consumer to act or believe in a certain way. Whether sought after actions are positive or negative, ends up being the question. In the modern world it has become more difficult to differentiate between truths and untruths; mainly due to the technological advances in advertising medium. Differentiating between facts and propaganda becomes increasingly more challenging when it comes to politics. Whether it is an election for student senate or the United States general election for Presidency; there are a lot of factors weighing in on the decision process. During an election year, persuasive tactics become essential in the success of a campaign. Although many voters have made up their minds when they are first bombarded by the political campaigning, these pre-developed opinions are not viewed as an impenetrable force by the campaigner. The campaigner typically recognizes these patterns in opinion and instead aims to persuade them from a different angle, most commonly the emotions surrounding the issues rather than the issues themselves. This paradigm changed in political persuasion was first seen September 7, 1964 when a rattling ad for Lynden Johnson played over NBC. The ad now known as “Daisy Girl” forever changed political persuasion in advertising. With this change came the issue of ethi...
Liasson, Mara. "Do Political Ads Actually Work?" National Public Radio. NPR, 26 Oct. 2012. Web. 07 Mar. 2014.
Advertising is so prominent in American culture, and even the world at large, that this media form becomes reflective of the values and expectations of the nation’s society at large.
A candidate cannot legitimately compete in modern American elections without being able to finance a huge television advertising campaign. Commercials have become an integral part of our...
For over 60 years, presidential campaigns have used television ads to communicate ideas and campaign plans to the American people. With hopes of influencing people to vote, politicians have used various tactics and strategies to persuade. After observing television campaign ads throughout the years, a few themes are observed.
Lynda Lee Kaid offers insight into political advertising across North America, as well as other nations around the world in her article Political Advertising as Political Marketing: A Retro-forward Perspective. Noting that political advertising is crucial in democracies today, Kaid outlines several aspects of political advertising. Although Kaid offers a multitude of claims regarding political advertising, she fails narrow in on a specific method, as well as neglects to provide statistics of why particular methods are effective. Due to extensive examples and lack of statistics Kaid's argument is weak.
Berkman, Herald W. and Gilson, Christopher. Advertising: Concepts and Strategies, 2nd ed.. (New York: Random House, 1987). 244.
“Negative advertising gets the supporters committed and excited” (Bike 1). What Bike is trying to say is that negative advertisement gets people excited and wanting to look into that specific person. This essay is going to be about how negative advertisement should be allowed. People should have the right to pledge whatever they want to pledge in. “ A ban on negative political advertising would open the political world up to those who don’t want to be expose themselves to media bullies” (Admin 2). I believe that if people are scared to expose themselves then they must have something to hide. Even though negative things said about those candidates are not true, I believe that negative political advertisement should be allowed because negative advertisement makes people want to look more into that specific candidate and we are emotionally attached to negativity.
Pp. 97-99. The. Web. The Web. The Web. 15 Dec. 2013.
McFall, E. (2004). Advertising: A Cultural Economy, London: Sage, Page 3, Page 110, Page 111
Kaid (2004) noted that the use of political advertising in the United States carries the commercial coloration as a “promotional device whose use is dependent upon the market economy and the right and ability to purchase the means to promote products or services or, in the case of politics, candidates or ideas”. As such, most scholars studying political advertising think of it in the light of the traditional sense of advertising. For instance, many countries do not require or even allow their candidates or parties to purchase space or time for political advertising as they give free time on public broadcast stations for candidates to advertise themselves, opinions and ideas on issues about their suitability for the position they are vying
“Not Being Advertised…How The Advertising Business Has Changed Over Time.” Ezine Articles, Allan Kalish, 22 December 2005. Web. 4 October 2009
Advertisement is a type of marketing communication used to attract or encourage an audience to take or continue some action. Usually advertisement contains commercial offering, or conscious messages and information. Advertisements have ancient history. In early ages Egyptians used papyrus to make sales messages and wall posters. Later commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Advertisements became hugely popular when it as carried over to commercial television in the late 1940s and early 1950s (Campbell and Thomas, 2014).
...maintain that advertising exists primarily to create demand among consumers. People have certain types of wants and needs, and they are perfectly capable to discover it for themselves. People today just need food, clothing and shelter everything else is superfluous and additional stuff. Advertising are able to create demand that would not exist just by manipulating people’s min and emotions. Advertising is master in manipulate reality and fantasy, by creating “magic show.” It is true that advertising has been a powerful mechanism that distorts our whole society’s values and priorities. On the other hand, advertising educate people about several issues. In political terms, it moves mass of people and persuade them to vote for a candidate. And, of course, in terms of economy, contributes in the development through the consumption of the costumer.