Campaign Advertising Essay examples

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Campaign Advertising

Though clearly constant in the effort to win the electorate's vote for
each candidate, campaign advertising since the 1950's has become more
intricate. In each decade since television advertising for a candidate
has begun, the messages have been designed in one way or another to
play on the emotions of the electorate. However, over time the way in
which this is done has changed constantly, most clearly in the
utilization of "positive" and "negative" ads. Moreover, the
utilization of information and statistics in ads has changed
dramatically, delivering the core message of a candidate in concise,
hard hitting, and effective way.

Though positive and negative ads have been ever present in the
television campaigns between candidates, in essence only the negative
ad exists. Though positive ads often say little or nothing about a
candidate's opponent, their presentation of its candidate's attributes
or achievements discredit the opponent through the implication that he
is not as suited for office as the candidate being advertised and is
thus a negative ad. After President Richard Nixon's implication in the
Watergate scandal and his subsequent resignation, the American people
became increasingly distrustful of politicians. As a result, Jimmy
Carter's campaign against Gerald Ford in 1976 centered on the idea
that he was an outsider from the Washington D.C. political scene and
promoted his upstanding, moral character. Though a seemingly positive
ad, through inference one is presented with the idea that Ford is the
opposite; a distrustful politician. Several of the ads of the 1960's
and early 1970's evidence the sav...

... middle of paper ...

... has remained constant, the
methods used in realizing that aim have changed drastically.
Television advertising is a reflection of social mores and it plays on
whatever the current concerns of the customers are. To sell a product,
no one technique has ever been constant, if such were the case the
method would become stagnant and the product would not be bought.
Therefore, as society develops and changes, so too does the
advertising marketed to satisfy it. The development of campaign ads
has been no different. They have gone from utilizing cartoons and
campy humor, to playing on the electorate's greatest fears and
concerns. The only true constant in campaigns as in anything is
change, and as the electorate is fickle in its needs and wants, one
can be assured the advertising or campaign to reach them will change

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