Every four years, a new president is nominated by the citizens of the United States of America. This individual is deemed to be worthy of such hierarchy of a position. In some cases, it is believed that the public decide whom they desire for president before any form of campaigning occurs. On the contrary, to a number of voters, campaigns make or break a voter’s decision. Nevertheless, presidential campaigning can be extremely vital to the number of votes a candidate receives. Over the twentieth and twenty-first centuries, political campaign advertisements have commonly been used by candidates to grasp the attention of voters. These advertisements have ranged all over in positivity to negativity. Some advertisements have proved to persuade public opinion whereas some have managed to do the exact opposite.
A common theme among successful advertisements was those that had the candidate interacting and speaking in public. Lots of commercials that are demeaning towards the flaws of the opposite party give of a negative vibe whereas commercials as these come off as positive. Nominees do not go wrong with political negativity; they simply go wrong when they neglect positivity in general. Take for instance the successful campaigns that were made by former presidents like James Carter, Bill Clinton, and George W. Bush. Each of these leaders encompassed great charisma and was shown delivering speeches to their many supporters. In my opinion, the alacrity of these commercials draws attention to undecided voters, or even decided voters. It gives encouragement to vote for the party of that candidate or it reassures them that their decision is right. In his 1976 campaign, Jimmy Carter made an advertisement that strictly focused on his personal life in relation to his goal for presidency. I believe this displayed more of an emotional attachment that Carter had running for president. A good president is not someone who just makes the best possible executive decisions, but who takes pride and care in their work. A few decades later, with the campaign slogan, “Building a bride to the twenty-first century”, Bill Clinton put one of the most effective campaigns together. He along with his running mate, Al Gore, were both shown in an add talking to the political supports, smiling and in a cheerful manner. Although I value a president who handles national situations maturely and seriously, so too do I value someone who can enjoy being in the presence of people.
Other commercials, according to Solomon, thrive on fitting in. The Chevrolet commercials have a slogan that makes one feel to be American, one must by American. Chevrolet's slogan is 'The Heartbeat of America.'; Car commercials also have targeted markets also. For a truck commercial, they will show a truck getting all dirty and going through an obstacle. This is targeted towards men because most men find these things appealing. For a luxury car commercial the mood or the commercial is nice and pleasant, the car is on a country road (representing one driving to there country home). These cars were once targeted towards upper class people, but now they are targeted towards everyone according to Solomon. A commercial strives on the ever so enduring drive for Americans to have better things and climb up the social status ladder. Marketers know this, so they place normal, average, everyday looking people in their commercials to let middle class people know that they can have the car, too.
Most advertisements as the ones I mentioned above use at least two or more appeals to persuade their intended audience to buy the product donate money, go see a movie, go to a restaurant, or switch brands. The use of logos seems to be the most effective way to promote something, by giving the facts and logical reasoning people are more likely to want what is being offered. Commercials have a short amount of time to engage the audience in their product. The use of rhetorical appeal helps to keep the audience’s attention to the details of the commercial and to make them think about what is being shown or heard. The presentation of the commercial needs to leave a memory with the audience to make them want to learn more about the product or try it
In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types
Liasson, Mara. "Do Political Ads Actually Work?" National Public Radio. NPR, 26 Oct. 2012. Web. 07 Mar. 2014.
Every four years during any US Presidential election, overzealous patriotism hits an all-time high, and it truly shows with the citizen turnout at the newly elected President’s inaugural ceremony. In the months leading up to election day, presidential candidates attempt to persuade voters to cast ballots in their favor through different forms of advertising which contains strategic rhetoric and political language. Political language, otherwise known as “political propaganda”, is designed to influence masses of people within a nation, and even across the globe. As Harry S. Truman stated during the National Conference on Family Life on May 6th, 1948: “the principal power that the President has is to bring people in and try to persuade them to do what they ought to do without persuasion”(Truman,Worksheet). The power that Truman spoke of is undeniable during any President’s inaugural address, which highlights the beginning of their term as the newly elected President, while addressing their plans for the people of the United States over the next four years.
Ads if used correctly are what will draw the target audience the makers are attempting to reach. Simply using a catchy catch phrase could make something people view as a horrible experience such as getting a flu shot into something necessary. Ad campaigns are successful when using persuasive media techniques to draw in their attended audience.
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...
In 1984 Walter Mondale a former vice president used the propaganda strategy testimonial/endorsements to draw certain groups like retirees, united paperworkers and Asian American to vote for him. (document A) The endorsement is used to show the support for someone whether it is a famous endorsement, or a group of people. When the voters see that a candidate is liked by a certain group that they are associated with, or know is high up in status it gives off a positive vibe to others who are not sure about the candidate that is running. Mondale used endorsement when he said “retirees support Mondale-Ferraro” retirees are elderly people who have lived through a lot and have a good understanding of what is needed in a good leader or vice president, and having them behind the candidate gives off to the younger folks that the candidate has a good head on their shoulders. Endorsement is one of the good propaganda strategies because it gives off the good in people and make people think more positively about one without shutting down
Advertisements would soon, also, become a major factor in mass media and development in America during the early 1900’s. Advertising became one Americas stepping stones to put the power of media into their control. This provided political parties, ...
emotions. Sut Jhally describes ads as "the dream life of our culture" and explains the persuasive
A good advertisement always can leave a deep impression to the audience. It associates with the rhetorical skill to represent the meaning of advertisement. An advertisement I want to discuss is about domestic violence topic. (this advertisement from Amnesty International). It is a public service advertising. The purpose is hope three types of audiences can pay more attention to domestic violence and makes an effective use of pathos by appealing the sympathy of the audience. This is the most impressive ad I have ever seen.
The video describes how our society may not even care about the product being advertised, but we still read the billboard or watch the commercial. Also mentioned was the use of colors in a commercial, the marketing effects in politics, and even market research obtained by studying different cults. Frontline takes an in-depth look at the multibillion-dollar “persuasion industries” of advertising and how this rhetoric affects everyone. So whether this is in the form of a television commercial or a billboard, pathos, logos, and ethos can be found in all advertisements.
Television can be viewed as the medium between the public and candidate. It is the source that allows the public to know what is going on with the candidate and vice versa. As Frank Stanton, president of the Columbia Broadcasting System put it, “The sky is the limit.” Before television, candidates would travel the country, meeting voters and gaining supporters. But they were not always able to meet everyone, which hindered their process of achieving support for their campaign. With the invention of television, direct contact between the candidates and the public has been restored.
The aim of this paper is to look at the relationship between the mass media, specifically television, and presidential elections. This paper will focus on the function of television in presidential elections through three main areas: exit polls, presidential debates, and spots. The focus is on television for three reasons. First, television reaches more voters than any other medium. Second, television attracts the greatest part of presidential campaign budgets. Third, television provides the candidates a good opportunity to contact the people directly. A second main theme of this paper is the role of television in presidential elections in terms of representative democracy in the United States.
Running an election campaign is very strenuous and time consuming. In many ways it is a balancing act. One must deal with maintaining public visibility, appealing to the voters, developing a platform, kissing disgusting babies, and meeting as many people as possible. However, one of the most important and difficult parts of the job is raising money. Money is necessary for all parts of the campaign, and without it, a campaign can grind to a halt. In this paper I will attempt to explain how a candidate gets the money to campaign.