Campaign Ad Analysis

Techniques used in the ads:

• Celebrities: http://www.livingroomcandidate.org/commercials/1980/pres-ford

         Ford speaks out on behalf of Reagan. Although Reagan did win the election, I'm not sure if this ad contributed much to his success because Ford lost the previous election, so he may not have been the most credible source.

• Relating to the "simple folks" or average person: http://www.livingroomcandidate.org/commercials/1992/milwaukee

       In this, we hear from a handful of average citizens talking about their problems and how Clinton will be able to help them out. Hearing from everyday, normal people probably proved to be effective.

• Positivity: http://www.livingroomcandidate.org/commercials/1992/we-can-do-it

         Clinton said, "I won't you to believe we can do it." These are the things people want to hear; they want a convincing voice telling them that they can make things better for them. This was most likely very effective. 

• Scare Tactics: http://www.livingroomcandidate.org/commercials/1980/podium

          This ad uses startling facts about the nation's downfalls in economy, housing, and employment to scare people from voting for Carter. I think this ad was effective because it made people blame Carter and fear what would happen if he served a second term.

• Humor: http://www.livingroomcandidate.org/commercials/1952/ike-for-president 

              I think this technique was effective because it was catchy and cute, which probably caught people's attention. Also, kids probably liked it, making it  common household conversation. 

• Cardstacking: http://www.livingroomcandidate.org/commercials/1964/accomplishments

               Johnson talks about all of the good things he has done and plans to do, but nothing that he has done bad. This ad probably was effective because it highlights so many successes.

Assertions on campaign ads:

1. Overall, advertising does little to inform and very little to change a person's opinion. 
2. More advertising does not produce a "better" democratic result.
3. Research suggests that the presidential candidate who can raise and spend the most money does tend to do better in the polls. 
4. Advertising is a paid propaganda that distorts the democratic process.