Image Making and the Role of Media Consultants Media Consultant: advise candidates on how to present a positive image to voters Help candidates plan their media campaign Work with the news media Decide what ads should say and when and where they should appear
Up to 80% of candidates “war chests” or campaign funds are spent on paid ads Use opinion polls to see if money is being spent wisely Work with focus groups, small group of people who are brought together to discuss their opinions on a topic of concern
Media and Message Why do you think Lincoln chose to “wrap himself” in a flag? What was going on in 1860? What could Lincoln’s position within the flag signify?
Attracting Media Coverage Photo Ops and Streamlined Convention All aspects are designed to generate as much free publicity as possible Photo Op-carefully staged event designed to produce memorable photographs and video images National nominating conventions are staged to attract media coverage
Media Coverage of Elections Horse-race coverage- treats elections as a sporting event, focuses on who is winning and why Soap Operas stories- focus on the ups and downs of candidates and their campaigns, thrive on gossip, scandals, and personality “Gotcha” journalism- catch the candidate making a mistake or looking foolish
The Great Communicator Ronald Reagan, a former film actor was keenly aware of the power of the media and the power of performance.
Social Media Using social media such as Facebook, Four Square, Twitter, Youtube, and/or QR Code Retrieval politicains hope to appeal to a younger demographic
Why campaigns “Go Negative” Why do candidates switch from a positive, upbeat campaign to negative campaigning, mudslinging? When the candidate has absolute proof their opponent has done something wrong or the candidate is facing an uphill battle and has little to lose. It works
What message are these ads trying to communicate?
Creating a Campaign Commercial Step 1: Carefully read the information you receive about your assigned candidate, and review the profile of your opponent. Identify these things Experience that qualifies your candidate to be president Why your candidate will appeal to the public What differentiates your candidate form the opponent
Step 2: Identify the focus of your commercial including The candidates message The type of advertising: positive, negative, or issue based The persuasive technique or techniques you will use
Step 3: Create a storyboard for your commercial. Your commercial must Include every member of your group in some way Use at least one persuasive advertising technique Set the scene with appropriate props or costumes Include music or background visuals Be 30 seconds in length
Storyboard for Campaign Commercials Create 6 screens each containing On screen: quickly explain what viewers will see during this part of the commercial Narration: briefly explain why the actors and narrators will say
Types of Campaign Ads: Issue vs. Image Both can be positive or negative Use persuasive techniques Name calling Transfer Bandwagon Plain folk Testimonial Card-stacking Glittering Generalities