Going Negative LBJ turned to an advertising agency to create a spot that would connect to the audience's emotions rather than trying to persuade them with facts. This commercial aired only once during the campaign, yet remains the most influential political spot ever created…
Media & Message Analyze the Media In 1988, a single image derailed Michael Dukakis run for the presidency. Whats wrong with this image?
In 1988, a single image derailed Michael Dukakis run for the presidency. Downward camera angle belittles subject Squinting and smiling convey weakness Cars in background conflict with intended message
Position Issues Valence Issues Attack Ads versus Contrast Ads Mudslinging Incumbent versus Challenger $$$$$$$$$$$$$$$