Friday November 15, 2013 OBJ: SWBAT determine what makes a good Presidential campaign Ad and strategies that are used by comparing multiple sources. Drill: What types of Strategies can a President use to win popular support in an election? Do these ever backfire? How? Homework: read Citizens United vs. F.E.C case brief, answer questions and be prepared to discuss Monday.

Running for President 1 Getting mentioned as being presidential caliber – Using reporters, trips, speeches – Sponsoring legislation, governor of large state Setting aside time to run – Reagan: six years; – Mondale: four years May have to resign from office first (Dole in 1996), though many campaign while in office

Running for President 2 Money – Individuals can give $1,000, – PACs can give $5,000 in each election to each candidate. – Qualifying for matching funds for primaries Candidates must raise $5,000 in twenty states in individual contributions of $250 or less

Running for President 3 Organization – large paid staff large paid staff e.g., Kerry Campaign StaffKerry Campaign Staff – volunteers – advisers on issues

Running for President 4 Strategy and themes – Incumbents defend their record; challengers attack incumbents. – Setting the tone (positive or negative) – Developing a theme: “trust,” “confidence,” etc. – Judging the timing (early momentum vs. reserving resources for later) – Choosing a target voter: who’s the audience? Who will change their vote?

Primary and General Campaigns What works in a primary election may not work in a general election, and vice versa. – Different voters, workers, media attention – Must mobilize activists who will give money, volunteer, and attend caucuses – Activists are more ideologically stringent than are the voters at large.

Iowa Caucuses Held in January (text is wrong) of presidential election year Candidates must do well or be disadvantaged in media attention, contributor interest Winners tend to be most liberal Democrat, most conservative Republican

The Balancing Act Being conservative enough or liberal enough to get nominated Then move to center to get elected Apparent contradictions can alienate voters from all candidates. Even primary voters can be more extreme ideologically than average voters; – e.g., McGovern in 1972

Two Kinds of Campaign Issues Position issues: – rival candidates have opposing views, – voters are divided and a partisan realignment may result Position issues in 2000: social security, defense, public school choice systems Valence issues: – candidate supports the public, widely held view – Dominated the 1996 election – Increasingly important because television leads to a reliance on popular symbols and admired images

Television: Campaign AD Political ads can communicate, persuade, and even entertain. A 30-second ad can be an effective tool for convincing voters to support a candidate. Ads can target general or specific audiences, and they can be effective or ineffective in different ways and for different reasons. They use emotion, persuasion, factual claims, and cinematic style to influence voters. Critical analysis of political advertising entails evaluating ads on all of these levels.

If you were Creating an Ad for an Energy Drink… Who would their audience be? Would it be a general audience, or would they want to target a specific group? What would they want viewers to think about the product? What arguments would they want to make? How would they support these arguments in the ad? How would they want viewers to feel about the product? How would they want viewers to think and feel about competitors' products? What sounds and images would they use in their ad? Why?

Political Ads Are Trying to Sell Something Too. Who would their audience be? Would it be a general audience, or would they want to target a specific group? What would they want viewers to think about the product? What arguments would they want to make? How would they support these arguments in the ad? How would they want viewers to feel about the product? How would they want viewers to think and feel about competitors' products? What sounds and images would they use in their ad? Why?

Effectiveness: Intended Audience You are going to watch 2 campaign ads: Does this ad target a general audience or a specific audience? How do you know? Do you think these ads were effective? Why or why not? "Yes We Can" was a web ad that targeted young voters. Why was this audience important in the 2008 election? What are some other audiences political campaigns might want to target? Think about age, race, social class, gender, and region.

Audience cials/1996/surgeon cials/1996/surgeon cials/2008/yes-we-can-web cials/2008/yes-we-can-web

We are going to be looking at four other levels of effectiveness Emotion Persuasion Factual Claims And Cinematic Style

For Emotion Take notes on the following: How do you think the makers of the ad want you to feel? How do you know? How does the ad actually make you feel? Does the ad succeed? What is the tone of the ad? (For example, is it inspirational, hopeful, frightening, sarcastic, etc.?) What is the ad’s argument? Does the tone reflect the argument? Why or why not? How would you rate the ad’s emotional appeal on the rubric’s scale of 1 to 4 for emotion?

Emotion cials/1984/prouder-stronger-better cials/1984/prouder-stronger-better cials/2008/celeb cials/2008/celeb cials/1960/taxes cials/1960/taxes

Persuasion What is the central issue of this ad? Does the ad tell you why this issue is important? What is the ad's argument? How does the ad support its argument? Is it convincing? How would you rate the ad on the rubric's scale of 1 to 4 for persuasion?

Persuasion cials/1972/mcgovern-defense cials/1972/mcgovern-defense cials/2000/accountability cials/2000/accountability cials/1972/voting-booth cials/1972/voting-booth

Truth Does this ad make specific factual claims? List all of the claims the ad makes. Are these claims general or specific? Does the ad cite any sources to support its claims? If so, are they reliable sources? How would you rate the ad's apparent truthfulness on the rubric’s scale of 1 to 4 for truth?

Truth cials/1996/accomplishment cials/1996/accomplishment cials/1992/rebuild-america cials/1992/rebuild-america cials/1992/wolverine cials/1992/wolverine

Style What do you see in the ad? How are the images edited together? Do you hear music in the ad? Is there a voiceover? Are there sound effects? Do the images and sounds advance the ad's argument or heighten its emotional appeal? Why or why not? How would you rate the ad's effectiveness on the rubric's scale of 1 to 4 for style?

Style cials/2004/windsurfing cials/2004/windsurfing cials/1984/rollercoaster cials/1984/rollercoaster cials/1964/senator-margaret-chase cials/1964/senator-margaret-chase

Wrap Up What ad did you give the highest overall score to? What traits were highlighted by the nominees that either sold you on them or made you pass? How effective do you think these are?