1. Electoral Campaigns

2. Learning Objectives
Describe the Features and Strategies for Campaigning for Federal Office
Explain the key factors that influence voters’ choices

3. steps in the campaign: 1) Setting the stage 2) Before the Campaign
3) The General Elections

4. Setting the Stage
Open seat vs. incumbency

5. Before the campaign
Permanent campaign

6. The General Election Campaign
Promises and Platforms
Political Ads
Websites/ Social Media
Debates
GOTV or ground game: A campaign's efforts to "get out the vote" or make sure their supporters vote on Election Day
Confronting other Candidates
Attack Ads

7. Attack Ads
Hillary “Real Progress Now”
Bush Portrays Trump as a Bully

8. What makes a political ad effective?
Emotion
Persuasion
Truth
Style

9. Emotion
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?

10. Girl With Daisy

11. 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?

12. 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?

13. Style What do you see in the ad? Do you hear music 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?

14. What is the role of the FEC? What did the Citizen’s United case do? 207

15. You Decide Page 211

16. 527 and campaign Finance
What is the difference between hard and soft money?

17. Super PACS PAC’s = Hard money limits (see chart 7.1)
Super PACs or 527 organizations have no funding limits
Example from Colbert

18. Current Event
Koch Brothers’ Budget of $889 Million for 2016 Is on Par With Both Parties’ Spending NYT 2015
NYT Interactive on 2016 Spending

19. How do people vote?
What is the Paradox of voting?

20. Paradox of Voting
the expected benefits of voting are less than the costs.
the costs of voting will normally exceed the expected benefits.
the chance of an individual casting the winning vote is small
any realistic estimate of what the private individual benefits of the different possible outcomes,

21. What are the different voting cues?

22. Voting Cues Incumbency Partisanship Personal vote
Personal characteristics
Retrospective evaluation
For or against party in power

23. Normal Elections Coattails Split Ticket Straight ticket
The idea that a popular president can generate additional support for candidates affiliated with his party.
Split Ticket
A ballot on which a voter selects candidates from more than one political party
Straight ticket
A ballot on which a voter selects candidates from only one political party

24. See Chart 7.3 pg. 215
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