Publicizing Walk 9, 2010.


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Diversion. Types of Advertising. TV. Radio. Print. Types of Advertising. TV. Radio ... setting and preparing. What are the Intended Effects of Political Advertising? ...
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Slide 1

´╗┐Publicizing March 9, 2010

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Defining political promoting 1) capacity to control the message 2) utilization of mass correspondence channels for message appropriation

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The Place of Campaign Advertising Mass media Mass open Politicians

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In some ways, the US and the UK are at inverse finishes of the "crusade environment"

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Types of Ads Negative, positive, contrast Issue versus picture Humor

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Forms of Advertising Television Radio Print

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Forms of Advertising Television Radio Print Direct mail

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Forms of Advertising Television Radio Print Direct mail Billboards

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Recent Billboards in Britain

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Classic Billboards in British Elections

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Forms of Advertising Television Radio Print Direct mail Billboards Push surveying

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Forms of Advertising Television Radio Print Direct mail Billboards Push surveying Games

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Forms of Advertising Television Radio Print Direct mail Billboards Push surveying Games

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Forms of Advertising Television Radio Print Direct mail Billboards Push surveying Games Infomercials

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Forms of Advertising Television Radio Print Direct mail Billboards Push surveying Games Infomercials Web (ie . Obama Girl )

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Forms of Advertising Television Radio Print Direct mail Billboards Push surveying Games Infomercials Web

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Trends in UK Advertising (PEBs) Early advertisements ( 1959 ) Modern promotions from 2005 ( Labor and Conservative )

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Trends in UK Advertising Slicker Shorter More antagonistic More concentrate on pioneers

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Landmarks in US Advertising Early decisions Eisenhower in 1952 and 1956 The Johnson battle of 1964 Morning in America and the Bear in 1984 Willie Horton and 1988 Soft cash and publicizing in the 1990s Rats promotion (2000) " Stand by your promotion " since 2004 Ads from 2008 , Obama infomerical , Palin

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Trends in US Advertising Slicker Shorter More adverse

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Intended Effects of Ads Learning Candidates\' characters Policy positions Personal and political history Impressions Favorability Traits Electability Agenda setting and preparing

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What are the Intended Effects of Political Advertising? Influence Reinforcement

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Intended Effects in UK Elections Backlash impact of pessimistic publicizing, particularly on non-partisans Stronger effect on Lib Dem bolster Some consequences for gathering pioneer pictures Little effect on gathering pictures Limited consequences for strategy observations

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Intended Effects in US Elections Learning Candidates\' characters Policy positions Personal and political history

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Why Go Negative?

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Ad Tone in US Presidential Elections (1960-2000) More negative More positive Source: John Geer (2003)

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Unintended Effects of Negative Ads Turnout and negative promoting WHY MIGHT NEGATIVE ADVERTISING LOWER TURNOUT? Observation that government officials are lethargic Cynicism Negative promotions Less positive open inclination

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Unintended Effects of Negative Ads Turnout and negative publicizing WHY MIGHT NEGATIVE ADVERTISING LOWER TURNOUT? Recognition that lawmakers are lethargic Cynicism Negative advertisements Lower turnout Less positive open disposition

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Unintended Effects of Negative Ads Turnout and negative publicizing WHY MIGHT NEGATIVE ADVERTISING RAISE TURNOUT? Data Anxiety Negative advertisements Stakes

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Unintended Effects of Negative Ads Turnout and negative publicizing WHY MIGHT NEGATIVE ADVERTISING RAISE TURNOUT? Data Anxiety Negative promotions Higher turnout Stakes

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Unintended Effects of Ads Perceptions of legislative issues Political conduct

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United Kingdom: Turnout

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Decline (and bounce back?) in Several Indicators of Political Engagement

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