Project for Persuasion in Media
www.livingroomcandidate.org
1. Type this information at the top of your document before you type any answers:
My ad is from this year: _____________.
It is a
Republican ,
Democrat ,
Independent
ad. (choose one)
The title of the ad is “ __________________________________________________”
2. Analyze the ad using the guide below. WRITE YOUR ANALYSIS IN COMPLETE SENTENCES.
Include the headings for each section and NUMBER your answers. Print two copies of your
analysis. One is for the teacher to grade as you present, and the other is for you to use as a script for
your presentation.
3. You will show the ad you chose and explain your analysis to the class. Your grade will be based on
how thoroughly and correctly you analyzed the ad and on how well you present the analysis. Good
presentation skills include the following: appropriate eye contact with the audience, facial expression,
posture, voice, and smooth delivery of your analysis. Do not read from your script.
Guide to Analyzing Political Ads
Background Information
1. Briefly explain the background context of your ad.
2. Into which of the following categories does your ad fall? Explain why. (Your ad may fall into
more than 1 category. For example, an ad might be both a scare ad and a negative ad.)
 Biography ads emphasize personal and professional accomplishments.
 Vision ads provide a “vision” of the candidate’s policies.
 Negative ads portray a candidate unfavorably.
 Scare ads play on the voters’ fears.
 “Feel Good” ads make the voter feel as if the country is headed in the right direction.
3. Who is the target audience? Explain.
(For example, does the ad appeal to new voters,
retired voters, average people, wealthy voters, a certain gender, a certain ethnicity, etc.?)
Visual Elements
1. What kinds of people are shown in the ad?
Analyze age, gender, ethnicity, economic level, and values.
2. Does the ad use positive images or negative images? Explain their purpose.
3. Are symbols used either to emphasize a candidate’s values or to attack his or her opponent?
Explain how advertisers want viewers to react to each symbol.
(Symbols are images that represent certain ideas or values. An image of the Statue of Liberty, for example,
might be used to symbolize freedom. Other symbols include the American flag, a dove, or a soaring eagle.)
4. If he/she appears, what is the candidate’s physical appearance and body language?
What is the effect on the viewer?
(A candidate’s physical appearance and behavior are carefully planned to create an impression on a target
audience. Members of a target audience often share such characteristics as age, gender, ethnicity,
economic level, or values. For example, a target audience of voters who prefer a likable, approachable
candidate will respond well to images of one who speaks informally, dresses casually, and shakes hands.)
Sound Elements
Evaluate the sounds with your eyes closed to emphasize the importance of these elements.
1. What tone of voice does the narrator have? (For example, is the tone pleasant, warm, soothing,
friendly, trustworthy, matter-of-fact, serious, ominous/threatening, etc.?) What emotion is the
voice-over attempting to trigger?
(Some voice-over narrations can inspire trust or confidence.
Other voice-overs can give a sense of unease or mistrust. Ask yourself: Is voice-over used to create a
positive or negative image of a candidate or his opponent?)
2. If the candidate speaks, what is his/her tone of voice? What image do you think he/she is trying
to create?
3. What music and sound effects, such as background noise, are used?
Through these sounds,
how might the advertisers want to viewer to feel or react?
(Music is used to trigger emotions such as nostalgia, optimism, patriotism, etc. Upbeat music inspires
voters to feel hopeful about the future, while jarring, disturbing, or eerie music gives a sense of
mistrust so that the voter feels fearful about the future.)
Persuasive Techniques
1. What is the candidate’s message?
Does it appeal to reason or to emotion? Explain your answer.
2. Are there any glittering generalities that lack support?
Explain your answer.
(Glittering generalities are emotionally appealing words that call to mind ideals that we all believe in.
Their intended effect is to create a positive feeling about a candidate. For example, “A vote for Evan
Smith is a vote for freedom and democracy.” Words like these may cause us to accept an argument at
face value without questioning what it really means. There are no details to support this statement,
but it tends to make the voter feel positive about the candidate. Other glittering generalities include
peace, justice, honor, homeland, community, love, glory, bravery, etc.)
3. Does the ad use an appeal by association to create a positive impression? What is the evidence
of this appeal?
Consider the following appeals by association: bandwagon, “plain folks,” testimonial, and transfer.
4. Does the ad use an emotional appeal to pity or fear? What is the evidence of this appeal?
(An emotional appeal uses strong emotion, rather than facts and evidence, to persuade.)
5. Identify any rhetorical or logical fallacies such as the following:
Either/or fallacy
oversimplification
Personal attack /
Name calling
overgeneralization
A statement suggesting there are only 2 choices
available when there are really more than 2 options
An explanation of a complex situation or problem as
if it were much simpler than it is
An attempt to discredit an idea by attacking the
person or group associated with it
A generalization that is too broad. You can often
recognize this by the use of words such as all,
everyone, every time, no one, none.
Either we must love each other or we must die.
The only remedy our country needs to solve its
problems is new leadership.
Bill Clinton is an unusually good liar.
A Democrat cannot be trusted as commander-inchief because he would cut defense spending and
leave us vulnerable to attack from our enemies.
Everyone knows this country needs a change in
leadership. No one supports the current
administration.