AP Gov’t –dflashomb@interact.ccsd.net
Revised 061102
Living Room Candidate Analysis
NAME________________________________________
DIRECTIONS: Welcome to the Living Room Candidate, where TV political advertising is analyzed from 1952-2004.
a. Access http://Livingroomcandidate.com
b. Students will analyze six advertisements. On the right side of the screen, click “Issue.” You should choose
one commercial from each of the topics: Change, Civil Rights, Corruption, Taxes, War, and Welfare.
Students will analyze the effectiveness of the commercial, describing the use of two of the following:
language/imagery (visual impact) emotional impact, use of music, other selling techniques etc.
c. Using the template below, fill out or recreate for each of you six commercials.
d. Take you time on this. It is an in-class assignment, and you will get all of the points if you spend THE
ENTIRE CLASS PERIOD working on it. If you quit early, or are looking at other things, you will lose points.
e. This is worth 30 points.
I. _____________________________________________________________ (Title of commercial)
a. Identify the candidates and the presidential campaign year.
1) Democrat: ____________________Republican ________________________ Year_______
b. Evaluate the effectiveness of the commercial (Notate “C” above)
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c. Effectiveness spectrum: Effective 5---------------------------3-------------------------1- Ineffective
d. Explain what you learned about the candidate?
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e. Explain if this commercial would work today?
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f. Cite two propaganda techniques used by this commercial.
1)____________________________________________________________________________________________
2)____________________________________________________________________________________________
Propaganda Techniques:
1. Name Calling: Used to create fear and anger by using negative words and accusations without evidence. It often
uses sarcasm, ridicule, political cartoons, or written words.
2. Glittering Generalities: Uses honor, glory, patriotism, and values to present a favorable light on the candidate.
Vague phrases are used which cannot be proven or disproven.
3. Transfer: Use words or symbols to transfer a positive ideal onto a person or idea. For example, there may be
American Flags waving while a candidate’s words are spoken.
4. Testimonial: A celebrity or trusted figure speaks/or is shown with/about the candidate
5. Plain Folks: Use ordinary language, clothing, setting, etc to portray the candidate as a “common man.”
6. Bandwagon: Makes people believe that there is widespread support for a candidate. “Everyone is doing it.”
7. Card Stacking: Focuses on the positive of the desired candidate, and the negatives of the other.