Political Propaganda
COMMERCIALS (Posters)
Campaign Strategy *See my website for
examples of commercials using these types
Be sure to tie to the issues:
Obama – too young, not
enough experience in Politics
7 Types of Political
Advertisements
1)BANDWAGON
Everyone is doing this or
everyone supports this person
Who likes Ike?
7 Types of Political
Advertisements
Make
sure
they are
on the
same
side of
issues
2) TESTIMONIAL
Celebrity endorsement
of a candidate
OR
Cite an “authority/
expert” (but may not be qualified,
other experts disagree, hearsay
only)
Al the Shoe Salesman
7 Types of Political
Advertisements
3)
PLAIN FOLKS
Candidate or cause is identified
with common people from
everyday walks of life
I’m Joe the Plumber
Gained national attention during the 2008 Election
During a videotaped Obama campaign stop in Ohio,
Asked Obama about his small business tax policy.
Obama's response included the statement, "when you
spread the wealth around, it's good for everybody."
McCain – Obama is a socialist!
7 Types of Political
Advertisements
4)
FEAR!
VERY POPULAR
Presents a dreadful
circumstance and
usually follows
it up with the
kind of behavior
needed to AVOID
the horrible
event
Daisy Girl (1:06)
Though only aired once (by the campaign),
it is considered a factor in Johnson's
landslide victory over Barry Goldwater and
an important turning point in political and
advertising history.
7 Types of Political
Advertisements
5)
NAME CALLING
Ties a political opponent to a
largely perceived negative image
Celebrity Status
Obama’s Wins Their Votes (2:47)
7 Types of Political
Advertisements
6)
ATTACKING THE
PERSON
Attacks the person
argument AND NOT
Attacks the person
argument because
associates with
making the
THE ARGUMENT Or
making the
of those he/she
Ex: 2012 Republican Primaries
Attacking Newt… (1:50)
7 Types of Political
Advertisements
7) FALSE DILEMMA
Offers a limited number of options –
usually two – when there are
really more choices.
It’s gonna happen (:32)
Additional famous
political commercials on
my website
Besides your Political
Slogan, you need to
consider this in your
commercial…
1) Background Locations
*Where the candidate is shown or
where the candidate’s opponent
is in the attack ad
Besides your Political
Slogan, you need to
consider this in your
commercial…
2) Props
Most Common Prop – American Flag
Other popular items - Desks,
Headlines of newspapers,
podium, other people
Besides your Political
Slogan, you need to
consider this in your
commercial…
3) Who are
you appealing to?
Main message of ad aimed at viewer
emotions
(ex: Fear – war, crime, job loss)
Besides your Political
Slogan, you need to
consider this in your
commercial…
4) Music
Almost all commercials have
music – instrumental,
inspiring, patriotic
Attack ads – horror music
Besides your Political
Slogan, you need to consider
this in your commercial…
5) SUPERS and Code Words
SUPERS – words printed in LARGE LETTERS on
the screen (“PAY ATTENTION TO THIS”)
Code Words –
**Optimistic Positive: building, caring,
courage, dream, family, learn, liberty,
vision, truth, unique
**Contrasting Negative: crisis, obsolete,
disgrace, excuses, waste, welfare, steal,
taxes, decay
Note Sheet Section
Political Propaganda
COMMERCIALS AND POSTERS
Campaign Strategy
7 Types of Political
Advertisements
Everyone is doing this
or everyone supports
this person
7 Types of Political
Advertisements
Celebrity endorsement
of a candidate
OR
Cite an “authority or
expert”
(but may not be qualified, other
experts disagree, hearsay only)
7 Types of Political
Advertisements
Candidate or cause is
identified with common
people from everyday
walks of life
7 Types of Political
Advertisements
VERY POPULAR
Presents a dreadful
circumstance and
usually follows it
up with the kind
of behavior needed
to AVOID the
horrible event
7 Types of Political
Advertisements
Ties a political opponent
to a largely perceived
negative image
7 Types of Political
Advertisements
Attacks the person making the
argument AND NOT THE ARGUMENT
Or
Attacks the person making the
argument because of those
he/she associates with
7 Types of Political
Advertisements
Offers a limited number of
options – usually two –
when there are really more
choices.
Now, we’ll take a look at
some famous political
commercials and try to
identify what type they
are…
For the
Commercial
Maker(s)
-Helpful Hints
THINGS TO CONSIDER IN YOUR
COMMERCIAL…
1)Background Locations
*Where the candidate is shown or
where the candidate’s opponent
is in the attack ad
2) Props
Most Common Prop –
Other popular items - Desks,
Headlines of newspapers,
American Flag
podium, other people
3) Who are
to?
you appealing
Main message of ad aimed at viewer
emotions
(ex: Fear – war, crime, job loss)
4) Music
Almost all commercials have
music – instrumental,
inspiring, patriotic
Attack ads – horror music
5) SUPERS and Code Words
SUPERS – words printed in LARGE LETTERS on
the screen (“PAY ATTENTION TO THIS”)
Code Words –
**Optimistic Positive: building, caring,
courage, dream, family, learn, liberty,
vision, truth, unique
**Contrasting Negative: crisis, obsolete,
disgrace, excuses, waste, welfare, steal,
taxes, decay