Campaign Advertising Essay

632 Words 3 Pages
Campaign Advertising

Though clearly constant in the effort to win the electorate's vote for each candidate, campaign advertising since the 1950's has become more intricate. In each decade since television advertising for a candidate has begun, the messages have been designed in one way or another to play on the emotions of the electorate. However, over time the way in which this is done has changed constantly, most clearly in the utilization of "positive" and "negative" ads. Moreover, the utilization of information and statistics in ads has changed dramatically, delivering the core message of a candidate in concise, hard hitting, and effective way.

Though positive and negative ads have been
…show more content…
In addition to the types of advertisements, the content of modern campaign ads have changed over time. These ads blend truths or partial truths and emotional sentiments to elicit the desired response (a vote for the candidate being advertised). These ads have also been present since the 1950's but have intensified over time in the juxtaposition of visual and audio imagery, and the "fact" being stated. They have progressed from the "Eisenhower Answers America Campaign" where perhaps an incisive comment about how the Democrats before him raised taxes was elicited by the President, to President Lyndon Johnson's ad against Barry Goldwater that displayed a map of the United States where the eastern seaboard was being cut-off by a saw. This imagery, both audio and visual, was accompanied by a narrator's quoting of Goldwater saying he wished the eastern seaboard could be sawed off and let drift into the ocean. The height of this type of advertising was seen in the 1988 campaign between then Vice-President George H. Bush and Massachusetts Governor Michael Dukakis. Bush's campaign ad displaying
Open Document