The Rise And Growth Of Political Marketing

Beginning with the Election of 1952 to modern elections, political advertisements have played a significant role in the number of voters and the outcome of elections. These broadcasts have allowed America to actually see the contenders and permitted politicians to quickly reach voters. Now political commercials are used for identical reasons. However over time, the advertisements become more condemning. In the past a politician’s broadcast was used in a positive way by focusing on making themselves look better to the public. Today, politicians focus on destroying their opponents. They spend millions of dollars to create advertisements that negatively impact the voter`s view of that statesperson.

Advertising remains within a perpetual state of change but the 1960s saw a significant change in the approach advertisers took to target consumers. Automation allowed for mass production of goods which meant that advertisers had to convince a consumer that a mass-produced item could be made personal and contribute to their individuality. Consumers were trying to be seen as individuals, this caused demassification as consumers began to be grouped into more and more refined categories. Advertising became less about what the product did and more about how the product contributed to individuality and advertisers used the counterculture and anti-consumerism as a way to target consumers. “The message in the new ads was quite simply, ‘buy this good to escape consumerism.’” (Reading, 7). This may be considered deceptive towards consumers as the advertising takes advantage of insecurities and consumers desperate want for social acceptance and individuality. There were multiple shifts in advertising formats the product-information format, product-image format, personalised format and the lifestyle format each targeting consumers in a different way, the final shifts were more effective in targeting those with an anti- ad mind-set

Advertisements are an extremely prominent part of American society. Very few places exist that an individual can go without being exposed to some form of ad. From product placement to billboards, advertisements exist in nearly every facet of life. Marion Nestle discusses what she considers to be one of the more heinous forms of advertisement in her essay, “The Supermarket: Prime Real Estate.” Nestle uses several persuasive techniques to convince her audience of the evils of supermarkets. Her use of emotionally charged phrases paired with her more logical assertions help to drive her point home while her clear bias and lack of supportive source detract from her overall argument

Commercials airing on the television or radio, the billboards on the side of the freeways trying to grab your attention to buy their product, even while scrolling through various social media platforms, we go through our day to day lives with advertisements all around us. In Jack Solomon’s essay, Masters of Desire: The Culture of American Advertising, he states that the main purpose of all these advertisements is to show us our unhappiness within the American dream. He goes on to describe the differences in these advertisements which are known as the populist ads and the elite ads. Solomon's description of the contradiction between populism and elitism very much affects the way advertising and media is portrayed in American society.

It is impossible to turn on a radio station and not hear an advertisement, whether it be for a business or a political campaign happening at the time. Advertising surrounds us completely in our daily lives just as it began to do then. Another interesting similarity between the two would be how the advertising creates needs for things people do not particularly need. For example, women in society originally did not shave anywhere and it was seen as peculiar when they did. When shaving companies began using advertising in this time, they realized they could gain more profits by marketing the products to women too. As a result, they made it seem strange for women to NOT shave and therefore, increased their profits and created a new hygiene standard for women still existing in current times. In modern times advertising companies create the need by convincing you your social, relationship, and political status will change upon purchasing their

Jean Kilbourne is explained her research about the effects of advertising on audience's worth, bonds, and dedication to civic life:

In this documentary, PBS uncovers the evolution of marketing. Marketing has moved from targeting large groups, to targeting individuals and smaller segments. With so many messages being transmitted through the media, the line between what is being absorbed and what is not has become blurred. Getting through the clutter is difficult. Every thing is done to break through the clutter. Therefore, marketers need to market to only those who really want to hear the message, and to get those people that hear that message, to have an emotional response to it.

Since then, commercials have all had a similar format, appealing to your emotions, showing you why you need it. Emphasis is put on you rather than their products, and how much some products sold is unreal. This growth in the market for those advertised products isn’t refutable, and obviously politicians realized this technique works because they started using it too. There’s little doubt in my mind that it works for politicians just as much as it works for multi-million dollar corporations. Emphasis on emotional appeal rather than reason and logic is a big theme in this chapter, and Postman is correct in making it one because it is undeniably what changes our view on politics

Throughout recent years, television campaign advertisements have become predominant for various politicians. From the 1950s with Dwight Eisenhower’s first television campaign to today’s political campaigns and advertisements, political platforms have prospered on deceptive commercials and heresy. Advertisements like these are designed specifically to persuade voters and political debates. Indeed, some political campaigns may have genuine characteristics, numerous show pessimistic attitudes towards their opponents, the other parties. Political campaign advertisements have matured from simple radio or television advertisements to an extravagantly expensive industry worth millions of dollars. Members of the campaign staff work tirelessly to create the catchiest slogans, and gain viewer support in aspiration to win the campaign.

Everybody wants to know that the products they are buying are good, reliable, and safe. Everybody wants to know the food they are eating won’t harm them. People learn about different products through their ads on different media and listen to what the ads have to say. These commercial advertisement agencies are required by the Federal Trade Commission to keep their ads truthful, non-deceptive, and have evidence to back their statements up. So besides these little everyday things that are being promoted, shouldn’t the biggest role a person could play in this country have to share the truth, too? Political campaigners are not bound by the FTC to keep their ads truthful or have them be able to be backed up by evidence. Through the FTC, “False

Political Campaign is all about Branding. Before explaining how much of political campaign is about Branding we should know this what is the political campaigns? Political advertising is a form of campaigning used by political candidates to reach and influence voters .Political campaign is the use of an advertising campaign through newspapers, radio commercials, television commercials and Social media commercials etc. To influence the decision made for and by groups. These ads are designed by political consultants and the political campaign staff. It can include several different mediums and span several months over the course of a political campaign. Unlike campaign finance, there are

Modern political campaigns, according to the political science community, are known to not be the only external influence on both public opinion and candidate support during presidential elections in the United States. Whether campaigns hold a significant impact on election outcomes or if they influence public opinion is a debate that continues. Political scientists are currently challenged, when it comes to campaigns, with the ability to measure their type and the spectrum of their influence on society. The universal consensus held today acknowledges that at least a correlation exists between campaigns and public opinion and is supported by historical trends and a political process composed of liberal-democratic values. A campaign’s specific impact on the political process, separate from external variables, is a relationship that has been extensively researched by political scientists and could provide insight on creating an efficient strategy to achieve political power. Election candidates and their teams have strategically constructed their campaigns using this existing knowledge; and have adapted to recent phenomenon including the rise of globalization, increased political awareness, and a higher emphasis on external influences. These conditions have created an environment where the transmission of information on issues and characteristics, especially as they pertain to the candidate, can manipulate the momentum of a campaign and ultimately a vote. These external

“Marketing communication is an ever changing field. New theories, new techniques, cultural changes and technological advances all combine to create a dynamic environment within which marketers try to ensure that their messages get through to their target audiences” (Blythe, 2006, p.2). Fill (2005) argues that marketing communications is the way in which organisations reach their target audiences or it is an “audience-centred activity” (Fill, 2005, p.9).

The chapter titled “The Corporate Politics of Sign Values” by Goldman and Papson (1996) and the chapter titled “Media in the Mediated Marketplace” by Leiss et al. (2005) both discuss how corporations and their advertising agencies attempt to better target consumers and sustain their interest toward advertisements. Goldman and Papson discuss how “corporate advertising” (1996: 216) and “legitimation ads” (1996: pg. 217) are used for this purpose while Leiss et al. (2005) discuss how various media and media institutions also work towards this purpose. Although the authors appear to focus on different

This paper explores published articles that report on results from research conducted on various methods of persuasion. The articles, however, vary in their definitions and utilization of the methods of persuasion and their relationship with consumers. Based on psychological principles that direct human behavior, Robert Cialdini’s (2007), 6 principals of persuasion suggests that face to face interactions are most effective in emphasizing knowledge and authority. This paper examines Berger and Berger’s (2012) scientific research evidence to substantiate the major role of technology and mass media in the persuasion of consumers. The use of persuasion to control people for the sole benefit of the persuader is examined in Ridout and Franz’s (2011) research of persuasive ads and who is affected by ad exposure. This book also presents evidence to support this research. Shen and Dillard’s (2013) research suggests mass media contributes great influence on the thinking and behavior of consumers’ and is scientifically proven to be the universal source of information. This paper will examine the impact of media coverage of elections and how it persuades the electorates ' behavior, it will explore the effects of mass media on political power and show how media simultaneously disrupts and defends the status quo, including the advantages and disadvantages during election campaigns. Shrum’s (2012) research suggests that marketers integrate products in the media by injecting