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Advertising March 9, 2011

Advertising March 9, 2011. Defining political advertising. 1) ability to control the message 2) use of mass communication channels for message distribution. The Place of Campaign Advertising. Mass media. Mass public. Politicians.

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Advertising March 9, 2011

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  1. AdvertisingMarch 9, 2011

  2. Defining political advertising 1) ability to control the message 2) use of mass communication channels for message distribution

  3. The Place of Campaign Advertising Mass media Mass public Politicians

  4. In some ways, the US and the UK are at opposite ends of the “campaign environment”

  5. Types of Ads • Negative, positive, contrast • Issue vs. image • Humour

  6. Forms of Advertising • Television • Radio • Print • Direct mail • Billboards • Push polling • Games • Infomercials • Web

  7. Print

  8. Direct Mail

  9. Recent Billboards in Britain

  10. Classic Billboards in British Elections

  11. Games

  12. Infomercials

  13. Web • Obama Girl

  14. Trends in UK Advertising (PEBs) Early ads (1959) Modern ads from 2005 (Labour and Conservative)

  15. Trends in UK Advertising • Slicker • Shorter • More negative • More focus on leaders

  16. Landmarks in US Advertising • Early elections • Eisenhower in 1952 and 1956 • The Johnson campaign of 1964 • Morning in America and the Bear in 1984 • Willie Horton and 1988 • Soft money and advertising in the 1990s • Rats ad (2000) • ‘Stand by your ad’ since 2004 • Ads from 2008, Obama infomerical , Palin

  17. Trends in US Advertising • Slicker • Shorter • More negative

  18. Intended Effects of Ads • Learning • Candidates’ identities • Policy positions • Personal and political history • Impressions • Favorability • Traits • Electability • Agenda setting and priming

  19. What are the Intended Effects of Political Advertising? • Persuasion • Reinforcement

  20. Intended Effects in UK Elections • Backlash effect of negative advertising, especially on non-partisans • Stronger impact on Lib Dem support • Some effects on party leader images • Little impact on party images • Limited effects on policy perceptions

  21. Intended Effects in US Elections • Learning • Candidates’ identities • Policy positions • Personal and political history

  22. Why Go Negative?

  23. Ad Tone in US Presidential Elections (1960-2000) More negative More positive Source: John Geer (2003)

  24. Unintended Effects of Negative Ads • Turnout and negative advertising WHY MIGHT NEGATIVE ADVERTISING LOWER TURNOUT? Perception that politicians are unresponsive Cynicism Negative ads Less positive public mood

  25. Unintended Effects of Negative Ads • Turnout and negative advertising WHY MIGHT NEGATIVE ADVERTISING LOWER TURNOUT? Perception that politicians are unresponsive Cynicism Negative ads Lower turnout Less positive public mood

  26. Unintended Effects of Negative Ads • Turnout and negative advertising WHY MIGHT NEGATIVE ADVERTISING RAISE TURNOUT? Information Anxiety Negative ads Stakes

  27. Unintended Effects of Negative Ads • Turnout and negative advertising WHY MIGHT NEGATIVE ADVERTISING RAISE TURNOUT? Information Anxiety Negative ads Higher turnout Stakes

  28. Unintended Effects of Ads • Perceptions of politics • Political behaviour

  29. United Kingdom: Turnout

  30. Decline (and rebound?) in Several Indicators of Political Engagement

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