| Types
of Ads
You will learn
to recognize different types of ads and understand why candidates may
choose to use these types of advertisements in their campaigns.
There are four
main types of ads:
- Negative -
One candidate portrays the other in an unfavorable light.
- Warm and Fuzzy
- Candidates make the voters feel good about the country or his/her
campaign.
- Humorous - Candidates
elicit a laugh or smile from the viewer.
- Scary - Candidates
suggests images of fear (usually combined with a Negative ad).
Can you think of
examples that fit into each of the four types? After you have closely
looked at some political ads, answer the following questions.
- What are the
key messages in each advertisement?
- Which type of
ad was more memorable? Why?
- Which do you
think would be most effective in convincing viewers to vote for (or
against) a candidate?
- Did you learn
from the ads? Did they help you to decide which candidate to support?
- What do all
types have in common? Do they give factual information or do they
evoke an emotional response?
- During which
programs (radio/TV) do the ads play? What time of the day do you see
the most ads?
- What are the
limitations of a 30 second commercial?
- How important
is a candidate's look in these ads? What type of image are they trying
to create?
- If you were
the campaign manager for a candidate in your constituency, what type
of ad would you try to create?
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