Campaign Advertisements Critique

As you watch the advertisements, consider the following (and write notes if you’d like):
 Do they use slogans?

 Is the message overall positive or negative?

 Does the message try to instill fear or play on peoples’ fears?

 Does it sound honest? Does the message sound believable?

 Is it humorous in any way?

 Are there catchy songs or a jingle?

 Is there “mudslinging”? Is the person’s opponent mentioned by name?

 Does the candidate appear relaxed? Stressed?

 Are the candidate’s accomplishments mentioned?

 What is the overall tone?

 Are there pictures or symbols used?

 Are phrases repeated throughout the advertising?

You may not hear all of this in a single advertisement, but be aware of the bulleted items as you watch and
listen to the advertisements.

For the next two questions, please consider the advertisement, not just name recognition.

Is there one advertisement that you cared for more than the rest? Why?

Is there one that was your least favorite? Why?

Identify, by last name, if the candidate used any of the propaganda techniques we read about.

Bandwagon Plain Folks Card Stacking

Glittering Generalities Name Calling / Mudslinging Transfer