Political Advertising

A detailed Summary of Political Advertising


The least effective ad that I chose I call the "Lover's Ad". This is not surprising in that at the time the ad was created, television advertising was in its infancy.

The ad begins with a view of two hearts with an arrow crossing through it. One heart is called Ike and the other heart is called Bob. It is about Eisenhower and Stevenson running for president in 1952. The ad contains no musical soundtrack. All sound effects are verbal sound effects.

There are no characters depicted in the commercial to reflect the targeted audience. There are only two distinct voices that are talking to each other throughout the ad. In 1952 blacks were largely disenfranchised. Additionally, since the commercial was done in the infancy of television and at the time not every household had a television like they have today, the ad was targeted to middle to upper income class white Americans.

The central message of the commercial is the difference between the candidate's views on lowering taxes and spending more on defense.


I believe this ad was the most effective in that the message is very clear. If you thought you knew what positions this candidate took, better look again. There was no sound track, only a game show question and answer format that makes the viewers question themselves after getting this information about the candidate and the information is really not good.

The ad is not negative in the classic sense; it portrays negative information about the candidate in a positive and informative manner. The game show question and answer format is particularly effective in getting this message across in a non-insulting and very clear manner.

These messages are not implied, they are stated.

The central message of the commercial is that because of David Duke's philosophies that he was at the time denying, his values indicate he is untrustworthy and anti-American, a tax cheat and a Nazi. As a historical note, at one time David Duke was a very high ranking official in the Louisiana Klu Klux Klan.

Overall, the commercial emphasize the positive qualitie

Some common words found in the essay are:
Eisenhower Stevenson, David Duke, Klux Klan, Training Corps, Lover's Ad, David Duke's, II European, david duke, Television Advertising, question answer, answer format, question answer format, effective ad, ad effective, negative information, information david duke, believe ad, information candidate, central message commercial, game question, information david, believe ad effective, game question answer,

Approximate Word count = 711
Approximate Pages = 3 (250 words per page double spaced)

Category: Politics

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