Effective Campaign Ads

Like many of you have already said, I would say that the most important part of any campaign ad is the emotionally aspect. If this emotional response can be made then naturally the ad will also have style, because it will be memorable, and be persuasive, because it will make the viewer feel the desired effect of the ad. I would almost disagree with Kevin when he says all the different components don't need to be there because an ad that causes an emotional response tends to cause persuasion and style. The truth aspect is usually used to cause emotion, at least some sort of truth(even if it is only selective facts). This is very evident in LBJ's ad "Daisy". This ad gives the viewer a very clear emotional response of being scared and fearful. This dramatic emotion makes the ad memorable, thus giving it style, and is persuasive because it invigorates viewers to vote based on the emotional response of fear. This is all done with stretching out the idea that Goldwater wants to increase the amount of nuclear weapons in possession of the U.S. An ad that doesn't do a particular good job is the ad "Jingle"(JFK 1960)




This ad is catchy, making it somewhat memorable, but it doesn't invigorate and emotional response. The voter doesn't have a clear reason to vote and doesn't feel the urgency. This ad doesn't invoke the same response as "Daisy" does. To illustrate this even more, the ads "Bear" and "Prouder, Stronger, Better"(Both Reagan in 1984) each cause an emotional response and give voters a reason to vote. In "Bear" it is the fear element that was present in "Daisy" and in "Prouder, Stronger, Better" it is a sense of pride that makes a voter want to vote for the candidate. Again, this emotion, which was brought about by some sort of truth in all three of the better ads explained, causes style and persuasion therefor making the ad have memorable impact. This makes the voter vote for the candidate.