What Makes a Campaign Ad Effective?

I agree with Julia and Kayla that emotion is a very important aspect and contributes in a major way to the effectiveness of an ad, but I believe an ad's persuasive ability is the most significant and relevant component. For example, Nixon's McGovern Defense sent a clear message and persuaded the viewer that if you vote for McGovern, America will be unprotected and defenseless. On the other hand, McGovern's Voting Booth tells you to vote for whoever you want and the viewer is confused at the end as to what they just watched. Although the ad contained style and was unique by going through a voter's thoughts, it was not persuasive and therefore ineffective. The ad may lack truth, by not stating statistics, or style, due to lack of originality, but can still be effective because it sent a clear message and convinced the voter to support the intended candidate. In order to gain this support and voters, the ad will include images, music, or even little girls, to make the audience feel a certain way. Emotion and style go hand in hand, like in Bush's Windsurfing ad. It was a creative way of making his opponent seem like a joke. Using emotion and style makes the ad more persuasive and effective. Unfortunately, most people don't care for reliable sources, and factual evidence. As long as the ad sounds and looks good, the candidate will sell. I included Obama's ad from 2012 that I thought was effective and persuasive. 

I can't access the videos on the websites for some reason, so the video is from Youtube and it's only a link because I'm challenged with technology. (Sorry Balanda) 

"My Job" Obama Ad