Environmental Environmental AdvertisementsAdvertisements
Political Advertisements Professor Crigler
• Opportunities of Political Advertisements 政治广告的机会• Elements of Persuasion 说服• Challenges of Political Advertisements 挑战• 4 Basic Types of Advertisements 广告的基本类型• Advertisement Techniques 战略• Political Advertisement Examples 例子
Political Advertisements Professor Crigler
POLITICAL ADS 政治廣告Introduction Opportunities TypesChallenges Elements Techniques Examples
Background
Analytical Framework
Advertisements
Political Cartoons
Political Advertisements Professor Crigler
Eisenhower, 1952“Eisenhower Answers America”
URL: (http://www.youtube.com/watch?v=1WHiB4eidJQ )
ISSUE ADS 问题
Political Advertisements Professor Crigler
• Opportunities of Political Advertisements 政治广告的机会• Elements of Persuasion 说服• Challenges of Political Advertisements 挑战• 4 Basic Types of Advertisements 广告的基本类型• Advertisement Techniques 战略• Political Advertisement Examples 例子
Political Advertisements Professor Crigler
POLITICAL ADS 政治廣告Introduction Opportunities TypesChallenges Elements Techniques Examples
Background
Analytical Framework
Advertisements
Opportunities of Political Advertisements 政治广告的机会
• Provide Information
• Set Agenda
• Frame Debate
Political Advertisements Professor Crigler
POLITICAL ADS 政治廣告Introduction Opportunities TypesChallenges Elements Techniques Examples
Spill Here Spill Now, 2008“No Obama”
URL: (http://www.youtube.com/watch?v=JdPFalAicYI )
PUBLIC-SPONSORED ADS 公众赞助
Political Advertisements Professor Crigler
Opportunities of Political Advertisements 政治广告的机会
• Provide Information
• Set Agenda
• Frame Debate
Political Advertisements Professor Crigler
POLITICAL ADS 政治廣告Introduction Opportunities TypesChallenges Elements Techniques Examples
Bush, 1988“Boston Harbor”
URL: (http://www.youtube.com/watch?v=ApI0bv2CS90 )
American Advertisements 美国环保广告
Political Advertisements Professor Crigler
Elements of Persuasion 说服
• Attention
• Cognition
• Affect
• Behavior
Political Advertisements Professor Crigler
POLITICAL ADS 政治廣告Introduction Opportunities TypesChallenges Elements Techniques Examples
DPP, 2008“Marine”
URL: (http://www.youtube.com/watch?v=cyIzHcPLSEU )
Taiwanese Advertisements 台湾广告
Political Advertisements Professor Crigler
Elements of Persuasion 说服
• Attention
• Cognition
• Affect
• Behavior
Political Advertisements Professor Crigler
POLITICAL ADS 政治廣告Introduction Opportunities TypesChallenges Elements Techniques Examples
Obama, 2008“Energy”
URL: (http://www.youtube.com/watch?v=iT-lxXsrgaE)
ISSUE ADS 问题
Political Advertisements Professor Crigler
Elements of Persuasion 说服
• Attention
• Cognition
• Affect
• Behavior
Political Advertisements Professor Crigler
POLITICAL ADS 政治廣告Introduction Opportunities TypesChallenges Elements Techniques Examples
Challenges of Political Advertisements
挑战
Why don’t advertisements always succeed?
Political Advertisements Professor Crigler
POLITICAL ADS 政治廣告Introduction Opportunities TypesChallenges Elements Techniques Examples
Challenges of Political Advertisements 挑战
•Prior Knowledge•Selective Attention, Retention, and
Action•(Mis)Interpretation
•Competing Information•Ad Watches
•Low Credibility of Ads
Political Advertisements Professor Crigler
POLITICAL ADS 政治廣告Introduction Opportunities TypesChallengesElements Techniques Examples
Reagan, 1980“Bear In the Woods”URL: (http://www.youtube.com/watch?v=NpwdcmjBgNA )
ISSUE ADS 问题
Political Advertisements Professor Crigler
Challenges of Political Advertisements 挑战
•Prior Knowledge•Selective Attention, Retention, and
Action•(Mis)Interpretation
•Competing Information•Ad Watches
•Low Credibility of Ads
Political Advertisements Professor Crigler
POLITICAL ADS 政治廣告Introduction Opportunities TypesChallengesElements Techniques Examples
4 Basic Types of Advertisements 广告的基本类型
•Identification (ID)
•Issue
•Attack
•Moment of Reflection
Political Advertisements Professor Crigler
POLITICAL ADS 政治廣告Introduction Opportunities TypesChallenges Elements Techniques Examples
Advertisement Techniques 战略
•Hard-Sell vs. Soft-Sell •Humor/Cartoons•Cinéma Vérité •News Camera•Interview Clips•Endorsements
•One-on-One Sincere Sell•Omniscient Narrator
•Audio•Visual
Political Advertisements Professor Crigler
POLITICAL ADS 政治廣告Introduction Opportunities TypesChallengesElements Techniques Examples
American Environmental Advertisements
美国环保广告
Political Advertisements Professor Crigler
POLITICAL ADS 政治廣告Introduction Opportunities TypesChallengesElements Techniques Examples
Kennedy, 1968“Air Pollution”
URL: (http://www.youtube.com/watch?v=0YoHJIpM_oA )
American Advertisements 美国环保广告
Political Advertisements Professor Crigler
Gore, 2000“Beaches”
URL: (http://www.youtube.com/watch?v=g1dZaLqu9FQ )
American Advertisements 美国环保广告
Political Advertisements Professor Crigler
Gore, 2000“We”
URL: (http://www.youtube.com/watch?v=nm-yKkmV-jg)
ISSUE ADS 问题
Political Advertisements Professor Crigler
Kryzan, 2000“Defends Polluters”
URL: (http://www.youtube.com/watch?v=tImMkY6SyWk)
ISSUE ADS 问题
Political Advertisements Professor Crigler
Obama, 2008“Something”
URL: (http://www.youtube.com/watch?v=qxbGPDIVINM )
American Advertisements 美国环保广告
Political Advertisements Professor Crigler
Lyndon B Johnson, 1964“War on Poverty”
URL: (http://www.youtube.com/watch?v=AcUFr3u6hAc )
American Advertisements 美国环保广告
Political Advertisements Professor Crigler
Taiwanese Environmental Advertisements
台湾广告
Political Advertisements Professor Crigler
POLITICAL ADS 政治廣告Introduction Opportunities TypesChallengesElements Techniques Examples
DPP, 2008“Love River”
URL: (http://www.youtube.com/watch?v=l1KT-SzVvvw&feature=related )
Taiwanese Advertisements 台湾广告
Political Advertisements Professor Crigler
KMT, 2008“The Power of Change”
URL: (http://www.youtube.com/watch?v=s7ydvuqsDnY&feature=related)
Taiwanese Advertisements 台湾广告
Political Advertisements Professor Crigler
KMT, 2008“Lantern Lighting”
URL: (http://www.youtube.com/watch?v=CuEeBDWKnLY&feature=related )
Taiwanese Advertisements 台湾广告
Political Advertisements Professor Crigler
Interest GroupAdvertisements
利益集团的广告
ISSUE ADS 问题
Political Advertisements Professor Crigler
Blue Man Group, 2006“Climate Change”
URL: (http://www.youtube.com/watch?v=snPdEl0Duoo&feature=related)
ISSUE ADS 问题
Political Advertisements Professor Crigler
Project Save Earth, 2008“Save the Earth”
URL: (http://www.youtube.com/watch?v=xqO5d0K0sKk&feature=related)
ISSUE ADS 问题
Political Advertisements Professor Crigler
WWF, 2007“Water Pollution”
URL: (http://www.youtube.com/watch?v=m5zVASa0u9g&feature=related )
ISSUE ADS 问题
Political Advertisements Professor Crigler
NRDC, 2008“Windows”
URL: (http://www.youtube.com/watch?v=QJv_iaZdcCE )
ISSUE ADS 问题
Political Advertisements Professor Crigler
The Alliance For Climate Protection, 2008“Trees”
URL: (http://www.youtube.com/watch?v=x5THtEq2fvY&feature=related)
ISSUE ADS 问题
Political Advertisements Professor Crigler
ThisIsReality, 2009“Clean Coal!”
URL: ( http://www.youtube.com/watch?v=uFJVbdiMgfM&feature=related )
ISSUE ADS 问题
Political Advertisements Professor Crigler
Thank You!
Political Advertisements Professor Crigler
POLITICAL ADS 政治廣告Introduction Opportunities TypesChallengesElements Techniques Examples
Wolf Killer, 2008“Wolf Killer”
URL: (http://www.youtube.com/watch?v=qHCcunc7SHo&feature=player_embedded#!)
PUBLIC-SPONSORED ADS 公众赞助
Political Advertisements Professor Crigler
Black Eyed Peas, 2008“We Are The Ones”
URL: (http://www.youtube.com/watch?v=ghSJsEVf0pU&feature=related )
IDENTIFICATION ADS 鉴定 Name Recognition Biography Endorsements
Political Advertisements Professor Crigler