Campaign Ads: What Works the Best?

• One of the first techniques I noticed was the word "change", it was used mostly by the party that was not in office. As seen in multiple ads, the word change was used if the economy or US foreign relations were bad.

• Jimmy Carter South: http://www.livingroomcandidate.org/commercials/1976
• Gerald Ford Change:http://www.livingroomcandidate.org/commercials/1976

• Another really big tactic is blame, blaming other politicians, especially the President before. The tatic usually involves the candidate saying that they would fix mistakes made by others.
• John Kerry "Mistakes were Made (Web)":http://www.livingroomcandidate.org/commercials/2004
• Barack Obama "This Year": http://www.livingroomcandidate.org/commercials/2008
• Out of the Party, as in the candidate speaks of being outside of the party and working for the voter, you, and not there party.
• Adlai Stevenson "Peace is Non-Partisan":http://www.livingroomcandidate.org/commercials/1956
• John McCain "Original Maverick":http://www.livingroomcandidate.org/commercials/2008
• Speak of Family, show that your an American! Show the American people that you are not just the candidate, but a family person who care blah blah blah. It gets the attention because it warm the heart of the people.
• George Bush "Family/ Children":http://www.livingroomcandidate.org/commercials/1988
• Also a major factor is the tone or attitude of the commercial itself. It can "shed" light on a situation or scandal that involves one of the candidate. The darker and more serious ads tend to be about our problems, while the lighter joyful ads focus on nationalistic ideals.
• John McCain "2013":http://www.livingroomcandidate.org/commercials/2008
• The last technique I will discuss is words used, as it seems like there are words used to specifically darken or lighten the mood. Like change, is usually good, while debt makes is bad or less hopeful.
• Ronald Reagan "Inflation":http://www.livingroomcandidate.org/commercials/1984

1. In battleground states the lack of advertising heavily affects the voters decision.
2. More advertising alone will not produce better results, there is a need of policy and ideology advertising.
3. The regulation of campaign finance would equal the bias causing a better "fair" vote.