Candidate Advertising Video - Clip #2

Candidates use advertising for a number of purposes: to create name recognition, to promote issues, to keep supporters enthusiastic, and to convince potential voters. Today we're all aware of the ways in which advertisers attempt to influence us to buy their products. Surely we should be just as smart when it comes to political ads-messages that are "selling" a candidate or a particular set of policies. Look for the:

Symbols: What meanings are conveyed by the symbols used?

Narration: How do the narrator's voice and words affect you?

Angles: How does the camera work affect your perception of the candidate?

Implied: What are the implied messages in the commercial?

Lighting: What effect does the lighting have on your perception and emotions?

Scare Tactics: When the commercial is negative, how is it trying to scare you?

Candidate Advertising Clip #2