environmental advertisements political advertisements professor crigler

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