Lights, Camera, Candidate: Considering the Political Ad

It’s hard to imagine a time when political campaigns could not use visual media as a tool to convince the voter, because for eleven presidential elections now, television has helped to pick the winner.

Politics and television - happily married

The love affair between politics and television began over 40 years ago....

The year was 1960, Vice President Richard Nixon and Massachusetts Senator John F. Kennedy were vying for the highest office in the land. Both agreed to a debate that would be broadcast over national television – for the first time ever. Previously, debates were heard on the radio, and the power of the new visual media seemed to be understood by the Kennedy campaign alone.

Having just recovered from a leg injury, Nixon appeared sickly and pale, especially when compared with the young and tan JFK, who seemed relaxed and confident. By contrast, Nixon appeared sweaty and unappealing in a gray suit that blended with a gray background. Kennedy, wearing sharp navy blue, addressed the camera directly, so viewers felt as if he were speaking to them. However, Nixon’s gaze drifted, often towards his opponent.

Nixon was an excellent public speaker, and many critics declared him the winner of the debate. But JFK clearly won the contest of appearances and, perhaps because of this, the race.

Fast forward to 2004

In 40 years, the creation of a candidate’s television presence has become a science and an art. Focus groups are used to test everything from the candidate’s appearance to his or her tone. And campaign ads are created just like product ads - through market analysis and the latest technology.

The typical campaign ad is just 30 seconds long, but packed with visual information. In general, there are four types of campaign ads, and each type has its own visual style, along with it’s own purpose.

Biography - A biographical ad usually has a warm and positive feel to it. It communicates a capable, trustworthy candidate, usually listing past accomplishments and accolades. Lighting is usually bright and hopeful, and don’t be surprised if you see an American flag or another symbol of patriotism behind the candidate.

Values - Many ads reflect the beliefs and values of the target viewer. If market research shows that swing voters value family, hard work, and faith, then the ad will highlight those concepts and relate them to the candidate. These ads often feature "typical" Americans doing "normal" things, like going to school or working in an office. The target viewer identifies with these images, which are then connected to the candidate. The message is, "you value this and that, and so does this candidate." These ads achieve their warm fuzzy feel through beautiful lighting, images, and long takes that move at a rhythmic pace to make the viewer feel at ease.

Issues - some ads are issue oriented and highlight the candidate’s policy ideas. These ads typically include campaign promises, such as future tax cuts and healthcare benefits. They often show Americans dealing with these issues, but end with a hopeful message about how the candidate will improve this area of American life.

Attack ads - These ads assault the opponent through a variety of visual and sound techniques such as dark colors and ominous music. We recognize the challenger through unflattering pictures and sound bytes and the ad includes quick editing and lots of movement to make the viewer feel uneasy. In addition, the ad features a simplistic good vs. evil theme, explaining that the opponent will be "bad" for the country. The "good" candidate does not usually appear in these ads. To check attack ads for accuracy, visit factcheck.org.

Both sides use the same techniques to capture the viewers’ heart, mind, and ideally, vote. Often, success depends on an ad’s frequency and how well it matches with its target audience.

Who’s the target audience? Undecided voters in battleground states.

The battleground

George Bush and John Kerry are advertising more than any presidential candidates ever have - but chances are you’ve never seen a campaign ad. That’s because 60% of Americans live in places where no presidential campaign commercials have been broadcast since the end of the primary season on March 4th, according to Neilsen-Monitor Plus and the University of Wisconsin Advertising Project.

Bush and Kerry are concentrating all of their advertising efforts in battleground states. So if you live in Oregon, New Mexico, Wisconsin, Iowa, Missouri, Florida, West Virginia, Pennsylvania, Ohio, or New Hampshire, prepare yourself for lots of ads.

Mostly, you’ll see them during local news shows, morning talk shows, and late afternoon programming like game shows, Oprah, and Dr. Phil. That’s because both sides are targeting middle-aged and older voters (you won’t see ads on MTV) and women.

More than an ad

Campaign ads do not give voters what they need to make an informed choice. They provide very little factual information and use visual and sound techniques to persuade. It’s best to watch all campaign ads with an analytical mind and to seek out other resources - such as WomenMatter - to get information on the issues and parties.

But that is not to say that campaign ads are not valuable. As artifacts, they reveal the attitudes and values of mainstream culture during a particular time. Ads can also be used to measure a politician’s performance against his or her campaign promises.

But don’t be fooled by the makeup, lighting, editing, and sound of any campaign ad. They are made to convince, not to inform.

Inform yourself

To inform yourself, use WomenMatter. We discuss Life Issues without the spin.

You can also sign up for an e alert, and we’ll keep you posted. Register to vote, and contact your representatives, because your voice matters.

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Article Posted on: 8/16/2004