Since 1952, television has played an important role in presidential elections. Television allows candidates to reach a wide range of people and personalities to help advance their campaigns. Campaigns help candidates as much as voters. Candidates can be identified and known by voters, and voters can hear and see how a specific candidate identifies with their needs and desires. The best way to spread this information is through the most used means of communication, television. When candidates develop a campaign plan of attack, they tend to target at least four types of commercials. One form or type of commercial is one that plays on the fears of fellow countrymen. Fear is a good emotion to play on, if your opponent is “unknown or untested” nationally. Instilling fear of your opponent is a good way to gain the upper hand in an election, because if people don't feel that their president can make safe, intelligent decisions, nine times out of ten they won't want that person in office. In the past the “fear” factor made people think: what if? And in return they begin to doubt who they want in office. In the 2004 election, the Bush campaign ran an advertisement; whose goal was to act on the Americans' fear. The Bush campaign released an ad titled “Finish It” (1). This announcement demonstrated that the Iraq War was necessary, and necessary, and that if John Kerry were elected to office harmful acts against America would go unpunished. I didn't particularly like this ad, but I think the message was clear and many Americans identified with this ad. The impact of this announcement led me and many others to think that if we elected a new president in a time of war, what would happen to the people in Iraq and, more importantly, what would happen to the troops. Another type of ad that campaigns try to run is "real people" ads, which are ads that show the candidate is "just like everyone else." These ads are used to connect with people and show how a candidate relates to everyone's needs and wants. When people feel like a candidate can relate to their needs and desires, they are more likely to support them. Campaigns allow the candidate to reach potential voters and solve problems... middle of paper... ....there is attitude. There was a huge amount of ads on the Republican side that made Senator Kerry look like a person who couldn't be trusted and who was only looking out for his own self-interest. Where there are ads on the Democratic platform that show Americans rallying together, there are ads that appeal to a sensitive, family-oriented nation that just wants to feel safe and secure. Democratic ads are warm and caring, while Republican ads are cold and stern. Unlike past ads, ads shown in the 2004 election were heavily focused on information and factual content. Voters are forced to make a decision on war, foreign affairs and military issues. The purpose and focus of both political parties' ads were primarily to get out the vote in increasingly popular swing states. I think the ad was obviously effective because of the outcome of the election. Political advertising makes a difference when it comes to those states that are on the border and you never know which way the electorate will vote. And negative ads play an even bigger role.
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