Tip #1 -- You'll need Real Player or Windows Media to watch the ads. If you don't have either, scroll to the bottom of the Unit I page and you'll see links that will take you to sites where you can download free versions of either.
Tip #2 -- Click on the Settings link under the TV to adjust your video preferences. This is especially important if you're having trouble viewing the ads. You might want to play around with the settings until you get the best mix for your computer.
Tip #3 -- Before watching ads from an election year, skim through the brief Overview so you'll have some idea what was going on during that election. If you'll do that first, the ads will make more sense.
STEP #5
As you watch the ads, think about the following questions.
Does the ad define the candidate, the issue / issues or the opponent?
Are there connections between the propaganda technique and what the ad defines? For example, does every ad that defines the issues tend to use glittering generalities?
Does the ad convey information or simply attempt to evoke emotion?
Does the ad tend to reinforce prejudices or previously held convictions?
Are there patterns that differentiate the incumbents' ads from the challengers' ads?
What do you think the ad is trying to accomplish? Do you think it is successful?
Do NOT answer each question for each of the 25 ads. Just look for patterns, similarities, differences, etc. Too, keep in mind the date of the ads. A 1952 ad might not impress you much but it may have been cutting edge technology at the time.
STEP #6
The written response you send to me will be in two parts.
(1) List the ads and tell me what propaganda techniques (if any) you think each uses.
You can copy and paste the table above (or part of it) or you can simply list the number of the ads (1 through 25), followed by the techniques -- for example, 1 testimonial, 2 plain folks and fear, 3 other (explain), and so on.
NOTE: There are no right answers to this but there are wrong answers. By that I mean that on almost all of the ads you can make a case for more than one technique any of which I will accept. However, on almost all of the ads there are one or more techniques that clearly do not apply and anyone who has read the definitions of those techniques would know that. For example, I Love the Gov does not use fear no matter how hard you might try to justify that choice.
(2) I'd like your answer to the question: Does political advertising have a positive or negative effect on the democratic process? Your answer to that question may be as long or as brief as you want but it must pass two tests.
First, your answer must exhibit an understanding of political science concepts. Make specific and detailed connections to course content. (Sometimes students do a good job of summarizing what is in the course material, but do not connect that summary to an activity they have completed. Other times, students tell a great story, but fail to connect the story to course materials.)
Second, your answer must reflect the information given in the assignment. Someone may have assured you, for example, that political ads are anti-democratic because only rich people can afford them. I won't accept that as an answer, though, even if your Dad's brilliant 2nd cousin is the source.
Instead, use what you learned from the assignment to make your case. Too, while I welcome you to include your opinions as part of your comments, those opinions must have some basis in fact. You cannot watch a scientific demonstration of how the world is round and then send me a report that says, "I don't care what science says. In my opinion the world is flat!" This is the time to demonstrate some critical thinking.
Please be careful to use correct spelling and grammar.
READ THE FOLLOWING SECTIONS FROM THE MARGIN NOTES.
