Political Advertising: Issue Ads (03:55)
Issue ads focus on current events to highlight certain agendas. Visual imagery can portray unclear messages.
Political Advertising: Ads and Public Policy (01:41)
Issue advocates attempt to drive public policy toward their cause to advance a legislative agenda, not necessarily a candidate.
Political Advertising: Swaying Public Opinion (01:43)
Ads attempt to make the public translate their ideas into specific questions for the candidates.
Political Advertising: Linking Issues (04:12)
Jamieson defines a "terms" advertisement. She says issue advocates attempt to take national concerns like 911 and link them to other issues like overpopulation in California.
Subliminal Messages in Political Advertising (06:10)
Provocative images in advertising may make subliminal statements to sway public viewpoints during elections.
Political Ads that Backfire (03:58)
Special interest groups' villifiication of public figures in sleazy ads can backfire and hurt candidates they're supposed to help.
"Air Pollution" by Issue Advocates (01:44)
Jamieson says networks should not air ads by advocacy groups that have no connection with candidates. The system has certain protections against issue advocates.
"Grass Roots" Political Advertising (03:25)
Some candidates are converting more to "grass roots" advertising, but campaigners are still pouring money into TV ads.
Political Groups as Surrogates (03:24)
There is a tendency for political "parties" to carry campaign attacks. In this way, the candidate is absolved of responsibility.
Political Advertising: Patriotism and National Threats (03:05)
Advertising agendas portray candidates as good patriots, but can focus attention away from threats that don't exist and ignore threats that do.
Political Advertising: Symbolic Manipulation (02:20)
Symbolic manipulation can divide lines between candidates' own parties.
Political Advertising: Pseudo Rebuttals (04:12)
Rebuttals to campaign attacks, or "pseudo rebuttals" make candidates' messages unclear and can be confusing to viewers.
Political Advertising: Campaign Language (03:37)
Linguistics are important on the campaign trail. Pivotal issues can be avoided or addressed by candidates with careful wording.
Political Advertising: Addressing Social Security (04:11)
Ad addresses the social security system.
Political Advertising: Privatization of Social Security (03:14)
Should social security be privated and put into the stock market? Ads portray senior citizens, not those affected by changes in the social security system.
Political Advertising: Journalism and Democracy (02:57)
Jamieson says good journalism will cover both sides of an issue fairly. Democracy has the vehicle in a vigilant press to insure advertising doesn't mislead.
Political Advertising as a Forecast (01:50)
Though apparently superficial, ads have the ability to signify important issues the public may face in the future.
Internet as a Campaign Tool (05:15)
Campaigners now use Internet as a tool to communicate with the public.
News as a Voting Tool (03:15)
A good electorate will look to the news during campaigns to see what agendas are being established and the differences between the candidates.
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