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56 Cards in this Set
- Front
- Back
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What year did the first ads run?
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1952
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What year was Morning in America and who was it for?
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1984, Reagan
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In what year was the rise of negative campaigns?
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1988
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Who came out with guns blazing? What year?
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Clinton, 1996
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What is stereotyping?
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Saying all Democrats are this, all Republicans are that
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What is association?
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Connecting a candidate to a group, individual. or an issue...drawing a parallel between the two
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Whats an example of association?
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Clinton associated Dole with Gingrich
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Whats demonization?
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Making the opponent look like a bad guy, like the demon. An extreme form of association
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What are code words?
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Using a word that makes it so everyone thinks the same thing when they hear the word
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What is the best example of code words?
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Liberal...used by Dole in 1996
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What are the 6 production techniques of ads?
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Visual, Text, Music and Sound, Color, Editing, Voiceovers
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In what years were personal qualities most important?
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1960- JFK v Nixon
1976- wanted trust after Watergate |
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Decade: 1950s
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Party Appeals
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Decade: 1960s
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War and Peace Appeals
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Debate: 1970s and 1980s
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Economic Appeals...are you better off today than you were 4 years ago? 1984 Morning in America
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Decade: 1990s
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Moral and Social Issue Appeals
ex. abortion, flag burning, stem-cell, prayer in school |
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What years were we finally in peace and the ecnomy was booming?
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Mid-1990s
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When did candidates first have websites?
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1996--by 2000 everyone had em
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5 Components to Electability
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Name Recognition, Money, Charisma, Good looking, Previous Experience
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Familiarity
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Tails off at the end of the primary season as we get closer to the general election
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Favorability
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Like and dislike...ranking of the evils
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If you raise a candidate's favorability
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you increase the likelihood of winning
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Familiarity takes...
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Time
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Favorability...
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Varies
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Electability...
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increases when favorability and familiarity are high
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Favorability and familiarity
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effect electability
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Main goal of ads
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be portrayed as caring and capable
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Ads need to be seen as:
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memorable and not counter to candidate
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Blame Dukakis
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1988- Willie Horton, Bush was more negative and everyone noticed but bush still won
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Blame Bush
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Clinton knew how Bush played the game...creation of the positive attack ad...this was in 1992
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Blame Dole
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Many people thought Dole was attacking Clinton more than Clinton against Dole...because of positive attack ad.
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What was the word Hilary Clinton coined?
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Republican Machine....spitting out candidates like a factory
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Blame Gingrich
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Clinton associated Dole with Gingrich
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Blame the Terrorists
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Kerry got in trouble for attacking a wartime president...you can't do that...made Kerry look like the negative one even though Bush was
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What ad undermined Kerry?
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Swift Boat
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What are the most negative ads of all time?
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3am, Willie Horton, Celebrity, Jerry Springer for Governor, Failure, Daisy, The Wrong Kind
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Geer argued that
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Negative advertising was a force of good, sharpening public debate and informing voters
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Geer said negative ads are more: (2)
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Specific, and about salient issues
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What constitutes a good ad, according to Geer...(4)
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1. More about issues than traits
2. More specific than vague 3. More documented than non-documented 4. Focused on issues of real governing |
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Geer explains the rise of negativity by saying
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Personal attack rate hasn't changed, just issue attack ads...due to polarization of parties
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3 steps to campaigning
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canvass district, identify who are supporters, mobilize
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How do high costs of campaigns undermine democracy?
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have to be rich to get elected
deters 3rd parties hard for little guy buying votes |
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Where do incumbents get their money from?
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PACs
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Election of 1988...image
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Dukakis- Experienced Executive
Bush- Tough On Crime |
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Election of 1992...image
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Bush- High Moral Character
Clinton- Young and Energetic, Change |
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Election of 1996...image
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Clinton- The one who got the job done
Dole- experience |
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Election of 2000...image
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Bush- Compassionate Conservative
Gore- Intelligent and Experience |
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Election of 2004...image
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Bush- War Time President
Kerry- War Hero |
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Election of 2008...image
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McCain- Mav who will take on DC
Obama- Dc Outsider bringing hope and change |
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What are the safeguards against manipulation of image?
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1. Capable opposing candidates
2. Independent journalists and bloggers 3. Wise and sophisticated electorate |
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3 things that must be in ads
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Candidate name
Office running for Message...aka reason to vote for them |
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Two steps of campaign process
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Persuade (if they were to vote, they would vote for you)
Mobilize |
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Voters will vote if..
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They can, they want to, they are asked to
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What is the most effective and expensive form of mobilization?
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face to face
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The ideal model of election communication
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Debate in which voters can hear all candidates at same time + carefully weigh strengths and weaknesses of each candidate
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Opportunity to cast informed votes by adding together
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General candidate info + campaign scrutiny + neutral voter info published by government
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