Four Phases and Rhetorical Purposes of a Political Campaign
Political Advertisements has three rhetorical purposes to every campaign which draw from the four phases characteristics. Previously when someone was inspired to run for office they would mainly run campaign ads on television to express themselves and how they would be most effective for the position in which they were applying for. They also used campaign ads to downplay their opponents and to gain as many supporters as possible. Today there are many other media outlets other than television that is used for campaign ads to be designed and shown across the world. Scholars, has used many various styles and strategies of campaign ads. The idea for campaign ads is to reach as much of the public as they possibly can and to gain the support and the votes that they need for the election. Generally, the person with the most impressive ads and who spends the most amount of money wins the political race.
The campaign ads I reviewed for this assignment not only gave the four phases of a campaign ad, they also identified the three rhetorical purposes of advertising. These categories of purpose are typical of most modern campaign spots; any one ad can combine the characteristics of more than one type. However, due to financial limitations and other setbacks, third party candidates sometimes do not have the luxury of spending as much on their campaign ads. That is why it would be beneficial to them to try and accomplish multiple goals in one ad.
The first purpose of a campaign ad is to extol the candidate and their virtues. Looking at the 2008 campaign of Barack Obama and John McCain, Obama had to reassure the American public of all of his many virtues and why he was qualified to lead this country. He overcame many hurdles and obstacles like any other candidate would have to in order to gain trust, but for him he also had to overcome race barriers. He made sure his ads represented...
References: Harris, R. J. (1999). A cognitive psychology of mass communication (3rd ed.). Mahwah, NJ: Lawrence Erlbaum Associates.
Johnson, K. S., & Copeland, G. A. (1987). Setting the parameters of good taste: Negative political advertising and the 1986 elections. Paper presented at the International Communication Association Convention, Montreal.
Trent, J., & Friedenberg, R. V. (2000). Political campaign communication: Principles practices (4th ed.). New York: Praeger.
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