Political Advertising: Get the Facts!

Political advertising can be very informative and also very misleading. Candidates use ads to create a positive image and to publicize their positions on issues. They want voters to recognize them and vote for them. Analyze a radio or TV ad by answering these questions:

1. Describe the content and styles of the ad:

   • Who was the announcer?

   • What was said?

   • What image was shown?

   • Were there keywords or phrases?

2. Did you learn anything about:

   • The candidate's experience

   • His/her position on issues

   • Plans, if elected?

3. Place a check next to the techniques used in the ad:
       ____  Straight talk from the candidate
       ____  Activites from a typical day of the candidate
       ____  An appeal to voter's emotions (may/may not use facts)
       ____  Straight attack on candidate's opponent
       ____  Ideas which "sound good" (may/may not have substance)
       ____  A comparison, contrasting two or more candidates
       ____  Campaign promises (may/may not be realistic)
       ____  Endorsements of candidates by celebrities, or others
       ____  Other (please describe)
    

4. Was there material you considered particularly misleading, such as using prejudicial buzz words; open distortion of opponent's views or person; targeting a particular group of voters.

5. Was there material you considered particularly effective, but also fair and accurate?

6. Did this ad change your opinion about this candidate?

7. Should there be a limit on the amount of money candidates can spend on political advertising?