U.S PresidentialCampaignAds

Editor: Zhong Shuting

In 79 BC Vesuvius engulfed the Roman ruins of Pompeii excavation site, people on the streets building walls and pillars, found a large number of advertising signs, picture ads, text ads, ads in some official column, and "called on politicians to justice candidate political campaign signs and advertising." This is the earliest relics of ancient Western political ads ever discovered. But modern political advertising in the true sense of the birth of democracy in the capitalist system is determined, politicians through various mass media - newspapers, leaflets, radio, but after the advent of television, the modern political advertising model really developed it.

Essence of modern political advertising by the government, political parties, candidates and political groups through the mass media, to pay for time, space, opportunity and space, transfer directly to the audience in full compliance with the hospital's political message advocates, want to influence their political attitudes, beliefs or behavior of the communication process. Political advertising on macro divided into two forms: the reflection of the country, the government, the ruling party and its political institutions will declare ad; and to campaign for the purpose, namely the political parties, candidates and political groups for self-promotion campaign-style ad. While China and the United States, as a typical representative of the two political systems, that in respect of political advertising showing vastly different, embodies the characteristics of these two political advertising.

Figure 1 is a presidential candidate Barack Obama for the 2012 U.S. presidential election by running TV ads. In the 30 seconds' video, Obama reports on the results of the past four years for what have done to the people, that he fulfilled during his tenure obligations and commitments, such as increasing the U.S. clean energy development, so that aspects of U.S. foreign oil dependence weakened so on. For the subsequent campaign rally.

Political campaign advertising is the main way people communicate information to the voters, the ad campaign will help build people's fame, visibility, they may think of the most critical issues the campaign, but also to express their personality, talents and future work agenda.

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Figure 2 is another called "Remember" ad campaign, 32 seconds of video, focusing summarizes Obama's performance, as shown in Figure increase in U.S. oil production.

The title "Remember" is embodied topic. Obama's image occupies one third of the screen, set a forward direction of the great guidelines from the American image.

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On the other hand, political advertising will help increase public and political knowledge and understanding of political events. Also, advertising can also be used to attack, discredit each other. Since participation in political advertising, making political elections more

complicated and confusing.      Figure 3 is called "Choice" video, the video Obama told the masses that they are going to

make the right choice for America's future - that elect Barack Obama (Democrat) or Romney (Republican), video, Obama pointed out Romney's policies - tax cuts for the

rich, reduce regulation of big banks, while objections and put forward their own solutions - support the middle class.

    Make their own campaign plan, while showing my debating skills, but also one of the main U.S. advertising campaign.

Figure 4 for Obama party attack ad against Romney. In this video, the Democratic Republican candidate Mitt Romney intercepted singing "America the Beautiful" video, the lyrics of various policies on Romney to condemn and ridicule cleverly clips in a form of comic effect, in video the last also stressed the "Mitt Romney's not the solution" this theme, widely disseminated on social networks, forming a huge blow to the Republican Party.

Figure 5 is a Republican attack ad against Obama. This is the cover of MAD magazine Obama cartoon holding saysing yes, we can't brand, mocking Obama for the past four years, failed to solve the original campaign promise to voters when problems, but also failed to achieve his speech in the United States set forth a better future.

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Figure 6 is a well-known when the 2008 U.S. presidential election "yes, we can" music video, the network has been widely spread, as shown on YouTube has over 25 million hits.

Advent of the Internet makes the emergence of a new political advertising and marketing mode propagating modes. Wide spread range of innovative communication content and form, so many candidates use the Internet to expand their influence, extensive use of

convenient network to promote. This video invite distinguished in different fields, the famous star, including sports, performing arts, etc. have a lot of character to the mass base for Obama's "yes, we can"

and tone. Stars are singing way chanting Obama campaign speech lines, while generous with Obama at

the rally and boosting lecturing scenes, scenes of frenzied cheering masses clips together: beautiful voice, passionate speeches, people cheered and continuous

repeating "yes, we can" intertwined, "yes, we can" this catchy slogan viral spread.

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American scholar Denton & Woodward summarizes political advertising has seven functions: to establish name recognition; enable voters to candidates interested in; recognize and construct other major political issues of public debate; showcase their talent candidates; provide support for a candidate momentum; stimulus public participation and providing entertainment.

A variety of content and form. From simple to publicize the candidates to publicize the various achievements of family life, elaborated from a simple policy slogan candidates to the party's war of words with the United States encompassing political advertising content, as long as they benefit election victory. Formally, from radio, television, magazines, and now increasingly the rise of social media Facebook, Twitter, surrounded almost the full range of life of the American people.

Emphasis on political advertising appeal, touched the hearts of voters. If you just keep preaching and performance data of candidates, political ads easily become boring after a long U.S. campaign development, each candidate has a professional team to create a highly contagious spread its activities. Today, it seems from the previous example, the Obama campaign ad is taking the masses, the grassroots route, which does not like Obama's rival in the ad then there is a sense of distance, but a great appeal for everyone to solve issues, love a good family man image.

Advertising as an integrated communication tools, both in the political or economic fields has an indispensable role.

Due to differences in political systems, political advertising and therefore in different countries in different ways rendering. But not between the various advertising good or bad, only whether the social development, is conducive to national stability evaluation

criteria.

Made byNeffy Zhong