Name: ______Date: ______

Instructions:

Answer the following questions about political advertising from each of the Presidential campaigns since 1952. All the political ads can be found at www.livingroomcandidate.org and are sorted by year and political party.

The names of the ads can be found by moving the mouse cursor over the images. Once clicking on the ad, information should appear to the right, which will help you answer some of the questions.

You will be graded based on your responses and your ability to explain your point of view. Each question is worth one point and will be scored in a method similar to how the “Short Response Questions” on the AP Exam are graded.

Eisenhower (R) – “Ike for President”

  1. This ad is considered one of the most famous political advertisements of all time. What do you think contributed to its enduring fame (and success)?
  2. How does the song sell the point of Eisenhower’s candidacy? Is it effective?
  3. How does the cartoon poke at the Democrats (notably Harry Truman and Adlai Stevenson)? How is it different from the “attacks” of today?
  4. Note the cartoon parade…who “likes” Ike?
  5. At the end of the cartoon, who is asked to vote for Ike? What does it imply?

Eisenhower (R) – “The Man from Abilene”

  1. How does this commercial paint Eisenhower? Explain.
  2. What issue is the commercial “selling” about why Americans should vote for Ike?
  3. Given his performance in this ad (click on some of the other ads to see that it isn’t a fluke), would Eisenhower be successful in the media climate we live in today? Explain why or why not.

Kennedy (D) – “Jingle”

  1. How is this ad similar to the “Ike for President” ad? How is the ad different?
  2. Comparing it to “Ike for President” ad, which one is better? Why do you think so?
  3. How does the ad compare Kennedy to his opponent Nixon without referencing him?
  4. Note the pictures…who are the swing votes in the election (it’s “strictly up to them”)?
  5. What is the message in this ad (besides vote for Kennedy)?

Johnson (D) – “Ice Cream”

  1. How does this Johnson ad paint Goldwater (and the Republicans)?
  2. What is the point of having the little girl licking her ice cream cone during the course of the commercial? Do you think it helps or hurts the message in the commercial? Why or why not?

Johnson (D) – “Daisy”

  1. This ad aired the night before the election and only once – why do you think so?
  2. What is the purpose of the little girl in this ad? Is it more or less effective than the previous piece? Why or why not?
  3. Combined with the “Ice Cream” ad, what does it imply would happen if Goldwater and the Republicans won the election? What is emotion is it playing on in order to elicit support?

Nixon (R) – “Convention”

  1. How does the Nixon campaign paint the Democrats (and Humphrey) in this campaign commercial? What does it imply about what Nixon would do as President?
  2. What is the purpose behind the stark pictures and harsh sound effects? Is it successful or not? Explain.
  3. This ad was one of the first to be replayed by the news media (for free) so they could discuss it. Do you think that is responsible journalism? Why or why not?
  4. Do you think discussing the controversy (and showing the ad over and over) helps or hurts the candidate who produced it? Explain.

Humphrey (D) – “Laughter”

  1. How does this ad attack the experience of Nixon’s VP choice Agnew? Is it effective? Why or why not?

Reagan (R) – “Nancy Reagan”

  1. Why is Nancy Reagan mad at Jimmy Carter? Do you think her anger is genuine?
  2. Is this ad selling her husband or tearing down Carter? Explain.
  3. Is this an effective ad? Why or why not?

Reagan (R) – “Prouder, Stronger, Better”

  1. Why is it “morning again in America”? Give some examples of how Reagan sells the successes of his administration.
  2. What purpose do the images have in the commercial? Who are they of and how do they “represent” America? What other objects indicate what “America” is?
  3. Besides the images, what other advertising technique is used to “paint the scene”? Explain.

Reagan (R) – “Bear”

  1. What country is “the bear in the woods”? What danger does that country offer?
  2. Reagan is implying that he would “stand-up to the bear” – what does that mean? If you continue the metaphor, what does it imply the Democrats would do if they came across a “bear in the woods”?
  1. Reagan won this election by winning all but two contests. Which of these two famous commercials do you think appealed best to women? To men? Why (in both cases)?

Bush (R) – “Tank Ride”

  1. How does Bush paint Dukakis in this commercial, as he drives around in a tank? Does it make an effective point?
  2. What visual of Dukakis in the ad “hit home the point” that he is not ready to be president? Why?

Bush (R) – “Willie Horton” (click the right arrow to scroll to this ad)

  1. Crime was a big topic in the 1988 election due to problems with drugs and high unemployment in cities. How was this ad successful in showing Dukakis was “soft on crime”? Is this an attack ad or a comparison ad? (hint – whose position do you remember more)
  2. This ad was considered controversial by some in the media – why? Do you think there is any truth to the complaint?
  1. Dukakis didn’t respond to either attack – why was that a bad idea? Explain.

Clinton (D) – “Leaders 2”

  1. How did the Clinton campaign try to distance itself from the problems of past Democrats? In what ways are they different from the “old democrats”?
  2. The way this ad is produced (sound, editing, narration) – what impression are you supposed to take away from it? Combined with using words like “new democrats” and visuals of excited crowds / young candidates what do you think could be the hidden message?

Clinton (D) – “Second”

  1. What was the Bush promise? Is it a fair attack, considering Bush raised taxes to pay for the first Gulf War? Is it an effective attack? Explain why or why not.
  2. Is this an attack ad or a comparison ad? Does Clinton promise not to raise taxes? Why not?

Bush (R) – “Guess”

  1. This ad responded to the “Second” ad. Is it effective in deflecting the attack made in that ad? Why or why not?

Clinton (D) – “Next Century”

  1. What ad is this one similar to? Explain how it is similar to that ad.
  2. How is this ad different from the ad referenced above? Explain.
  3. Running against the older Bob Dole, what message is the ad trying to paint, without attacking Dole directly? What emotion is it playing at?

Bush (R) – “Wolves”

  1. What ad is this one similar to? Explain how it is similar to that ad.
  2. How is this ad different from the ad referenced above? Explain.

Bush (R) – “Windsurfing”

  1. Kerry was labeled a flip flopper during the course of the campaign – how did they use the footage of Kerry windsurfing to knock home that point? Was it effective? Why or why not?

Swift Boat Veterans for Truth (R) – “Any Questions” and “Sellout”

  1. Do you think it is fair for this group, not directly affiliated with the Bush campaign, to attack the patriotism of Kerry? Why or why not?

Develop three questions for any campaign ad from the 2008 election. Try to ask questions similar to what was asked previously.