United States Government

Testimonial

• According to http://www.centerforpolitics.org, a testimonial advertisement contains endorsements from celebrities and other well-known people.

Download Michael Jordan Video for Bill Bradley

Mudslinging

• According to http://www.centerforpolitics.org, a mudslinging advertisement make assertions about the opponent in a variety of unflattering ways. Name-calling and/or groundless assertions about one candidate by his/her opponent. This advertising strategy is used by a candidate primarily to create a negative impression of one’s opponent. This strategy may backfire and create a negative impression of the candidate who is responsible for the creation of the negative ad if used excessively, or in a manner that is perceived as false, deceptive, “tasteless” or “going too far.”

Download a commercial slamming former House of Representatives Speaker Newt Gingrich.

Transfer

• According to http://www.centerforpolitics.org, a transfer ad is one that has the use of popular symbols to create a positive connotation for the candidate or the use of negative or controversial symbols to create a negative connotation of one’s opponent.

Download a video for Steve Forbes.

Card Stacking

• According to  http://www.centerforpolitics.org, a card stacking ad is one that makes use of statistics, often in a one-sided manner; the omission of information that is crucial to drawing an informed and balanced conclusion.

Download a card stacking ad that gives just one side.

Plain Folks

• According to http://www.centerforpolitics.org, a plain folks ad is an attempt by a candidate to appeal to the average voter as just “one of the people.”

Download a very strange ad!

Glittering Generalities

• According to http://www.centerforpolitics.org, a glittering generalities ad is  usually the first type of ad used in a campaign, these spots are designed to introduce a candidate to the voters. Needless to say, like any introduction, these types of ads are almost always very positive. Designed to leave the viewer with a very good first impression. This ad type uses very vague words and phrases that have a positive effect on the viewer and appeal to a variety of interests.

Download a John McCain for Senate ad.

Contrast Ad

• According to http://www.centerforpolitics.org, a contrast ad uses the juxtaposing positive images of one’s candidacy with negative images of the opponent in the same ad.

Download a contrast ad.