TV Campaign Ads Essay

Many people have a visceral reaction to political attack ads on TV. Not much will prompt

a faster change of the channel. But they are difficult to escape during election season and it is

doubtful that the upcoming presidential election season will be much different. A robust

television ad campaign is a critical element in winning an election and the most fundamental

point about political advertising is that it matters at the margins. However, campaign

advertisements are very often dishonest in one form or another. When they don’t mislead the

people, they often omit key facts and use such gauzy language that they don’t really tell them

anything.

In the year 1952, the election was between Republican Dwight D. Eisenhower, “Ike”, with

his VP Richard Nixon, and Democrat Adlai Stevenson, with his VP John Sparkman. The main

issue and concern from the people was the Korean War. With the Korean War heading into a

third year, the people of the United States undoubtedly worried how Eisenhower or Stevenson

would act for the country. Another issue was corruption in the government, like grand

government theft, and the high cost of living for the people after taxes. Eisenhower portrays

himself as a man of the people, responding to their concerns and pressing “It Is Time for a

Change”, effectively building up their confidence in him. He portrays Stevenson and the

Democrats as ineffective, sinking further into debt, and needing to be dealt away with. On the

other hand, Stevenson portrays himself not only as a business man, but also as a farmer and

working man, striving for civil liberties and equality for all the people of the country. He exposes

Eisenhower and the Republicans as unreliable, confusing people, and unsuccessful to improve

conditions, like Hoover during the Depression.

In the year 1960, the election was between Democrat John F. Kennedy, with his VP

Lyndon Johnson, and Republican Richard Nixon, with his VP Henry Cabot Lodge. The main

issue and threat during this time was the Cold War and Khrushchev. The American people

questioned how peace would be kept without America surrendering. Some other issues were

foreign policy, civil rights, and economic strength. Kennedy depicts himself as a man with

experience who can still accomplish goals, a fair and honest leader, and a man who stands for

better conditions for the people, including civil rights, minimum wages, improved housing, and

jobs. He reveals Nixon and the Republicans as fickle, with no true experience, especially in

making decisions, and as people who will fail to provide real, genuine leadership. Whereas

Nixon displays himself as a more qualified, knowledgeable, and experienced man with world

affairs, decisions, and needs. He describes Kennedy and the Democrats as inexpert, especially

when it comes to foreign policy, and an amateur leader.

In the year 1964, the election was between Democrat Lyndon B. Johnson, with his VP

Hubert Humphrey, and Republican Barry Goldwater, with his VP William Miller. The main issue

and fear during this election was involvement in Vietnam, fueling fear of nuclear war,

communism, and civil rights. Other issues included social security, millions of families enduring

poverty, medicare, and rights and inequality, especially with the KKK. Lyndon B. Johnson

illustrates himself as a determined man to keep America going, principally after the

assassination of Kennedy, saying “Let Us Continue”, and ready to take efficient action, including

successful tax cuts, anti-poverty, education reform, etc. However, he characterizes Goldwater

as a man who tolerates inequality, with the KKK having advocated for Goldwater, and who does

not like the nuclear ban treaty, inducing a possible nuclear war. Yet Goldwater presents himself

as a man who will speak for the people, the common people, striving to return the government

to the people, and who will act to improve the country in all aspects. He portrays Johnson and

the Democrats as a weak land immoral leader, allowing delinquency, crime, and riots, along

with diminishing the United Sates’ world leadership.

In the year 1968, the election was between Republican Richard Nixon, with his VP Spiro

Agnew, Democrat Huber Humphrey, with his VP Edmund Muskie, and Independent George

Wallace, with his VP Curtis Lemay. The main issue taking place in this election year was the

growing opposition to the war in Vietnam, with the number of American troops rising incredibly.

Some other issues were crime rates on the rise, increased violence, the spread of nuclear

weapons, and civil rights. Nixon portrays himself as the most skilled and proficient leader to lead

America, able to control situations and act to unite America, bringing the people together with

law, peace, justice, and respect. He depicts Humphrey and the Democrats, along with Wallace

as an Independent, incapable of uniting America or instilling order, and abusing military,

economic, and diplomatic power for situations with no success or effectiveness, especially

associating Humphrey with Vietnam. Regardless, Humphrey shows himself as a trustworthy

leader, committed to improving America with issues such as civil rights., education, and social

security. He reveals Nixon and the Republicans, with Wallace as an Independent, as capricious,

with no regard for the public or civil rights, whereas he says himself, “People are people”.

Specifically criticizing Nixon in “What’s Nixon Done?”, telling of no accomplishments for the

working people Nixon has done, in comparison to himself. Though Wallace depicts himself as a

straightforward, effective leader with conservative views, advocating for solutions like an all-out

war on crime and a massive bombing in Vietnam to solve the war. He condemned Nixon and

Humphrey as men unable to maintain control or stand up for America, end the war in Vietnam to

bring our soldiers back, or make America safe again.

In the year 2016, the election was between Republican Donald J. Trump, with his VP

Mike Pence, and Democrat Hillary Clinton, with her VP Time Kaine. Some issues during this

time included taxes for working families, improved economy, employment opportunities,

increased wages, proper justice in the country, immigration, etc. Trump portrays Clinton as

unequipped to repair issues in America, with no honesty or regard for America’s people,

increasing taxes and government spending while jobs disappear. Hillary is also showed as

someone who makes America unsafe, all while being unreliable, unpredictable, and dishonest.

On the contrary, Clinton portrays herself as a strong woman who has respect and support for

everyone, wanting to unite people, improve our economy, and create better jobs. As a steady

leader with clear thinking and calm judgement, she will lead the nation to greatness. She

exposes Trump as a dishonorable, patronizing, amateur, racist, with no care or respect for

anyone in America, especially when it comes to disabled people, women, struggling people, and

immigrants. He is shown as someone who is dishonest, not fit to lead our country, has no

knowledge on issues America is currently facing, and is virtually putting our country at risk for

the sake of his ego and personal triumph.

The ads throughout the previous years were undeniably less negative than the ones in

the most recent campaign of 2016. Rather than properly addressing issues, answering

concerns, and aiming to mobilize the people to take action consistent with the candidate, more

than half of the ads throughout the most recent campaign were focused on negativity and

denouncing others, hitting an all-time low especially with these candidates. It is felt than these

negative ads barely accomplish anything, even discouraging some people to go out and vote.

However, people can effectively be swayed by these negative ads. Carefully designed to

persuade people, these ads shape decisions and attitudes with their power, message, and

characteristics illustrated. Negative information, rather than positive, sticks with people more,

especially in the minds, having a greater effect, whether it is true or not. Negative campaigns

can have substantial effects on voter impressions and action.