Tricks of the Trade
In many ways,
political commercials are like miniature movies. As in movies, great care
is taken to make certain each detail of production--lighting, editing, music--work
together to convey a particular mood.
At the movies, we want to enter the world the filmmakers have created, to
suspend our disbelief and be caught up in the story. But political ads need
to approached more cautiously. They are not fictional stories but expressions
of political opinion.
Political commercials express their opinion not simply through words. Just
as music and editing help convey mood in movies, in ads they reinforce the
impression the makers want you to have.
Now decide if
you want to create an ad FOR
or AGAINST
this candidate.
FOR
1. Video: The video shows your candidate in a positive setting before supporters,
so manipulating the video is unnecessary and would take away from the 'real-life'
quality. Had you the chance to reshoot the video, you might try shooting the
candidate in close-up from a flattering low angle, and put more decorations,
perhaps flags, in the background.
2. Sound Effects: The candidate appears before a small crowd applauding politely.
Adding some crowd noise can make the event seem more exciting, and the candidate's
support more enthusiastic.
3. Music:Music has perhaps the most emotive power of any production element.
See how the spot plays now with added patriotic music.
4. Graphics: On-screen graphics grab attention and reinforce the ad's message,
often by simplifying issues into key phrases. Add a graphic stating: "make
a difference."
5. Voice-over: Without a word being spoken, you've used the elements of production
to create a strong message. Now add a voice-over to pull it all together:
"People everywhere are cheering John Smith. Join the John Smith team
and make a difference."
AGAINST
1. Video: With today's production technology, ways to manipulate visual images
are virtually limitless. One common technique to make an opponent look old
or out of touch is to take the color out of the picture. Another technique
to make an opponent look threatening, or just creepy, is to manipulate the
playback speed of a tape. Slow motion and strobbing effects are often used.
2. Music: Music has perhaps the most emotive power of any production element.
See how the spot plays now with added threatening music.
3. Graphics: On-screen graphics grab attention and reinforce the ad's message,
often by simplifying issues into key phrases. Add a graphic stating: "Can
you really trust him?"
4. Voice-over: Without a word being spoken, you've used the elements of production
to create a strong message. Now add a voice-over to pull it all together:
"What do you really know about John Smith? Where did he come from? What
does he want? Can you really trust him?"
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