POLITICAL ADVERTISING

October 2004
		Since the end of the Democratic and Republican national conventions, both the Kerry and Bush campaigns have launched ads aimed at reaching voters in swing states and the remaining undecided voters. How does each campaign know what ad message will appeal to certain voters -- and whether or not these ads succeed in reaching the targeted groups? An expert answers your questions about campaign advertising.

Online NewsHour Special Reports: Media Watch Vote 2004: Ad Watch Forum Introduction How does an incumbent president's 'free' airtime impact his campaign's media strategy -- and that of his opponent? Is there any evidence to suggest negative ads are more effective than 'issue' ads in winning over voters -- especially the swing voters? How would you compare the advertising by Bush and Kerry in this election with the Bush and Clinton election of 1992? How can viewers learn to distinguish fact from fiction in political ads? Browse the NewsHour's media and politics coverage.	Kathy from Northfield, Minn., asks: How can viewers learn to distinguish fact from fiction in political ads? It's hard to discern what is the truth and what is just an advertising ploy. Dr. Kathleen Hall Jamieson responds: The good news this year is that there has been an increase in fact checking by the media, some in the form of traditional ad watches, some in the form of editorials, some in the form of extended news articles. Those with access to the Internet can readily find good reporting on the accuracy of ads. FactCheck.org is our contribution to that process. In general, the more evocative the visuals in an ad the greater the need for viewer vigilance. Ad makers know that we pay less attention to what is being said (and are as a result more likely to accept it uncritically) when we are engaged by what we see on the screen. The TV ads for prescription drugs are the best example. As the announcer reports on all of the medications side-effects (sometimes including death!) the visuals show healthy happy people cavorting in lush settings. Ask what is on screen when the most frightening side effect is mentioned by the announcer and the visual strategy becomes apparent.