Originally published in 2020 and updated Feb. 16, 2024
Campaign advertisements on television and online can play an important role in presidential elections because they allow candidates to directly address the electorate with their messages.
In this lesson plan, students will discuss what makes advertisements effective and examine ads produced by the 2020 presidential campaign with candidates Donald Trump and Joe Biden.
Subjects
Social studies, history, government
Estimated Time
1-2 50 minute classes
Grade Level
6-12
Activities:
- As a warm-up, watch this PBS NewsHour "Brief but Spectacular" video featuring Fred Davis, a leading political consultant. What techniques does Davis use to make sure that advertisements are memorable and compelling? Why is this so important?
- According to Davis, "Over the course of the day, you'll see 500 ads...How many of those do you remember? Probably [zero.]"
- How many TV or online ads do you think you see in a typical day? How many do you remember? What makes an advertisement memorable for you?
2. Watch a television ad (embedded below) for each of the candidates below. Compare and contrast the techniques that each advertisement used such as images, music and narration.
- How would you describe the tone of each ad and how did it influence the ad's effectiveness?
- Which advertisement do you think was most convincing and why?
- What, if anything, did you learn about each candidate's platform from the ads? Discuss as a class.
JOE BIDEN:
DONALD TRUMP:
The 2024 primaries are underway, but it's looking more and more likely that there will be another Trump v. Biden matchup despite polls showing the most Americans would prefer other candidates.
Watch these 2024 ads and search online to analyze more ads. Do you think Trump or Biden's strategies for 2024 have changed since 2020? What strikes you as similar? Different?
Trump ad (economy) and Trump ad (fracking)
Biden ad (Jan. 6) and Biden ad (Trump confused)
Extension activities:
- Go to Living Room Candidate and choose one historical presidential election. Living Room Candidate features dozens of television campaign advertisements dating back to 1952.
- Watch the advertisements for each candidate. Compare and contrast the historical advertisements with advertisements today. How are they similar and different in terms of tone, message and informational content? What historical events could account for these differences? Explain.
- Want to make your own ad? See Lesson plan: Create your own presidential campaign ad.
By Amanda Wilcox, intern at NewsHour Classroom, with editing by Vic Pasquantonio.
