• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

The Effects of Negative Propaganda in Politics

Extracts from this document...

Introduction

English 101 01 October 2004 Not So Nice: The Effects of Negative Propaganda in Politics Politics is the foundation upon which this country stands upon. Today's politicians power every decision and every move that the U.S. Makes. The central power that is behind this country is run by one man, the president. There is only on way to become president and that is to win the Presidential Election that occurs once every four years. Advertisement is used to "sell" a candidate to the public. Positive advertisement is often used at the beginning of a campaign to let the public get to know the candidate. However, wherever there is positive advertisement to be found, there are negative ads following close behind. Negative advertisements are usually targeted at the opponent whose ideas or history might be able to be used against them in an incriminating way. Reactions to the content of negative propaganda cannot be controlled and it may or may not have its desired effect. Negative propaganda created by the media and candidates in presidential elections can stir up a whirlwind of uncertainty among the voters and cause mixed negative feelings about one or perhaps both of the candidates. Negative propaganda is nothing new to political campaigns. In fact it was used in the very first election that there was. According to Edwin Diamond and Stephen Bates: Name-calling and invective are themselves nothing new in American political life. ...read more.

Middle

Aldous Huxley would describe a persons reaction when put into a large crowd as the following: "In a word, a man in a crowd behaves as though he has swallowed a large dose of some powerful intoxicant. He is a victim of what I have called "herd-poisoning" (223). When the crowd is over taken with "herd-poisoning", a great leader can take advantage of that group's mental weakness and in a way control them. Hitler himself said, "To be a leader means to be able to move the masses" (qtd. In Huxley 222) While the presidential candidates may not be using "herd-poisoning" to manipulate the public into a mindless army, they are never the less using manipulation to persuade the public the see that all logic points to that candidate getting elected. This tactic is especially useful when trying to spread a negative statement about the opponent. Public speeches are used to take advantage of "herd-poisoning" to get the crowd on their side, and at the same time put the crowd on offense against the other opponent. Television is also a major source of presidential advertisements. Commercials run daily for both candidates. Some of these commercials are positive targeting a particular group of people as their audience. While others are negative targeting ones opponent. These ads that are seen have been carefully planned out and have gone through a test run on a focus group. For example, Bush's "Reelection Team Says Democrat's 32-year Career Is Rich in Ammunition" (Kurtz). ...read more.

Conclusion

The target or the one who's target practicing? "In Merritt's study of voters responses to negative advertising in California Assembly District found that 'the negative political advertising evokes negative affect toward both both target opponent and the sponsor'" (qtd. in Chang, Park, and Shim). Table 3. Question: Based on the advertisement, how do you feel about Ron Whitten who sponsored the political advertisement?). Frequency Percent Positive 80 27 Neutral 42 14 Negative 175 58.9 Total 297 100 Table 4. Question: Based on the advertisement, how do you feel about David Strick who is attacked in the political advertisement?). Frequency Percent Positive 50 16.0 Neutral 71 23.9 Negative 176 59.3 Total 297 100 Fig. 1. Tables 3 & 4. Effectiveness of Negative Political Advertising. 1998. 03 Oct. 2004 <http://www.scripps.ohiou.edu/wjmcr/vol02/2-1a-B.htm> Overall, negative advertising is just another day in politics when it comes to the elections. It's used to attack the other party while boosting the sponsoring party. However as seen by the results of Merritt's study, negative advertisement will more than not end up backfiring giving both candidates a bad image. When it comes down to voting time, it is no longer which candidate is best for the job, but who do I dislike more? Leaving the other candidate the vote because the first one is more disliked than the one that was voted for. . That's why it can only be concluded that negative advertising does indeed cause confusion and uncertainty among the voters which cause them to have an overall negative outlook on one if not both of the candidates. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Analysing TV Advertising - The Guinness surfers advertisement and the Levis Odyssey Advertisement, directed ...

    characters are breaking through walls, they throw their legs forwards and into them first, as if the levis are the harsh, impenetrable force which is smashing the bricks, something that we all know is impossible. The target market for this advertisement is teenagers and young adults, who can relate to

  2. Marketing Media and Audience Feedback

    MARKETING MIX: PROMOTION After determining the pricing of the product, there arises a need to generate awareness among the target market about the product, and its unique features which can be done through advertising and sales promotion. Deciding the advertising media, the offers and promotion, public relations and direct sales

  1. Marketing Plan for Lloyds TSB

    Affluent professionals want higher interest rates and OAPs want added security measures. The market is further segregated by wealth. It is our intent to target both male and female consumers through their financial status whenever feasible. With the target audience identified, we begin to focus on the communication objectives.

  2. Corporate Video

    In our last group meeting on the pre production we had to know when we could start filming and also how much time we have left till the deadline. Editing would take at least a week or two and we needed two weeks for writing up our evaluation also.

  1. Create ing your own business - create a full plan on a business of ...

    buy your product Methods of promotion Sale promotion: - Short term incentives to increase sales, e.g. free coupons, samples, competitions. Effect is often to destroy loyalty to other brands so that people will come to your brand by encouraging brand switching; when consumers end customers often switch to other brand

  2. The Hoboken Happenings television show and its accompanying Internet web site.

    The growing population of Cable TV presents exciting opportunities for Hoboken Happenings. The total viewer market of WBMX is 3.8 million. Hoboken Happenings has the potential to expand well beyond Hoboken. WMBC-TV is also available on satellite systems DirecTV and Dish Network providing even greater exposure.

  1. Professional Campaigns

    advertising budget, because they know how far they can stretch it to have at the end of it, the most successful campaign. Overall professional advertising agencies can contribute to the success of a marketing campaign in their own ways. They are able to help the business along the way, guiding them down the right paths to create their successful campaign.

  2. Sponsorship Today

    however sponsorship tends to become more concentrated on the most popular sports that attract massive global audiences i.e. football, athletics, golf and motor sports. It is also good to be associated with success & companies will pay top athletes many thousands of pounds to wear their goods.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work