Evaluation of Propaganda Techniques Used in US Presidential Campaign Ads

Introduction

Political Marketing is a phenomenon created in the United States. The birth and development of this phenomenon inseparably linked with the development of technologies and forms of social communication. In contrast to an ordinary product, promotion of a political entity at any time may be accused of something that can always make some blunder, which can have a detrimental effect on its image. Critics have argued that an inverse relation exists between the impacts of media on political progress (Voltmer, Pp. 49).

Name Calling

The offensive nicknames have played a role immensely strong in the history of the world and our own individual development. They have ruined reputations, both prominent men and women, many others have sent to prison, have made men fall in battle and massacre their fellow men. They have been and applied to many people, groups, gangs, tribes, schools, political parties, neighborhoods, states and sections of the country, nations and races (Magedah, Pp. 46-57). I personally disagree to this as nobody should be given the right to tarnish others image. It does not matter whether that person is your rival, competitor or any random person. In my opinion no one would have expected such childish behaviors at a presidential level speech.

In presidential elections of 2008 John McCain used a technique called by the nickname “name calling” (link to the person or idea to a negative symbol). McCain aired 90% advertisements that mentioned Obama in a negative way; some of which used “name calling”, despite declaring that negative campaigns and advertisements would be avoided by him in his presidential campaign. McCain should have highlighted his manifesto's advantages, positive points and any such factor which could be served as a competitive edge over the advertisements and manifestos of Obama.

“The Wisconsin Advertising Project” advertisements aired by McCain perceived “more negativity” than those aired by Obama. I feel that this negativity perception should be discouraged by the voters and the media, so that supporters of one leader should not have any grudges against the competing candidate. As in McCain advertisement (aired on 1st August, 2008) “The One” McCain Suggested that Obama is Anti-Christ (www.livingroomcandidate.org)

Glittering Generality

There are different types of propaganda, which address the, concepts and ideas related to politics and political structure. All these propaganda directed at the general public, to affect their perception, and guide them to make them lead towards separate opinion. Effectiveness of propaganda differs greatly in every context. In one particular scenario may provide devastating results at other places concerning the same issue (Louw, Pp. 71). As suggested by Sarah Oates in (2007), “In US, there is a momentous concern that we are so hooked, and people refuse to pay attention to serious issues. This means that new programs now refuse to cover them”. In my opinion glittering generality is not a good approach for running a presidential election advertisement. I think that, if you are not at a certain level then you should not show and misguide people ...