The Ad Campaign
As the 2024 presidential election nears, television advertising remains a major battleground for campaigns despite the rise of digital media. This episode examines the key messaging and strategies employed by Kamala Harris and Donald Trump's campaigns through their TV ads.
Harris's ads highlighted her middle-class roots and prosecutor background, contrasted her abortion stance with Trump's, and sought to create a "permission structure" for former Trump voters to switch allegiances. Trump's ads associated Harris with Biden's "unpopular legacy," questioned her ability to bring change, and included baseless fraud claims to discourage voter turnout, which Harris refuted.
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1-Page Summary
The role of television advertising in the 2024 presidential campaign
Despite the rise of digital media, television advertising remains predominant in 2024 presidential campaigns, with record spending of over $1 billion since July 2023. Shane Goldmacher highlights how TV ads allow campaigns to control their narrative without interference and directly sway undecided voters during live events like sports.
Kamala Harris's advertising strategy and messaging
Introduction and addressing vulnerabilities
Harris's early ads focused on her middle-class upbringing to connect with economic struggles, contrasting with Trump's wealth. Other ads showcased her prosecutor background to counter perceptions of being lenient on immigration.
Attacking Trump
As the campaign progressed, Harris's ads featured regular people questioning Trump's character and policies. Her campaign aimed to create a "permission structure" for previous Trump supporters to switch allegiance.
Abortion rights
In the final weeks, Harris heavily emphasized abortion rights using personal stories to contrast her stance with Trump's, portraying him as limiting women's choices even in cases like rape.
Donald Trump's advertising strategy and messaging
Tying Harris to Biden administration
Trump's ads consistently associated Harris with Biden's "unpopular legacy," blaming inflation and recession threats on "Bidenomics" that Harris endorsed. The ads aimed to paint her as excessively liberal and out-of-touch on issues like transgender rights.
Questioning Harris's ability to bring change
Trump's closing ads suggested Harris represents no real change from the status quo, warning of continued struggles if she takes power. The campaign also amplified baseless claims of election fraud to discourage voter turnout, which Harris refuted.
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Counterarguments
- Television advertising, while still significant, may not be as predominant as the text suggests, given the continued rise and influence of digital media, social media campaigns, and other forms of direct voter outreach.
- The effectiveness of TV ads in controlling the narrative and swaying undecided voters could be less than implied if viewers are increasingly using streaming services and DVRs, which allow them to skip commercials.
- Kamala Harris's focus on her middle-class upbringing and prosecutor background might not resonate with all voters, particularly if they feel these aspects of her identity do not adequately address current issues or policy stances.
- The strategy of creating a "permission structure" for Trump supporters to switch allegiance may not be effective if those voters' support for Trump is based on strong ideological or partisan commitments rather than on individual policies or character considerations.
- Tying Harris to the Biden administration could backfire if voters view the administration's policies favorably or if they perceive Harris as having her own distinct political identity and policy agenda.
- Blaming inflation and recession threats solely on "Bidenomics" may oversimplify complex economic issues that can be influenced by global events, previous administrations' policies, and other factors beyond a single administration's control.
- Portraying Harris as excessively liberal and out-of-touch on issues like transgender rights may not be a persuasive argument to voters who support progressive policies or who prioritize other issues.
- Questioning Harris's ability to bring change could be challenged by pointing to specific policy proposals or legislative achievements that demonstrate her capacity for leadership and reform.
- Amplifying baseless claims of election fraud could be criticized for undermining democratic processes and voter confidence in the electoral system, which may be seen as irresponsible or damaging to the political landscape.
Actionables
- You can analyze political ads critically by creating a simple scoring system based on the ad's clarity, emotional appeal, and factual accuracy to sharpen your media literacy skills. Start by watching a selection of political ads, then rate each one on a scale from 1 to 10 in these categories. This exercise will help you understand the persuasive techniques used and become a more informed voter.
- Develop your storytelling skills by crafting a personal narrative that highlights your background, values, and stance on key issues, similar to how politicians present their stories in ads. Write down your story, focusing on experiences that shaped your beliefs, and practice sharing it with friends or family. This can improve your ability to connect with others on important topics.
- Enhance your critical thinking by debating both sides of a political issue with a friend, taking turns to argue for and against the topic. This activity, inspired by the contrasting strategies in political ads, will help you understand different perspectives and strengthen your argumentation skills. Choose a current issue, set ground rules for a respectful debate, and try to see the issue from the other person's point of view.
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The role of television advertising in the 2024 presidential campaign
Despite the rise of digital and social media platforms, television advertising remains a predominant force in the 2024 presidential campaigns.
Television advertising remains the dominant medium for the 2024 presidential campaigns, despite the rise of digital and social media platforms.
Shane Goldmacher highlights that television advertising is still the prime avenue for campaign spending, even in the age of social media. There’s a record-shattering cash flow into television ads, with more spending noted for Harris than for Trump. What's more, this heavy reliance on 30-second television ads, which has resulted in over $1 billion spent since July 2023, underscores their perceived effectiveness in reaching and influencing voters.
Television advertising allows the campaigns to present their messages and narratives directly to voters without interference from the media or fact-checkers.
Campaigns favor television ads because they offer a direct line to voters. This method bypasses potential media interference, influencer framing, or fact-checking, allowing campaigns to control their message and narrative fully.
The emotional impact and reach of television ads, especially during live events like sports, make them a powerf ...
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The role of television advertising in the 2024 presidential campaign
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Counterarguments
- While television advertising remains significant, its dominance is increasingly challenged by digital platforms, which offer more targeted and cost-effective ways to reach specific voter demographics.
- The record spending on television ads may not necessarily translate to effectiveness, as some viewers may experience ad fatigue or use technology to skip commercials, reducing the impact of these ads.
- The focus on spending for Harris over Trump in television advertising does not account for the multifaceted strategies campaigns use, including grassroots efforts, digital outreach, and other forms of communication that may be equally or more effective.
- The $1 billion spent on television ads could be seen as an inefficient use of campaign funds, especially if those resources could be allocated to on-the-ground campaign efforts or more personalized voter outreach.
- Presenting messages directly to voters without interference can be a double-edged sword, as it may also mean the spread of misinformation without the opportunity for fact-checking or rebuttal.
- The direct line to voters offered by television ads may be less effective as audiences become more fragmented and as younger demographics increasingly consume content on platforms other than traditional television.
- The emotional impact of television ads is subjective, and ...
Actionables
- You can analyze the emotional appeal of TV ads by hosting a viewing party during a major live event to observe and discuss the ads' impact on you and your friends. Gather a group during a popular televised sports game, and take note of the ads that play. Discuss with your friends which ads were most memorable and why, considering factors like emotional resonance and message clarity.
- Develop critical thinking skills by creating a "fact-check bingo" game to play during commercial breaks. Design a bingo card with common political ad tactics and claims, and mark off spots when you spot these in an ad. This encourages you to actively question and research the information presented, rather than accepting it at face value.
- Enhance y ...
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Kamala Harris's advertising strategy and messaging
Kamala Harris's campaign employs a strategic approach to advertising, initially introducing herself to voters, addressing vulnerabilities, and as the campaign progresses, directly attacking Trump and pivoting to urgent issues like abortion rights.
Kamala Harris's early advertising focused on introducing herself to voters and addressing vulnerabilities around the economy and immigration.
Harris's initial ads highlighted her middle-class upbringing to contrast with Trump's wealth and portray her as being in touch with the financial struggles of everyday Americans.
The urgency for Harris's campaign was to familiarize voters with her as a new candidate. One ad begins with grainy photos of Harris's middle-class upbringing and contrasts images of her with construction workers against photos of Donald Trump's wealth. This ad portrays Harris as a candidate from the middle class who understands the economic struggles of the average American, while depicting Trump as a billionaire out of touch with everyday voters.
Harris also ran ads emphasizing her tough-on-crime background and border security credentials to counter perceptions of her as being too lenient on immigration.
Another advertisement capitalizes on Harris's background as a prosecutor who fought violent crime. It displays her collaborative work with law enforcement and her efforts against drugs and guns to cast her as firm on crime. The ad describes Harris as a "border state prosecutor" who dealt with drug cartels, aiming to solidify her stance on immigration and her commitment to hiring more border agents to tackle issues like [restricted term] and human trafficking.
As the campaign progressed, Harris's ads shifted to directly attacking Trump and using regular people to question his record and character.
The ads featured regular people, even former Trump supporters, scrutinizing Donald Trump and questioning whether he deserves their support again. One spot shows a white woman watching Trump vowing tax cuts for the wealthy; her disappointment visualizes the disconnect between Trump's policies and the concerns of ordinary citizens. These narratives allowed Harris's campaign to create a permission structure for on-the-fence voters who might have prev ...
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Kamala Harris's advertising strategy and messaging
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Clarifications
- A "permission structure" in political advertising is a strategy used to make undecided voters feel comfortable switching their allegiance by presenting narratives that question the current leader's policies and character, creating a sense of validation for considering a change in support. It aims to provide a framework that allows individuals who may have previously supported the incumbent to feel justified in shifting their vote by highlighting discrepancies between the incumbent's actions and the concerns of ordinary citizens. This approach seeks to address the psychological barriers that may prevent undecided voters from openly considering a different candidate by framing the decision as a reasonable and acceptable choice. By using regular people in ads to express doubts about the incumbent, the campaign builds a narrative that encourages wavering voters to reassess their support and potentially switch sides.
- Trump's appointments to the U.S. Supreme Court, like Justices Neil Gorsuch, Brett Kavanaugh, and Amy Coney Barrett, shifted the Court's balance towards a more conservative ideology. This shift raised concerns among abortion rights advocates due to the potential for a more restrictive stance on reproductive rights. Trump's appointments were seen as potentially influencing future decisions on abortion-related cases and could lead to challenges to established abortion rights precedents like Roe v. Wade.
- A "border state prosecutor" is a term used to des ...
Counterarguments
- While Harris's campaign may have aimed to portray her as in touch with the average American, critics could argue that her political career and current status as a public figure may still distance her from the everyday experiences of most citizens.
- Some may counter that highlighting a tough-on-crime background could alienate progressive voters who are concerned about criminal justice reform and the over-policing of marginalized communities.
- Direct attacks on Trump could be seen as divisive by some voters who may prefer a focus on policy and positive messaging rather than negative campaigning.
- Using former Trump supporters in ads might not resonate with all voters, especially ...
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Donald Trump's advertising strategy and messaging
Donald Trump's presidential campaign employs several advertising strategies to critique Kamala Harris and align her with Joe Biden's administration, using targeted messaging to question her ability to bring change and to appeal to specific demographic groups.
Trump's ads have consistently tried to tie Kamala Harris to the unpopular legacy of the Biden administration, portraying her as a continuation of the status quo.
Trump’s early advertisements strategically associate Kamala Harris with "Bidenomics," attributing high inflation and the threat of a recession to the economic policies under the Biden administration. These ads begin with Harris on stage with Biden and feature her own declaration that “Bidenomics is working,” implying her complicity in the current administration’s struggles.
Moreover, Trump's campaign attempts to label Harris as excessively liberal, focusing specifically on issues such as transgender rights for prisoners. They amplify an old clip where Harris discusses providing gender-affirming surgery for transgender inmates, which is utilized to paint her stance as too liberal and out of touch with mainstream perspectives. This tactic is designed to resonate with demographic groups such as black men and suburban women, subtly contrasting Harris’s approach with Trump’s messages on abortion.
Trump's closing argument ads have focused on portraying Harris as incapable of bringing meaningful change, with the goal of discouraging voters from seeing her as a viable alternative.
In his final ads, Trump’s campaign tries to depict Harris as offering no change from the status quo by featuring a clip of her from The View, saying, "There is not a thing that comes to mind. Nothing." The narrator then warns of continued "weakness and war and more illegal immigration and even more taxes" if Harris were to come to power. This approach hinges on the question of whether voters are better off now than four years ago, suggesting that voters cannot expect impr ...
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Donald Trump's advertising strategy and messaging
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Counterarguments
- Trump's ads may oversimplify complex economic issues by attributing them solely to "Bidenomics" and Harris's support for these policies, ignoring other factors that contribute to economic fluctuations.
- Portraying Harris as excessively liberal on issues like transgender rights for prisoners may not consider the broader context of civil rights and the legal obligations to protect the rights of all individuals, including those incarcerated.
- The effectiveness of Trump's messaging with demographic groups like black men and suburban women could be questioned, as these groups are not monolithic and may have diverse opinions on the issues presented.
- The claim that Harris is incapable of bringing meaningful change is subjective and could be countered by pointing out her policy proposals or legislative record that suggest otherwise.
- The suggestion that a Harris presidency would maintain Biden's policies without offering real change could be countered by highlighting any distinct policy differences or initiatives she has proposed.
- The amplification ...
Actionables
- You can analyze political messaging by creating a simple spreadsheet to track recurring themes and language used in political ads. Start by watching various political ads from different campaigns and note down the key messages, phrases, and the demographics they seem to target. This will help you understand the strategies behind political messaging and how they may be trying to influence specific voter groups.
- Develop critical thinking skills by hosting a casual debate with friends on a current political topic. Choose a topic like economic policy or social issues, and encourage each person to present arguments from different political perspectives. This exercise can sharpen your ability to dissect political rhetoric and understand the underlying strategies politicians use to appeal to voters.
- Enhance your media lit ...
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