CMN 2173 Lecture Notes - Lecture 10: Interpersonal Communication, Institute For Operations Research And The Management Sciences
5 Apr 2017
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Document Summary
Political advertising: the transmission of a political message to a mass audience using advertising space that is purchased at a commercial rate. Advertising: informs (rational choice) about who is doing what and what they are offering, persuades by giving an exchange value or by signifying meaning. These strategies of persuasion (connecting a message/commodity to the consumer"s desires through use of the familiar, nostalgia etc. ) are used in the political process. Politics and elections are about being a citizen in a democratic process, political advertising turns these citizens into consumers. Not just a democratic practice, it is also an industry. Before mass electronic media, there were pamphlets, announcements, songs etc. Modern political advertising surrounds the audience and imbeds itself in everything we see. Use spots to introduce the candidate and provide some info about them, not usually their policy. Using myths and symbols: an ideological connection between the image and what it represents.
