We are proud your supporting democracy and you are doing social media. Democracy, media and the public sphere. Ryan is in the process of building a map to tell how long polling lines are. Bringing in the democracy, media, and the public sphere. We need those apps. My husband is in line now at 870 waite wait a 70minute where he is. Both of you get a has. A hat. They each get a hat that says cspan 2020 on the front. On the back, unfiltered. [laughter] you each get a hat. You get something. That is right. And then, very handy, always needed, a pen. [applause] thank you, both, for your work promoting democracy, media, and the public sphere, which is why we are all here today, right . Today we are going to talk about political advertising in campaigns. This is from chapter 13 in our book. There is much to discuss. Something that came to mind for me is something told to bob woodward and Carl Bernstein by deep throat. Follow the . Money. Yes, follow the money. Campaign advertising and political and in campaigns are similar. Start us off. Mary ellen we are going to move to the next side and talk about the history of little ads, positive and negative ads. This is outhis up, of chapter 13 in your book. If you have this handy i will be making reference to pages. We knowe get started, early voting has started in tennessee. And in most places around the country. , button on,te yall that you can get. And if you have not yet gotten your tshirt for the debate, which is one week away. Does everybody have one of these yet . Yall, belmonte university, 2020 president ial debate. Where one week from the debate and three weeks from the election. These are exciting times for democracy, media, and the publics here. Lets talk about the public sphere. Lets talk about negative elements and how far back they go. People talk about how negative policies are these days, right . Do not worry. This has been going on since the dawn of time, since the dawn of politics. Political advertising began in the 1800s, all the way back to Thomas Jefferson and john adams. This is one of the best, weirdest lines youll ever hear. Thomas jefferson said that john adams had the idiots hermaphroditic old character which has neither the force and firmness of a man, nor gentleness and since ability of a woman. Hentually essentially, was saying he was a hermaphrodite, attacking his manliness. Predictede adams cap jeffersons election would bring murder, robbery, rape, adultery, and the soil would be soaked with blood and the nation blacked with. Crimes. So theyre going after each other hard. Andill see historic ads current ads today and you will see a lot of these same themes are the same things going back to the 1800s that we have been looking at in this country for over 200 years. Jefferson was called godless. Adams was called a tyrant. That is from page 400 in your book. This term mudslinging, have you heard the term before . An analogy for literally slinging mud at somebody, throwing mud, because it sticks. It is dirty. The First Campaign called a mudslinging campaign was between Andrew Jackson and john adams. The opponents claim jacksons mother was a prostitute, he was orphaned at the age of 13. He used that story to build his character and say that he was a common man who understood the pain many went through. Opponentonly did his say his mother was a prostitute, which is a huge blow if you are already orphaned that do not have your mother, right . That cuts deep. But also made harsh claims about his marriage to rachel donna send rachel donelson, whom she had married. They called her a bigamist because she had previously been married. She was technically not divorced. Turn, the Jackson Campaign set of John Quincy Adams that when he was a foreign abbasid or said of John Quincy Adams that when he was a foreign ambassador, he arranged for women to provide Sexual Services for the russian czar. This is a famous cartoon of Andrew Jackson, called the political barbecue. Is the fire of public opinion. They have Andrew Jackson. What is he look like . Yell it. He looks like a pig, right . They are doing this in an interesting way. He is half pig, half man. He even has the cloven hoof and a little bit of a knock on hisof character, but also the idea of people and even religious arguments against Andrew Jackson. The cloven hooves as being a symbol of the devil. Then you have is the local adversary there, you see justice is blinded. She has the scales. Yet she is poking the fire. Then you see his Vice President ial candidate. Anybody know who jacksons Vice President ial candidate was . Van burien. There you go buren. There you go. He was known as that little magician. [laughter] can you tell me which trigger most looks like the little magician in the cartoon which figure hooks like the little magician in the cartoon . Martin van buren is floating off and represented as half pig at the tail. He is running off the keys to the kingdom. So this is a political ad, one of the most famous. So this is a great add to look at. Abraham lincoln. You know, Abraham Lakin is often seen as being Abraham Lakin lincoln is abraham often seen as americas most beloved president. Yet he also had detractors. In this ad in 1860, he is splitting the south. You see the log, he is splitting the south which does divide the northern and Southern Democratic Party switch allows him to win and he is splitting that and it is tough to see but if you look here, this actually where he is splitting it it says, irrepressible conflict. This is a claim if he is elected, he is going to bring possible conflict. What they mean is that civil war, which does happen. The other weird thing in this cartoon, what is going on that has to do with what lakin is doing or what he is using . Lincoln is doing or what he is using . He is sitting on another person. More things i am looking for. But cannot really see it perhaps yes, he is using the head of one of his political adversaries as the acts. And then one more thing . He is standing on the [indiscernible] he is stepping on the constitution. The next one is an antirover cleveland at running in 1884. Grover cleveland follow fathered a child out of wedlock. And so, they had this ad. And it turned into a Campaign Slogan for his opponent. Ma, wherewas, ma, about groverking cleveland having father this child and abandoned the child and not claiming to be the father. [dog barking] [laughter] [indiscernible] [laughter] mute the zooms, please. So that was the dogs reaction where is pa . Ma, ing,those of you watch always be prepared. And his supporters end up saying back, gone to the white house, ha, ha, ha. And im going to get you to advance the slide for me. Why are palooka cartoons so effective . Political cartoons so effective . The cartoon was originally a sketch for a larger work of art and this will change in 1843 when a british journalist, john for a first used the term cartoon to mean a parody or caricature. That is what becomes. Cartoons reach wide audiences and it does not matter if you are formally educated or not educated, literate or not literate, especially in the 1840s were literacy rates were low. They employ humor and satire so they are, they appeal to a wide audience and are understood by a wide audience. Thomas nash takes political cartoons to the next level. Boss tweed, the main guy he took nash, i said of thomas do not care so much what the papers right. My constituents cannot read. It is them damp pictures. Read,e even if you cannot the cartoons portrayed a powerful message. Damn pictures. Because even if you cannot read, the cartoons portrayed a powerful message even if you are not literate, there cartoons portrayed a powerful message. Why cartoons are so successful, it is an easy vehicle for hostility to put out opposition messaging against her candidate. Asond, they satisfy us constituents, because they take often complex situations and reduce them to something that is simple and easy to understand. Im going to turn , whoer to professor duck is going to talk about the new political cartoon, aka, the mem e. How many of you have seen this in other iterations . How many of you have seen it in the political cartoon . The meme takes all of those things and it is simple and easy to digest and a goes viral. How many of you have seen means in the 2020 Campaign Cycle . Memes. Where are using them . Instagram, twitter, facebook, tiktok. All of the above. Editorialhas become cartoon, society, political memes. I do not need to explain much. On a first draft expert misinformation and disinformation reminds us memes have been around since 1976. The formal definition of the richardned by biologist dawkins in 1976, is an idea or behavior that spreads person to person throughout a culture by propagating rapidly and changing over time. Gifs we obviously the see online. How many of us laugh at memes . Theyre funny but they have sticking power. They stick with us. Even if we know they are humor, they are affecting us. There are a part of these campaigns. So they are powerful weapons of disinformation and misinformation as well, which we have talked a lot about in this class. Professor i studied with at , imson, one of my mentors told him, can you give me a quote on memes . He said memes remain the king of disinformation. There are more powerful than other hightech campaign influencers like deepfakes. There are so cheap to produce you can get a lot of traction without a whole lot of work. He says thank you, twitter. That was from a Washington Post article and he said that part. So they are powerful campaign ads. That is what we are seeing now with memes and campaign as. However, campaign ads. However, tb political ads remain very, very effective. Television put glads are made very, very effective. Candidates can take a positive approach but more often they take a negative attack. Negative ads criticize the opposing candidates. They also can use that dramatic production quality. We have seen those grainy images. We see the big wide shots or closeups. They target the candidate. You will see the candidate talking. They are using their own words against them. They can vary in accuracy, deceptiveness, and they really do invite viewers to draw false inferences. As you are watching your campaign ads, how it if you had a negative ad you are studying how many of you had a negative ad you are studying . How many had a positive one . As you go forward we will see a little bit about that. Ads can succeed or fail. And there is a history to this. I will have events that slide and tell us a bit. We will play a few short clips. 1958 is the first year you see campaign ads and im going to play a clip of campaign ads. This is when eisenhower is running for president as a republican against adelaide this ison and in 1952, one of the very First Campaign ads you have heard a little bit of this before but i will play this ad for you. [video clips] ike for president. Ike for president. You like ike. I like ike. Everybody likes ike. We will take i to washington will take ike to washington. Get in step with ike. You like ike. I like ike. Everybody likes ike for president. Dr. Pethel i will stop it there but i dairy to get that song out of your head for the rest of the day. Was 1952. Prof. Duck now im going to play for you the first negative ad and number one rated Weirdest Campaign at. Ad. You had a senator from ohio named robert taft called bob taft, who ran in the republican primary against eisenhower. Eisenhower wins the primary. But they had a spat. Then they made up. Was taft going to support eisenhower . This is an ad by stephensons campaign at saint bob taft is going to overpower eisenhower. And that they have this weird relationship. Im just not going to tell you more than that except for, get ready for some of the strangest voices you have ever heard. [video clips] all right, bob. Bob. I am so glad we are friends again, bob. Yes, ike, we agree on everything. Lets never separate again, bob. Never again, ike. Bob. Ike. Bob. Ike. Will ike and bob early live happily ever after . [laughter] that is the ad. Number one, you have to wonder who came up with that concept . That, who isapping storyboarding that and taking this is a great concept . And lets make them sound like frogs . [laughter] my point with showing you that at is that if that is the first negative ad on television, it is pretty tame. Justything, it is almost because it is so strange. Stephenson trying to take down eisenhower and of course eisenhower is going to win in a landslide. If you look at that is one of the first major negative ads, that is called the ike and bob and. It starts to set up negative advertising in the United States after that. Bob ad. Ke and start with the jfk assassination, nationwide unrest, Political Party realignment. Slide,ng on the previous 25 percent of advertisements were negative in 1952. If you count ike and bob as one of those, that is pretty tame. 1960s, you have nine in 10 households who have a television. This is where you see the first major job. In624, you have 50 1964, 59 of ads are negative. A huge jump, in part because tv audiences are there. In the technology to create Campaign Commercials begins to shift it is not just about doorknocking and going from town to town and shaking hands. It is not communicating with audiences that go straight into their home, and it is visual now. It was beyond what the visual radio what the radio could do and what newspapers could do and what political cartoons can do. Up, is going to be, bring maybe the most famous or infamous ad that happens in 1964. It was called daisy girl. It was one of the most and remains one of the most studied campaign as. It was so controversial it was pulled quickly. It did not play for very long. Campaign ads. This will be our first group and theme going to have introduced and we have a prerecorded presentation we will watch together. It is prerecorded so we put into our slides. Audrey bridget, sally and sierra, stand up. This presentation is brought to bridget, ellie, sally, and sierra. To sayhave a few words about daisy girl, any quick thoughts and we will get into your slides now. Was it surprising . Pretty intense. I was not super surprised knowing a coupled. Prof. Duck we are going to have everyone watch this and you can decide. This is a presentation by the team one on daisy girl. Hello, everyone we are going to talk about johnsons 19 624 put glad. 19644 political at political ad. 3, four, five, six, 8, nine. X, 6, [chirping] 5, 4, 3, 2, 1, zero [blastoff] these are the stakes, to make a world in which all of gods children can live, to go into the garden. We must either love each other, or we must die. Foot for president johnson on november 3. Vote for president johnson on november 3. Very funny. What was the message . That his republican opponent, if he was elected president , he would end up starting a nuclear war. This was a fear already present in the public eye but this at amplified it to a greater extent. This ad amplified it to a greater extent. Is this effective . The style was effective and this is a powerful ad effective in scaring the public and spreading fear of a nuclear war. The campaign at sucha revolutionize the campaign ad saw to revolutionize the style in switching the focus onto emotional appeal. Johnson won by a landslide. You can see he won the state 48652. Electoral votes the good and bad that came out of this ad. For johnsons party, the good thing is it secured the election for johnson and if you believe in his platform and helped avoid the nuclear warfare. On the negative side it did change political ads forever by adding an emotional element, notably fear that we still see today and ushered in a new era of negative ads that was not prevalent then that we often see today. The truth lies in the fallacies. There is not really a direct quote or claims made in the video. But it is implied. The message is more vote johnson or you are going to die. The truth was no clear warfare was a real concern in the 1960s with the cold war and u. S. Soviet relations. But the statement that we must love each other or we must die or vote johnson and i is definitely a lie exaggeration. This at played upon the black white policy. A vote for johnson is a clearcut life or death choice which is just not true. Fallacy, that a vote for johnson is a clearcut life or death choice which is not true. A false dilemma or false dichotomy, like what sarah was saying earlier. This over simla 53 of options. Oversimplifies the range of options. Johnson was giving the message you either voted for him and , thed love or america people of america would die from nuclear warfare. That was my fault. I was trying to turn up the volume. [laughter] i will get you back. Hello, everyone. All right. Compassion. Pity for emotional manipulation. The picking daisies was not strict irrelevant at all to the issue of nuclear warfare. But because johnson used that in his ad, he was playing on the emotions of the American People, which ended up distracting them from the factual evidence behind the argument presented. The daisy ad was created by the doyle dane burbach at companies who are sponsor for most of johnsons ads during the 1964 campaign. The firm was recognized as revolutionary. The ad had an impact on the election even though it only read once it ran once. Distilling information known by voters and the emotional trigger that could be elicited, which then became the standard of ads up into the present. The second and we are going to compare it to is one of Hillary Clintons ads released in 2016. [video clip] a i spent many years as Nuclear Missile launch officer. If the president gave the order we had to launch the, that would be it. I pray that, never come. Maybe i prayed that call would never come. Selfcontrol may be the only thing that prevents this. I want to be unpredictable. The thought of donald trump scares me to death and should scare everyone. Im Hillary Clinton and i approved this message. We chose this ad because it has a similar message to johnsons daisy girl add, that voting for the other opponent will result in nuclear war. Hillary clinton used the former launch officer of the missile site to gain favor with voters. A key difference is the use of apples versus egos. And