Prior to the school hosting a president ial debate. Scholars discussed the tenure and impact of Kenneth Gibson elected in 1970 as newarks first black mayor and the first black mayor of any northeastern city at 9 15 p. M. Tonight. Hello, everyone. Glad to have you for democracy, meda and the public sphere. First a shout out to begin our class, as we have done before. Can i have natalie and ryan here, please . Ok. Natalie and ryan. We are giving you a special shout out to start class. [laughter] natalie, you previously worked for npr and are now working with a get out the Vote Organization you have told us about. 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 an app to tell us how long polling lines are. Bringing in the democracy, media, and the public sphere. We need those apps. My husband is in line now, a 70minute wait where he is. Both of you get a hat. They each get a hat that says span 2020 on the front. On the back, unfiltered. [laughter] you each get a hat. You get something. Something that you clean screens and microfiber 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. Dr. Pethel, 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. As we pull this up, this is out of chapter 13 in your book. If you have this handy i will be making reference to pages. Before we get started, we know early voting has started in tennessee. And in most places around the country. I have my vote yall, button on, 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 . You should, vote yall, belmont university, 2020 president ial ebate. We are just one week away from the debate and three weeks from the election. These are exciting times for democracy, media, and the public sphere. Lets talk about negative elements and how far back they go. People talk about how negative politics 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. Essentially, he was saying he was a hermaphrodite, attacking his manliness. In response adams cap predicted 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. We will see historic ads and 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 . It is 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. E used that story to build his character and say that he was a common man who understood the pain many went through. But, not only did his opponent 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 donelson, whom she had married. They called her a bigamist because she had previously been married. Short version is she was technically not divorced. In turn, the Jackson Campaign said of John Quincy Adams that when he was a foreign ambassador, he arranged for women to provide Sexual Services or the russian czar. Even russia has been in our elections for a very, very long time. This is a famous cartoon of Andrew Jackson, called the political barbecue. This 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 tail, which were a little bit of knock on his character, but lso the idea of evil 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 residential candidate was . Van buren. Here you go. Martin van buren. He was known as that little magician. [laughter] can you tell me which figure most looks like the little magician in the cartoon . Which one is it that looks the most squirrelly . Top right . Martin van buren is floating off and represented as half pig at with the tail. He is running off with the keys to the kingdom. So this is a political ad, one f the most famous. So this is a great ad to look at. Abraham lincoln. You know, Abraham Lincoln is often seen as americas most beloved president. And most important 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 nd 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 lected, he is going to bring irrepressible 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 lincoln is doing or what he is using . Anybody . He is sitting on another erson. There are two more things i am looking for. I cannot really see it but perhaps yes, he is using the head of one of his political adversaries as the axe. And then one more thing . He is stepping on the constitution. The next one is an antirover cleveland at running in 1884. Grover cleveland fathered a child out of wedlock. And so, they had this ad. And it turned into a Campaign Slogan for his opponent. The slogan was, ma, ma, where is y pa, talking about Grover Cleveland having fathered this child and abandoned the child and not claiming to be the father. [dog barking] [laughter] [indiscernible] [laughter] dr. Pethel mute the zooms, lease. So that was the dogs reaction to this, ma, ma, where is a . For those of you watching, lways be prepared. The claim was ma ma, where is my pa . And his supporters end up saying back, he has gone to the white ouse, ha, ha, ha. And im going to get you to advance the slide for me. Why are 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 leach, first used the term for a cartoon to mean a parody or caricature. That is what becomes. Artoons 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. Hey 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 own, he said of thomas nash, i do not care so much what the papers write. My constituents cannot read. It is them damn pictures. Because even if you are illiterate, the cartoons portrayed a powerful message. That was university at indiana bloomington exhibit and they have a couple of different arguments for why cartoons are so successful, it is an easy vehicle for ostility to put out opposition messaging against your candidate. Second, they satisfy us as constituents, because they take often complex situations and reduce them to something that is simple and easy to understand. So, with that, im going to turn it over to professor duck, who is going to talk about the new political cartoon, aka, the meme. Jennifer how many of you have seen this in other terations . Everyone, yes. 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 memes n the 2020 Campaign Cycle . Where do you see them . Instagram . Twitter. Facebook. Tiktok. Ll of the above. This meme has become editorial cartoon, society, political memes. I do not need to explain uch. But a first draft expert on misinformation and disinformation reminds us memes have been around since 1976. The formal definition of the term coined by biologist Richard Dawkins in 1976, is an idea or behavior that spreads person to person throughout a culture by propagating rapidly and changing over time. Now it is obviously the. Gifs we see online. They are the most effective of humorous or critical of society. 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. They 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. A clemson professor this is someone i studied under at emson, one of my mentors there. I 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 ads. However, tv political ads remain 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 many of you had a negative ad you are studying . How many had a positive one . Very interesting. As you go forward we will see a little bit about that. Negative ads can succeed or fail. And there is a history to this. I will have you advance that slide and tell us a bit. We will play a few short clips. Dr. Pethel 1958 is the first year you see campaign ads and im going to play a clip of campaign ads. Im going to play a clip of two campaign ads. This is when eisenhower is running for president as a republican against adelaide stephenson and in 1952, this is 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. Ike for president. Ike for president. You like ike. I like ike. Everybody likes ike. We will take ike to ashington. Get in step with ike. You like ike. I like ike. Everybody likes ike for president. Im going to stop it right there, but i dare you to get that song out of your head for the rest of the day. That was 1952. Prof. Duck now im going to play for you the first negative ad and number one rated Weirdest Campaign ad. Im going to give you a tiny bit of background. 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 ad saint bob taft is going to overpower eisenhower. And that they have this weird elationship. 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. Ike. 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 . Whose story mapping that, who is storyboarding that and thinking this is a great concept . And lets make them sound like frogs . [laughter] my point with showing you that if that is first negative ad on television, it is pretty tame. If anything, it is almost just because it is so strange. But 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 ad. It starts to set up negative advertising in the United States after that. We are going to start with the fk assassination, nationwide unrest, social movements, cold war and Political Party realignment. Something on the previous slide, 25 percent of advertisements were negative in 1952. If you count ike and bob as one of those, that is pretty tame. By the early 1960s, you have nine in 10 households who have a television. This is where you see the first major jump. In 1964, 59 of ads are negative. A huge jump, in part because tv audiences are there. And 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 about communicating with audiences that go straight into their home, and it is visual now. It was beyond what the radio could do and what newspapers could do and what political cartoons can do. This is going to be, bring up, 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 ads. It was so controversial it was pulled quickly. It did not play for very ong. This will be our first group and we are going to have them introduced and we have a prerecorded presentation we will atch together. Were going to have you stand up. It is prerecorded and we put it in our slides for you. Audrey bridget, sally and sierra, stand up. This presentation is brought to you by audrey, bridget, ellie, sally, and sierra. Do you have a few words to say about daisy girl, any quick thoughts and we will get into your slides now. Was it surprising . Was it super negative . Were you surprised it was pulled . Pretty intense. I was not super surprised. Prof. Duck we are going to have everyone watch this and you can decide. This is a presentation by the eam one on daisy girl. Hello, everyone we are going to talk about johnsons 1964 olitical ad. Five, two, three, four, seven, six, six, eight, nine. [chirping] 10, nine, eight, seven, six, five, four, three, two, run. 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. Vote for president johnson on november 3. Very funny. What was the message . That his republican opponent, if Barry Goldwater was elected president , he would end up starting a nuclear war. This was a fear already present in the public eye but this ad amplified it to a greater xtent. 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 ad sought to revolutionize the campaign ad saw to revolutionize the style in switching the focus onto emotional appeal. Johnson won by a landslide. Here is a map demonstrating this. You can see he won the state 446 in electoral votes 8652. 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 that Nuclear 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 fallacy, that a vote for johnson is a clearcut life or death choice which is just ot true. And in depth look at some of he falseys for daisy girl. Dilemma or false dichotomy, like what sarah was saying earlier. This oversimplifies the range of options. Johnson was giving the message you either voted for him and spread love or america, the 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. Hi, everyone. All right. Compassion. It basically uses pity for emotional manipulation. The little girl picking dazies 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 he 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 ran nce. They created short 30second ads 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] i spent many years as a Nuclear Missile launch officer. If the president gave the order we had to launch the missiles. That would be it. 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 with Nuclear Weapons 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 ad, 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 pathos versus ethos. Johnsons ad he used pathos played on the emotions and values of American People to vote for a world where all of gods children can live. Clinton used ethos. She does not have an emotional or pity appeal like johnson did. But bruce blair is more of a figure that the American Public can trust. He is credible, experienced. He confirms that message clinton is trying to send here. The similarities in the two is both ads use fear mongering about nuclear bombs. They are trying to make people really afraid so they do vote for them. They want to put the American People in a place where they have to make a decision, either you live and you choose either hillary or johnson, or you die and vote for the other side. The difference in these two ads is that hillarys ads used his sed her opponents words against himself. She used clips of donald trump in rallies and speeches against him, unlike johnson who did not outright attack his opponent. The fallacies in both of them are ad hominem, criticizing a persons point of view using their own character and personality. A false dilemma, presenting complex issues in terms of two inherently opposite sides, which is, choose life or choose death with your bombs. And the hasty generalization, which is drawing expensive conclusions based on inadequate evidence. Which is basically saying, if you vote for this one person, they are going to be that reason why the end of civilization occurs. In the context of both of these ads, people are afraid of nuclear war and do not want to die. So the politicians were using that fear to gain favor with the American People. We hope you enjoyed our presentation. That is all. [applause] that was great. Yeah, i would prefer not to die also. [laughter] a good call there. Sorry about, about the technical difficulties on that. We also uploaded it to my youtube page. Dr. Pethel trying to work on the volume. That brings us to the 1970s. We know that 1970s after the 1960s, thanks. Took me a wild to put that together. The 1970s are an extension in some ways, but also several issues become more intense. Particularly when you are talking about watergate, when you are talking about vietnam, antiwar protests. So you really have both parties that are fighting to become the moral party. I also mention Political Party realignment. We talked about this earlier in the semester. From the 1930s and especially in the 1950s, 1960s and 1970s, you see that realignment. Johnsons election they showed in 1964, that was one of the last major landslide elections. You do have one also with reagan. The south is realigning politically, the west the north. , and the democratic and republican parties are changing roles also. I think that is part of why you see in the 1970s and 1980s, a lot of messy messaging and both parties jockeying to be this moral party of the everyday american. We chose a rarely seen ad by gerald ford for one group to show how each party is trying to establish this position in politics. To let you know, it does continue with Ronald Reagan. We are not going to play it in this class but maybe the most famous Ronald Reagan ad is called, morning in america. Has anybody seen that ad . Morning in america, everybody is getting up, theyre raising the flag, going to work a very positive ad enforcing a lot of the values that reagan and the Republican Party are embracing by the 1980s, so they in some ways win that argument, but we have talked about law in order in this class and watching the documentary 13th and not being a big part of it too. With that, we want to go ahead and bring up group 2, which will do a live presentation. Gabby, jordan, savannah, and marissa, come on down. You can use the clicker if you want. Just keep going forward. We are going to continue this conversation about political ads. We will first look at a political ad by president ford for the 1976 election. [video clip] listen to pastor w. A. Criswell. On the thursday of a week other men of the faith, i was invited to visit with the president in the white house. And in our conversation with him, we asked him, mr. President , if Playboy Magazine were to ask you for an interview [laughter] what would you do . And the president replied, i was asked by Playboy Magazine. For an interview and i declined with an emphatic no. And i like that. [applause] ok, great. [laughter] the point being made there obviously is, oops. Here we go. Back here. The point being made there obviously is ford declined to do an interview with Playboy Magazine, which apparently made him more of an honest, like a man with integrity, which was super important to the election 1976 because this was happening post watergate. So one of the big things that candidates wanted to focus on was that they were honest, good, trustworthy men, that the American People could rely on. So that was one of the angles taken here. But it was not effective enough. Because ford actually did not win that election. However, it was impactful. As he pioneered the moral majority, a republican religious organization that highlighted moral and religious views. This campaign ad used a strategy appealing to christian voters in the south. So that kind of goes along with the themes that we were just talking about as well. So there were obviously pros and cons to this ad. Some pros are that southern voters appreciated the moral compass of ford, declining this playboy offer. Because jimmy carters campaign was really hurt by the fact that he did a playboy article. And he also inspired the moral majority and rebirth the southern strategy which focused on the conservative ideal of, we are christians, we have sexual restraint. And it was not just racial segregation like it happened in the past. Ok. Im going to talk about the fallacies used in fords ad. So the first one is hasty generalization, when you take one fact and use it to draw a whole conclusion. The pastors statement is not exactly enough evidence to promote and support that ford would be a good president , just because he did this one thing. Another fallacy used would be moral equivalence. That is like saying one action of somebody is just as bad as an action of somebody else. They are directly attacking the action of somebody else. They are directly attacking carter because he did do a playboy interview. They are trying to show that ford because he did not do it and carter did do it, he is doing something more heinous than he has done. Lastly, anecdotal evidence. There is no real proof that ford was even offered an interview by playboy and declined. So this is all purely anecdotal. What ford had told criswell and what criswell decided to tell his whole church. All right. So we are going to play a more recent ad. I grew up in the church. I attended a private christian high school. You look at the way someone lives their life and leave them. You believe them. I was taught that we should love our neighbors as ourselves. White power. When he used force to clear Lafayette Park and stand in front of st. Johns. Bludgeon and gas people and Peaceful Protesters for a ridiculous photo op. The moment he held up the bible, he revealed this president is using us christians have to resist being used to justify things jesus would ever justify. Very fine people on both sides. Love is patient. Love is kind. Love does not boast. I am the chosen one. Love does not rollout evil but rejoices in the truth. As a republican and a christian, we simply cannot allow this man to be reelected. Before we examine that, we are going to first look at where President Trump currently stands with religious and christian voters. President trump and his reluctant campaign have largely centered their platform around winning over the christian, perhaps more religious votes. Republicans are also appealing to voters of faith claiming democrats have unfairly criticized Supreme Court nominee judge Amy Coney Barrett for her catholicism, although so far no democratic senator has brought up the issue of her religion. In that ad, what is the message . In the 2016 election, 8in 10 self identified bornagain evangelical christians say they voted for President Trump. Whereas 16 voted for clinton. During the 2016 election and the current election, President Trump has largely centered his Campaign Around attempting to win over the religious voter. Last week, eric trump said his dad saved christianity. This is an ad to sway the religious voter from voting for President Trump. Some current parallels that we are seeing evermore recently. Recent newspaper ad. It includes a passive faith advisor from former president barack obama, they released one specific ad shown to the associated press. According to the ap, one of the ads claims President Trump has quote used christianity for his own purposes. And adds christian voters do not need trump to save them. The truth is trump needs christians to save his flailing campaign. So in the last ad and in this ad about President Trump we are seeing a parallel of christian voters being used. Christian values rather than being practiced are being used for political gain and political purposes, rather than being practiced. These ads are really similar because they showcase the christian vote. These candidates want to gain that christian vote because in america 70. 6 of people are christian, a huge part of the vote, and if you get the christian vote it seems youre going to win. And then these ads differ, because in fords and he shows ad he shows his own beliefs, or at least what we think are his own beliefs, in an anecdotal way. And by his refusal to be in the playboy ad, he was part of the moral majority. However, trumps had trumps ad shows his lack of understanding of question beliefs. And i am sure they put that purposefully in there. It hinders him getting the vote of them are majority that ford set up. Some fallacies in both ads, they both use hasty generalization. The second ad is saying trump is not a christian because he continually done things that are not christlike. That does not give enough information necessarily to say he would be a bad president. And moral equivalence. The first one. I already mentioned, they are saying carter is bad for doing the playboy interview and ford is good for not doing the playboy interview. And the antitrump ad saying that because trump is faking being a christian, he is not fit for office, which is not necessarily correlated. That is all that we have. [applause] one thing interesting about the ford ad, is the fact that he was running against jimmy carter, who is known as being a very, a man of deep faith. A southern baptist. So it was interesting he did that playboy interview. Prof. Duck if you look at the interview he did talk about his faith and it was an indepth interview. But because it was in playboy that was the big controversy. I noticed the group put Rick Perlstein who has a book about reagan conservatism and it talks a lot about jimmy carter. I put that podcast in your syllabus to look over as additional listening or reading, to kind of understand that story more. It breaks it down. Dr. Pethel that brings us to the 1980s. He we are, the 1980s. You notice a similar theme in the title of some things going on. What is the word . War. Different kinds. You do see a lot of tension happening in the 1980s. Military, political, cultural. You have the culture wars, the war on drugs, the end of the cold war. As we set up in the slide and particularly particularly explained, the Republican Party emerged as the moral majority in the 1980s as the nation fought over a host of culture war issues. The Political Party realignment is also pretty much in place by the 1980s. We may see Political Party realignment right now. The tectonic plates may be shifting under us as we speak. Over the last 40 years, the Political Party realignment between states that are traditionally republican and those that are democratic is set for the most part by the 1980s. For the south in the Democratic Party in the 1930s and 1940s to the Republican Party the 1980s and 1990s. Many African Americans are going to remain democratic. You do have people in the middle that vote for both parties but that is the general realignment. You have a group known as the reagan democrats, many white workingclass men and women who lead to the landslide elections. Since johnson, reagan is the next one. In 1984, you have that morning in america commercial, a famous positive ad. We are not going to look at that in class, but i do encourage you to watch it. You have a very noticeable shift to negative ads in 1988, when George H W Bush is running against michael dukakis. I want to point out, and you have read this, from page 410414 in your book, it does a case study of the ad featured in this last presentation, known as the Willie Horton ad. And so, with that we will introduce the last group who has a prerecorded presentation. I will have you stand, caleb, aiden, anded sidney. Lets go ahead and give them a hand. [applause] thank you, take a bow. Is there anything about this ad that surprise you or you found interesting . It is really short, 30 seconds. But it was still really impactful to the general publics perception of dukakis. 30 seconds of being uncomfortable. [laughter] and the Willie Horton ad is still referenced a lot. With that, go ahead and take it away. This is our analysis of campaign ads through history. We are going to talk about George H W Bush versus donald trump. This is by rachel, sidney, caleb and aiden. In 1988 the stage was set for one of the most bitter president ial elections. The candidates for George H W Bush versus Massachusetts Governor michael dukakis. Dukakis had different views when it came to education, health care and housing. The bush Campaign Said that while bush supports the Death Penalty governor dukakis opposes the Death Penalty and he allows murderers to have furlough passes. The ad demonizes prison furloughs. A black man, Willie Horton, who had escaped during his prison furlough, was used as the center of the ad. By using a black man on an ad specifically about how bush was harsher on crime and his opponent, dukakis, this plays on the racist ideal that black americans are considered criminals and pushes a racist agenda. This release was considered a hail mary for the Bush Campaign because ahead of the ads releasing, dukakis was leading bush by a large margin. After that, bush went on to win the presidency. The ad swayed voters. Here is the campaign at that was so controversial. [video clip] bush and dukakis on crime. Bush supports the Death Penalty for first degree murderers. Dukakis opposes the Death Penalty and allowed murderers to have passes from prison. One was Willie Horton who murdered a boy stabbing him 19 times. Instead of a license, instead of a death sentence, horton received 10 we can passes from prison. He fled, kidnapped a couple, stabbing the man and raping his girlfriend. Weekend prison passes, dukakis on crime. Now that we have seen the ad, lets take a look at the [indiscernible] during its release. Willie horton was arrested with three men for the robbery of a gas station. While they were there, one of the men stabbed a boy working at the time. No one admitted to the murder and pointed fingers at each other until detectives decided to blame horton. He denied it but was sentenced to life in prison. While there, he was given 10 weekend passes and on the 10th he ran. In breaking into a young couples home he claimed he was innocent. Horton never went by willie. The person who did the ad made that up. Michael dukakis was the governor of massachusetts where fortune was convicted of robbery and murder. He opposed the Death Penalty and promoted furlough programs to ease tensions and provide felons a gradual iteration back into society. The ad was funded and released by independent group of bush supporters. Not the official Bush Campaign. On cable networks, it did not get traction until later. It was eventually taken down, but it was replaced with a bush sponsored out that had a similar message but did not feature the mug shot of horton or mention him by name. The ad makes strong use of pathos. It takes advantage of the fear of Violent Crime and the desire for safety and the american home. By striking fear into the American People, bush was able to discredit dukakis in a race much trust but the public have for him even bush the edge and election. We see two fallacies here. First, the false dichotomy fallacy or two opposing options are presented as the only options were outcomes. In this case, the ad claims either the public elect dukakis who will allow crime to run rampant, or they will elect bush who opposes weekend passes and promotes the Death Penalty for firstdegree murderers, allowing for a safer environment. Second, the slippery slope fallacy. The cause and effect change is exaggerated. With the horton ad we see the following progression. Dukakis opposes the death and supports weekend passes. Therefore, Willie Horton got a pass and assaults a couple. Passes are aekend cause of violence. Dukakis did support passes and horton did use his to commit Violent Crimes. However not all prisons who use weekend prison passes follow the example. In fact, these passes are typically rewarded for good behavior. This ad credit widespread fear and anxiety about having a president who supported prison passes. As a result, this turned the tide in bushs favor. This act was a low blow to his opponents campaign and went dukakis failed to respond for significant time, bush sealed his victory. This ad was released on july 15, 2020, and what relatively unnoticed. However on august 26, 2020, ice Vice President mike pence said in an interview, you will not be saved in joe bidens you will not be safe under joe Bidens America, which is the name and idea behind the ad. His statement gained traction and the Trump Campaign pushed the ad harder. This ad was a direct response to violent black lives matter protests. These were covered heavily by media in june and july, making it a perfect time for the Trump Campaign to promote the ad. It was similar to the bush advert we viewed earlier. Both ads use pathos. They are both attempts to make the other candidate look incompetent to keep the citizens safe. The ad was shown mostly to centrist to place distrust in joe biden. Sharp contrast the video has a 4 1 just like to like ratio. It is very low for this site. It is important to keep in mind it is a political ad this is relatively common. Nevertheless, the top four comments on the video is that this is what is happening in trumps america, not Bidens America. It is arguable that any publicity is good publicity. It has strengths and weaknesses. First im going to play the ad. [video clip] the radical left wing agenda, take over cities, defund police, pressure more towns to follow and joe biden stands with them. Cutting police funding, yes, absolutely, eliminating cash bail, criminals on the street, Violent Crime exploded innocent , children shot. [chaotic sound track] who will be there to answer the call when your children are not safe . I am donald trump and i approved this message. Both the ads use similar strategies invoking fear. Bushs ad focused on the fear of letting criminals free from prison. Trumps ad focused on the black lives Matter Movement and the riots. While trump said gained traction amongst supporters, it has been unsuccessful discrediting joe biden and gaining traction outside of trumps supporters. The scenarios are different. Bush was fighting to become a new president. Trump is fighting to remain president , which takes away from the fear of living in Bidens America because right now america is so divided under trumps presidency. To conclude, trumps advertisement used a historically successful strategy that appealed to the public concern over safety. Regarding the black lives Matter Movement, rioting, looting, and defunding to police. Times have since changed, however it did not use a news source. In comparison to the 1988 election, the bush advertisement brought shocking new information about dukakis. Trumps advertisement did not bring up anything new about joe biden, which is important when you are trying to make an advertisement that is against the opposing candidate. Public opinion on social issues are different now. America is focusing on the black lives matter. Because it is important to stop the unjust killings of black people by cops. Also, political advertisements today are no longer the largest factor in influencing a persons vote. Really it is the small tidbits of information we pick up, during social media, and on the news. So his advertisement was not , successful in changing the viewers opinion about which candidate theyre going to vote for. Lets give a hand to group number three. [applause] how many of you after watching these ads are uncomfortable . Me too. They are negative, right . There are limitations to these ads. Why should we study these . Why is important to see them, and try to understand the ads . They might try to manipulate viewers, to be able to come from an objective perspective and break it down in a way other people may not consider and not let it take advantage of you or manipulate you. Prof. Duck yes, because the advertisements can be seen in forms of propaganda. The one sides highly edited clip. Both sides coming out this in that way where media can be used. Group three did a great job with the social media aspect. Memes we talked about, and other things are spreading. We do not know where it is coming from. We are going to break down the pacs and super pacs as well. They are uncomfortable. The has been going on history goes back. You probably are all turning in for the first time. To know that this has a history the ads may not release reached the target audience but they might be too nasty. That is something that we could see to think that has anything to do with voter turnout
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