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Campaign to Elect the Progressive President• How can people change society?• Did this period of industrialization
and reform move America closer or further away from its founding ideals?
How do presidents get elected?
Types of Campaign Adds
BandwagonCardstackingContrastGlittering GeneralitiesMudslingingPlain FolksTestimonialTransfer
BandwagonAn attempt to convey a sense of momentum
and to generate a positive “everybody’s doin’ it” so you should too” mentality.
CardstackingUse of statistics, often in a one-side
manner. It may omit information that is crucial to drawing an informed or balanced conclusion.
ContrastJuxtaposing positive images of one’s
candidacy with negative images of the opponent in the same ad.
Glittering Generalities-
Usually the first type of ad used in a campaign. These spots are usually used to introduce a candidate to the voters. Ads are almost always positive. Designed to leave a good first impression. Uses vague words and phrases that have a positive effect on the viewer and appeal to a variety of interests.
Mudslinging Called attack ads. They make assertions
about the opponent in a variety of unflattering ways. Name calling and/or groundless assertions about one candidate by his/her opponents. This advertising strategy is used by a candidate primarily to create a negative impression of one’s opponent. This strategy may backfire and create a negative impression of the candidate who is responsible for the creation of the negative ad if used excessively or in a manner that is perceived as tasteless, false, deceptive, or going too far.
Plain FolksAn attempt by a candidate to appeal to
the average voter as just “one of the people.”
TestimonialEndorsements from celebrities or other
well-known people.
TransferUse of popular symbols to create a
positive connotation for the candidate or the use of negative or controversial symbols to create a negative connotation of one’s opponent.
Directions 1/21. A president is assigned to your group.2. Read information about the three
progressive presidents from the textbook.
3. Create a three-column chart.4. Write down notes about the three
presidents• Focus on accomplishments for your president• Focus on failures of the other two presidents
Create the following graphic organizers.
Theodore Roosevelt
Definition Why is this important?
Square Deal
Trustbusting
Interstate Commerce Commission
Pure Food and Drugs Act
Conservation
NAACP
William Howard Taft
Definition Why is this important?
Payne-Aldrich Tariff
Bull-Moose Party
Woodrow Wilson
Definition Why is this important?
Election of 1912
Clayton Antitrust Act
16th Amendment- Federal Income Tax
Federal Reserve System
19th Amendment- Female Suffrage
17th Amendment
Directions 2/25. Storyboard ideas for your add.6. Conduct additional research.7. Write the script for your add. Include factual information from your
textbook and other resources. This information should be hilighted or underlined.
Use the different types of strategies used in political campaign adds.
Choice of Products1. Three minute oral speech 2. One minute radio add (podcast).3. Thirty second television add (video
clip).
Please note: Your product must clearly include the participation of all group members.
Processing ActivityRank the following Progressive reforms in
order of importance and be ready to defend your answer. Trustbusting Interstate Commerce Commission Pure Food and Drugs Act Conservation NAACP Payne-Aldrich Tariff Clayton Antitrust Act 16th Amendment- Federal Income Tax Federal Reserve System 19th Amendment- Female Suffrage 17th Amendment