This a presentation made at the "Alliance Française" in Washington D.C on May 31, 2012 about political communication in France and in the U.S.
This presentation is meant to support the transmedia documentary project "Moneyocracy".
2. WHAT IS ADVERTISING?
Advertising is a form of
communication used to
encourage or persuade an
audience to continue or take
some new action.
Most commonly, the desired
result is to drive consumer
behavior.
3. GOAL OF ADVERTISING
Increased consumption of
products or services through
"branding,” involves the
repetition of an image or
product name to associate
certain qualities with the
brand in the minds of
consumers.
4. THE AGE OF THE ADS
Modern advertising developed with the
rise of mass production in the late 19th
and early 20th centuries.
In 2010, spending on advertising was
estimated at $142.5 billion in the
United States!
Ads spending
between 2009-2015
6. WHAT ABOUT POLITICAL ADS?
Political advertising
is a form of
campaigning used
by political
candidates to reach
and INFLUENCE
voters.
7. 1952 : EISENHOWER
14 SPOTS
22 SECONDS/each
Eisenhower
answered questions
from “ordinary”
citizens in an attempt
to appear accessible
to “the common
man.”
8. 1964: JOHNSON
FIRST NEGATIVE AD
Hugely controversional in
its time and intermittently
imititated thereafter.
9.
10. 2010 : CITIZENS UNITED V. FEC
The U.S Supreme Court, on January 21, 2010
• Allows Corporations & Unions to spend
unlimited amount of money to support a
candidate.
• Overturn 100 years of Campaign finance
regulation.
• Speechnow v. FEC creates Super PACs and
allows 501c4 to spend money in Independent
Expenditures without donor disclosure.
13. SO FAR IN 2012…
• Spent on TV ads by Super PACs: $138.6 Million
• Negative Ads aired: 68% of the total
• “Restore our Future” is the biggest spender
($35.6 M, 77% Neg Ads)
• American Crossroads (K.Rove) comes in 2nd
with $14.6 M (100% Neg Ads)
• America for Prosperity is third with $12.2 M
(100% Neg Ads)
14. SO FAR IN 2012…
• Only 0.0000063% of the Americans donated
80% of the Super PAC money.
• For the Republican Primaries in Florida, 12.000
ads were aired the week before election.
• In South Carolina, an average TV viewer was
exposed to 12 ads per hour!
15. COMMUNICATION & ELECTION
• Brand = Party
• Product = Candidate
• Audience = Electorate
• Slogan = Political message
16. COMMUNICATION & ELECTION
• Permission :
Presentation, body language,
look, fluency and ideas .
• Proximity :
Candidates has to be close
to the electorate
• Price :
Unique selling proposition,
this is the vote
• Communication :
What media to use? When?
Who’s the target?
18. When here, you have that on TV…
Watch the Video on Youtube
19. HOLLYWOOD.C
• TV centric Communication
• Extensive use of Special effects, text
animation, news footage, dramatic music.
• Use of the voice over to convey the message
• Official campaign Ads ends like that:
“I’m candidate X and I approve this message”.
• Super PACs Ads ends like this :
“ This message is paid for by X”
20. In France we have that…
Watch the video on Youtube
21. Standardized communication
• TV and campaign posters
• Equal Air time for all candidates.
• Same for the debates, the news etc…
• Complex Regulation by the CSA to insure
fairness.
22. Study case: Sarkozy’s official
poster
• Controversial
• Went viral
• Not an original idea
23. The Controversy
Name of the photo:
Greece, Clouds over Aegean Sea
The crisis in Greece didn’t
help to make that picture
appealing. The story was
largely covered by French
press, and the poster was
ridiculed on the internet.
A large amount of spoof were
designed by anonymous and
posted on Facebook and
Twitter.
29. The More money you have, the better
you communicate…
The 2008 Obama Campaign set an example in political communication and
fundraising, the first one leading to the great performances of the second.
30. Campaign Donation Limits
United States France
Max Direct Donation: Max Direct Donation:
$2500 per election $4600 per election
Max Donation to a PAC: Only a individual and a Political party
$5000 per election Can finance a campaign.
Max Donation to a Party:
$30.800 per year
Max Donation to a Super PAC:
$NONE!
Max Donation to a 501c4:
$NONE!
Corporations, Unions, individuals
can finance a campaign.
31. Political Communication in France
• In 1977: Polls are forbidden
the last week of election.
• In 1981: François Mitterand
is elected and this signed
the triumph of political
advertisement in France.
• In 1986: TV Political
Advertisement is forbidden.
NOTE
• In 1990: Political expenses Not less than 50% of a political TV
are limited and strictly ad during election time has to be taped
regulated. by the Public Broadcast service.
32. The Return of the TV Ads
in France ?
2004 • 60% of 18-24 yo were for
the return of political TV
ads.
• 51% of the 25-34 yo were
for the return of TV ads
(IPSOS 2004)
38. Just like our 493 Fans*,
SUPPORT THE PROJECT!
www.moneyocracy-project.com/donate-to-moneyocracy
THANK YOU!
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Hinweis der Redaktion
This ad implies that smoking Camel cigarettes will promote an intimate relationship with this provocatively positioned woman. Ads associating smoking with sex have a strong appeal to the teenage male.
In the 1948 presidential campaign, Harry S. Truman was proud of his accomplishment of shaking approximately 500,000 hands and covering 31,000 miles of ground across the nation. But that accomplishment was soon to pale in comparison when in 1952, the next presidential election saw a major change in how candidates reached their potential audiences. With the advent of television, war hero and presidential candidate Dwight D. Eisenhower, created forty twenty-second television spot commercials entitled, “Eisenhower Answers America” where he answered questions from “ordinary” citizens in an attempt to appear accessible to “the common man.” These questions were filmed in one day using visitors to Radio City Music Hall, who were filmed gazing up at Eisenhower as he answered questions about the Korean War, government corruption, and the state of the economy. He didn’t have to shake a half a million hands or travel the country extensively. He won the trust of the American people with his direct approach and subsequently the Presidential election
"Daisy," sometimes known as "Daisy Girl" or "Peace, Little Girl," was a controversial political advertisement aired on television during the 1964 United States presidential election by incumbent president Lyndon B. Johnson's campaign. Though only aired once (by the campaign), it is considered a factor in Johnson's landslide victory over Barry Goldwater and an important turning point in political and advertising history. It was created by Tony Schwartz of Doyle Dane Bernbach.The advertisement begins with a little girl (two-year old Monique M. Corzilius) standing in a meadow with chirping birds, picking the petals of a daisy flower while counting each petal slowly.[3][4] Because little Monique does not know her numbers perfectly, she repeats some and says others in the wrong order, all of which adds to her childlike appeal.[3] When she reaches "nine", an ominous-sounding male voice is then heard counting down a missile launch, and as the girl's eyes turn toward something she sees in the sky, the camera zooms in until her pupil fills the screen, blacking it out. When the countdown reaches zero, the blackness is replaced by the flash and mushroom cloud from a nuclear explosion.As the firestorm rages, a voiceover from Johnson states, "These are the stakes! To make a world in which all of God's children can live, or to go into the dark. We must either love each other, or we must die." Another voiceover (sportscaster Chris Schenkel) then says, "Vote for President Johnson on November 3. The stakes are too high for you to stay home."The attack ad was designed to capitalize on comments made by Republican presidential candidate Barry Goldwater about the possibility of using nuclear weapons in Vietnam.