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论文题目：加拿大政治作业：Analysis on the use and impact of televised ads in the United States’ election campaigns
论文语种：英文
您的研究方向：政治
是否有数据处理要求：否
您的国家：加拿大
您的学校背景：
要求字数：800
论文用途：本科课程论文
是否需要盲审（博士或硕士生有这个需要）：否
补充要求和说明：跟原来一样，因为老师很严，不能抄袭，有引用要打引号，最后要有reference 具体内容见附件
加拿大政治作业：Analysis on the use and impact of televised ads in the United States’ election campaigns
1. Introduction
The presidential election campaign in the U.S. will spend a lot of resources on television advertising. Advertising has many functions. They can be used to improve the visibility of a candidate or give a candidate better image. They can focus on the issues involved in the campaign and target a particular group of voters. They can also be used to attract the media’s attention. What’s more, they can be used to attack a candidate's opponent, this practice is known as negative ads.
在美国总统竞选将花费大量的电视广告资源。广告有多种功能。它们可以用来提高一个候选人的能见度或给候选人更好的图像。他们可以集中精力参与活动和目标的一组特定选民的问题。他们也可以用来吸引媒体的注意。更重要的是，它们可以被用来攻击候选人的竞争对手，这种做法被称为负面的广告。
2. The use of televised ads
In 1948, there were less than three percent of the population own TV in the U.S.. It was that year TV ads begin to play a role in the presidential campaign. President Truman's launched his speech in the ad, encouraging voter to vote for him. Since then, presidential campaign through television conducted independently developed. In 1952, Reeves, the CEO of New York's Madison Street Advertising Company, suggested the President Eisenhower using television advertising strategy in the presidential campaign, and made him believe that it would leave extraordinary impression in the minds of voters through 20 seconds’ ads on the screen.
By all accounts, this event is a watershed. At that time, there are 45% of families own TVs in the country, a presidential campaign should never ignore the importance of this media. At last, Eisenhower's campaign used service of the New York advertising agency, Ted Bates. The ad has three central themes, namely, corruption, price and the Korean War, which were selected after discussions with pollsters Gallup. Under the suggestions of Gallup, the design of advertising successfully overcame the problem of Eisenhower’s blunt speech, creating an affine and confident image for him. In fact, in the next 50 years’ election campaign in the U.S., this strategy is playing an increasingly important role.
3. The impact of televised ads
The central role of the current advertising in presidential campaign during can be measured by recently developed "Round-trip" ads. This novel way starts from an excerpt from the opponent's ads, and then is the "answer", that can also be called “ad in ads”. Because technological advances make the production of television ads faster, cheaper and more convenient, thus also make "Round-trip" ads becomes possible. The presidential Campaign can respond to the latest round advertising of the opponent within a few days and gain advantages for election.
More and more television advertising are used in presidential campaign nowadays in the U.S.. It can be found through analysis that the rational appeals in the advertising are nearly 43. %, which are the main appeal of the presidential campaign ads in the U.S., and then Followed by emotional appeals, which is accounting for nearly 39%. The rest uses of the ads are combinations of emotional and rational appeal forms. Positive publicity campaign ad more likely use the emotional appeal, while negative campaign ads attacking opponents more likely use the rational appeal(also can be called as logic demands).
Emotional appeals are commonly used to in build candidate’s image. For example, in 1988, when the Reagan making his presidential campaign ad "American Morning", it is implying his emotional appeal to the public that he can bring national prosperity and affluence, inspire voters’ emotional resonance. Fear appeals in emotional appeal advertising are also very common, such advertising is easy to make voters impressed. For example, in 2004, the Bush attacked Kerry's advertising "wolf", through lurking horror scenes timber wolves, alluding that Kerry cut intelligence systems and reduce defense spending brought about perilous. Rational appeals are commonly used to state the candidate's political views and propositions. For example, in 1972, McGovern got in touch with voters closely and communicate with them in a large number of campaign ads, through these he provide his own political views, analyzing the pros and cons of the Policy for the voters. Rational appeal are also used in the aggressive advertising or disprove style ads used data facts. For example, in the Barack Obama presidential campaign in 2008, it attacked McCain's campaign team that they have no innovation. However, McCain made advertising "originality", citing its achievements and unconventional policies.
4. Conclusion
So, in the previous U.S. presidential campaign from 1952 to 2008, the main form of the appeals in the television ads are rational. Different types of advertising adopted the appeal forms and performance in different ways. Positive ads tend to use emotional appeal, while negative ads tend to use more rational appeal. Image-building advertising were mainly based on emotional appeal, while political advertising statements based mainly on rational appeal. Negative attack ads used very significant amount of rational appeal and emotional appeal, and the rational appeals were inclined to use fear-based manifestations.
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