{"product_id":"television-ads-in-us-presidential-campaigns-have-a-history-of-exploiting-fear-von-julia-wehner","title":"Television Ads in US Presidential Campaigns Have a History of Exploiting Fear","description":"\u003cp\u003eSeminar paper from the year 2011 in the subject English Language and Literature Studies - Culture and Applied Geography, grade: 1,7, University of Duisburg-Essen, language: English, abstract: Election campaigns are common rituals in democracies.\u003c\/p\u003e\u003cp\u003ePoliticians try to persuade voters in order to be elected.\u003c\/p\u003e\u003cp\u003eTherefore, political candidates usually make use of professional\u003c\/p\u003e\u003cp\u003ecampaigning strategies that involve the television as the most\u003c\/p\u003e\u003cp\u003eimportant medium. Since the 1960s US presidential campaign\u003c\/p\u003e\u003cp\u003eads on TV have been increasingly successful and cutting-edge.\u003c\/p\u003e\u003cp\u003eThey sometimes were so convincing they even swung a\u003c\/p\u003e\u003cp\u003edecision. Over the last decades the predominant topics in US\u003c\/p\u003e\u003cp\u003efederal politics were the Cold War as well as national security\u003c\/p\u003e\u003cp\u003eand the US military. In 1964 the presidential election campaign\u003c\/p\u003e\u003cp\u003ewas highly influenced by the escalating situation in Vietnam and\u003c\/p\u003e\u003cp\u003ethe general disquiet caused by the arms race and nuclear\u003c\/p\u003e\u003cp\u003eweapons. The American psyche was collectively anxious about\u003c\/p\u003e\u003cp\u003ethe latent atomic menace so it suggested itself to address fear\u003c\/p\u003e\u003cp\u003ein a presidential campaign ad. The Nixon campaign 1972 dealt\u003c\/p\u003e\u003cp\u003ewith one of the genuine Republican topics: Military. Due to its\u003c\/p\u003e\u003cp\u003esuccess it was remade in two subsequent campaigns called\u003c\/p\u003e\u003cp\u003e¿Tank Ride¿ in 1988 for George Bush and 2004 in ¿Weapons\u003c\/p\u003e\u003cp\u003eFloridä for George W. Bush. The latter will be examined in this\u003c\/p\u003e\u003cp\u003epaper, too.\u003c\/p\u003e\u003cp\u003eHowever, there are different approaches to persuade the\u003c\/p\u003e\u003cp\u003evoting public; one of the most favorable techniques is playing\u003c\/p\u003e\u003cp\u003eon the people¿s emotions. Thus, it is not surprising that US\u003c\/p\u003e\u003cp\u003epresidential campaign ads have a history of exploiting fear in\u003c\/p\u003e\u003cp\u003etelevision ads. It leads from 1964 until 2004 and aims at\u003c\/p\u003e\u003cp\u003epersuading voters by the well-directed use of sounds, images\u003c\/p\u003e\u003cp\u003eand language.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783656143260\"\u003e\u003ch3\u003e\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783656143260","offer_id":39432651964509,"sku":"9783656143260","price":15.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/bde14570-54d9-4adc-bf66-b823ab6f5a25.jpg?v=1777872019","url":"https:\/\/shop.autorenwelt.de\/products\/television-ads-in-us-presidential-campaigns-have-a-history-of-exploiting-fear-von-julia-wehner","provider":"Autorenwelt Shop","version":"1.0","type":"link"}