HOW DO ADVERTISEMENTS AFFECT THE NARRATIVE OF POLITICAL CAMPAIGNS IN THE UNITED STATES?

Political campaign advertisements in the United States have become their own kind of tool for communication and experts Lynda Lee Kaid and Christina Holtz Batcha write extensively on this topic. Their research states that “The history of political advertising can be traced to early uses of posters, handbills, and printed materials used in the earliest elections in the United States, but it was the development of electronic media that made advertising so central to U.S. campaigns… television has occupied the preeminent role in the U.S. political advertising since the 1950’s” (Kaid & Batcha pg. 37). Televised and video style campaign ads have become even more prominent with the expanse of the internet and social media platforms. Presidential campaign advertisements are seen almost everywhere and affect the narrative of how candidates are presented to the public. 

Most campaigns choose to spend most of their money on campaign ads which shows how important they are to campaign success. Millions of dollars are spent to make the candidates seem worthy of precious votes. Each party has its own techniques and strategies to entice targeted voters. As a result of trying to control images and outcomes, rhetorical strategies and logical fallacies are present elements in these ads - these rhetorical strategies and logical fallacies used say a lot about how American citizens elect their government officials.

By looking at campaign advertisements using the lens of money, rhetoric, and specific party strategies, we can see how misguided our political system has become. This is important because voters are, now more than ever, aware of how superficial and insubstantial campaign advertisements are. Should something else be done with the millions of dollars spent? Are campaign ads somehow insulting the intelligence of the American public? Has our government become so divided that it has become inefficient?