Campaign Advertisement

Campaign Advertisement

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Campaign Advertisement

Politics is among the fundamental factors that affect the societies in a wide range and can result in degradation and instability in the economy. Political communication concerns information spreading and its influence on the citizens, policymakers, the media and politics at large. In other words, political communication can be referred to the practice that involves political actors and institutions, the media and more fundamentally the citizens who are the primary aim regarding political influence. The commonly involved people in the politics are the political entrepreneurs and the political candidates who have the interest and vying for different political positions in the society. Among the vital part of political communication is the campaign advertisement. It is the use of advertising campaigns which are composed of messages of similar nature, and they are shared to the citizens through different media at a fixed time. In this paper, the political communication audiovisual selected regards campaign advertisement, in particular, an advert involving Hilary Clinton and Donald Trump’s manifestos comparison on how to change the American’s economy.

In the process of making campaign advertisement, the crucial thing is what one is advertising and the reasons for why one is advertising. In the regular market, the main reason why one does advertising makes people aware of the products, making the advertised products available in the market and convincing the consumers to buy the products. There is no significant difference from the mentioned above and the political field as in politics the politician aims to sell the manifestos to the citizens and convince them to elect him or her for a particular position during the election period (Burton, et.al 2015). There is a specified duration of time that the vying candidates are given to carry out their campaigns. Hence they have optimally made its utilization to out-compete their rivals. Politics is like any other field and the rule of the game works where the smart and perfect ones win the position.

In the advert of concern, its purpose prevails, and in consideration of the visual images and the words used, it has been developed to support Donald Trump as the president of America. The developer has correctly applied the main parts of a campaign advert and has made it clear to the audience regarding the candidate to be elected as the candidate. It starts with Clinton’s plans which are viewed in a negative aspect and tends to lead to economy’s degradation in contrast to Trump’s manifestos which are promising regarding economic stability. Considering the adverts information, Clinton is associated with deleterious aspects such as middle-class crushing, the level of spending going up, taxes going up and thousands of jobs disappearing. On the other hand, Trump’s side has been well presented in a way that everyone who comes across the advert will automatically see a certain sense in electing him for the position. Among his promising propagandas include needy families getting tax relief, millions of new jobs, thriving of many small businesses, an increment in wages and salaries, making the American dream achievable and making the country great again regarding economic development (Valentino, et.al 2018).

The analysis of the campaign advert involves looking at its effectiveness and consideration whether it has followed the advertising campaign making process which is critical in the political sector. The process begins from the research to the execution of the campaign. It stages include research, knowing target audience, budget setting, theme decision, media selection, media scheduling and the executive campaign. To begin with, the first stage which involves research, the economy advert developers have correctly accomplished that. It is concerned with doing market research for the product to be publicized in determining its demand, contenders and the target consumer. The advert has focused on the main issues affecting the American society. Therefore, in coming up with the candidate’s propaganda, they have ensured that they have captured them all and on the other side they relate their delegate, in this case, Hilary Clinton with negativity. Campaigning is about changing and challenging peoples mind in the efforts of convincing them to elect a particular candidate. Hence, the stage regarding research is essential as it makes the candidate play his or her role safe even when it comes to the subsequent stages.

The following stage involves knowing the target audience. In the market, it is vital to know who will buy the products and where to find the targeted customers. In the Donald Trump’s campaign advertisement, the target audience has been defined as the American citizens. It is considering the language used, and the features showed in the advert such as the American flag among many others. That is the same reason there are specific promises such as relief of taxes, an increase of wages, the establishment of new jobs and reviving the middle class as most of the targeted audience has in one way or another been stuck in the mentioned hitches.

After knowing the targeted audience, the next phase is setting the recommended budget. In this stage, all the activities involving the use of capital must be out in mind, and there should be an estimate of the expected spending in the advertising process (Settle, et.al 2016). Among the factors that are put in consideration are paper works, media, labor and presentation in the midst of many others. The campaign advert selected shows perfection in this step as the presentations are well done, and it has been broadcasted in the media where everyone can get access.

The next step regards decision on the most appropriate theme to use. This involves deciding how the message will be delivered, the music to be used, the color to be applied, the language to use and the designing of the ads among many others. The campaign advertisement in consideration has been scrutinized adequately at this stage regarding the delivering of the message and language used creating an immediate impact on the audience view on the subject of both the delegates. The symbols and color used to bring a clear picture of the preference party, and this will affect the audience during the voting process as he or she will come across the same symbols. Considering the ads, the advert developers have used moving pictures on Clinton’s propaganda and promising ones when it comes to Trump’s side, hence the creation of a positive perception of the supported candidate.

Additionally, the following stage involves media selection. The media plays a significant role in transmitting the information from the primary source to the audience. Therefore, the more available the media is, the higher the probability of a large number of people will get the information. The primary purpose of advertising campaigns is mobilizing many citizens and ensuring that many of them get the message. In the advert involving trump’s campaign, the right media has been used which is accessible to everyone in the country considering that a massive number of American citizens have access and are capable of using internet services.

Also, media scheduling is an essential phase in the process of making campaign advertisements. It has to be done correctly to enhance visibility and audibility of the information being presented. With this, the targeted audience will apparently get the message, and it even plays an indispensable role in creating a positive incentive towards the campaigner. In the advert involving Donald Trump’s campaign advertisement, the speaker is audible, the words are visible and the language used is precise and clear to understand. Therefore, satisfies the conditions of media scheduling and efficiently attracts a wide range of the audience.

Finally, the last step in the process of making campaign advertisement is executing the campaign. The campaign has to begin to be put into effect, and the feedback from the various audience has to be put into consideration. The responses are vital as they help to detect faults and other missing points in the advert that needs immediate rectification. The advert in consideration has been developed up to the last stage where it is posted on the media channel where citizens access it and leave their recommendations (Trent & Friedenberg 2008). Through the media, the owner knows the people’s reactions regarding his manifestos, and it was the best time to rectify and strengthen the weak campaign areas.

From the discussion above, the analysis of campaign advertisement has put it clear that campaign marketing is the same as advertising any other product and it also requires entrepreneurship skills. The campaigners have to be innovative enough to be capable of outfitting other political competitors. The advert regarding Trump’s campaign has successfully adhered to the process of establishing campaign advertisement. However, according to the audience reviews, it is wiser not to present the manifesto using the comparison procedure as the seen case. Accusing his opponents with negative manifestos has shown a high level of dislike from the audience.

References

Burton, M. J., Miller, W. J., & Shea, D. M. (2015). Campaign Craft: The Strategies, Tactics, and Art of Political Campaign Management: The Strategies, Tactics, and Art of Political Campaign Management. ABC-CLIO.

Valentino, N. A., Neuner, F. G., & Vandenbroek, L. M. (2018). The Changing Norms of Racial Political Rhetoric and the End of Racial Priming. The Journal of Politics, 80(3), 000-000.

Settle, J. E., Bond, R. M., Coviello, L., Fariss, C. J., Fowler, J. H., & Jones, J. J. (2016). From posting to voting: The effects of political competition on online political engagement. Political Science Research and Methods, 4(2), 361-378.

Trent, J. S., & Friedenberg, R. V. (2008). Political campaign communication: Principles and practices. Rowman & Littlefield.