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A Look at Past Campaign Commercials

A Look Back at the Commercials of Presidential Campaigns

Talking Head

This type of political ad is by far the most common. It displays the candidate talking directly to the viewer about the issues at hand. This method gives the candidate a substantive and personable feel. The 'Talking Head' combines rhetoric with visuals to create an image of the candidate in the targeted viewer's mind.

Country I Love (Obama 2008): Barack Obama discusses how love of country guided him and other Americans to work to better their country in this 2008 election ad against Republican Senator John McCain.

Never Had it So Good (Eisenhower 1952): Eisenhower calls for change in the 1952 election against Democratic Governor Adlai Stevenson.

Foundation (McCain 2008): in this 2008 campaign ad, Senator John McCain puts forth his credentials to make change happen.

Documentary

The 'Documentary' political ad gives a biographical overview of the candidate's life, accomplishments, and experiences. These types of commercials highlight the qualities and accounts that make the candidate the best choice for president.

Reagan's Record (Reagan 1980): this 1980 campaign ad illustrates Ronald Reagan's success as California's Governor.

Safer, Stronger (Bush 2004): this 2004 campaign ad lists the challenges President George W. Bush overcame during his first term as president.

Leaders 2 (Clinton 1992): this 1992 election ad portrays Democratic running mates Governor Bill Clinton and Senator Al Gore as the faces of the new Democratic party.

Creative or Production

The 'Creative' also known as the 'Production' television ad uses clever metaphors and visuals to grab the attention of the viewers. They usually use concepts and issues already at the forefront of the minds of their targeted demographic. These type of commercials usually make the most memorable campaign stunts.

The Bear (Reagan 1984): in the 1984 election incumbent President Ronald Reagan took on Democrat and former vice president Walter Mondale with a campaign commercial using a bear as a metaphor.

Daisy Girl (Johnson 1964): this controversial 1964 campaign ad depicts a little girl with a daisy getting blown away by a nuclear bomb; a classic example of how politicians use fear to get votes.

"Read My Lips" (Clinton 1992): in this 1992 campaign commercial the Clinton Campaign criticizes President George H.W. Bush's 1988 "Read my lips, no new taxes" campaign slogan.

Humor

Presidential candidates don't usually use the humor angle when attempting to portray themselves as a serious candidate. However, some of the most poignant commercials have been those in which political campaigns have constructed a sharp, witty dialogue.

What Has Richard Nixon Done For You? (Humphrey 1968): In this comical campaign ad Democratic candidate Hubert Humphrey asks the poignant question "What has Richard Nixon Done for You?

Testimonials

The 'Testimonial' ad features a celebrity or family member speaking on behalf of the candidate. Usually for this type of ad to be effective the endorser must be more prominent than the candidate. This type of ad is not as common as in the past, as studies have shown that the credibility of the endorser does not always transfer to the candidate.

Ronald Reagan (Goldwater 1964) : future president Ronald Reagan talks on behalf of Republican Presidential Candidate Barry Goldwater in the 1964 election versus incumbent President Lyndon B. Johnson.

Harry Belafonte (Kennedy 1960): The artist Harry Belafonte speaks on behalf of Democratic candidate John F. Kennedy in his 1960 bid against Republican and former vice president Richard Nixon.

Negative Attack

'Negative Attack' ads are used by candidates to generate dissent towards their opponent. Studies show that negative feelings and memories are retained well in the minds of the voters. This type of campaigning known as mudslinging has also been shown to be more newsworthy and enticing. Negative attacks have a quick and efficient impact on polling numbers. However, negative ads have also been known to backfire and call into question the credibility and morality of the attacker.

McGovern Defense (Nixon 1972): The Nixon campaign attacked Democratic Senator George McGovern for his plans to cut military spending at the expense of national security..

Republican Flip Flopping (Stevenson 1956): The Democratic campaign for Adlai Stevenson berates the Republican party for flip flopping on the issues of the Korean, European aid, and the United Nations.

Credibility (Bush 1988): In this ad former Republican vice president George H.W. Bush targets Democratic Governor Michael Dukakis for being soft on crime.

Issue

'Issue' campaign ads are geared towards the specific "hot button" issues of an election year. Taxes and crime are usually at the forefront of these issues. In today's economic downturn, job creation and stimulus plans have taken the lead.

Ocean (Gore 2000): former Democratic vice president Al Gore speaks of the importance of the environment to America's future.

Medical Care (Kennedy 1960): Democratic presidential candidate John F. Kennedy discusses the importance of medical care for the elderly.