Campaign Ads
Campaign ads provide short clips of a candidate's platform or an attack against their opponent. Regardless, campaign ads are used to make the candidate appear more appealing to voters. The rhetoric employed, in terms of images shown, music used, and message conveyed, contributes to the reaction of constituents. For example, many ads appeal to pathos in an attempt to scare voters about a particular issue or an opposing candidate. The images shown and music used during the ad establish the candidate's ethos. Finally, appeals to logos are done by asking questions like, "Are you better off than you were four years ago?" making the audience make the connection between that candidate and a more prosperous future.
This compilation illustrates the same rhetoric has been and is still being used by candidates beginning in the 1950s.
Attack Ads
Fallacies are found in attack ads quite frequently. Because candidates are working so hard to build themselves up and tear their opponent down, it is easy to resort to ad hominem attacks and hasty generalizations to persuade the audience. It is also important to consider the fact that these ads rarely provide valuable information about a candidate or their platform. Imagine the consequences of only receiving information about candidates through ads and how that would shape the election.
Slippery Slope
Hasty Generalization
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Ad Hominem
Appeal to Pity
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Appeal to Authority
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Hasty Generalization
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Print Ads
Print ads have gone out of style with the increasing prevalence of TV ads, but there are common themes among most political print ads. Print ads will tie in to the candidate's slogan, again reminding the voter what they stand for. They portray a strong leader, and usually capture a friendly expression to make the candidate appear personable. Finally patriotic colors or a flag are represented in the majority of print ads, representing the candidate's love and appreciation for their country. All of these strategies are meant to appeal to the voter in making the candidate appear as a strong, driven leader that will work hard to better the country they love.