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Essay / Research Paper Abstract
A 4 page observation of the many changes that have occurred in political advertising.
The author contends that these changes are as dramatic as they are deleterious. Although advertising was a component of political campaigns in the 1980s, today the skill with which a candidate manipulates voter perception through political advertising is the most important determinant of
whether or not the candidate is voted into office! Bibliography lists 2 sources.
Page Count:
4 pages (~225 words per page)
File: AM2_PPcampn2.rtf
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Unformatted sample text from the term paper:
election, most Americans are ready for a hiatus. Our exhaustion is not as due to concerns over hanging chads, malfunctioning electronics, and potential terrorists attacks on election day as
it is the ideological loops that we were put through in the months leading up to the election. We were put through our paces quite intentionally, in fact, by
political candidates that prefer to concentrate more on misrepresenting their opponent than they do on emphasizing their own qualifications. They accomplish this feat through relentless advertising. Political campaigns
have certainly changed from what they were in the 1980s! These changes are as dramatic as they are deleterious. Although advertising was a component of political campaigns in
the 1980s, today the skill with which a candidate manipulates voter perception through political advertising is the most important determinant of whether or not the candidate is voted into office!
In recent years candidate-centered advertising campaigns have resulted in substantial increases in campaign cost and the consequent problem of financing those costs.
Money, after all, is an extremely important determinant in putting the face of a respective candidate before the voting public. This coupled with the ever-increasing divide between the major
political parties has created a campaign scenario which is vastly different from those experienced not just in the 1980s but throughout history! Todays
political campaign is more characterized by slick advertising campaigns and fundraising gimmicks than it is by a true address of the issues and qualifications of the candidate. Indeed, much has
changed since the days of old when political candidates earned their way into office on the basis of their merit. Taylor (1999) accuses:
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