We are proud your supporting democracy and you are doing social media. Democracy, media and the public sphere. Ryan is in the process of building a map to tell how long polling lines are. Bringing in the democracy, media, and the public sphere. We need those apps. My husband is in line now at 870 waite wait a 70minute where he is. Both of you get a has. A hat. They each get a hat that says cspan 2020 on the front. On the back, unfiltered. [laughter] you each get a hat. You get something. That is right. And then, very handy, always needed, a pen. [applause] thank you, both, for your work promoting democracy, media, and the public sphere, which is why we are all here today, right . Today we are going to talk about political advertising in campaigns. This is from chapter 13 in our book. There is much to discuss. Something that came to mind for me is something told to bob woodward and Carl Bernstein by deep throat. Follow the . Money. Yes, follow the money. Campaign advertising and political and in campaigns are similar. Start us off. Mary ellen we are going to move to the next side and talk about the history of little ads, positive and negative ads. This is outhis up, of chapter 13 in your book. If you have this handy i will be making reference to pages. We knowe get started, early voting has started in tennessee. And in most places around the country. , button on,te yall that you can get. And if you have not yet gotten your tshirt for the debate, which is one week away. Does everybody have one of these yet . Yall, belmonte university, 2020 president ial debate. Where one week from the debate and three weeks from the election. These are exciting times for democracy, media, and the publics here. Lets talk about the public sphere. Lets talk about negative elements and how far back they go. People talk about how negative policies are these days, right . Do not worry. This has been going on since the dawn of time, since the dawn of politics. Political advertising began in the 1800s, all the way back to Thomas Jefferson and john adams. This is one of the best, weirdest lines youll ever hear. Thomas jefferson said that john adams had the idiots hermaphroditic old character which has neither the force and firmness of a man, nor gentleness and since ability of a woman. Hentually essentially, was saying he was a hermaphrodite, attacking his manliness. Predictede adams cap jeffersons election would bring murder, robbery, rape, adultery, and the soil would be soaked with blood and the nation blacked with. Crimes. So theyre going after each other hard. Andill see historic ads current ads today and you will see a lot of these same themes are the same things going back to the 1800s that we have been looking at in this country for over 200 years. Jefferson was called godless. Adams was called a tyrant. That is from page 400 in your book. This term mudslinging, have you heard the term before . An analogy for literally slinging mud at somebody, throwing mud, because it sticks. It is dirty. The First Campaign called a mudslinging campaign was between Andrew Jackson and john adams. The opponents claim jacksons mother was a prostitute, he was orphaned at the age of 13. He used that story to build his character and say that he was a common man who understood the pain many went through. Opponentonly did his say his mother was a prostitute, which is a huge blow if you are already orphaned that do not have your mother, right . That cuts deep. But also made harsh claims about his marriage to rachel donna send rachel donelson, whom she had married. They called her a bigamist because she had previously been married. She was technically not divorced. Turn, the Jackson Campaign set of John Quincy Adams that when he was a foreign abbasid or said of John Quincy Adams that when he was a foreign ambassador, he arranged for women to provide Sexual Services for the russian czar. This is a famous cartoon of Andrew Jackson, called the political barbecue. Is the fire of public opinion. They have Andrew Jackson. What is he look like . Yell it. He looks like a pig, right . They are doing this in an interesting way. He is half pig, half man. He even has the cloven hoof and a little bit of a knock on hisof character, but also the idea of people and even religious arguments against Andrew Jackson. The cloven hooves as being a symbol of the devil. Then you have is the local adversary there, you see justice is blinded. She has the scales. Yet she is poking the fire. Then you see his Vice President ial candidate. Anybody know who jacksons Vice President ial candidate was . Van burien. There you go buren. There you go. He was known as that little magician. [laughter] can you tell me which trigger most looks like the little magician in the cartoon which figure hooks like the little magician in the cartoon . Martin van buren is floating off and represented as half pig at the tail. He is running off the keys to the kingdom. So this is a political ad, one of the most famous. So this is a great add to look at. Abraham lincoln. You know, Abraham Lakin is often seen as being Abraham Lakin lincoln is abraham often seen as americas most beloved president. Yet he also had detractors. In this ad in 1860, he is splitting the south. You see the log, he is splitting the south which does divide the northern and Southern Democratic Party switch allows him to win and he is splitting that and it is tough to see but if you look here, this actually where he is splitting it it says, irrepressible conflict. This is a claim if he is elected, he is going to bring possible conflict. What they mean is that civil war, which does happen. The other weird thing in this cartoon, what is going on that has to do with what lakin is doing or what he is using . Lincoln is doing or what he is using . He is sitting on another person. More things i am looking for. But cannot really see it perhaps yes, he is using the head of one of his political adversaries as the acts. And then one more thing . He is standing on the [indiscernible] he is stepping on the constitution. The next one is an antirover cleveland at running in 1884. Grover cleveland follow fathered a child out of wedlock. And so, they had this ad. And it turned into a Campaign Slogan for his opponent. Ma, wherewas, ma, about groverking cleveland having father this child and abandoned the child and not claiming to be the father. [dog barking] [laughter] [indiscernible] [laughter] mute the zooms, please. So that was the dogs reaction where is pa . Ma, ing,those of you watch always be prepared. And his supporters end up saying back, gone to the white house, ha, ha, ha. And im going to get you to advance the slide for me. Why are palooka cartoons so effective . Political cartoons so effective . The cartoon was originally a sketch for a larger work of art and this will change in 1843 when a british journalist, john for a first used the term cartoon to mean a parody or caricature. That is what becomes. Cartoons reach wide audiences and it does not matter if you are formally educated or not educated, literate or not literate, especially in the 1840s were literacy rates were low. They employ humor and satire so they are, they appeal to a wide audience and are understood by a wide audience. Thomas nash takes political cartoons to the next level. Boss tweed, the main guy he took nash, i said of thomas do not care so much what the papers right. My constituents cannot read. It is them damp pictures. Read,e even if you cannot the cartoons portrayed a powerful message. Damn pictures. Because even if you cannot read, the cartoons portrayed a powerful message even if you are not literate, there cartoons portrayed a powerful message. Why cartoons are so successful, it is an easy vehicle for hostility to put out opposition messaging against her candidate. Asond, they satisfy us constituents, because they take often complex situations and reduce them to something that is simple and easy to understand. Im going to turn , whoer to professor duck is going to talk about the new political cartoon, aka, the mem e. How many of you have seen this in other iterations . How many of you have seen it in the political cartoon . The meme takes all of those things and it is simple and easy to digest and a goes viral. How many of you have seen means in the 2020 Campaign Cycle . Memes. Where are using them . Instagram, twitter, facebook, tiktok. All of the above. Editorialhas become cartoon, society, political memes. I do not need to explain much. On a first draft expert misinformation and disinformation reminds us memes have been around since 1976. The formal definition of the richardned by biologist dawkins in 1976, is an idea or behavior that spreads person to person throughout a culture by propagating rapidly and changing over time. Gifs we obviously the see online. How many of us laugh at memes . Theyre funny but they have sticking power. They stick with us. Even if we know they are humor, they are affecting us. There are a part of these campaigns. So they are powerful weapons of disinformation and misinformation as well, which we have talked a lot about in this class. Professor i studied with at , imson, one of my mentors told him, can you give me a quote on memes . He said memes remain the king of disinformation. There are more powerful than other hightech campaign influencers like deepfakes. There are so cheap to produce you can get a lot of traction without a whole lot of work. He says thank you, twitter. That was from a Washington Post article and he said that part. So they are powerful campaign ads. That is what we are seeing now with memes and campaign as. However, campaign ads. However, tb political ads remain very, very effective. Television put glads are made very, very effective. Candidates can take a positive approach but more often they take a negative attack. Negative ads criticize the opposing candidates. They also can use that dramatic production quality. We have seen those grainy images. We see the big wide shots or closeups. They target the candidate. You will see the candidate talking. They are using their own words against them. They can vary in accuracy, deceptiveness, and they really do invite viewers to draw false inferences. As you are watching your campaign ads, how it if you had a negative ad you are studying how many of you had a negative ad you are studying . How many had a positive one . As you go forward we will see a little bit about that. Ads can succeed or fail. And there is a history to this. I will have events that slide and tell us a bit. We will play a few short clips. 1958 is the first year you see campaign ads and im going to play a clip of campaign ads. This is when eisenhower is running for president as a republican against adelaide this ison and in 1952, one of the very First Campaign ads you have heard a little bit of this before but i will play this ad for you. [video clips] ike for president. Ike for president. You like ike. I like ike. Everybody likes ike. We will take i to washington will take ike to washington. Get in step with ike. You like ike. I like ike. Everybody likes ike for president. Dr. Pethel i will stop it there but i dairy to get that song out of your head for the rest of the day. Was 1952. Prof. Duck now im going to play for you the first negative ad and number one rated Weirdest Campaign at. Ad. You had a senator from ohio named robert taft called bob taft, who ran in the republican primary against eisenhower. Eisenhower wins the primary. But they had a spat. Then they made up. Was taft going to support eisenhower . This is an ad by stephensons campaign at saint bob taft is going to overpower eisenhower. And that they have this weird relationship. Im just not going to tell you more than that except for, get ready for some of the strangest voices you have ever heard. [video clips] all right, bob. Bob. I am so glad we are friends again, bob. Yes, ike, we agree on everything. Lets never separate again, bob. Never again, ike. Bob. Ike. Bob. Ike. Will ike and bob early live happily ever after . [laughter] that is the ad. Number one, you have to wonder who came up with that concept . That, who isapping storyboarding that and taking this is a great concept . And lets make them sound like frogs . [laughter] my point with showing you that at is that if that is the first negative ad on television, it is pretty tame. Justything, it is almost because it is so strange. Stephenson trying to take down eisenhower and of course eisenhower is going to win in a landslide. If you look at that is one of the first major negative ads, that is called the ike and bob and. It starts to set up negative advertising in the United States after that. Bob ad. Ke and start with the jfk assassination, nationwide unrest, Political Party realignment. Slide,ng on the previous 25 percent of advertisements were negative in 1952. If you count ike and bob as one of those, that is pretty tame. 1960s, you have nine in 10 households who have a television. This is where you see the first major job. In624, you have 50 1964, 59 of ads are negative. A huge jump, in part because tv audiences are there. In the technology to create Campaign Commercials begins to shift it is not just about doorknocking and going from town to town and shaking hands. It is not communicating with audiences that go straight into their home, and it is visual now. It was beyond what the visual radio what the radio could do and what newspapers could do and what political cartoons can do. Up, is going to be, bring maybe the most famous or infamous ad that happens in 1964. It was called daisy girl. It was one of the most and remains one of the most studied campaign as. It was so controversial it was pulled quickly. It did not play for very long. Campaign ads. This will be our first group and theme going to have introduced and we have a prerecorded presentation we will watch together. It is prerecorded so we put into our slides. Audrey bridget, sally and sierra, stand up. This presentation is brought to bridget, ellie, sally, and sierra. To sayhave a few words about daisy girl, any quick thoughts and we will get into your slides now. Was it surprising . Pretty intense. I was not super surprised knowing a coupled. Prof. Duck we are going to have everyone watch this and you can decide. This is a presentation by the team one on daisy girl. Hello, everyone we are going to talk about johnsons 19 624 put glad. 19644 political at political ad. 3, four, five, six, 8, nine. X, 6, [chirping] 5, 4, 3, 2, 1, zero [blastoff] these are the stakes, to make a world in which all of gods children can live, to go into the garden. We must either love each other, or we must die. Foot for president johnson on november 3. Vote for president johnson on november 3. Very funny. What was the message . That his republican opponent, if he was elected president , he would end up starting a nuclear war. This was a fear already present in the public eye but this at amplified it to a greater extent. This ad amplified it to a greater extent. Is this effective . The style was effective and this is a powerful ad effective in scaring the public and spreading fear of a nuclear war. The campaign at sucha revolutionize the campaign ad saw to revolutionize the style in switching the focus onto emotional appeal. Johnson won by a landslide. You can see he won the state 48652. Electoral votes the good and bad that came out of this ad. For johnsons party, the good thing is it secured the election for johnson and if you believe in his platform and helped avoid the nuclear warfare. On the negative side it did change political ads forever by adding an emotional element, notably fear that we still see today and ushered in a new era of negative ads that was not prevalent then that we often see today. The truth lies in the fallacies. There is not really a direct quote or claims made in the video. But it is implied. The message is more vote johnson or you are going to die. The truth was no clear warfare was a real concern in the 1960s with the cold war and u. S. Soviet relations. But the statement that we must love each other or we must die or vote johnson and i is definitely a lie exaggeration. This at played upon the black white policy. A vote for johnson is a clearcut life or death choice which is just not true. Fallacy, that a vote for johnson is a clearcut life or death choice which is not true. A false dilemma or false dichotomy, like what sarah was saying earlier. This over simla 53 of options. Oversimplifies the range of options. Johnson was giving the message you either voted for him and , thed love or america people of america would die from nuclear warfare. That was my fault. I was trying to turn up the volume. [laughter] i will get you back. Hello, everyone. All right. Compassion. Pity for emotional manipulation. The picking daisies was not strict irrelevant at all to the issue of nuclear warfare. But because johnson used that in his ad, he was playing on the emotions of the American People, which ended up distracting them from the factual evidence behind the argument presented. The daisy ad was created by the doyle dane burbach at companies who are sponsor for most of johnsons ads during the 1964 campaign. The firm was recognized as revolutionary. The ad had an impact on the election even though it only read once it ran once. Distilling information known by voters and the emotional trigger that could be elicited, which then became the standard of ads up into the present. The second and we are going to compare it to is one of Hillary Clintons ads released in 2016. [video clip] a i spent many years as Nuclear Missile launch officer. If the president gave the order we had to launch the, that would be it. I pray that, never come. Maybe i prayed that call would never come. Selfcontrol may be the only thing that prevents this. I want to be unpredictable. The thought of donald trump scares me to death and should scare everyone. Im Hillary Clinton and i approved this message. We chose this ad because it has a similar message to johnsons daisy girl add, that voting for the other opponent will result in nuclear war. Hillary clinton used the former launch officer of the missile site to gain favor with voters. A key difference is the use of apples versus egos. And johnson at this vs. Ethos. Johnsons add laid on the emotions and values of the American People johnsons ad played on the emotions and values of American People to vote for a world where all of gods children can live. Clinton used ethos. She does not have an emotional or pity appeal like johnson did. But bruce blair is more of a figure of the American Public can trust. He is credible, experienced. He confirms that message clinton is trying to send here. The similarities in the two is both ads use fear mongering about nuclear bombs. They are trying to make people really afraid so they do vote for them. They want to put the American People and a place where they have to make a decision, either you live and you choose either hillary or johnson, or you die and vote for the other side. The difference in these two ads is that hillarys ads used his her opponents was against himself. She used clips of donald trump in rallies and speeches against him, unlike johnson who did not outright attack is opponent. The fallacies in both of them are ad hominem, criticizing a persons point of view using their own character and personality. A false dilemma, presenting complex issues in terms of two inherently opposite sides, which is, choose life or choose death with your bombs. And the hasty generalization, which is drawing expensive conclusions based on inadequate evidence. Which is basically saying, if you vote for this one person, they are going to be that reason why the end of civilization occurs. In the context of both of these ads, people are afraid of nuclear war and do not want to die. So the politicians were using that fear to gain favor with the American People. We hope you enjoyed our presentation. That is all. [applause] that was great. I would prefer not to die also. [laughter] a good call there. Sorry about, about the technical difficulties on that. We also uploaded it to my youtube page. Trying to work on the volume. That brings us to the 1970s. Thenow that 1970s after 1960s, thanks. Extension ine an some ways, but also several issues become more intense. Particularly when you are talking about watergate, vietnam, antiwar protests. Have both parties fighting to become the moral party. I will also mention Political Party realignment. We talked about this earlier in the semester. From the 19 30s and especially in the 1950s, 1960s and 1970s, you see that realignment. Johnsons election they showed 1964, that was one of the last major landslide elections. You do have one also with dragon. The south israelite with reagan. The south is realigning politically, also the north. And the democratic and republican parties are changing also. That is part of why you see in the 1970s and 1980s, a lot of messy messaging and both parties jockeying to be this moral party of the everyday american. We chose a rarely seen at by gerald ford for one group to show how each party is trying to establish this position in politics. To let you know, it does continue with Ronald Reagan. We are not going to play it in this class but maybe the most famous Ronald Reagan at is called, morning in america. Has anybody seen that at . Ad . Morning in america, everybody is getting up, theyre raising the flag, going to work a very positive ad enforcing a lot of the values that reagan and the Republican Party are embracing by the 1980s, so they ways when that argument, but we have talked about law in order in this class and watching the documentary 13th and not being a big part of it too. With that, we want to go ahead and bring up group to, which 2, which willup do a live presentation. Gabby, jordan, savannah, and marissa, come on down. You can use the clicker if you want. Just keep going forward. We are going to continue this conversation about political ads. A will first look at political ad by president ford for the 1976 election. [video clip] to w. A. Criswell. [indiscernible] others,go, along with invitedhe faith, i was to visit with the president in the white house. And in our conversation with him, we asked him, mr. President , if Playboy Magazine interviewk you for an [laughter] what would you do . And the president replied, i was. Sked by Playboy Magazine for an interview and i declined with an emphatic no. [applause] ok, great. [laughter] the point being made there obviously is, oops. Here we go. Back here. The point being made there obviously is ford declined to do an interview with Playboy Magazine, which apparently made him more of an honest, like a man with integrity, which was super important to the election 1976 because this was happening post watergate. So one of the big things candidates wanted to focus on was that they were honest, good, trustworthy men, that the American People could rely on. So that was one of the angles taken here. But it was not effective enough. Because ford actually did not win that election. However, it was impactful. It pioneered the moral majority, a republican religious organization the highlighted moral and religious views. This campaign at used a strategy appealing to christian voters in the south. Ad. Ampaign obviously prose and cons to this ad. Southern voters appreciated the moral compass of ford, declining this playboy offer. Because jimmy carters campaign was hurt by the fact that he did a playboy article. And he also inspired the moral majority and rebirth the southern strategy which focused on the conservative ideal of, we are christians, we have sexual restraint. And it was not just racial segregation as had happened in the past. Ok. Im going to talk about the fallacies used in fords at. Ad. The first is hasty generalization, when you take one fact and use it to draw a whole conclusion. The pastors statement is not exactly enough evidence to promote and support that ford would be a good president , just because he did this one thing. Another fallacy used would be moral equivalence. That is like saying one action of somebody is just as bad as an action of 70 else. There directly attacking card action of somebody else. There directly attacking carter because he did do a playboy interview. They are trying to show that for because he did not do it and carter did do it, he is doing something more heinous than he has done. Last, anecdotal evidence. There is no real proof that ford was even offered an interview by playboy and declined. Anecdotal. All purely what ford had told criswell and what criswell decided to tell his whole church. We are going to play a more recent ad. I grew up in the church. I attended a private christian high school. You look at the way someone lives their life and leave them. Your son. I was taught that we should love our neighbors as ourselves. White power. When he used force to clear Lafayette Park and stand in front of st. Johns. Bludgeon and gas people and protesters for a ridiculous photo op. The moment he held up the bible, he revealed this president is using us christians have to resist being used to justify things jesus would ever justify. Very fine people on both sides. Love is patient. Love is kind. Love does not boast. Rollout evil but rejoices in the truth. We cannot allow this man to be reelected. Before we examine that, we are going to look at where President Trump curtly stands with religious and christian voters. President trump and his reluctant campaign have largely centered their platform around winning over the christian, perhaps more religious votes. Republicans are also appealing to voters of faith claiming democrats have unfairly criticized Supreme Court nominee judge Amy Coney Barrett for her catholicism, although so far no democratic senator has brought up the issue of her religion. In that ad, what is the message . In the 2016 election, eight intent self identified bornagain evangelical christians say they voted for President Trump. Where is 16 voted for clinton. During the 2016 election and the current election, President Trump has largely centered his Campaign Around attempting to win over the religious measure. In fact airtran the religious vote or. Voter. Leslie kerrick trump said his dad saved christianity. Trump said hisr dad saved christianity. Trump said his dad take christianity. Sway then add to religious voter from voting for President Trump. Most recently, a newspaper [indiscernible] which includes a passive faith advisor from former president barack obama, they released one specific add shown to the associated press. According to ap, one of the ads claims President Trump has quote used christianity for his own purposes. And at christian voters do not need trump to save them. The truth is trump needs christians to save his flailing campaign. So in the last ad and in this ad about President Trump we are seeing a parallel about christian voters being used. Christian values rather than being practiced are being used for political gain and rather than being practiced. For clinical gain and plug all purposes, rather for political gain and political purposes, rather than being practiced. These candidates want to gain that christian vote because in america 70. 6 of people are christian, a huge part of the vote, and if you get the christian vote it seems youre going to win. And then these ads differ, because in fords and he shows his own beliefs, or at least what we think are his own beliefs, in an anecdotal way. And by his refusal to be in the playboy ad, he was part of the moral majority. However, trumps at shows his lack of understanding of question beliefs. And i am sure they put that purposefully in their. There. Ers 0 there it hinders him getting the vote of them are majority that ford set up. Some fallacies in both ads, they both use hasty generalization. Is saying trump is not a christian because he continually done things that are not christlike. That is not a silly give enough information to say he would be about president. That does not give enough information necessarily to say he would be a bad president. And then there saying carter is dad is bad for doing the playboy interview and fortis good for not doing the playboy interview. Says becausemp ad trump is faking in the antitrump add saying that because trump is faking being a christian, he is not fit for office, which is not a silly correlated. [applause] one thing interesting about the ford ad, is the fact that he was running against jimmy carter, who is known as being a very, a man of deep faith. A southern baptist. So it was interesting he did that playboy interview. Prof. Duck if you look at the interview he did talk about his faith and it was an indepth interview. But because it was in playboy that was the controversy. I noticed the wreck the group put Rick Perlstein who has a book about reagan conservatism and it talks about jimmy carter. I put that podcast in your syllabus to look over as additional listening or reading, to understand that story more. Dr. Pethel that brings us to the 1980s. You notice a similar theme in the title of some things going on. What is the word . War. Different kinds. You do see a lot of tension happening in the 1980s. Military, political, cultural. You have the culture wars, the war on drugs, the end of the cold war. As we set up in the slide and the group explained, the Republican Party emerged as the moral majority in the 1980s as the nation fought over a host of culture war issues. The Political Party realignment is in place by the 1980s. We may see Political Party realignment right now. The tectonic plates they beat shifting under us as we speak. May be shifting under us as we speak. The the last 40 years, political alignment for states attorney shelley democratic or republican four states that are democratic or republican are set by the 1980s. For the south in the Democratic Party in the 1930s and 1940s to the Republican Party the 1980s and 1990s. Many African Americans are going to remain democratic. You do have people in the middle uber for both parties but that is the general realignment. You have a group known as the reagan democrats, many white workingclass men and women who lead to the landslide elections. Since Johnson Reagan is the next one. In 1984, you have that morning in america commercial, a famous positive ad. We are not going to look at that in class, but i do encourage you to watch it. You have a very noticeable shift to negative ads in 1988, when George H Bush is running against michael dukakis. I want to point out, and you have read this, from page 410414 in your book, it does a case study of the ad featured in this last presentation, known as the Willie Horton ad. With that we will introduce the last group who has it prerecorded presentation. I will have you stand, caleb, rachel, hayden, and cindy. Sidney. Lets go ahead and give them a hand. [applause] thank you, take about. Is there take a bow. Is there anything about this ad that surprise you or you found interesting . It is really short, 30 seconds. But it was still really impactful to the general publics perception of the dukakis. Of 30 seconds of being uncomfortable. And the Willie Horton ad is still referenced a lot. This is our analysis of campaign ads through history. We are going to talk about george hob bush versus donald trump. This is by rachel, sidney, caleb and aiden. In 1988 the stage was set for one of the most printer bitter president ial elections. The candidates George H Dubya bush versus Massachusetts Governor michael to caucus. Dukakis. Dukakis had different views when it came to education, health care and housing. Said thatampaign while he supports the Death Penalty governor dukakis opposes the Death Penalty and he allows murderers to have furlough passes. The ad demonizes prison furloughs. A black man, Willie Horton, escaped during his prison furlough, was used as the center of the ad. By using a black man on an ad about how bush was harsh on is,me and his opponent, dukak this plays on the racist ideal that black americans are considered criminals and pushes a racist agenda. This release was considered a hail mary for the Bush Campaign because ahead of the ads releasing, dukakis was leading bush by a large margin. After this, bush went on to win the presidency. The ad swayed voters. [video clip] crime. And dukakis on bush supports the Death Penalty for first degree murderers. Governor dukakis opposes the Death Penalty and allowed murderers to have passes from prison. One was Willie Horton who murdered boy stabbing him 19 times. Horton received 10 we can passes from prison. He fled, kidnapped a couple, stabbing the man and raping his girlfriend. Weekend prison passes, dukakis on crime. Now that we have seen the ad, lets take a look at the [indiscernible] during its release. Willie horton was arrested with three men for the robbery of a gas station. One of the men stabbed a boy working at the time. No one admitted to the murder and pointed fingers at each other until detectives decided to blame horton. He denied it but was sentenced to life in prison. He was given 10 weekend process and on the 10th he ran. In breaking into a young couples home he claimed he was innocent. Horton never went by willie. The person who did the ad made that up. Michael dukakis was the governor of massachusetts where fortune was convicted of robbery and murder. He opposed the Death Penalty and promoted furlough programs to ease tensions and provide feldon felons a gradual iteration back into society. The ad was funded and released by an independent group, not the official Bush Campaign. Did not networks, it get traction until later. It was replaced with a bush sponsored out that had a similar since but did not feature the mug shot of horton or minton have binding. Of horton or mention him by name. The ad makes strong use of pesos. It pathos. It takes advantage of the fear of Violent Crime and the desire for safety. By striking fear into the American People, bush was able to discredit dukakis at a race much trust but the public have for him even bush the edge and election. We see two fallacies here. First, the false dichotomy fallacy or two opposing options are presented as the only options were outcomes. In this case, the ad claims either the public elect dukakis will allow crime to run rampant, or they will elect bush who opposes weekend passes and promotes the Death Penalty for firstdegree murders, allowing for a safer environment first rate murderers, allowing for a safe environment. Second, the slippery slope fallacy. With the horton ad we see the following progression. Dukakis opposes the death and supports weekend passes. Willie horton got a pass and assaults a couple. Therefore we can passes are a cause of violence. Dukakis did support passes and horton did use his to commit Violent Crimes. However not all prisons who use we can passes follow the example. These passes are typically awarded for good behavior. This ad credit widespread fear and anxiety about having a president who supported prison passes. As a result the turned the tide in bushs favor. This act was a low blow to his opponents campaign and went dukakis failed to respond for significant time, bush sealed his victory. Latest julyas the 15, 2020, and what relatively unnoticed. However, august 20 6, 2020, ice present mike pence said in an interview, you will not be saved in joe Bidens America, which is the name and idea behind the ad. His statement gained traction and the Trump Campaign pushed the ad harder. This ad was a direct response to violent black lives matter protests. These were covered heavily by media in june and july, making it a perfect time for the Trump Campaign to promote the end. It ad. It was similar to the bush advert we viewed earlier. Use pathos. Ads they cause the audience is trump the other candidate last. Date less. They are both attempts to make the other cabinet look incompetent to keep the citizens safe. The ad was shown mostly to centrist to place distrust in joe biden. The video has a 4 1 just like to like ratio. It is important to keep in mind it is a clinical at and this is relatively common. It is a political ad this is relatively common. Comments, this is what is happening in trumps america, not Bidens America. It is arguable that any publicity is good publicity. It has strengths and weaknesses. First im going to play the ad. [video clip] wing agenda,l left take over cities, defund police, pressure towns to follow and joe biden stands with them. Cutting police funding, yes, absolutely, eliminating cash bail, criminals on the street, violent, exploding, innocent children shot. Track]c sound i am donald trump and i approved this message. Both the ads use similar strategies. Bushes and focused on the fear of letting criminals free from prison. Focused on the black lives Matter Movement and the rights riots. While trump said gained traction amongst supporters, it has been unsuccessful discrediting joe biden and gaining traction outside of trumps supporters. The scenarios are different. Bush was fighting to become a new president. Trump is fighting to remain president , which takes away from the fear of living invitedamerica living in Bidens America because right now america so divided under trump presidency. Trumps advertisement used historically successful strategy that appealed to the public concern over safety. Regarding the black lives Matter Movement, writing, alluding, and defunding to place. Rioting, looting, and defunding police. However did not use a news source. The bush advertisement which brought shocking new information about dukakis. Trumps advertisement did not bring up anything new about joe biden, which is important when you are trying to make an advertisement that is against the opposing candidate. Public opinion on social issues are different now. We are focusing, americans focusing on black lives matter. Because it is important to stop the unjust killings of black people by cops. Also, political advertisements today are no longer the largest factor in influencing a persons vote. Really, it is the to of information we pick up, during social media, and on the news. So, his advertisement was not successful in changing the viewers opinion about which candidate theyre going to vote for. Lets give a hand to group three. [applause] how many of you after watching these ads are uncomfortable . Me too. They are negative, right . There are limitations to these ads. Why should we study these . Why is important to see them, and try to understand the ads . They might try to manipulate viewers, to be able to come from an objective perspective and break it down in a way other people may not consider and not let it take advantage of you or manipulate you. Yes, because the advertisements can be seen in forms of propaganda. s highly edited clip. Both sides coming out this in that way where media can be used. Group three did a great job with the social media aspect. Means we talked about, and other memes, andeading other things are spreading. We are going to break down the pacs this has been going on, the history of these outs go back, it is not just this election cycle. You are all probably tuning in for the first time, but to know that this has a history going back to the 50s is important to understand. The limits of a negative ad may not change or affect partisan attitudes, but they may not reach the target audience, but they could also be too below the belt, they can be too nasty. That is something we can see that can turn voters off, do you think that has anything to do with voter turnout . You guys are nodding a lot. Using people i just like explain, lets talk about that. People see the two low the , theses as to messy politics seem a little too personal for me as a person to go vote on it. Why should we vote, why should we ignore that uncomfortable part of it . Of hink it is part there is a mix of the structures and plays that are really oppressing so many peoples thats and when we do have stuff at the polls we should be able to use that in the best way we can and a lot of those structures are not just systemic, they are also the narratives that are used and also the candidates that are presented and it is not that feeling of when you have your right to vote, it is the feeling of why should i . That is part of the tactics being used to silence people and i think saying signing against that is important. Up,abby, you had your hand why should we go out to vote even if we feel disheartened . At this point, if we are talking about having a democracy and wanting a democracy so bad, part of that is wanting to make your voice heard him right now the only way to do that is to vote because i am not sitting on the senate floor right now, i dont have that say, so my say is to vote for who i want to be that voice for me. Good point,hats a anyone else on going up to vote . I mentioned that lines can be long, early voting is starting this week for us, but i think that is encouraging no matter what side you are on, i am nonpartisan, but it is encouraging to know people are using that voice despite the negativity people are coming out and that is why we vote, right . Back to the ads, the limits like we said could be too below the belt, they cannot change the partisan, but they could also rally that base. People remember those negative as, so they have a big influence and some get more press attention, some are turned into memes, then they go viral. Ads aree ways that the used. In terms of how to correct the misconceptions, one way is to flood the zone. How many of you play sports . Flood the zone, right . Basically you use more space to combat the speech, if you ignore the attacks, sometimes that increases the credibility of the attack. Ignoring it is not necessarily the answer, it depends on the case and sometimes that can be a good one. Fact checking, i always encourage Fact Checking which we will go over in a minute how you can factcheck as consumers of these ads. It is usually very good, Fact Checking is good. If the news media is using it on and add that maybe no one has are amplifyingu it may be to the point where it would not have been seen as much but now that you are talking about it its going to get out there more. You have to see if it had that reach. One thing social media does is shows us a view counts, it shows us maybe who is watching this and why the record seems be corrected, but that is just one thing in media. Here are some Fact Checking sites that if you have taken a class with me before, you have seen this, but these are things you can use and i encourage you to use. We talk about media, we talk about news media, we trust reliable sources, we trust journalists. We can go to the New York Times code of ethics, their page and see all their standards and ethics and we can trust that they are abiding by those ethics, there are procedures in place, there are editors, there at every network i worked at it was the same way. One of the sources is the associated press, they have a factcheck which we talked about. Factcheck. Org can sometimes help with these ads, but some of these things that you are saying that you want clarity on. Important,oint is reliable and trusted journalists who abide by journalism codes of ethics. We know the difference between a tabloid and a Real News Organization that abides by the codes of ethics. That is something to keep in mind as you are looking at these ads, as you are navigating these waters in the Campaign Season because it can be very confusing, right . Lets get to social media, this is advertising and the social dilemma. What has happened as you can see a peer, what has happened in the past week that has made a lot of headlines with facebook . There stopping posting political ads on election day. Prof. Duck yeah, why would they do that after the election . What have we talked about with mailin ballots, absentee ballots . If the election is close, we might not have the result right away. What they are doing is stopping the advertisement now. Tweets o block any that they try to self proclaim social media is stepping in and trying to combat this now. Does anybody know in 2016 what happened with advertisement on social media . If you affect remember the cambridge analytica. That is something you all can look into but that is something that is stemming from this and now they are doing it. A lot are saying why arent they banning them now because they are very influential, so we will get into that as well. It was some headline for the past week where facebook is going to boycott these after the election. Into packs pacs and they are easy to break down, in 2016, proximally 2. 83 on tvn was spent political advertising for different elections. Relying on news and social media, but was free advertising. President trump spent less than clinton in 2016. So how does that work to his advantage . What were they playing so he did not really have these advertisements as much . The uses news clips anything he said to the press and he is that is free advertisement. Was live, everything clinton was not doing as much, theres a lot of criticism on the media and if there is equal coverage. That is something that has been talked about as well. This term it is very hard to make a comparison because of the pandemic, but we do see a lot of rallies happening, we are having two town hall debates tonight, a debate on our campus. The thing i want to get into is pacs andrtising is super pacs. Super pacs can raise as much money as they want, they can result from associations and they can use it for their political candidates. That is different than a regular pac. Super pacs are prohibited from donating money directly to ofitical candidates, but as october 7, 2020, 2150 groups organized as a super pacs have reported a total received of 1. 4 billion and total independent expenditures of more than one billion in the 2020 cycle. S is what super backs super pacs, they can make all of this money from outside groups and fund these ads. You saw one of those ads it says not endorsed, but i endorse this message by the candidate. , but a super pac is a group that can get a lot of this going. Imagine the negative ads out there right now used as super pacs. That brings us to the conclusion really of our lecture, we have just got a couple more slides. It said 4 35, im like why am i on here . [laughter] prof. Duck it is something about me, every time i Start Talking there is a dog barking. Great conversation about super pacs because that is something we will talk about more in the coming weeks is how the financial structure of elections has changed and so as professor duck mentioned, super pacs have been taken to a whole another level. Super pacs ore regular packs in the 1950s and 60s, so i just wanted to show you a little bit of the difference here. With 1960 about 20 million was spent in total. This is not counting for inflation, but, 1980 it was up 2000,7 million, 200 300 6 million. The court cases going to change everything and that his Citizens United versus the fec in 2010 which reverses the finance restrictions and enabled corporations through super pacs as long as they are not directly coordinating with the campaign to raise unlimited amounts of ey which is going to get give corporations essentially a voice in politics. They are able to spend unlimited funds and this decision is going to complicate campaign finances, raise a lot of concerns about transparency, there is still controversy about this court case. You want to know what the total of campaigns and super pacs piling and right now for this next election . 10. 8 billion. We went from a few Million Dollars to 10. 8 is expected to be spent in the 2020 campaign smashing records as of october the first, 2020. End, and this is the last slide here, we want to thank all of you for your participation and for your willingness to answer questions and to present. We want to thank cspan and professor duck and i have really enjoyed this experience. Presentationp this , in the end, president ial elections are about persuasion. An persuasion is not equivalent to truth. Remember that as we go forth, we have one more thing to give you. We want to give you truth, so treat, so as you exit, you each not just one or two of you, but this time, we really are opera with the constitution, were going to make it rain. [laughter] everybody gets a cspan constitution, come get it as you walk out the door. Have a great day, watch the debate, vote. See you. You can watch lectures in history every weekend on American History tv, we take you inside College Classrooms to learn about topics ranging from the American Revolution to 9 11. That is saturday at 8 00 p. M. And midnight eastern on cspan three. This is American History tv on cspan3, where each weekend we feature 48 hours of programs exploring our nations past. OnAmerican History tv cspan3, exploring the people and events that taught the american story every weekend, coming up this weekend before election day november 3, well look at president s and president ial elections. Tonight, at 10 00 p. M. Eastern on railamerica, a look at four films that explain the electoral system. The election of john f. Kennedy, president of the United States, richard and nixon, the new the electiond 1976, day of decision on sunday at noon eastern area to the final president ial debate between Vice President al gore and george w. Bush. Then at 2 30 eastern, the first president ial debate between george w. Bush and senator john gary. University of Mary Washington history Professor William crawley on the personality, leadership, and achievement of franklin roosevelt. Exploring the american story, watch American History tv this weekend on cspan3. A panel of scholars discusses the 10 year and impact of kenneth gibson, elected in 1970 as new yorks first black mayor and the first like mayor of any major northeastern city, they examine the impact this election had on the water double Rights Movement and how gibson did and did not meet the excitations of the black voters who elected him. This was part of the association for the study of africanamerican life and historys annual conference. Good morning everyone, thank you all for joining us for what promises to be a timely illuminating roundtable discussion looking back on the 50th anniversary of the successful struggle to elect new yorks first black mayor kenneth a gibson. Elected in june of 1970, his ministration mark the turning points of civil rights in newark. There is that culminated in the election of black mayors in cities like cleveland, atlanta, and detroit from 19671974. Th
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