The Battle of Ads | Moneyocracy
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This a presentation made at the "Alliance Française" in Washington D.C on May 31, 2012 about political communication in France and in the U.S. This presentation is meant to support the transmedia documentary project "Moneyocracy".
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The Battle of Ads | Moneyocracy
- 1. THE AD BATTLE Political communication France v. U.S MONEYOCRACY www.moneyocracy-project.com
- 2. WHAT IS ADVERTISING? Advertising is a form of communication used to encourage or persuade an audience to continue or take some new action. Most commonly, the desired result is to drive consumer behavior.
- 3. GOAL OF ADVERTISING Increased consumption of products or services through "branding,” involves the repetition of an image or product name to associate certain qualities with the brand in the minds of consumers.
- 4. THE AGE OF THE ADS Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. In 2010, spending on advertising was estimated at $142.5 billion in the United States! Ads spending between 2009-2015
- 5. ADS = INFLUENCE
- 6. WHAT ABOUT POLITICAL ADS? Political advertising is a form of campaigning used by political candidates to reach and INFLUENCE voters.
- 7. 1952 : EISENHOWER 14 SPOTS 22 SECONDS/each Eisenhower answered questions from “ordinary” citizens in an attempt to appear accessible to “the common man.”
- 8. 1964: JOHNSON FIRST NEGATIVE AD Hugely controversional in its time and intermittently imititated thereafter.
- 10. 2010 : CITIZENS UNITED V. FEC The U.S Supreme Court, on January 21, 2010 • Allows Corporations & Unions to spend unlimited amount of money to support a candidate. • Overturn 100 years of Campaign finance regulation. • Speechnow v. FEC creates Super PACs and allows 501c4 to spend money in Independent Expenditures without donor disclosure.
- 11. A RADICAL CHANGE! FREE = SPEECH
- 12. OR IS IT REALLY?
- 13. SO FAR IN 2012… • Spent on TV ads by Super PACs: $138.6 Million • Negative Ads aired: 68% of the total • “Restore our Future” is the biggest spender ($35.6 M, 77% Neg Ads) • American Crossroads (K.Rove) comes in 2nd with $14.6 M (100% Neg Ads) • America for Prosperity is third with $12.2 M (100% Neg Ads)
- 14. SO FAR IN 2012… • Only 0.0000063% of the Americans donated 80% of the Super PAC money. • For the Republican Primaries in Florida, 12.000 ads were aired the week before election. • In South Carolina, an average TV viewer was exposed to 12 ads per hour!
- 15. COMMUNICATION & ELECTION • Brand = Party • Product = Candidate • Audience = Electorate • Slogan = Political message
- 16. COMMUNICATION & ELECTION • Permission : Presentation, body language, look, fluency and ideas . • Proximity : Candidates has to be close to the electorate • Price : Unique selling proposition, this is the vote • Communication : What media to use? When? Who’s the target?
- 17. BATTLE OF ADS! BATTLE OF STYLES…
- 18. When here, you have that on TV… Watch the Video on Youtube
- 19. HOLLYWOOD.C • TV centric Communication • Extensive use of Special effects, text animation, news footage, dramatic music. • Use of the voice over to convey the message • Official campaign Ads ends like that: “I’m candidate X and I approve this message”. • Super PACs Ads ends like this : “ This message is paid for by X”
- 20. In France we have that… Watch the video on Youtube
- 21. Standardized communication • TV and campaign posters • Equal Air time for all candidates. • Same for the debates, the news etc… • Complex Regulation by the CSA to insure fairness.
- 22. Study case: Sarkozy’s official poster • Controversial • Went viral • Not an original idea
- 23. The Controversy Name of the photo: Greece, Clouds over Aegean Sea The crisis in Greece didn’t help to make that picture appealing. The story was largely covered by French press, and the poster was ridiculed on the internet. A large amount of spoof were designed by anonymous and posted on Facebook and Twitter.
- 25. Went viral & ended up as a “meme”
- 26. We had this…
- 27. Or these too…
- 28. Inspired by this one…
- 29. The More money you have, the better you communicate… The 2008 Obama Campaign set an example in political communication and fundraising, the first one leading to the great performances of the second.
- 30. Campaign Donation Limits United States France Max Direct Donation: Max Direct Donation: $2500 per election $4600 per election Max Donation to a PAC: Only a individual and a Political party $5000 per election Can finance a campaign. Max Donation to a Party: $30.800 per year Max Donation to a Super PAC: $NONE! Max Donation to a 501c4: $NONE! Corporations, Unions, individuals can finance a campaign.
- 31. Political Communication in France • In 1977: Polls are forbidden the last week of election. • In 1981: François Mitterand is elected and this signed the triumph of political advertisement in France. • In 1986: TV Political Advertisement is forbidden. NOTE • In 1990: Political expenses Not less than 50% of a political TV are limited and strictly ad during election time has to be taped regulated. by the Public Broadcast service.
- 32. The Return of the TV Ads in France ? 2004 • 60% of 18-24 yo were for the return of political TV ads. • 51% of the 25-34 yo were for the return of TV ads (IPSOS 2004)
- 33. Presentation of the project
- 34. Transmedia Documentary : 1 story, 3 platforms • An Interactive Documentary • A 60’ Documentary • A Comic book
- 35. A website : www.moneyocracy-project.com 10 minutes video Mashup about Citizens United v. FEC HTML5 technology + Popcorn.js framework
- 36. A Facebook page : www.facebook.com/moneyocracy 150 Fans + 343 Fans on Kickstarter and growing
- 37. A presence on: @moneyocracy Youtube
- 38. Just like our 493 Fans*, SUPPORT THE PROJECT! www.moneyocracy-project.com/donate-to-moneyocracy THANK YOU! * Fans = Facebook page + Kickstarter page
Notes de l'éditeur
- This ad implies that smoking Camel cigarettes will promote an intimate relationship with this provocatively positioned woman. Ads associating smoking with sex have a strong appeal to the teenage male.
- In the 1948 presidential campaign, Harry S. Truman was proud of his accomplishment of shaking approximately 500,000 hands and covering 31,000 miles of ground across the nation. But that accomplishment was soon to pale in comparison when in 1952, the next presidential election saw a major change in how candidates reached their potential audiences. With the advent of television, war hero and presidential candidate Dwight D. Eisenhower, created forty twenty-second television spot commercials entitled, “Eisenhower Answers America” where he answered questions from “ordinary” citizens in an attempt to appear accessible to “the common man.” These questions were filmed in one day using visitors to Radio City Music Hall, who were filmed gazing up at Eisenhower as he answered questions about the Korean War, government corruption, and the state of the economy. He didn’t have to shake a half a million hands or travel the country extensively. He won the trust of the American people with his direct approach and subsequently the Presidential election
- "Daisy," sometimes known as "Daisy Girl" or "Peace, Little Girl," was a controversial political advertisement aired on television during the 1964 United States presidential election by incumbent president Lyndon B. Johnson's campaign. Though only aired once (by the campaign), it is considered a factor in Johnson's landslide victory over Barry Goldwater and an important turning point in political and advertising history. It was created by Tony Schwartz of Doyle Dane Bernbach.The advertisement begins with a little girl (two-year old Monique M. Corzilius) standing in a meadow with chirping birds, picking the petals of a daisy flower while counting each petal slowly.[3][4] Because little Monique does not know her numbers perfectly, she repeats some and says others in the wrong order, all of which adds to her childlike appeal.[3] When she reaches "nine", an ominous-sounding male voice is then heard counting down a missile launch, and as the girl's eyes turn toward something she sees in the sky, the camera zooms in until her pupil fills the screen, blacking it out. When the countdown reaches zero, the blackness is replaced by the flash and mushroom cloud from a nuclear explosion.As the firestorm rages, a voiceover from Johnson states, "These are the stakes! To make a world in which all of God's children can live, or to go into the dark. We must either love each other, or we must die." Another voiceover (sportscaster Chris Schenkel) then says, "Vote for President Johnson on November 3. The stakes are too high for you to stay home."The attack ad was designed to capitalize on comments made by Republican presidential candidate Barry Goldwater about the possibility of using nuclear weapons in Vietnam.