Campaign Strategies Flashcards
Term, phrase, or expression that suggest a course of action to individuals
Slogans
Used to represent reality by attracting attention or eliciting an emotional response from a viewer
Images
A staged occurrence that is visual in nature, communicates ideology, identity, and conciousness
Image Event
Appeal to the sense of sight to make experiences satisfying
Visual Spectacle
Needed to Gain attention
Saturation of messages suggest the importance of the issue for agenda setting
Volume of Messages
Use continuity devices, place messages in conspicious places like back of a newspaper
Prominence of placment
provide a common thread and allow audience to link campaign messages
Continuity Devices
Selection of incentive appeals
- build on existing values of the audience
- includes physical health, time/effort, economic, psychological aspirations, social
- Appeals, positive or negative incentive, use multiple appeals, provide evidence for appeals
Message design
Shows only positives of adopting the message
one sided
involve raising opposing concerns and then discounted to show favor ability of campaign message
Two sided messages
directly refute opposing ideas with evidence or emotional appeal
Refutation (2 side)
Downplay factors in the opposing messages
diminution (2 side)
Concede minor disadvantages of the message to increase credibility/believability
Tactical Concession (2 sided)
The model appearing in messages who delivers information, demonstrates behavior, or provides a testimonial. Attracts attention and personalizes the message
Messenger
Celebrity, public official, expert specialist, organizational leader, professional performer, average person, especially experience person, unique character
types of messengers
