Exploring Campaign Commercials

Student Guide

Purpose
Explore campaign commercials to identify their central ideas and the strategies being used to influence
and motivate the viewer.

Assignment Prompt
In this lesson, you will be viewing several campaign commercials from presidential elections. As you
watch the commercials, be sure to note:

• Which statements are facts and which are opinions?

• Which statements are subjective and which are objective?
• What strategies are the ad creators using to influence you?
Follow the links as directed in the assignment. If you run into problems, you can search for the
commercials on the website or ask your teacher for assistance.

Assignment Instructions
Step 1: Gather materials and necessary information.

a) Review your eNotes on how to evaluate media based on the central ideas and motivating
strategies.
b) Save the assignment questions (attached to this document) to a new location so you can
add the required information. Alternatively, you may be able to print the document and
complete the assignment by hand before submitting it. Ask your teacher for guidance.
c) If you have questions, or if you are unable to access the website, ask your teacher for help.

Step 2: Complete the performance task by viewing each commercial and answering each
question.

a) Use your research carefully. Take notes as you view the commercials, and use your notes
to help you answer each question.

b) Answer every part of the question. Be sure to read the question carefully, and ask your
teacher if you have any trouble understanding your requirements.

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 Student Guide (continued)

Step 3: Evaluate your assignment using this checklist. When you can answer “yes” to all of the
questions, you are ready to submit your presentation.

Yes No Evaluation question

Did you complete each question?

Do your answers include evidence from the commercials?

Are your answers written carefully, using appropriate grammar and spelling?

Do your answers respond to all parts of each question?

Step 4: Revise and submit your assignment.

a) If you were unable to answer “yes” to all of the questions on the checklist, revise your
answers before submitting them.

b) Return to the virtual classroom and use the “Add files” option to locate and submit your
assignment. Ask your teacher for assistance if necessary. Congratulations! You have
successfully carried out research to learn important information about your government.

c) Ask your teacher for further instructions about whether you will be presenting your research
to an audience of your peers.

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 Student Guide (continued)

Assignment Questions
For this assignment, you will be watching several campaign commercials that ran during presidential
elections. Follow the directions listed in the questions. If you run into problems, you can ask your teacher
for assistance.
As you watch a commercial, think about the following questions:
• What are the creator’s motivations?
• How does the creator try to influence the viewer?
• Which ideas presented are facts, and which are opinions?

1. Click the link below to watch the campaign commercial “Prouder, Stronger, Better” from President
Reagan’s 1984 reelection campaign.
Prouder, Stronger, Better
After viewing the commercial, answer the following questions.

a) List two statements from the ad that are opinions.

b) List two statements from the ad that are facts.

c) What strategies does this ad’s creator use to motivate the public?

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 Student Guide (continued)

d) Read these statements from the campaign ad. Identify each statement as objective or subjective.
i. “Today, more men and women will go to work than ever before in our country’s history.”

ii. “This afternoon, 6,500 young men and women will be married.”

iii. “They can look forward with confidence to the future.”

iv. “Under the leadership of President Reagan, our country is prouder, and stronger, and better.”

v. “Why would we ever want to return to where we were less than four short years ago?”

2. Search the Internet for “Clinton 96 ad, Next Century” and watch the campaign commercial from
President Bill Clinton’s 1996 reelection campaign.

Screenshot of beginning of commercial

a) Compare this commercial’s central theme and motivational pressures to President Reagan’s
“Prouder, Stronger, Better” commercial. How are they alike and different? Are they equally
effective?

3. Click the link below to watch the campaign commercial, titled “Arkansas 2,” from President George H.
W. Bush’s 1992 reelection campaign.
Arkansas 2
a) What primary motivating pressure (emotions, social pressures, or self-preservation) does the ad’s
creator use in this commercial? What elements are incorporated to support this motivation?

4. Search the Internet for “Bush 2004 Campaign Ad - Windsurfing” and watch the campaign
commercial from President George W. Bush’s 2004 reelection campaign.
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 Student Guide (continued)

Screenshot of beginning of commercial

a) Experts cite this ad as one of the most effective political campaign commercials in history. What
is its central message, and why is it so effective?

5. Search the Internet for “Will Ferrell will do anything to get you to vote” and watch the commercial.

Screenshot of beginning of commercial

a) Analyze this commercial from 2012. What does the central message claim to be? What
motivating factors are being used? Should the viewer be concerned about who paid for this
commercial?

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