Media & Society

Media can have a strong influence on society. Media has the ability to shape how people view the world, how they perceive different issues and media can also have a direct influence on behavior in society as well. With political ads, the objective is direct behavioral influence, the behavior being voting, so the media role with these ads is a content-dependent relationship. The ads are intended to bring about a specific behavior, but the ads are also intended to change perspectives and dialogue, both about candidates and about the issues for which those candidates stand. This paper will examine two advertisements from the 2012 Presidential election campaign, one from each side, in order to illustrate this concept.

Cognitive/Affective/Behavioral

The Romney ad "Stand up to China" works primarily on the affective level. The copy of the ad is hilariously childish to anybody who understands anything about foreign policy...
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