Did that title get your attention? Figured it would. This purpose of this post is to make a few points about using shock value in political advertising to garner attention for your campaign.
It’s very likely this post will get more views than others on the site, simply because of its somewhat shocking title. In our case, we’re looking to attract readers, not votes. Depending on the circumstances, running a controversial campaign ad can either help or hurt your campaign.
Attention-getting can help
Clever advertising can help make make a point. For example, during the 2008 election, the website WheresLiddy.com was created to track Senator Elizabeth Dole’s travels outside the state. This was run as a campaign microsite, separate from the main campaign website. The site was used to help drive home the point that the candidate was out of touch with her constituents.
Some political ads are designed to go viral, designed as videos or even online games. JibJab.com has produced satirical videos that poke fun at politicians.
Sometimes a controversial ad can create more attention by not being seen. For example, some attack ads are made specifically for the web, or end up being rejected by major media outlets. In the end, sometimes more people see the ad due to the ensuing media coverage then would ever see the ad if it ever aired.
Whether it’s viral or promoted by the media, for good or ill, it’s all additional exposure. With social media, word can get out fast.
Attention-getting can hurt
The problem with going over the top is that once a candidate seen as exaggerating or belittling a point or issue, they can lose overall credibility. Some voters are turned off by negative campaigning (or so they claim).
Voters generally don’t like candidates that are too outside the mainstream. So while maybe a unique ad campaign can draw initial attention, it might be best not to run to far with it or let it take over your overall advertising.
And about you not being able to win you election? Well, that was just to get your attention.
Agree, disagree? Have any good examples of out-of-the-box political advertising? Share your thoughts.
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