POLS 4790: Campaign Advertising FALL 2013 Jack D. Collens

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1 POLS 4790: Campaign Advertising FALL 2013 Jack D. Collens Course Time: 1:25 p.m. 2:15 p.m. Office Hours: 10:00 a.m. 11:30 a.m. Monday, Wednesday, and Friday Monday & Wednesday 250 MLC 415 Baldwin Hall This course will introduce students to the political science approach to studying campaign advertising, along with a more practical component to prepare students to work in the world of campaign politics. Each session, students will read a key work on a topic within the field of campaign advertising and arrive in class prepared to discuss the key points of the reading, the merits of the work, and the placement of the work in the broader context of the literature on campaign advertising. The course will, at times, operate as a lecture-driven course. Most of the sessions, however, will follow a seminar format. As such, students are expected to participate actively. Texts The texts below are required and can be found in the UGA bookstore or online. Mann, Robert Daisy Petals and Mushroom Clouds: LBJ, Barry Goldwater, and the Ad That Changed American Politics. Baton Rouge, LA: Louisiana State University Press. ISBN: West, Darrell M Air Wars: Television Advertising and Social Media in Election Campaigns , 6th ed. Thousand Oaks, CA: CQ Press. ISBN: Brader, Ted Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work. Chicago: University of Chicago Press. ISBN: Additional required readings can be found on the course elc page. Student Responsibilities Attendance & Participation Reading is necessary for a successful college experience, but it is far from sufficient. Class attendance is more than mere reinforcement of material you may have read in the assigned chapter(s). As such, students must attend class regularly, take comprehensive notes, ask for clarification when necessary, and participate in discussion. I will draw test questions from the texts, lectures, and discussion material, so you must pay attention. While I will not take attendance each day, note that a satisfactory participation grade requires regular attendance. Furthermore, active participation will make the class more interesting for all involved. A component (5 percent) of your participation grade will derive from participation in Q&A sessions with guest speakers, so be sure to arrive on those days well prepared and ready to ask questions. Exams You will receive two exams a midterm and a non-cumulative final. These exams will consist of multiple choice, short answer, and essay questions. I shall draw exam questions from both discussions and the required texts. Be punctual on test days, as you will have no extended time. I will not administer makeup exams without a valid excuse. Students with a documented excuse will be allowed to schedule a makeup appointment at their earliest convenience. Please note that the makeup exam will differ significantly from the original exam. 1

2 Assignments Twenty percent of your final grade will come from two four-page written assignments, due on September 23 and November 11. Details on these assignments will be provided in the first week of class. Quizzes There will also be six reading quizzes administered during the semester. These will cover material you will be expected to read for the date the quizzes are offered. Three of these will be delivered at the beginning of class and the other three will be completed via elc. These quizzes will constitute of your final grade. I will drop the lowest quiz grade at the end of the semester. Guest Speakers Throughout the semester we will host several guest speakers whose experience in the world of campaign advertising will provide insight into the processes, strategies, and techniques associated with waging a full-scale electoral campaign. Five percent of your participation grade will come from participation in Q&A sessions with these guest speakers. As such, attendance for these days is mandatory. I will announce guest speakers with as much advance notice as I am given, but be aware that some guests may not be able to provide much notice before they can schedule a visit. Grading A = ; A- = 90 92; B+ = 87 89; B = 83 86; B- = 80 82; C+ = 77 79; C = 73 76; C- = 70 72; D = 60 69; F 59. Midterm Exam Final Exam Assignments Reading Quizzes Participation TOTAL 100 percent Availability My door is always open. If you have concerns about your grade, I highly recommend that you come to see me as soon as possible. As you will receive no extra credit opportunities, you should make attempts to improve your grade as early as you can. I am available to help you, but it is your responsibility to demonstrate to me that you want to improve your performance. If you cannot meet during office hours, feel free to me to schedule another time. Disabilities Students with disabilities of any kind are strongly encouraged to notify the instructor and the Office for Disability Services at the beginning of the semester, so the appropriate accommodations can be made. Academic Honesty All University policies relating to academic honesty will be upheld in this course. An outline of the Academic Honesty Policy is available at The Vice President of Academic Affairs Website ( edu/vpaa/polproc/ahpol/main.html). Please note that I have a zero tolerance policy towards cheating and plagiarism. It is your responsibility to know what constitutes plagiarism and cheating. If there is even the slightest chance you are violating these rules, I will report you to the appropriate university authorities. 2

3 Class Schedule Course Introduction History of Campaign Advertising Air Wars, Ch Daisy Petals and Mushroom Clouds, Chs. 1 & Daisy Petals and Mushroom Clouds, Chs. 3, 4, & 5 elc Daisy Petals and Mushroom Clouds, Chs. 6 & Conclusion Background Wesleyan Media Project Shatters 2004 and 2008 Records for Total Ads Aired. Wesleyan Media Project. October 24, ( Johnston, Anne and Lynda Lee Kaid Image Ads and Issue Ads in U.S. Presidential Advertising: Using Videostyle to Explore Stylistic Differences in Televised Political Ads from 1952 to Journal of Communication 52(2): (elc) PBS Frontline: The Digital Campaign ( NO CLASS APSA Annual Meeting NO CLASS Labor Day Holiday Air Wars, Ch. 2 Production & Buying Air Time Fogarty, Jim Mastering the TV Production Basics. Campaigns & Elections 30(5): (elc) Kurson, Ken How to Write a Great TV Spot. Campaigns & Elections 32(1): (elc) Hendrix, Susan Writing Better Scripts for Campaign Ads. Campaigns & Elections 23(7): (elc) Rabinowitz, Allen How Good Cinematography Brings Power to Political Ads. Campaigns & Elections 21(7): (elc) Air Wars, Ch Stewart III, Charles and Mark Reynolds Television Markets and U.S. Senate Elections. Legislative Studies Quarterly 15(4): (elc) In class 1 I reserve the right to alter the class schedule as I see fit. 3

4 09.18 Mercurio, Joseph Media Buying in Political Campaigns: Broadcast Television Remains King. Campaigns & Elections 32(2): (elc) Wilson, Reid Cable s Rise in Campaigns & Elections 33(2): (elc) Wilner, Elizabeth The Hot Medium of this Election Cycle? Local Cable Combines Broadcast s Push with the Geographic and Demographic Fine-Tuning of Digital. Advertising Age. September 27, (elc) Ridout, Travis N., Michael Franz, Kenneth M. Goldstein, and William J. Feltus Separation by Television Program: Understanding the Targeting of Political Advertising in Presidential Elections. Political Communication 29(1): (elc) Voter Targeting and Online Advertising Delaney, Colin Voter File Digital Ad Targeting: Reality vs. Hype. Campaigns & Elections 33(July/August): (elc) Lieberman, Jordan and Christopher Massicotte Where Targeted Online Ads Fit in a Fragmented Media World. Campaigns & Elections 34(March/April): (elc) Schlough, Jon-David, Josh Koster, Andy Barr, and Tyler Davis Persuasion Points Online: Helping Harry Reid, One Click at a Time. Campaigns & Elections 32(May): (elc) elc Edgerly, Stephanie, Leticia Bode, Young Mie Kim, and Dhavan V. Shah Campaigns Go Social: Are Facebook, YouTube, and Twitter Changing Elections? In New Directions in Media and Politics, ed. Travis N. Ridout. New York: Routledge. (elc) Brockman, David E. and Donald P. Green. N.d. Do Online Advertisements Increase Political Candidates Name Recognition or Favorability? Evidence from Randomized Field Experiments. Forthcoming in Political Behavior. (elc) Assignment I Due Franz, Michael M Targeting Campaign Messages: Good for Campaigns but Bad for America? In New Directions in Media and Politics, ed. Travis N. Ridout. New York: Routledge. (elc) Hersh, Eitan D. and Brian F. Schaffner Targeted Campaign Appeals and the Value of Ambiguity. Journal of Politics 75(2): (elc) Midterm Exam Review MIDTERM EXAM Ad Tone & Emotional Appeals Air Wars, Ch Ansolabehere, Stephen, Shanto Iyengar, Adam Simon, and Nicholas Valentino Does Attack Advertising Demobilize the Electorate? American Political Science Review 88(4): (elc) Finkel, Steven E. and John G. Geer A Spot Check: Casting Doubt on the Demobilizing Effect of Attack Advertising. American Journal of Political Science 42(2): (elc) elc 4

5 10.11 Kahn, Kim Fridkin and Patrick J. Kenney Do Negative Campaigns Mobilize or Suppress Turnout? Clarifying the Relationship between Negativity and Participation. American Political Science Review 93(4): (elc) Goldstein, Ken and Paul Freedman Campaign Advertising and Voter Turnout: New Evidence for a Stimulation Effect. Journal of Politics 64(3): (elc) Kern, Montague and Marion Just The Focus Group Method, Political Advertising, Campaign News, and the Construction of Candidate Images. Political Communication 12(2): (elc) Haddock, Geoffrey and Mark P. Zanna Impact of Negative Advertising on Evaluations of Political Candidates: The 1993 Canadian Federal Election. Basic and Applied Social Psychology 19(2): (elc) Guest Speaker: Phil Vangelakos VP of Digital Media, Stoneridge Group Damore, David F Candidate Strategy and the Decision to Go Negative. Political Research Quarterly 55(3): (elc) Campaigning for Hearts and Minds, Chs. 1 & Campaigning for Hearts and Minds, Chs. 3 & Campaigning for Hearts and Minds, Chs. 5, 6, & 7 In class Richey, Sean Campaign Advertising and the Stimulation and Activation of the Authoritarian Personality. Political Communication 29(1): (elc) NO CLASS Fall Break Campaigns in Context & Lower-Level Campaigns Air Wars, Chs. 5 & Air Wars, Ch Guest Speaker: Jay Williams CEO and Founder, Stoneridge Group Gerber, Alan S. and Donald P. Green The Effect of Canvassing, Telephone Calls, and Direct Mail on Voter Turnout: A Field Experiment. American Political Science Review 94(3): (elc) Assignment II Due Dash, Hal and Matt Klink Here Comes the Judge: Online Success in Local Races. Campaigns & Elections 31(September): (elc) Gibson, James L Do Judicial Elections Really Stink? Why Campaign Activity Isn t as Damaging to Judicial Legitimacy as Some May Think. Campaigns & Elections, January 7, (elc) In class Guest Speaker: Joel McElhannon, General Consultant 5

6 11.18 Kam, Cindy D. and Elizabeth J. Zechmeister Name Recognition and Candidate Support. Forthcoming, American Journal of Political Science. (elc) Niven, David A Field Experiment on the Effects of Negative Campaign Mail on Voter Turnout in a Municipal Election. Political Research Quarterly 59(2): (elc) Gibson, James L., Jeffrey A. Gottfried, Michael X. Delli Carpini, and Kathleen Hall Jamieson The Effects of Judicial Campaign Activity on the Legitimacy of Courts: A Survey-Based Experiment. Political Research Quarterly 64(3): (elc) NO CLASS Thanksgiving Break NO CLASS Thanksgiving Break NO CLASS Thanksgiving Break New research Readings TBD Final Exam Review FINAL EXAM, 12:00p.m. 3:00p.m. 6