Image Advertisement Vs. Issue Advertisements

In the world of modern politics, with the high emphasis of political media coverage, the common practices of running candidates today have morphed to accommodate new waves of mass communications. That is, getting their messages across pertaining to their projections as icons in the public eye. Here, an effective moderator to the candidate's message is the radio or television spot, reflecting two perspectives that often control the ad's angle or point of inflection. These two forms are known as image advertisements and issue advertisements. Each, although very similar in their implementation through the use of media, have very different goals as far as reaching out with a certain projection of either their policy approaches or their personal credentials qualifying them for the position. 

Image Ads:

Are described as having the ability to  maintain thematic continuity with the biographical message by presenting the candidate as a likable human being with strong sense of public service (McGrady 2007). The image ad is important because it creates the relationship between the nominee and the people by portraying the candidate as the "people's candidate," someone who has had relatively the same upbringing as a majority of the American population.

Issue Ads:

Fall into two basic categories that each pertain to how the candidate wishes to display their achievements as a liable nominee. These include, touting the sponsoring candidate's experiences and proven accomplishments to better convince audiences about their willingness to serve as a public servant. Or, issue ads may take on the role of summarizing the candidate's preferences on public policy. Either way, the emphasis on the goals and plans a nominee distributes through an issue ad is based from the perspective of good policies for the American people.

Utilizing Media Literacy:

The importance to the distinction between these forms of communication lies in depicting the messages that candidate's are trying to get across as relevant or at the same time good for the overall campaign. Utilizing effective media literacy on both of these forms can enhance one's understanding of the issues that are beneficial to the nation as a whole. 

It is up to you to brush up on your knowledge of what the candidates are saying about themselves and their ideas as to how America should be run. Understanding this seemingly fundamental use of modern politics can lead to greater appreciation to the process necessary to decide this nations leader. Try researching something you hear a candidate speak about. See if their information is the same as polls or news reports. Get involved in knowing the true purposes behind governmental decisions and electoral tactics. The more knowledgeable someone is about politics, the less likely they are of boldly accepting everything the media tells them to.

Discussion Questions:

1. Why wouldn't anyone tend to support a candidate who was raised in a rich suburban home and had everything growing up?
2. Which, if either, form of issue ad makes a greater impact between public appeal and and the candidate's projection of themselves and their policies? Think of which has more importance to sustaining the infrastructure of the American government.
3. Name three (3) ways you can make yourself more media literate about image and issue advertisements. 

References:

Iyengar, S., & McGrady, J. A. (2007). Media politics: A citizen’s guide. New York: W. W. Norton.