Based on our class discussion of campaign advertising, compare and contrast the advertisements in your response.

Campaign advertising is a regular part of American electioneering. Please watch the following two campaign advertisements from the 2018 U.S. Senate candidates from Florida Rick Scott (Republican) and Bill Nelson (Democrat):

Rick Scott: “Leadership”
https://www.youtube.com/watch?v=Z7xoQGmu82o (Links to an external site.)

Bill Nelson: “Oath”
https://www.youtube.com/watch?v=_TFz7WQJdhM (Links to an external site.)

Based on our class discussion of campaign advertising, compare and contrast the advertisements in your response. This compare and contrast should include:

How these ads frame as “ideal” each candidate (think here about the Trent et al., 2017 reading and the traits people look for: Trent et al. (2017) Ideal Candidate.pdf)Preview the document
The emotional response(s) these advertisements are trying to get from the audience.
Whether the advertisements are substantive with regard to policy issues and/or candidate character appeals.

Your response should include specific examples from the advertisements to support the claims you make.

Grading Rubric [25 points]

Introduction/Conclusion

· Intro: Presents a clear preview of the argument and main points

· Conclusion: Reviews the argument and main points

5 points

Body

· Main points clearly stated, developed, and integrated into response

· Includes (1) how the ads frame Scott and Nelson as ideal candidates, (2) the emotional responses the ads are trying to elicit, and (2) whether the advertisements are substantive

· Includes material support from class discussions and course readings

15 points

Mechanics

· In-text citations, additional sources cited in APA style

· Professional spelling, grammar, and punctuation

· Response is no more than 2 pages double-spaced, typed, 12pt Times New Roman font, 1” margins

5 points