Advertising is vital in the political world. I believe political advertising has changed drastically over the last several decades. “That said, effective advertising could persuade you that a particular brand is better or more appealing than the competition (Advertising by Design: Generating and Designing Creative Ideas Across Media, Landa, R. 3).” This is how political campaigns get their point across with advertisements inform the audience one thing is better than the other. When it comes to politics advertising is probably the only advantage candidates have the chance to persuade the world. “The idea drives your design decisions—how you create, why you select imagery and typefaces or lettering, and the reasoning behind your color palette selection. The idea sets the framework for all your design decisions. An ad idea is visually and verbally expressed through the creation, selection, combination, manipulation, and arrangement of visual and verbal elements and the written copy (Advertising by Design: Generating and Designing Creative Ideas Across Media, Landa, R. 68).” When creating an advertisement all of these factors apply to it. People can sense tone, visuals, and verbiage from a mile way when it comes to advertising. Negative or attack ads have been studied for their effects on memory and ability to shape attitude towards candidates. Both variables are measured to determine the effectiveness of negative ads, which tend to be well remembered. The limitation of this technique is that it can sometimes be highly counterproductive as ads turn out to harm the attacking candidate. “To create something fresh, you need to know what has already been done. You've seen millions of ads in your lifetime and probably know what looks, feels, and sounds stale by now. The ability to deconstruct and categorize ads is a useful skill for those who aspire to do creative work (Advertising by Design: Generating and Designing Creative Ideas Across Media, Landa, R. 107).”
