A New Breed of Political Ad Enters the Midterms

Summary

This video script discusses the evolution of political advertising, particularly the rise of internet ads. Unlike traditional TV ads, which are expensive and heavily regulated, online ads are cheaper, more flexible, and subject to fewer regulations. These new ads often feature personal stories and a cinematic feel, helping candidates connect emotionally with voters. Additionally, internet ads can reach a broader audience and potentially go viral, gaining national attention. The script also highlights how changes in ad production and distribution have altered the landscape of political campaigning.

Takeaways

• 🎥 Political ads are evolving to look more like movies, using widescreen ratios and dramatic footage.
• ⏳ These new ads are often four times longer than traditional broadcast ads, giving more room for storytelling.
• 💸 Internet distribution makes these ads cheaper and avoids some traditional regulations.
• 📖 The new format allows candidates to share deeply personal stories, like overcoming hardships in their lives.
• ❤️ Candidates use these ads to connect emotionally, showing empathy for everyday struggles.
• 💻 Online platforms allow for cheaper and broader ad distribution, bypassing expensive TV broadcast slots.
• 📅 As election day approaches, broadcast TV ad space becomes scarce and more expensive.
• 🌍 Social media and the internet have no audience limit, allowing these ads to potentially go viral.
• ⚖️ Internet ads are subject to fewer regulations than traditional TV ads, leading to more creative freedom.
• 📊 These new types of ads have proven effective, helping raise funds and gain media attention, even for lesser-known candidates.

Q & A

What is the traditional style of political advertising mentioned in the script?

Traditional political advertising typically features short, standard broadcast ads that end with the candidate's endorsement, such as 'I'm Paul Ryan, and I approve this message.' These ads have a fixed format, often including on-screen text and a standard TV aspect ratio.

How do new political ads differ in terms of format?

New political ads use an ultra-widescreen ratio, dramatic handheld footage, and limit the amount of on-screen text. They resemble movies in style, offering a more personal and cinematic experience.

What kind of stories do these new political ads tend to focus on?

These new ads focus on deeply personal stories that highlight the candidate's life struggles or challenges. They emphasize empathy by sharing difficulties the candidate has faced, which helps connect with voters who experience similar challenges.

Why are candidates shifting towards these new, longer ads?

Candidates are shifting towards these longer ads because they provide more time to tell a compelling story. Additionally, the ads cost less to produce and distribute on the internet compared to traditional broadcast ads.

What are the advantages of distributing political ads online?

Distributing ads online is much cheaper or even free, and there is no limit to the potential audience. Ads can go viral, reaching a much larger audience than traditional TV ads and gaining national attention.

How does the internet's regulatory environment differ for political ads compared to TV?

Internet political ads are subject to fewer regulations compared to TV ads. For example, TV ads must comply with the 'stand by your ad' provision, which dictates how much screen space candidates must occupy, while internet ads have more freedom regarding such requirements.

What is the 'stand by your ad' provision?

The 'stand by your ad' provision requires candidates in federal races to state their approval of the ad ('I approve this message'), which takes up part of the 30-second broadcast time and occupies specific screen real estate.

What impact do fewer regulations have on internet political ads?

Fewer regulations give internet ad producers more freedom in how they design the ads, allowing them to be more creative, cost-effective, and less constrained by the rules that govern traditional TV political ads.

Have these new types of political ads been successful?

Yes, in many cases, these ads have raised over a million dollars for candidates, earned media coverage, and helped unknown or novice candidates reach a national audience.

Why does broadcast TV become more expensive closer to Election Day?

Broadcast TV becomes more expensive closer to Election Day because there is limited ad space available, and demand increases as candidates rush to secure airtime before the election.