The verbal techniques and emotional appeals contained in the language used in political ads plays a vital role in creating the impact of the ad. As class members continue their study of Presidential campaign commercials from 1952–2012, they analyze the text of "Prouder, Stronger, Better," a 1984 Ronald Reagan ad.

Concepts

presidential campaigns, advertising, word choice

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Additional Tags

social studies

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Instructional Ideas

• Have groups apply the same approach to a current political ad

Classroom Considerations

• The fifth in a series of eight resources that examine presidential campaign commercials from 1952–2012
• The lessons are cumulative and viewers are expect to apply what they have learned in previous sessions to the analysis of ads currently under study

Pros

• The six-page packet includes an overview of the activity, a transcript of the ad, discussion questions, list of both optimistic, positive and contrasting governing words, an assessment, and extension activities

Cons

• None