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Introduction to political advertising--英国论文代写范文精选

2016-04-12 | 来源:51Due教员组 | 类别:Essay代写范文

51Due英国论文代写网精选essay代写范文:“Introduction to political advertising”,这篇论文主要描述的是近年来随着多媒体技术的不断创新和发展,广告也得到了快速的发展,商业性广告的产品和品牌都尝到了广告对于企业经济发展所带来的快速增长的甜头,一些带有政治性色彩的广告也随即出现,政治家们一直在不断的探索一些可以宣传其政治思想和目标的途径,来获得群众的信任,从而完成想要达到的政治目的。

In recent years, political advertisements have evolved to keep up with the drastic changes that shape our society. As with the rest, the changes kept up to match and to conform with the rapid technological advancement that for now almost dictates the lifestyle and even the perception of the target audience and consumers. Just like commercial businesses' brands and products, politicians sought all the possible avenues, not just the mainstream or the conventional advertising methods but also the up and rising alternatives which are often innovative and ingenious. All these with only one goal in mind - to reach out to their target audience, get their message across and gain approval and trust to be able to sway individual and public opinion to their political causes and to their advantages.

In this age and generation, the race of the political competitors has progressed in utilizing all forms of multimedia - from the traditional media: print, radio and TV, they have moved the information dissemination and the political campaign to the World Wide Web through emails, webpages, online discussion groups and chatgroups or the social media. Marchese (2007) as quoted by Wright and Hinson put forward that the differences are “not the media itself, but the system of discovery, distribution, consumption and conversation surrounding the media”. Although another significant aspect of social media is its relative little or no cost compared with traditional media even if both could reach any desired market

And last year during the US presidential elections, they broke through the social networking sites such as Facebook, Twitter, MySpace, YouTube and the rest armed with the message that they want to convey to their citizens and target electorate. Many analysts and experts had accepted that the success of the campaign was the successful integration of social media with the traditional media

With the evolution of the political advertising methods, some politicians also recognized the need to alter their images to conform to the generation that utilizes these technological innovations. Physical looks as well as political fashion sense have also been revamped to capture the attention and the imagination of the audience. The changes have become imperative for those who want to be noticed in a crowd of expected drabness and rise above the competition.

I. Harnessing New Technology

As business recognize the potential and reap the benefits of the internet as an additional medium in communicating to the audience and dissemination information to the target consumers, the World Wide Web became the haven of advertisements of anything and everything under the sun that could be sold or offered to the vast market which suddenly became global or worldwide. As compared with the tri-media or print, TV and radio, the tools of communication in the internet are numerous and varied. Others set up websites to showcase their products or services while others carried the same concept of direct mailing, this time through the email service. Some joined online discussion groups and chatgroups while other posted banners on high traffic websites. Up until this time, more and more ways of advertising in the internet are discovered or produced by innovative and ingenious individuals.

As politics is the same with business except that in commerce, a product or service is marketed while with the politician, it is the image of the candidate that is being upheld and ‘sold' to the voters through proper public relations of the groups behind the politicians campaign, it was not before long when the politicians took to the internet for their political and campaign advertisements.

As proof to this rising usage of new technology by the politicians in their campaigns, the UK Tories scored a first in the United Kingdom as they launched their 40-seconder advertisement in Spotify, a rapidly growing peer-to-peer music sharing service. The ad will run only for a week but there are speculations and assumptions that as the general elections scheduled for next year, UK's conservative party will increase its usage of the service of the said site. This move was said to target the techie-savvy youth segment of its citizens. As UK prohibits running political ad campaign in TV and radio, airing this advertisement is legitimate and does not break any rules as it does not fit into any category of the prohibited category

Last year during the US presidential elections, one of the intriguing but innovative move by US president Barack Obama was the use of the social networking site Facebook to reach out to what it termed its captive audience, the youth. The report stated that as the team of Obama started their Facebook account early in the campaign, they were able to generate 2 million supporters. His political adversary for the highest seat in the United States, John McCain followed suit and was able to build for himself about 600,000 supporters. Facebook, for its part has prepared the stage for these politicians by incorporating them in their services and providing a forum for their need, for a fee. Politicians, seeing the advantage jumped in and the people behind Facebook found themselves overwhelmed with demand for the said service. “Politicians who purchase advertising space on the site will be able to send mass messages to supporters”

However as early as 2006, some politicians in the US have realized the power of this social networking site as an integral cog in their political campaign. US Senator John F. Kerry of Massachusetts even made it a point to visit Facebook headquarters in Palo Alto in his bid to harness the new technology on political campaigning or cyber campaigning and hoping to reach out to the youth, who composes the majority subscribers of the service.

A supposedly presidential hopeful for the 2008 US presidential elections, Senator Evan Bayh of Indiana also jumped in this up and coming campaigning avenue and projected himself an image in Facebook that would have been acceptable to the many subscribers of the social networking site who he hoped would eventually support his political ambition and see him through the peak of his political career.

But then, the advantages of harnessing this medium are without its counterpart disadvantages. As one's image of his/her persona is one of the focuses of Facebook, care must be exercised in building one's image that will be projected. Michael Grynbaum (2006), in this column in Boston Globe stated that, “To reach a young audience, however, candidates may have to shed their middle-aged milieu and communicate in the proper Facebook manner. That means listing turn-ons and turnoffs, posting candid photos, and ‘friending' college students across the country by listing them on the site.”However, the possibility that someone within the site could destroy this image which could eventually lead to the damage to the political career of the candidate is also high. In the same manner that reaching out to the mass audience is easy and message communications is fast, negative publicity or revelations of the flaws in the image built could be communicated as easy and as fast.

Over time, as more and more politicians would harness other avenues to their campaigning ease and advantage, other pros and cons will still surface and will be recognized which will dictate the future of these new methods - whether they are worthwhile or not. In the UK, the ban on TV and radio might be extended to accommodate other media such as the internet if the same objective for banning TV and radio has been crossed by the ever expanding cyberspace.

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