CM 535B1 Political Campaigns – Spring 2025 - Assignment 2: Ad Messaging Analysis

Flashcards for CM 535B1 Political Campaigns Assignment 2

Assignment 2: Ad Messaging Analysis Deliverables

A written analysis (2-3 pages plus references, double spaced) uploaded to Blackboard analyzing political advertisements to evaluate how messaging aligns with affective polarization.

Assignment 2: Objective

Pairs of students will analyze political advertisements to evaluate how messaging aligns with or challenges the dynamics of affective polarization described in Krupnikov and Ryan’s The Other Divide.

Target Audience

Determine the intended audience; Discover what identity groups (e.g., partisan, cultural, demographic, etc.) the messaging is trying to appeal to.

Messaging Strategies

How do the ads attempt to connect with the audience; Does the messaging reinforce or reduce affective polarization; Are shared values emphasized?

Tone and Rhetoric

Is the tone of the message divisive, inclusive, or neutral?; Are any stereotypes or assumptions about identity groups present?

Effectiveness

Do you think the ads would resonate with their intended audience? Why or why not?; Could the ads be improved to appeal to a broader range of people?

Tip 1: Use Specific Evidence

Quote or describe parts of the ads to support your analysis.

Tip 2: Connect to Course Concepts

Show how your analysis is informed by insights from Krupnikov and Ryan’s (2022) The Other Divide and Denton et al.’s (2023) Political campaign communication: Principles and practices, citing appropriate page numbers.

Tip 3: Stay Objective

Focus on evaluating the effectiveness of the messaging, not your personal agreement with the content.

Tip 4: Use Proper Citation

Be sure to properly cite all resources using in-text parenthetical citations and a reference page following APA format.

Peer Review

Individual grades may be adjusted to reflect an individual’s contribution (or lack thereof) to the team.