While working on this assignment, I became caught up on going through pictures, playing video clips and being transported back in time. It truly is amazing looking back now while compare and contrasting the politics of that time. There are many benefits to using EASE History site! Personally, history would have become more meaningful if such references had existed when I was in school. Imagine how many more students would be able to consider political different points of views(not just aligning themselves with their parents affiliation), while reading text, comparing and contrasting pictures, or watching video clips of an era gone by.
I watched video clips from the 1992 Presidential Campaign. It wasn't that long ago, but watching the campaign ads was interesting. Unfortunately, the negative ads always seem to receive the most publicity. I remember the infamous "Read Lips" promise. President Bush had promised not to raise taxes, then the clip shows how that had been promptly broken with beer tax and gas tax but providing a tax break to millionaires. Trying to instill doubt and question every Americans faith in their present leader. However, on the flip side I watched "Trust" when Clinton was the governor of Arkansas. This campaign questioned how could Americans vote for him considering his dishonesty when addressing his avoidance on the Vietnam War draft. Of course, the positive campaigns address our candidates in a vastly different light. President Bush "Gulf War" highlighted his accomplishments and strength during a dark and crucial time for America. He was portrayed as a source of strength who would continue to be in leading us into the future. Additionally, "Twelve" shed a new light on Clinton. He was depicted as a man who had the experience to economically make things happen. A man for the people and the changes that needed to be made.
What I really liked about this assignment, it forces me to really consider the time, messages and look at history differently. Having dual perspectives is healthy and makes you reexamine.and think of your stance. Analyzing one's beliefs and being able to stand by your decision while considering various sources and perspectives. What I like about this site, it sheds a new light on an old topic.
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Research bites:
Kaid (1999)notes that Bill Clinton’s campaigns in 1992 and 1996 reached all time highs in the use of negative ads with 69% and 68% respectively.
Notice that positive ads usually have negative aspects. I Like Ike is one example. Negative ads usually have positive aspects.
It is interesting to examine these cases from different perspectives. One that gets at complexity is looking at how ads highlight their own candidate's strengths and compensate for their weaknesses.
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