“Daisy”

The television advertisement I had decided to analysis is the 1964 “Daisy” ad for Johnson’s Presidential election campaign. This advertisement caught my eye when I viewed it in one of my Psychology classes. The campaign itself within the advertisement is a type of public relations campaign, focusing directly on a political campaign. Public relations campaigns focuses are to display an understanding, awareness and/or education to its viewers. A campaign does not only have to be in one stage it can be within a few. This campaign could be seen in a couple of stages. For example the planning stage, a stage that is building throughout an entire campaign by setting goals and expressing a strategy. With this advertisement the goal(s) looked to be to remind people to vote for Johnson and why, while the strategy could have been to possibly scare voters into voting for Johnson because if they did not they would have to face the consequences. Also, until the election is over planning is taking place to see what the next move should be. Another stage that may be seen within this campaign could be the promotion stage. This is a stage where a candidate for example is ready to put themselves out there to a larger audience in a big way. The promotion stage holds four aspects: identity, credibility, a winning case, and continued support from decision makers. The identity aspect for a political candidate is the fact of getting their name out to the public whether positive or negative. Johnson’s “Daisy” ad did this by belittling his component. Credibility is being able to get the trust and respect from the leader’s own followers to gain some credibility. For this advertisement the credibility may be there if Johnson has that trust and loyalty from his followers after viewing the ad. The last two aspects of a promotion help keep the campaign going and moving forward to hopefully a win in this case.
This advertisement only aired once on television possibly because of what it was portraying especially in the middle of the Civil Rights Movement. With the ad only airing once one would think the persuasiveness of the message would not reach many people. Although, myself for example will not forget it because of the content showed throughout it. Having it air once may have been enough for those people back in the 60’s to vote for Johnson. The persuasiveness of the message would have more than likely reached both males and females who were able to vote. It could have also reached children whose parents let them watch television. How well these people would have received the message is questionable because if they did not have televisions the full effect of the ad would not have been as persuasive. But, with that said even if one did not view the ad it could have influenced others who did view it to talk about the ad outside their homes with others. The advertisement itself could improve by not using such a scary scare tactic to get people to vote for Johnson along with maybe airing it more than once. This campaign ended with Johnson winning the election whether it be from this advertisement or other advertisements no one will ever know. But, that is where persuasiveness has come into play with this campaign because Johnson did win.

Kaitlyn Everett

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