POLITICAL

We have all seen the power of political advertising. It should be fresh on our minds with the recent elections. Politicians use advertising to generate information about themselves and their opponents. Essentially the politician uses the channel of advertising to sell him or herself. A particularly controversial political advertisement that came out just a few short months ago was run by Governor George Bush's campaign. The advertisement flashed the work "RATS" across the television screen. It lasted for a mere split second, and many people never noticed the word; however, it generated a media frenzy. The power of advertising revealed, so to speak.

I believe another reason advertising works, is because in many situations, it is controversial. It encourages people to think and forces them to be aware of their surroundings. The power of advertising lies in the fact that it is an enormous provider of information. The last ad I have listed on this page is one I found in my advertising text book from undergrad. It is an advertisement from the World War II era. It says, "When you ride ALONE you ride with Hitler! Join a car-sharing club TODAY!" Apparently the War Advertising Council was a partner in the war effort during WWII. While we would never see an ad like this today, it is interesting to note the changes that have occurred over the last fifty years.

Advertising changes with society, and is relevant to today's individual. Let me explain what I mean. Decades ago, the army advertised, "Uncle Sam Want's You." People were more about community and doing what was best for everyone. Today the advertising for our armed forces is this, "Be all that you can be." It encourages individuality and doing what is best for you. This is not meant to come in a negative light, I only point it out to show that society has changed. We are not the same people we were fifty years ago. And, as society has changed, advertising has changed. That is how advertising works, as a channel, bringing information to society and individuals.