1. Campaign to Elect the
Progressive President
• How can people change society?
• Did this period of industrialization
and reform move America closer or
further away from its founding
ideals?

2. How do presidents get elected?

3. Types of Campaign Adds
 Bandwagon
 Cardstacking
 Contrast
 Glittering Generalities
 Mudslinging
 Plain Folks
 Testimonial
 Transfer

4. Bandwagon
 An attempt to convey a sense of momentum
and to generate a positive “everybody’s doin’
it” so you should too” mentality.

5. Cardstacking
 Use of statistics, often in a one-side
manner. It may omit information that is
crucial to drawing an informed or balanced
conclusion.

6. Contrast
 Juxtaposing positive images of one’s
candidacy with negative images of the
opponent in the same ad.

7. Glittering Generalities-
 Usually the first type of ad
used in a campaign. These
spots are usually used to
introduce a candidate to the
voters. Ads are almost always
positive. Designed to leave a
good first impression. Uses
vague words and phrases that
have a positive effect on the
viewer and appeal to a variety
of interests.

8. Mudslinging
 Called attack ads. They make assertions
about the opponent in a variety of
unflattering ways. Name calling and/or
groundless assertions about one candidate by
his/her opponents. This advertising strategy
is used by a candidate primarily to create a
negative impression of one’s opponent. This
strategy may backfire and create a negative
impression of the candidate who is
responsible for the creation of the negative
ad if used excessively or in a manner that is
perceived as tasteless, false, deceptive, or
going too far.

9. Plain Folks
 An attempt by a candidate to appeal to the
average voter as just “one of the people.”

10. Testimonial
 Endorsements from celebrities or other
well-known people.

11. Transfer
 Use of popular symbols to create a positive
connotation for the candidate or the use of
negative or controversial symbols to create
a negative connotation of one’s opponent.

12. Directions 1/2
1. A president is assigned to your group.
2. Create the graphic organizers.
3. Read information about the three
progressive presidents from the textbook.
4. Fill in the graphic organizers.

13. Create the following graphic organizers.
Theodore Roosevelt
Definition Why is this
important?
Square Deal
Trustbusting
Interstate Commerce Commission
Pure Food and Drugs Act
Conservation
NAACP

14. William Howard Taft
Definition Why is this important?
Payne-Aldrich Tariff
Bull-Moose Party

15. Woodrow Wilson
Definition Why is this important?
Election of 1912
Clayton Antitrust Act
16th Amendment- Federal Income Tax
Federal Reserve System
19th Amendment- Female Suffrage
17th Amendment

16. Directions 2/2
5. Storyboard ideas for your add.
6. Conduct additional research.
7. Write the script for your add.
 Include factual information from your
textbook and other resources. This
information should be hilighted or
underlined.
 Use the different types of strategies used
in political campaign adds.

17. Choice of Products
1. Three minute oral speech
2. One minute radio add (podcast).
3. Thirty second television add (video clip).
Please note: Your product must clearly
include the participation of all group
members.

18. Processing Activity
 Rank the following Progressive reforms in
order of importance and be ready to
defend your answer.
 Trustbusting
 Interstate Commerce Commission
 Pure Food and Drugs Act
 Conservation
 NAACP
 Payne-Aldrich Tariff
 Clayton Antitrust Act
 16th Amendment- Federal Income Tax
 Federal Reserve System
 19th Amendment- Female Suffrage
 17th Amendment

19. Vocabulary
 Trustbusting- Various progressive reforms sponsored by
President Roosevelt
 Interstate Commerce Commission- Set up to enforce the
law prohibiting railroad owners from fixing prices in given
areas
 Pure Food and Drugs Act- Halted the sale of contaminated
foods and medicines and called for truth in labeling
 Conservation- Preserving some wilderness areas and
developing others for the common good
 NAACP- National Association for the Advancement of
Colored People which tried to gain full equality among the
races
 Payne-Aldrich Tariff- A compromise that moderated high
tariff rates and angered the Progressives

20. Vocabulary
 Clayton Antitrust Act- Prohibited corporations from
acquiring the stock of another corporation if that would
create a monopoly
 16th Amendment- Federal Income Tax- A graduated tax of
individual earning and corporate profits that raised
money for the government
 Federal Reserve System- decentralized banking system,
controlled by the federal government that controlled
credit and the money supply
 19th Amendment- Female Suffrage- Women gain the right
to vote
 17th Amendment- Direct election of senators