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Pol Comm 5 Big Sell Us2008

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Darren Lilleker
Darren Lilleker

Lecture on election campaigning underpinned by the AIDA model (Attention, Interest, Desire, Action) and using the 2008 US Presidential election as a case study. Fifth lecture for final year students on the Political Communication option in Bournemouth University

News & PoliticsEntertainment & Humor
1 of 19
THE BIG SELL Lecture 5
Goals ,[object Object],[object Object],[object Object],[object Object],[object Object]
The role of a campaign ,[object Object],[object Object],[object Object],[object Object]
Have goals changed? ,[object Object],[object Object],[object Object],[object Object]
Art or Science ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Hype ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Substance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The battle for nomination ,[object Object],[object Object],[object Object],[object Object],[object Object]
Branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Vice Presidents ,[object Object],[object Object],[object Object]
The real battle
Promoting the brand - Obama ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Promoting the brand - McCain ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Obama’s Fundraising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Do campaigns matter? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The case against ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thoughts for discussion ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Pol Comm 5 Big Sell Us2008

Editor's Notes

  1. The O logo, designed by a graphic design company based on an idea from the team (often linked to Obama himself) is similar to a sun rising over fields but instead of golden rays it is the colours of the US flag that bathe the land. Captures Obama’s face, links him to highly symbolic all American images as well as capturing the ‘hope’ and ‘change’ themes of his campaign. Solicited and un-solicited endorsements seen as important and became part of the campaign Public involvement a tool of campaigning Centred more on him than on party or policy
  2. Much focus on national security, perceived as a weakness of Obama, education, energy independence and tax cuts. Fed into the economic crisis though difficult to separate himself from the failed policies of Bush. Seen as being a party man and his only endorsers are the party. His use of music by Foo Fighters, Van Halen, Heart and Jackson Browne all led to artists making statements that this did not mean they endorsed him. Dave Grohl used a number of live performances to endorse Obama and argued Obama encapsulated the spirit of the lyrics of ‘My hero’ than McCain. Dogged by problems, even accused of pinching his logo design from the frozen food company.