2023.01.05 – 0735 – Voiceovers For Political Ads
Political ads
These are most common in the US and can be divided into these categories: [1], [2]
· Positive – promoting the attributes of the candidate with an uplifting, aspirational and honest message and tone
· Negative (or ‘comparative’ or ‘attack’ ads) – promoting a candidate by highlighting the perceived mistakes of their opponent, in a voice that can cut through in a critical or concerned, fed-up or bewildered tone. At their most tough and plain speaking, they are called ‘attack ads’.
· The ‘Introduction to the Candidate’ Ad – explains the basic background and ‘qualifications’ of the candidate (businesswoman, ex-cop, headteacher family man, youthful renegade and so on).
· PAC and ‘single issue’ ads - Political ads don’t just represent candidates of political parties. Political Action Committee ads are from special interest groups, lobbyists and concerned residents who highlight concerns – say, pollution, education, gun or birth rights - to support or defeat certain candidates.
[1] An archive of US political commercials: http://politicaladarchive.org/
[2] Adapted from https://www.bluewavevoiceover.com/types-of-political-ads/
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