If your neighbour owns no guns, he’s seeing a different ad IN 1984 Ronald Reagan’s campaign aired a syrupy ad declaring: “It’s Morning Again in America”. It was designed to appeal to as many people as possible, showing pictures of Americans doing utterly mainstream things like going to work, getting married and loving their families. Ken Goldstein of the University of San Francisco calls this the “shotgun approach”.Modern political ads typically use a sniper’s-rifle-with-telescopic-sights approach. Instead of selling a story for all Americans, they aim at specific groups, such as lovers of guns or abortion rights. Often, they warn members of these groups that the other party despises them and wishes them harm.Consider the National Rifle Association (NRA)’s campaign against candidates who are insufficiently pro-gun. Its televised spots link such candidates with Michael Bloomberg, a former mayor of New York who bankrolls a national anti-gun campaign. A voiceover says: “In an elegant New York City mansion, billionaire Mike Bloomberg sleeps safely. A team of armed guards protects him. But Bloomberg wants to take away your right to self-...
from The Economist: United States http://www.economist.com/news/united-states/21627660-politicians-know-which-television-shows-you-watch-and-tailor-their-advertisements?fsrc=rss|ust
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