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We Can Be Vs America

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Both “America” and “We Can Be” used a combination of happy music, bright and familiar images and footage, and large visual text all with the goal of making viewers feel joyful and to associate Sanders with unity and positive change. Their fundamental message as Professor Freedman would describe, is proximity. The ads aim to convey that Sanders character, values, and aspirations are all similar to those of the American people. Ultimately, these two ads aim to convince the viewer to vote for Sanders. But which of these two types of ads is more effective in convincing viewers to vote?
Many of our assigned readings talk about the effects of positive verses negative ads. The articles focus on the potential effects of negative ads on voter turnout, but none focus on the potential effects of positive ads on voter turnout. As discussed above, both “America” and “We Can Be” are positive ads, but their production techniques and content are very different. The differences that exist between these positive political ads leads me to wonder which type of positive ad is more effective in convincing participants to vote for Sanders? My …show more content…
In Chapter 2 of Going Negative, Stephen Ansolabehere describes how past experiments that relied on just surveys and polls to test the effects of campaign advertisements were unreliable due to their inability to eliminate confounding variables (18). In light of this, in order to test my hypothesis I will conduct a randomized experiment. This will strengthen the internal validity of the experiment because it eliminates selection bias as well as ensures that there are a proportionate number of participants in each group from each gender, party, age, religion, etc (Druckman

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