cover of episode The Ad Campaign

The Ad Campaign

2024/11/4
logo of podcast The Daily

The Daily
AI Deep Dive AI Insights AI Chapters Transcript
People
M
Michael Barbaro
S
Shane Goldmacher
Topics
Michael Barbaro：对今年总统竞选的总花费以及竞选广告在其中所占比例的概述。 Shane Goldmacher：详细分析了特朗普和哈里斯两大阵营在竞选广告中的策略，包括广告投放平台的选择（主要为电视广告）、广告内容的演变（从自我介绍到攻击对手，再到回应选民关切），以及不同广告策略背后的考量（例如，如何利用选民对经济和移民问题的担忧，如何回应对手的攻击，如何争取女性选民的支持）。他还分析了不同广告策略的效果，并指出哈里斯阵营在广告支出上的投入远超特朗普阵营。此外，他还讨论了电视广告在当前媒体环境下的有效性，以及在关键摇摆州，电视广告的密集程度对选民的影响。 Shane Goldmacher: 对特朗普竞选广告策略的深入分析，包括其主要攻击目标（哈里斯及其与拜登的关系）、广告内容的演变（从强调经济问题到攻击哈里斯在跨性别权利上的立场），以及这些策略背后的政治考量（例如，如何利用选民对经济和社会问题的担忧，如何争取不同族裔和性别选民的支持）。他还分析了特朗普竞选广告的效果，并指出其广告策略旨在将哈里斯描绘成一个脱离主流的自由主义者，并质疑其与拜登政府的关联。

Deep Dive

Key Insights

Why is television still the preferred medium for campaign ads despite the rise of social media?

Television ads are effective due to extensive testing showing they can emotionally move people. They offer a distilled message without media interference, allowing campaigns to present their vision directly to voters.

How has the Harris campaign used TV ads to introduce herself and address vulnerabilities?

Initially, Harris used ads to contrast her middle-class background with Trump's billionaire status, addressing economic concerns. Later ads highlighted her tough stance on border security to mitigate immigration-related vulnerabilities.

What role has abortion played in the closing arguments of the Harris campaign?

Abortion has become a central issue, with ads featuring personal stories to highlight the impact of Trump's policies on reproductive rights, aiming to mobilize key voter groups, particularly women.

How effective have the Harris campaign ads been, according to available data?

Polling shows Harris has improved her standing on economic measures, with voters perceiving her as more caring about people like them. However, she has not closed the gap on immigration as effectively.

What strategy has the Trump campaign employed in its TV ads?

Trump's ads have primarily focused on tying Harris to Biden, portraying her as a continuation of Biden's policies, and attacking her on issues like gender rights to paint her as too liberal.

How does the Trump campaign measure the effectiveness of its ads?

Polling indicates that voters perceive Harris as more out of the mainstream ideologically, a perception exacerbated by Trump's ads. These ads aim to make voters think about dissatisfaction with the current administration when considering their vote.

What is the overall impact of the high volume of campaign ads in swing states?

Swing state residents are inundated with political ads, with some stations running out of ad space. The Harris campaign has even bought national ads to secure spots unavailable locally, indicating the intense competition for voter attention.

Chapters
Television remains the dominant medium for campaign ads due to its effectiveness in emotional engagement and the ability to bypass media interference.
  • Television ads are highly effective in moving people emotionally.
  • Live television, especially during events like football, ensures viewers can't look away.
  • Campaigns can present their message without media interference or fact-checking.

Shownotes Transcript

By the time it’s over, this year’s race for president will have cost at least $3.5 billion. The single biggest expense will be campaign ads.

Shane Goldmacher, a national political correspondent for The Times, discusses the story that each campaign has been using those ads to tell, 30 seconds at a time.

Guest: Shane Goldmacher), a national political correspondent for The New York Times.

Background reading: 

For more information on today’s episode, visit nytimes.com/thedaily). Transcripts of each episode will be made available by the next workday.

Unlock full access to New York Times podcasts and explore everything from politics to pop culture. Subscribe today at nytimes.com/podcasts) or on Apple Podcasts and Spotify.