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The Hard Sell
Paperback
Writing InstructionGeneral Political Science
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ISBN13: 9780522866308
Publisher: Melbourne University
Published: Aug 1 2014
Pages: 224
Weight: 0.50
Height: 0.80 Width: 5.00 Depth: 7.60
Language: English
What is unique about political advertising? Is it really all that effective in changing votes? And why does it have to be so annoying .
In The Hard Sell, creative director Dee Madigan uses her trademark humour and down-to-earth approach to unveil the world of political advertising. Drawing on real-life stories from her own recent Federal and State campaigns, she gives us fascinating industry insight into:
- How political ads are designed to work;
- Who are they designed to work on;
- How we pay for them;
- Why we make so many negative ads;
- How personal is too personal;
- How spin works, particularly in an election campaigns;
- How to make messages cut through the cynicism;
- How politicians use journos who use politicians who use journos;
- The gendered nature of it all;
- And finally, what happens when it all turns to sh*t!
Dee is candid about the tricks of the trade and the lessons that can be learnt.
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