a.      Who is the intended audience? (women, older Americans, racial/ethnic minorities, Republicans/Democrats)

b.      What techniques are used to generate emotion (appeal to patriotism, loyalty, reason)?

c.      Is the ad positive or negative in tone?

5.      Evaluate the ad’s effectiveness.

a.      Has anything been said about the ad in newspapers, blogs, or elsewhere?

b.      What is your opinion of the ad?

c.      Does the ad achieve its goal?

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