I'm not sure if this is exactly along the lines of this blog (this whole phenomenon is somewhat new to me!), but I just finished a paper on political advertising and thought I'd post it. :) JustineTruth and Political AdvertisingGone are the days of campaign barbeques, songs about “lovin’ the gov,” buttons for “Tippecanoe and Tyler too!” More quaint methods of political advertisement have today been replaced by 60-second television “spot” commercials. These commercials not only consume most of candidates’ campaign budgets, but also have become “the most viewed of all available forms of political advertising” (Jamieson). As such, we must question whether the information that they provide voters with is truthful. The classical rhetoricians Aristotle and Plato identified two parties in a rhetorical exchange: the speaker and the audience. Each placed the responsibility for truthfulness on a different party. Plato trusted the speaker to present only fact and the audience to draw logical, or truthful, conclusions. Aristotle believed that the speaker should identify truth and then use whatever rhetorical means necessary to convince his audience of it. The problem with these two theories is that each assumes ethical behavior on the part of one of the participants. When either party is unethical, truth falls prey to rhetorical manipulation. The solution to this dilemma is to introduce a third, disinterested party whose sole purpose is to promote truth, and thus implement a system of checks-and-balances that challenge falsehood. Consider two political ads from the presidential election of 1992: Guess and Maine. Guess is more rhetorically virtuous, but Maine a more effective, advertisement. This underscores the longstanding conflict between Plato’s and Aristotle’s philosophies, and illustrates that, because speakers and audiences cannot always be trusted to be ethical, a healthy participatory democracy needs a party to advocate truth.
Plato’s and Aristotle’s theories of classical rhetoric are helpful in that they provide us with a foundation from which to discuss political advertising. Plato’s theory is that “Ethos is altered by logos through the medium of Pathos” (Mackin). In more modern language, Plato believes that when an audience is presented with logic, this logic induces an emotional reaction, which in turn induces a judgment on the character of whoever is being discussed. Plato believes that in the three-part equation of logic-emotional reaction-judgment of character (logos-pathos-ethos), logic is fundamental. He demands, therefore, that the speaker provide only logic, or facts, and leaves the responsibility to the audience to draw logical and truthful conclusions from these facts. From Plato’s perspective, attempting to convince an audience through emotional appeal would be manipulative and unethical. Aristotle does not deny the validity of Plato’s three-part equation, but weights each component’s relative importance differently. He believes that the strategy of providing an audience with only logic and asking audience members to draw their own conclusions is fallible because it demands that audience members be actively engaged in the process and willing to learn, and some people are simply unwilling to invest the thought or energy necessary to formulate their own logical conclusions. Therefore, Aristotle argues, sometimes a speaker, in order to effectively argue truth, must use as a “mode of persuasion […] notions possessed by everybody”: pathos and ethos. He does not consider this unethical. Plato’s method assumes a virtuous audience. Aristotle’s method assumes a virtuous speaker. Unfortunately, this is naïve. Some humans are virtuous, some are not; therefore, we are certain to encounter both audiences and speakers who are little concerned with truth. Those select human individuals who are concerned with virtue, therefore, must contest those who would spread falsehood by advertising fact.
Before discussing Guess and Maine in terms of classical rhetorical theory, we must define who the speakers and intended audiences of these advertisements are. In Guess, the speaker is the Republican Party, symbolized by presidential candidate George Bush. In Maine, the speaker is the Democratic Party, symbolized by presidential candidate Bill Clinton. Both advertisements speak to the same audience: a middle-class swing voter. These ads attempt to present new information and not to confirm existing biases. The Republican message explains to the voter why he should care about Democratic tax policy, which an ardent Republican would already know. The Democrat’s advertisement tells the voter how Bush’s lack of integrity could affect him personally, which an ardent Democrat would be aware of. With these speakers and this audience in mind, let us consider the role that logos, pathos, and ethos plays in each advertisement.
Guess appeals more strongly to logos than Maine does. In Guess, the Republican Party attacks Democratic policy through presentation of fact: “[Clinton] increased the sales tax by 33 percent” or “Clinton has promised to increase government spending by 220 billion dollars” (The Living Room Candidate). The speaker assumes that the audience looks unfavorably on tax increases. Maine does not attack policy; the fact that it does present, “this Houston Hotel has already saved George Bush over $165,000 in Maine taxes,” attacks character.
Maine appeals more strongly to pathos than Guess does. Guess attempts to make audience members fear for their own financial well-being by implying with a rhetorical question, “Guess where he’ll get the money?”, that Clinton’s tax increases will be financed by individual voters’ savings. Maine uses the same technique, attempting to frighten its own audience with the question, “And when George Bush saves $165,000 in taxes, guess who makes up the difference?” Verbally, then, the two ads make equal appeals to pathos—but Maine uses additional cinematographic peripheral cues (Milburn and Brown) as more sly means of persuasion. The advertisement shows photographs of George Bush participating in stereotypically elite activities such as boating and golfing, as well as a photograph of the mansion that the presidential candidate calls home, in order to visually arouse the viewer’s anger that Bush leads a posh lifestyle while forcing her to pay for it.
Though both ads appeal to ethos, in Guess the appeal is secondary, whereas in Maine it is the spot’s focus. Guess attempts to construct an affinity between the speaker and the audience based on ethos. The advertisement tells the viewer that Clinton raised state taxes—“but not just on the rich” (The Living Room Candidate). This statement implies that there are three parties in question: Clinton, the rich, and everyone else, and puts the speaker and the viewer together in the “everyone else” category. Maine, rather than emphasizing the similarities of character between speaker and audience, attempts to highlight the differences of character between presidential candidate Bush and the middle-class viewer. The advertisement does this by portraying Bush as elite and out-of-touch with the average voter’s reality. Further, Maine’s central argument is an ad-hominem attack that calls into question candidate Bush’s ethos. Since, for eighteen percent of voters, the most important issue on Election Day is whether or not the candidate is “someone you can trust” (NBC News), discrediting Bush is essential to the Democratic campaign. Maine suggests that Bush is taking advantage of loopholes in the US tax system by living in one state, Maine, but claiming residency in another, Texas, where taxes are more favorable to his financial situation. This implies that Bush shirks his duties as a citizen, is irresponsible, and is dishonest. This advertisement probably chose taxes as its focus in allusion to another recent incident that cast Bush’s ethos in a negative light. In 1990, in response to the faltering of the US Economy in the late 1980s, President Bush had been forced to revoke his “no new taxes” 1988 campaign promise and sign the Omnibus Budget Reconciliation Act, which raised taxes. In alluding to this, the Democratic spot reminds voters that Bush’s has already proved to be dishonest. This two-handed punch effectively damages the image of Bush’s ethos.
Guess, with its foundation in logos, is the more virtuous advertisement but Maine, with its foundation in pathos and ethos, the more effective one. This is representative of the television campaigns waged during the 1992 election. In her summary of the “Characteristics of 1992 General Election Spots,” Lynda Kaid finds that the Republican ads had slightly more “logical appeal” than the Democratic ads; 46.9 percent of Republican ads appealed to logic, while only 46.2 percent of the Democratic ads did. Admittedly, this difference is small; however, she also found that only 21.9 percent of the Republican ads appealed to emotion, whereas 46.2 percent of the Democratic ads did. In a 1992 poll of Southern registered voters, only 19 percent of respondents found Bush’s ads more effective, while 31 percent found Clinton’s ads persuasive. Guess and the Republican campaign, then, adhered more to the Platonic method of providing fact and asking the audience to draw its own logical and truthful conclusions. Maine and the Democratic campaign assumed that the Democratic message was virtuous, and thus, in Aristotelian fashion, used pathos and ethos freely as means of persuasion. Why was the Democratic campaign more effective? Did the audience absorb Guess’s logos and then, through analysis of fact, draw the conclusion that Republican policy was flawed? Did the virtue of Democratic ideals shine through their rhetorical use of pathos and ethos? While such optimistic thought is appealing, observation shows that the audience is simply unable or unwilling to process logos and is more effectively persuaded by pathos and ethos.
While the average voter thinks that he values logos, his opinions are swayed by appeals to pathos and ethos. In a 1992 poll of Southern registered voters, 44 percent of respondents claimed that they watched ads to “learn about issues,” as opposed to only 34 percent who claimed that they watched as to “judge candidates’ personal qualities.” In Ohio, in 2004, according to “testing of political ads and interviews of voters conducted by USA TODAY” voters “said that they disliked negative ads” (USA Today, September 27, 2004). However, in the 2004 presidential election, candidates’ “moral values,” which are inherently concerned not with logic, but with emotion and character, were the issues that decided how 40 percent of voters cast their ballots (pollingreport.com). In Ohio, “the commercial that had the most effect on whom [a swing voter] might vote for was a [negative] attack ad” (USA Today, September 27, 2004). In short, though voters want to think that they are members of Plato’s virtuous audience and esteem fact, in reality, “facts have nothing to do with what people’s opinions are and will be” (ibid).
Here, again, we run into the millennial tension between Platonic and Aristotelian visions and reality. Yes, as Plato believes, ideally a speaker should be virtuous, trust the members of his audience, and present them with fact. But audiences can’t be trusted to draw logical and truthful conclusions. Yes, as Aristotle argues, therefore audiences must be instructed through pathos and ethos. But what about when speakers use appeals to emotion and character to manipulate?
Acknowledging that we can trust neither all speakers nor all audiences to be virtuous and to adhere to truth, the solution, then, is to introduce a third, disinterested party whose only purpose is to promote truth. We must implement a rhetorical system of checks-and-balances modeled in much the same way as the United States government. America’s founding fathers trusted neither the elite (the executive) nor the populace (the legislative) to be virtuous all of the time. Thus, they introduced a third branch (the judicial) whose sole purpose was to interpret the constitution and, effectively, define the country’s nature. In rhetoric, the elite speaker and popular audience already exist. What we need is a “judicial branch”: a politically neutral third party that can filter rhetoric for fact and falsehood.
The media can fill this role. In the 1992 election, individual journalists concerned that the truth wasn’t “getting out there” started to write “ad watch” newspaper articles. “The goals of the various journalists were […] to check facts in the ads to make sure they were correct, to ‘identify lies as lies’” (Milburn and Brown). Some journalists even wanted to “analyze the use of drama and visuals and the role they played in the overall process of manipulation” (ibid). Today, internet sites such as Factcheck.org “monitor the factual accuracy of what is said by major U.S. political players in the form of TV ads, debates, speeches, interviews, and news releases” (factcheck.org) and advertise truth. Media monitoring of political advertisements effectively reduces the potential manipulative effects of rhetoric; in 1992, ad watch columns “increased the amount of thinking about the ads, allowing subjects to access information and feelings about the candidates and the ads that did not come to mind when simply watching the ads” (Milburn and Brown).
Plato and Aristotle’s visions have long been in conflict because the rhetoricians limited their visions to two-party exchanges and did not know with whom to place the burden of truth. In modern society, in order to protect ourselves from deception, we must approach politics skeptically and trust neither the speaker nor the audience to be logical. Those individuals concerned with the virtue of logic in television campaign advertising, therefore, must not only use other forms of media such as newspapers and the internet to dispute falsehood and advertise fact, but must do so so persuasively as to contend with rhetorically manipulative, million-dollar campaign advertisements.
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