2022代写inenglish加拿大essay范文
简介近几年来，政治性广告已经进化到能与我们这急剧变化的社会现象保持一致，与其他一样,社会的巨变是为了迎合并与急速发展的科学技术相一致，这些技术已经决定了我们对生活方式的看法，甚至是受众群体和消费者。就像是一些商业性企业的品牌和产品,政治家们开始寻找所有可能的途径,而不仅仅局限于一些主流或传统的广告方法，而是通过一些不断上升的替代品，它们通常十分的具有创新意识也非常的巧妙。他们所做的这一切只有一个目的，那就是达到他们的受众,群体，获取他们的信得到他们的批准和信任后，能够影响到个人和公众舆论，来达成他们的政治原因和优势。在当今时代，种族政治的竞争对手已经开始利用各种形式的多媒体，从传统媒体:印刷、广播和电视,，到如今的万维网，他们通过电子邮件,网页,在线讨论组和聊天小组等社交媒体，推动了信息的传播和政治运动，赖特和欣森援引Marchese(2007)提出的差异“不是媒体本身,而是系统的自我发现和分布、消费和对话周围的媒体”。虽然社交媒体的另一个重要方面是与传统媒体相比它的相对成本很少或根本没有成本。PoliticaladvertisementsIntroductionInrecentyears,politicaladvertisementshaveevolvedtokeepupwiththedrasticchangesthatshapeoursociety.Aswiththerest,thechangeskeptuptomatchandtoconformwiththerapidtechnologicaladvancementthatfornowalmostdictatesthelifestyleandeventheperceptionofthetargetaudienceandconsumers.Justlikecommercialbusinesses'brandsandproducts,politicianssoughtallthepossibleavenues,notjustthemainstreamortheconventionaladvertisingmethodsbutalsotheupandrisingalternativeswhichareofteninnovativeandingenious.Allthesewithonlyonegoalinmind-toreachouttotheirtargetaudience,gettheirmessageacrossandgainapprovalandtrusttobeabletoswayindividualandpublicopiniontotheirpoliticalcausesandtotheiradvantages.Inthisageandgeneration,theraceofthepoliticalcompetitorshasprogressedinutilizingallformsofmultimedia-fromthetraditionalmedia:print,radioandTV,theyhavemovedtheinformationdisseminationandthepoliticalcampaigntotheWorldWideWebthroughemails,webpages,onlinediscussiongroupsandchatgroupsorthesocialmedia.Marchese(2007)asquotedbyWrightandHinsonputforwardthatthedifferencesare“notthemediaitself,butthesystemofdiscovery,distribution,consumptionandconversationsurroundingthemedia”.AlthoughanothersignificantaspectofsocialmediaisitsrelativelittleornocostcomparedwithtraditionalmediaevenifbothcouldreachanydesiredmarketAndlastyearduringtheUSpresidentialelections,theybrokethroughthesocialnetworkingsitessuchasFacebook,Twitter,MySpace,YouTubeandtherestarmedwiththemessagethattheywanttoconveytotheircitizensandtargetelectorate.ManyanalystsandexpertshadacceptedthatthesuccessofthecampaignwasthesuccessfulintegrationofsocialmediawiththetraditionalmediaWiththeevolutionofthepoliticaladvertisingmethods,somepoliticiansalsorecognizedtheneedtoaltertheirimagestoconformtothegenerationthatutilizesthesetechnologicalinnovations.Physicallooksaswellaspoliticalfashionsensehavealsobeenrevampedtocapturetheattentionandtheimaginationoftheaudience.Thechangeshavebecomeimperativeforthosewhowanttobenoticedinacrowdofexpecteddrabnessandriseabovethecompetition.I.HarnessingNewTechnologyAsbusinessrecognizethepotentialandreapthebenefitsoftheinternetasanadditionalmediumincommunicatingtotheaudienceanddisseminationinformationtothetargetconsumers,theWorldWideWebbecamethehavenofadvertisementsofanythingandeverythingunderthesunthatcouldbesoldorofferedtothevastmarketwhichsuddenlybecameglobalorworldwide.Ascomparedwiththetri-mediaorprint,TVandradio,thetoolsofcommunicationintheinternetarenumerousandvaried.Otherssetupwebsitestoshowcasetheirproductsorserviceswhileotherscarriedthesameconceptofdirectmailing,thistimethroughtheemailservice.Somejoinedonlinediscussiongroupsandchatgroupswhileotherpostedbannersonhightrafficwebsites.Upuntilthistime,moreandmorewaysofadvertisingintheinternetarediscoveredorproducedbyinnovativeandingeniousindividuals.Aspoliticsisthesamewithbusinessexceptthatincommerce,aproductorserviceismarketedwhilewiththepolitician,itistheimageofthecandidatethatisbeingupheldand‘sold'tothevotersthroughproperpublicrelationsofthegroupsbehindthepoliticianscampaign,itwasnotbeforelongwhenthepoliticianstooktotheinternetfortheirpoliticalandcampaignadvertisements.Asprooftothisrisingusageofnewtechnologybythepoliticiansintheircampaigns,theUKToriesscoredafirstintheUnitedKingdomastheylaunchedtheir40-seconderadvertisementinSpotify,arapidlygrowingpeer-to-peermusicsharingservice.Theadwillrunonlyforaweekbuttherearespeculationsandassumptionsthatasthegeneralelectionsscheduledfornextyear,UK'sconservativepartywillincreaseitsusageoftheserviceofthesaidsite.Thismovewassaidtotargetthetechie-savvyyouthsegmentofitscitizens.AsUKprohibitsrunningpoliticaladcampaigninTVandradio,airingthisadvertisementislegitimateanddoesnotbreakanyrulesasitdoesnotfitintoanycategoryoftheprohibitedcategoryLastyearduringtheUSpresidentialelections,oneoftheintriguingbutinnovativemovebyUSpresidentBarackObamawastheuseofthesocialnetworkingsiteFacebooktoreachouttowhatittermeditscaptiveaudience,theyouth.ThereportstatedthatastheteamofObamastartedtheirFacebookaccountearlyinthecampaign,theywereabletogenerate2millionsupporters.HispoliticaladversaryforthehighestseatintheUnitedStates,JohnMcCainfollowedsuitandwasabletobuildforhimselfabout600,000supporters.Facebook,foritsparthaspreparedthestageforthesepoliticiansbyincorporatingthemintheirservicesandprovidingaforumfortheirneed,forafee.Politicians,seeingtheadvantagejumpedinandthepeoplebehindFacebookfoundthemselvesoverwhelmedwithdemandforthesaidservice.“Politicianswhopurchaseadvertisingspaceonthesitewillbeabletosendmassmessagestosupporters”Howeverasearlyas2006,somepoliticiansintheUShaverealizedthepowerofthissocialnetworkingsiteasanintegralcogintheirpoliticalcampaign.USSenatorJohnF.KerryofMassachusettsevenmadeitapointtovisitFacebookheadquartersinPaloAltoinhisbidtoharnessthenewtechnologyonpoliticalcampaigningorcybercampaigningandhopingtoreachouttotheyouth,whocomposesthemajoritysubscribersoftheservice.Asupposedlypresidentialhopefulforthe2008USpresidentialelections,SenatorEvanBayhofIndianaalsojumpedinthisupandcomingcampaigningavenueandprojectedhimselfanimageinFacebookthatwouldhavebeenacceptabletothemanysubscribersofthesocialnetworkingsitewhohehopedwouldeventuallysupporthispoliticalambitionandseehimthroughthepeakofhispoliticalcareer.Butthen,theadvantagesofharnessingthismediumarewithoutitscounterpartdisadvantages.Asone'simageofhis/herpersonaisoneofthefocusesofFacebook,caremustbeexercisedinbuildingone'simagethatwillbeprojected.MichaelGrynbaum(2006),inthiscolumninBostonGlobestatedthat,“Toreachayoungaudience,however,candidatesmayhavetoshedtheirmiddle-agedmilieuandcommunicateintheproperFacebookmanner.Thatmeanslistingturn-onsandturnoffs,postingcandidphotos,and‘friending'collegestudentsacrossthecountrybylistingthemonthesite.”However,thepossibilitythatsomeonewithinthesitecoulddestroythisimagewhichcouldeventuallyleadtothedamagetothepoliticalcareerofthecandidateisalsohigh.Inthesamemannerthatreachingouttothemassaudienceiseasyandmessagecommunicationsisfast,negativepublicityorrevelationsoftheflawsintheimagebuiltcouldbecommunicatedaseasyandasfast.Overtime,asmoreandmorepoliticianswouldharnessotheravenuestotheircampaigningeaseandadvantage,otherprosandconswillstillsurfaceandwillberecognizedwhichwilldictatethefutureofthesenewmethods-whethertheyareworthwhileornot.IntheUK,thebanonTVandradiomightbeextendedtoaccommodateothermediasuchastheinternetifthesameobjectiveforbanningTVandradiohasbeencrossedbytheeverexpandingcyberspace.Ontheotherhand,thethreatoftheconceptofthepolitician'sinvadingthesocialnetworkingserviceistheirburgeoningnumberwhichcouldbelookedatasanuisanceoranirritationtothesubscribers.Thiscouldleadtoaudience'sselectivitytowardsthecommunicationeffortsorinformationorinformationoverloadoreveninvasiontotheirprivacy.Whenthisgroupofpoliticiansbecametoomany,itwouldnotbecomenoveltyandwouldceasetobeintriguingtothemembers.Themessagethattheycontinuetosendanddistributetothesubscribersmaybetreatedastheannoyingspam,thesamewayintheemailorcouldbeblockedbyspecificsoftwarethesameasblockingpopupsandtheothers.#p#分页标题#e#II.ImageandPublicityImageisveryimportanttothepoliticiansifnotthesinglemostimportantthingtohim/her.SungandYang(2008,p360)quotedDichter(1985)whoreferredtoimageas“thetotalimpressionanentitymakesonthemindsofothers”andKotlerandAndreassen(1996)definedimageas“thesumofbeliefs,attitudes,stereotypes,ideas,relevantbehaviours,orimpressionsthatapersonholdsregardinganobject,person,ororganization”.Thus,goodorexcellentimagewouldspellthepoliticalcareersuccesswhiletaintedimagecouldspellthedownfallofone'spoliticalcareer.That'swhyadvertisingthepolitician'simageorwhatiscalledpublicityorpublicrelationsisaveryimportanttoolofthepolitician.Publicrelationsisto“offerapositiveimage(Go,1996,p82)”and“includesongoingactivitiestoensuretheorganizationhasastrongpublicimage(McNamara,2008)”.Togetherwiththetechnologicalbreakthroughsthattheworldhasgonethroughinthelastdecades,arevampedontheperceptionhasalsotakenplace.Becausethechangesandinnovationshasbroughtaperceptionbeingnew,theoldarerelegatedtoalowerstatusontheirwaytoobsolescence.Itisinthisconceptthateventhepublicimageofthepoliticiansneededamakeover.Thus,therevolutionintermsofpublicimageincludingfashionsenseofthosewhoholdofficeinthegovernmentisalsoslowlychanging.Inrecentyears,anewtrendisemerging.WhenPresidentDmitryMedvedevofRussiaappearedbeforehiscountrymenanddeclaredthathewastobecometheirnextpresident,hewaswearingjeans(Morris,2008).USPresidentBarackObamawasalsooftenseeninhisdresseddownfashion.Anotherarticlethatappearedinyahoonewshasshownbothpresidentswearingjeansthusjeanshasbecomeanewsymbolofadifferentkindofimageforpublicservants.Thistrendcouldbesaidtobeparallelwiththeevolutioninadvertisementastheconceptbehindthemarealmostequal.Theapparentdressingdownofthepeopleinhighofficearesomehowthewayofcommunicatingwiththeirtargetaudiencethattheyarethe‘new'.Theworldiscontinuouslychangingandevolvingincludingalmosteverythinginitandtheytoohaveevolved.ForPresidentObama,theimageheisprojectingincludinghischoiceoffashionconveyshismantraofchange.Hewasreplacingtheoldandlettingthenewemerge.Tocompletethepackageofhischangebattlecry,heevenincludedtherevampedontheexpectedandlongheldproperwardrobeforaworldleader.Dressinginjeansisalsopartofthepolitician'sbidtoreachouttotheyouth,inconsonancewiththeirbidfortheirattentionwhentheymovedtheirpoliticalcampaignintothelairofthissegmentofthesociety-theinternetandallthewayintotheirsocialnetworkingsites.Asjeansareusuallythewardrobeoftheyoung,ithasalsobecomesymbolofbeingcarefreeanddynamic.InUSSenatorKerry'svisittotheFacebookheadquarters,itwasreportedthathelookedoutofsyncinhissuitandtieamong“thesite'syoung,casuallydressedstaff(Grynbaum,2006)”.ApartfromUSPresidentObamaandRussianPresidentMedvedev,otherhighrankingofficialsandworldleadersarefollowingsuitwhichincludeFrance'sPresidentNicolasSarkozy,Afghanistan'sHamidKarzai,CondoleezaRice,SanFranciscoMayorGavinNewsom,andHouseSpeakerNancyPelosiamongothers(Morris,2008).Thischangeisallabouttheir‘new'imageandthemessagetheywanttoconveytotheirpublic.Itisallaboutintroducingwhotheyareandwhattheyarecapableofdoingfortheircountrymenandfortheworld(Binkley,2009).Theadvantageanddisadvantageofthisemerginghipandcasualfashionamongworldleaders(andevenbusinessexecutives)dependontheperceptionofthepublic.Thetraditionalandconservativemightfrownanddeclarethattheyaredoingagreatdisservicetotheirpositionsbecauseoftheirfashionsense.Theycouldarguethattheyaresheddingthesupposedrespectthatisattributedtotheformalattire.Fortheyouth,itcouldgobothways.Itwoulddependontheconnectionthattheywouldnoticebetweenthenewimageandwithwhatthepoliticianreallyrepresent.Forthefashionindustry,itcouldbethebreakthroughofaneweraoradestructionofthetraditionalandconventional.Thefutureofthisfashiontrendwiththeworldleaderscouldnotbepredictedproperlyasitwouldcompletelyrelyonhowwelltheseleadershandletheupholdingoftheirpublicimage,intheeyesoftheirelectorateandintheeyesoftheworld.Butonethingiscertain,thesepoliticiansmayhaverevolutionizedeventheirfashionsensesothattheycanprojectthemselvesandadvertisewhotheyaretothepublicbuteverythingwillallboildowntothestrongandpositivepublicimagethattheyhaveandtheywillretainandmaintain.ConclusionSomuchhaschangedintheworldinthelastfewdecadesbecauseofthetechnologicalbreakthroughsthattheworldhasseenandexperienced.Mostofthechangesemergedfromtheinventionanddiscoveryofnewmethodsanddevicesincommunications.Becauseofthis,evenadvertisingandpublicrelationsofpoliticianswerecompelledtojumpinandbepartoftheglobalevolution.Thesechangesinvolvedseekinginnovativewaystocommunicatetothetargetaudienceandgetthemessageacrossjusttoconvincethepublicabouttheirideasandplatformsofgovernment.Theinternethasbecomethevenueoftheraceofthesepoliticiansintheirbidtogetpublicattentionandclaimtheirtrust.Recognizingthatcommunicationisinfluencedbyphysicalandsocialsettings,theyadoptedanddevelopedamorenaturalandinformalstyle,notonlythroughthesocialmediaasanavenuetoreachoutbutalsointheirfashionstatements(StartandTamayo,1995,p57-60).Asabigpartofthesegmentaretheyouth,thesepoliticianshaverevolutionizedtheirfashionsensetoconformandbeacceptedbythisdistrustingsegmentofsocietyjusttobeincludedintheirnetworksandbetrustedwiththeirvotes.Aftereverythingissaidanddonebythepoliticiansintheirpublicrelationsandselfadvertisements,aftertheyhavetrieddesperatelytobuildanimagethatwouldbeacceptabletomoresegmentsofthesociety,afterthevoteshavebeencastduringelection,itwouldbethereignandleadershipofthesepoliticalleadersthatwoulddeterminethefutureofthemethodstheyhaveutilizedinadvertisingandthetrendstheyhavestirredinfashion-ifthechangeshavebeenworthwhileornot.
