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Advertising, Marketing, and Public Relations Filmography
Including Political Campaign Advertising

updated (12/01)

The 30 second seduction. 1985. 1 videocassette (28 min.). An investigation of the modern television commercial, thirty seconds' worth of someone's creative ideas on how to capture the viewer's attention and arouse the viewer's imagination. Emphasizes that commercials talk about everything except the merits of the product. VHS 687

Achieving breakthrough service in libraries: a nationwide teleseminar. 1994. 1 videocassette. Hardy Franklin, American Library Association President, James L. Heskett, UPS Foundation Professor of Business Logistics of the Harvard Business School, and W. Earl Sasser, Jr. UPS Foundation Professor of Service Management of the Harvard Business School, discuss the means of improving customer service in America's libraries. In addition to several exercises, the manual includes brief management case studies from libraries in the United States and several large American corporations. VHS 2917

The Ad and the ego: Truth and consequences. 1996. 1 videocassette (57 min.). Discusses how the market economy has grown to the point that commercialism invades the most intimate aspects of life.  Leading media critics show how living in an environment saturated with advertising creates a psychology of need. The history of advertising is traced from the 19th century through today. VHS 3974

The Ad and the id: Sex, death, and subliminal advertising. 1992. 1 videocassette (30 min.). Looks at the use of the findings of mass psychology to guide ad campaigns and to manipulate the public using subliminal advertising - the "hidden persuader." Program shows viewer how to see the "the ad hidden within the ad - the ad which is addressed to the id which is hidden underneath the ad which is addressed to the ego. VHS 2166

Ad campaigns that work. 1981. 1 videocassette (30 min.). Three successful ad agency executives talk about ad campaigns that sold the product and why these campaigns succeeded. Through this process they talk about principles of successful advertising campaigns. VHS 1391

Advertising missionaries. 1996. 1 videocassette (53 min.). A look at "walkabout" advertising. Capitalizing on a growing cash economy in New Guinea, a traveling theater troupe (missionaries of life-style and new products) use a portable stage to spread the gospel of consumerism to isolated areas which cannot be reached by other means. VHS 4580

Advertising & the end of the world. 1998. 1 videocassette (47 min.). Extensively illustrated with graphics and examples from commercial imagery, Sut Jhally of the University of Massachusetts Amherst presents a compelling and accessible argument about consumerism and its impact on the earth's future. VHS 4668

Affluenza. 1997. 1 videocassette (56 min.). Documents the forces that have transformed us from a nation that prizes thriftiness into the ultimate consumer society. Using personal stories, expert commentary and archival film clips, documentary illustrates the causes and consequences of consumerism in American society. VHS 4927

Behavior control. Hard choices. 1980. 1 videocassette (59 min.). Investigates techniques used to influence people's behavior, from subliminal messages to work with the mentally ill. Considers whether it is proper to modify human behavior, who is to decide whose behavior is to be modified, and how one can tell when it's being done. Examines contemporary ethical dilemmas of the persuasive power of cults, advertising, and the media. VHS 5524

Behavioral strategies to lead public relations through the transitions of the 90s. PRSA video library. 1990. 1 videocassette (ca. 57 min.). Mr. Jackson discusses the strategies to achieve the behavioral results that produce desirable social change. VHS 1971

Behind the screens: Hollywood goes hypercommercial. 2000. 1 videocassette (37 min.). Discusses the idea that mainstream, big-budget movies have become largely a vehicle for advertising and marketing. VHS 6457

Buy me that!: A kids' survival guide to T.V. advertising. Curriculum Materials Center. 1989. 1 videocassette (28 min.). Presents children with tips to keep in mind when watching T.V. commercials that advertise games and toys. Uses short interviews of children giving their opinions of commercials, and features a commercial maker revealing tricks for making food look appealing in T.V. advertisements. VHS 2492

Cigarettes who profits? who dies? 1994. 1 videocassette (49 min.). Looks at the dangers of smoking and the power of cigarette advertising, featuring former cigarette models who are now dying of cigarette-related cancer. Discusses the tobacco industry's efforts to promote smoking and export products to developing countries. VHS 3726

The Cola conquest: a trilogy. 1998. 3 videocassettes (153 min.). Looks at  the extraordinary story of Coca-Cola, "the sublimated essence of all that America stands for," and its century-long battle with arch-rival Pepsi." Takes the viewer from Coke's invention by a morphine-addicted Civil War vet to the brink of the 21st century. The Big Sell: Through a century of image-making with master artists - including the creation of our modern version of Santa - Coke sheds its patent medicine image to become first the drink for young moderns, and finally the most recognized brand name on earth. Coke's success spawns numerous imitations, including Pepsi, which is just another cola until it targets the "Pepsi Generation." With Pepsi's launch of the Michael Jackson campaign, the Cola Wars explode. Cola War and Peace: During World War II, Coca-Cola becomes an essential morale booster for the troops and a worldwide symbol of the American way of life. As the Cold War turns frigid, former Pepsi lawyer, Richard Nixon, gives Pepsi a decade-plus jump on Coke behind the Iron Curtain. But when the Berlin Wall falls, Coca-Cola is there passing out "the taste of freedom." Back at home, Coca-Cola plays a significant role in the American Civil Rights movement and offers a Vietnam War-weary nation the ultimate commercial for world peace. Coca-Colonization: Tea spills in China, wine in France and blood in Guatemala, as Coca-Cola teaches the world to acquire a taste for "The Real Thing." But as Coke - and Pepsi - are busy abroad conquering new markets, upstart colas are ripping at their heels back home. From the jungles of Papua New Guinea to the "Coca-Cola Olympics" in Atlanta, we see the globalization of American pop culture and corporate influence on the souls of nations. VHS 5885

Consuming images. Public mind. 1989. 1 videocassette (58 min.). Discusses how massed-produced images on TV and in magazines shape private thoughts and the public mind.  Discusses how the media uses dramatic visual affects, counterfeit emotions, TV commercials, and news broadcasts to sell products and create images. VHS 756

Counterfeit coverage. 1992. 1 videocassette (27 min.). Explores how Kuwaiti government over a 6-month period  uses one of the biggest public relations firms in America, Hill and Knowlton, to wage an unprecedented media campaign entitled "Citizens of a free-Kuwait" to argue the case for war. VHS 2506

Credibility in an incredible world. 1987. 1 videocassette (18 min.). Describes the influence of media, particularly television, upon politics, business, religion, and society. Examines how public relations officers may build and retain credibility. VHS 4120

The Critical eye: Inside television advertising : a media education resource to stimulate critical thinking about advertising in the secondary classroom. 1993. 1 videodisc (30 min.). This interactive program instructs the viewer on what to watch for when viewing television advertising, and analyzes several types of productions including public service messages, political ads, and car ads. Issues discussed include marketing and production techniques. VDD 49

Death in the West. 1982? 1 videocassette (VHS) (32 min.). Repeat of the documentary Death in the West : The Marlboro man, originally broadcast by Thames Television in 1976 as well as a follow-up of the six cowboys characterized in the film as the Marlboro man. VHS 6842

Empowering employees through involvement. PRSA video library. 1990. 1 videocassette (60 min.). Maintaining favorable public opinion and demonstrating corporate or product responsibility are just two public relations functions that can be effectively executed by informed and motivated employees.  This training session explores opportunities to design programs for change and growth by recognizing employees as your first and most important customer. VHS 1972

The fastest game in town: a case study in advertising. Marketing. 1985. 1 videocassette (29 min.). Through a profile of Chiat/Day, a successful advertising firm, viewers learn how different companies develop advertising campaigns. Identifies the objectives of advertising and explains how copy strategy and media selection directly affect the achievement of those objectives. VHS 1298

Fender philosophers. 1997. 1 videocassette (ca. 27 min.). Examines the role of bumper stickers as part of the public issue dialogue in the United States. VHS 5584

Finding a niche: Determining business potential. Something ventured. 1992? 1 videocassette (30 min.). Explains how to find a niche in business or a market the competition is not filling and what to do with it once it is found.  VHS 2276

The fine art of separating people from their money. 1996. 1 videocassette (115 min.). Includes clips of 60 of the most outrageous and influential commercials of all time. Examines commercial advertising's influence on feature films and the techniques that have made commercials an art form on par with major motion pictures. VHS 4671

Global public relations. 1993. 1 videocassette (27 min.). Mr. Reed presents the basic philosophy of international public relations: "ethical persuasion" of people whose culture and social system are different from one's own to take a particular action. He presents his five-point system and discusses how to identify the "manipulative factor." He traces the history of international public relations with allusions to Hiawatha, Aaron (the elder brother of the Prophet Moses) and Magellan. He explains how to get started and recommends particular organizations and publications. VHS 3417

Guerrilla media: A citizen's guide to using electronic media for social change : the inside story from Tony Schwartz. 1989. 1 videocassette (120 min.). Through discussion and examples of radio and television spots, Tony Schwartz and others focus on how the average individual can use the media to promote social change inexpensively and effectively. VHS 1615

Holly net. Life on the Internet. 1996. 1 videocassette (30 min.). Describes how the entertainment industry has begun to explore and exploit the marketing potential of the Internet. VHS 3732

How to establish good relations with the press. 1988. 1 videocassette (86 min.). The panel discusses campaign press relations from the point of  view both of an advocate and of a journalist. Campaign staffers must consider logistics and convenience in establishing good relations with the press. It is also critical to be truthful; even negative advertising can work as long as it  does not conflict with news stories. VHS 1775

The Image makers. A Walk through the 20th century with Bill Moyers. 1984. 1 videocassette (60 min.). Traces the development of public relations in changing public images. Recognizes Ivy Lee and Edward Bernays as the first people to use mass communications to influence public opinion and create the profession of public relations.      VHS 2365

Images in media. The Story of film, TV and media: Media waves, an introduction to mass communication. 1998. 1 videocassette (28 min.). The pictures in our heads that define who we are and help us neatly categorize others are increasingly shaped by the newspaper, magazine, film, and TV images that bombard our senses. To convey a message quickly, these images often rely on stereotypes and primal reflexes that can foster in an audience an inordinate fear of violence, racial and ethnic prejudices, diminished self-worth, and even eating disorders, as young women attempt to mimic the look of high-fashion models. This program is a behind-the-scenes look at the media's image-makers, from the first photographers to today's Madison Avenue wizards, and asks some disturbing questions about the self-selected few who hold a distorted mirror up to our society. VHS 6133

The Iraq campaign 1991: a television history in color. 1992. 1 videocassette (28 min.). Filmmaker Phil Patiris condenses 750 hours of film into a pastiche of short clips, Desert Storm events, news reports, Superbowl clips, advertisements, the Rodney King beating, and war and science fiction movies to show how American commercialism and sports hype influenced the public attitude toward the Gulf War. The film closes with scenes of President Bush greeting returning men at the Capitol. The film is followed by a radio interview of Patiris while a still photograph is displayed on the screen. VHS 1828

Issues management refocusing for the 1990's. PRSA video library. 1990. 1 videocassette (55 min.). Discusses current trends in issues management and what issues management should consider. VHS 1966

Killing us softly 3: Advertising's image of women. 2000. 1 videocassette (34 min.). Discusses the manner in which women continue to be portrayed by advertising and the effects this has on their images of themselves. VHS 6449

The last cigarette. 1999. 1 videocassette (82 min.). Shows segments of the 1994 U.S. House of Representative's Health and the Environment Subcommittee hearings on tobacco products and health, during which the CEOs of the major tobacco companies testified.  Interspersed with the House hearing segments are television advertisements and clips from motion pictures showing people using tobacco products. Includes discussion of the addictive effects of nicotine, the industries' marketing strategies, and the executives' statements that use of tobacco products is neither addicting nor damaging to health.  There is no narration.  Viewers are to draw their own conclusions. VHS 6843

Launching a new product internationally. PRSA video library. 1990. 1 videocassette (53 min.). This training session explores the benefits of integrating marketing communications disciplines. Prelaunch media coverage tied into high-visibility advertising and coordinated with direct marketing efforts can compensate for the complexities of distribution and cultural purchase preferences. This is a useful session for public relations professionals practicing a variety of disciplines and moving toward multinational clients. VHS 1968

Mad for ads. 1991. 1 videocassette (27 min.). This program discusses the use of suspense in 30-second commercials to retain viewer interest until the end when the name of the sponsor is revealed and to fix the product in the viewer's memory. Successful techniques include a comic twist, parodies of familiar movie plots, and intriguing camera angles as well as melodramatic music. Examples include commercials from the United States, France, England, Australia, Colombia, Italy, Holland, Belgium, Spain, Denmark and Taiwan. VHS 2441

Marketing tomorrow's weapons. 1997. 1 videocassette (ca. 29 min.). Defense contractors pour vast sums of money and advertising resources into convincing Congress to vote for new weapons. Segment looks at how Madison Avenue tactics are being used to commit the country to $300 billion in new fighter planes. VHS 5144

New product development. 1989. 1 videocassette (52 min.). In an interview with Robert Chesney of "Window on Wall Street,"  George Gruenwald outlines his seven steps to success in new product development and cites many current examples from major corporations. The seven steps are : (1) goal setting and commitment; (2) opportunity search and identification; (3) conception - improve, innovate, invent; (4) model making and working prototypes; (5) development of pragmatic marketing plans; (6) selection and monitoring of test markets; (7) introduction of new product. VHS 1322

Pack of lies: The advertising of tobacco. 1992. 1 videocassette (35 min.). Expose of the advertising strategies of the tobacco industry, revealing the cynical and manipulative way in which the "pack of lies" is spread, and new generations of nicotine addicts are created. VHS 2049

Painting and advertizing. Ways of seeing. 1974. 1 videocassette (ca. 30 min.). Examines the effects of surrounding people with images of alternative lifestyles, images either painted or photographed. Berger examines his view of the similarities between modern selling of products and oil paintings of the past, both relating to the principle that you are what you have. VHS 1092

Painting and possessions. Ways of seeing. 1974. 1 videocassette (ca. 30 min.). Presents Berger's views of art as an expression of the wealth and position of the owner. The importance of ownership of a painting appeals to the same human drives as does advertising, and this increases the number and kind of parallels between the two. VHS 1091

Perfectly Frank. 1984. 1 videocassette (28 min.). Examines the marketing of the chicken frankfurter, a new product by Frank Perdue. After 10 years of research and development the chicken frank is being introduced with a $2 million television campaign. VHS 292

Prescriptions for profit. 1989. 1 videocassette (58 min.). Goes behind the labels and hype to consider the economic, social and ethical questions that arise when big business is mixed with human suffering and a large dose of advertising. The development, approval and marketing of a new drug can take from 7 to 10 years and cost up to $125 million. To insure adequate monetary return, drug companies have turned to marketing techniques that include celebrity endorsement and promotion that sometimes avoid mention of dangerous side effects. VHS 774

Production notes: fast food for thought. 1986. 1 videocassette (28 min.). As the title and subtitle imply, a collection of production notes for television commercials advertising fast foods. VHS 1396

Profits and promises: New markets, new challenges. The Fred Friendly seminars collection. 1995. 1 videocassette (60 min.). The panelists discuss the emerging world market, its effects on the United States, and the factors that the executives of multinational corporations consider in deciding whether to locate in a developing country. VHS 3511

Promotion: solving the puzzle. Small business video library. 1990. 1 videocassette (55 min.). Four promotion experts target the essential elements of a successful promotional campaign -- advertising, public relations, direct mail, and trade shows. They show viewers how to get dynamic effective sales messages to their customers.  VHS 3157v.3

Public relations: a founder's perspective. 1989. 1 videocassette (89 min.). 97-year-old Edward Bernays, known as the "father of public relations," describes the history of public relations, beginning in World War I using ideas as weapons. He concentrates on the role of public relations in politics, and he sees the role of political leadership as leading society to righteous causes. VHS 1781

Public relations law. PRSA video library. 1990. 1 videocassette (55 min.). Discusses major legal principles having an impact on public relations and presents an overview of ethics in public relations. VHS 1970

Public relations writing: Beyond the summary lead. News writing. 1993. 1 videocassette (56 min.). Public Relations Writing: demonstrates the interaction between journalists and public relations people.  It discusses the art of writing press releases for various organizations such as Capitol Records and the Golden State Warriors basketball team and includes comments by Andy Rooney, Susan Antilla and others about the role of public relations in the news. Beyond the Summary Lead: discusses a variety of creative introductions including anecdotes, quotes, and questions.  Several journalists  including Gene Policinski and David Waldholz give tips on ways to create immediate attention in readers. VHS 3369-3370.

Research as part of the process. PRSA video library. 1990. 1 videocassette (55 min.). Discusses research methods in public relations. VHS 1969

Reviving Ophelia: saving the selves of adolescent girls. 1998. 1 videocassette (35 min.). Clinical psychologist Mary Pipher discusses the challenges facing today's teenagers, especially girls, as well as the role of media and popular culture in shaping their identities. Offers ideas to help girls free themselves from the influences of media-saturated culture. VHS 5371

Risk communications: Public relations' toughest challenge? PRSA video library. 1990. 1 videocassette (19 min.). Mr. Meeker defined risk communication and applied it to environmental risk. Ms. Williamson discussed dioxin, especially in the papermaking industry, as a specific example of environmental risk communication. Mr. Schrum discussed ways to convince management to adopt risk communication as a public relations tool. VHS 1973

Sell & spin: A history of advertising. 1999. 1 videocassette (100 min.). Examines the world of advertising that "has been a constant in human society ever since there's been anything to sell. From Ancient Greek marketplaces to the boardrooms of high-powered ad agencies, [film] is a fascinating journey through the history of advertising. Explore[s] the techniques that have pushed everything from patent medicines to Volkswagens, revisit[s] the slogans, jingles and catch lines that have become part of our culture, and hear[s] from some of the biggest names in the business. Examine[s] the influence of legendary figures like Rosser Reeves, the impresario of repetition, and Mary Wells, whose humor left a mark on the industry. And learn of surprising forays into advertising by  people like Benjamin Franklin and Guttenberg! [Summary from History Channel website: http://www.historychannel.com] Includes a section on current political advertising. VHS 6302

Selling weapons. 1992. 1 videocassette (29 min.). United States military contractors use sophisticated videos as effective selling tools for their weapons, relying on emotions, including job security and patriotism, rather than whether the weapons work well or are necessary, to persuade the Pentagon, Congress and public to purchase them. VHS 4110

Slim hopes: advertising and the obsession with thinness. 1995. 1 videocassette (30 min.). Explores the manner in which women are portrayed by advertising with the focus on thinness. Discusses the impact this portrayal has on the self images of women and girls. VHS 3497

The Smoking war hits California. 1994. 1 videocassette (22 min.). The program is divided into two segments. Part 1: Reporter Tom Forman explains the proposed initiative in California that would establish uniform smoking regulations. In some cases this would weaken local ordinances and in other cases strengthen them; some people who have signed petitions supporting the initiative feel they were misled about its purpose and impact. The financial support for the initiative comes from the Philip Morris Company and from a coalition of restaurant, hotel and tavern operators. -- Part 2: Ted Koppel moderates a debate between Lee Stitzenberger, spokesman for the initiative's sponsors, and Terry Friedman, a California Assemblyman who has proposed a bill that would establish restrictive smoking regulations state-wide. VHS 2715

The Star. American Cinema. 1994. 1 videocassette (60 min.). Joan Crawford serves as a case study in the program, with other stars. Interviews with critics, scholars, and studio publicists round out the study of Hollywood stardom as a cultural phenomenon. VHS 2903

Still killing us softly: Advertising's image of women. 1987. 1 videocassette (ca. 32 min.). Author Jean Kilbourne explores the images of women, men, and children presented by modern advertising. She illustrates with examples the use of women as sex objects. She also examines the techniques used by advertisers to exploit the insecurities of consumers, particularly the concerns about aging, body image, and sexuality. VHS 1477

Tips & tactics: Making media relations work for you. 1995. 1 videocassette (14 min.). Journalists give tips to corporate media relations personnel on improving relations, pitching stories, notifying the media, and general practices to follow and to avoid. VHS 3854

Venturing: The entrepreneurial challenge. 1991. 4 videocassettes (390 min.). Features 44 companies and the entrepreneurs who started them. Companies include: Ben & Jerry's Homemade (ice cream); Gardener's Supply; IDX Corporation; P3 Magazine; Burton snowboards; Soundview Executive Book Summaries; Resolution, Inc.; JBI-Jogbra; Intec, Inc.; Vermont Butter and Cheese. VHS 3541

We know where you live. 1990. 1 videocassette (58 min.). Computers have enabled unsolicited advertising and other gimmicks such as personalization to more effectively generate junk mail to millions of Americans. VHS 1377

Workout. 1984. 1 videocassette (28 min.). A look at a company attempting to redefine itself in the marketplace. Can a health club that caters to suburban housewives and mothers change its image to survive and compete in today's sophisticated world of elite health organizations? VHS 294

Political Campaign Advertising

1988 presidential campaign commercials. Road to the White House. 1989. 1 videocassette (ca. 56 min.). Two journalists review presidential television campaign spots and discuss issues surrounding the 1988 television campaigns of both the Republican and Democratic presidential candidates. Selected television spots from the Bush and Dukakis campaigns are shown. VHS 841

1992-1996 political campaign commercials. 199-. 1 videocassette (ca. 10 min.). Compilation of campaign commercials made 1992/96. Primarily commercials from the presidential races; includes both direct appeals (Bob Kerrey speaking directly to the camera in an empty auditorium), more personal attacks (ad featuring a phone number to call and listen to tapes of President Clinton talking to Jennifer Flowers) and also major political party position statements. VHS 5389

1992 presidential campaign commercials. 1992? 1 videocassette (23 min.). "Compiled on one tape are the campaign commercials of the 1992 presidential primary. Included are  commercials of all of the candidates. Featured are the Tsongas Speedo shot, the Kerrey hockey spot, the Harkin closed factory spot, the young Clinton spot, and the Brown Wojohowitz spot. From the Republican primary, the Bush I care spot and the chorus of no new taxes! spots are included as are the negative NEA and General Kelley spots." Summary taken from the Public Affairs Video Archives website. VHS 4538

1992 primary campaign classics. Road to the White House. 1992. 1 videocassette (123 min.). Compiled program. Journalists review presidential television campaign spots and issues surrounding the 1992 campaigns. Selected television spots from the campaigns are shown. VHS 2487

1994 American government highlights. 1994. 1 videocassette (120 min.). VHS 3483

The 30-second president. A walk through the 20th century with Bill Moyers. 1988. 1 videocassette (58 min.). Explores the history and impact of televised political advertising on U.S. presidential elections. Discusses advertising approaches to election campaigns and their effect on perceptions of the candidate.  Includes ads used by Eisenhower, Kennedy, Lyndon Johnson, Nixon and Reagan. VHS 2363

The Best campaign commercials of 1992 general election. Campaign magazine video series. 1992. 1 videocassette (29 min.). A selection of campaign advertisements for George Bush, Bill Clinton, and Ross Perot on the subjects of health care, the budget and trustworthiness, broadcast during the fall, 1992, Presidential campaign. VHS 2045

Best campaign commercials of 1994 forum. 1994. 1 videocassette (61 min.). Lazslo & Associates political consulting firm hosts a panel discussion analyzing the most effective campaign commercials of 1994. Following presentations, panelists answer audience questions. Includes campaign commercials. VHS 75

The Best campaign commercials the year of the woman. Campaigns & elections. 1993. 1 videocassette (39 min.). Documentary of the best American campaign commercials for women in 1992. Includes 30 second segments on women candidates for Federal, State, and local elections. The last two are for men promoting women's causes.   VHS 4047

Buying media time. 1988. 1 videocassette (54 min.). Mike Murphy discusses the most cost effective media time and the best technologies to use. VHS 642

Campaign case study of Doug Wilder campaign. 1990. 1 videocassette (65 min.). Kim Haddow shows videos of some of the political advertisements for both Wilder and his opponent Marshall Coleman.  Ms. Haddow explains the importance of the abortion issue in the campaign. VHS 2326

Campaign communication & the media. 1988. 1 videocassette (184 min.). Michael McClister, who has worked on six presidential races, discusses the importance for a political campaign to construct an unambiguous message and to deliver it through all possible approaches including press coverage, direct mail, door-to-door contact and advertisements. VHS 645

Campaign message. 1990. 1 videocassette (89 min.). Matthew MacWilliams explains how to develop and communicate messages.  Outlines the need to understand four important factors: the political environment; message delivery systems; budget; and the candidate. He shows many examples of political commercials for the students to analyze. A short question and answer period follows. VHS 2335

The classics of political television advertising. 1986. 1 videocassette (60 min.). Traces the history of political television ads since the 1952 presidential campaign. Presents a selected group of political commercials representing a variety of campaigns and 36 years of TV broadcasting from 1952 to 1985. Spots of 1 minute and less are presented intact; spots originally longer are edited for this presentation. VHS 225

Creating candidate messages. 1989. 1 videocassette (85 min.). Matthew MacWilliams discusses the importance of viewing the candidates and people and of formulating a coherent message to persuade voters and to counter negative advertising by opponents. VHS 649

The Decline of politics: The superficial democracy. 1995. 1 videocassette (29 min.). Discussion of the ramifications of an American political arena that favors the superficial exchange of slogans, personal attacks and orchestrated appearances over the serious discussion of issues, problems, and ideas. VHS 3481

The Living Room campaign. 1992. 1 videocassette (50 min.). Traces the impact of political commercials on our national elections since the Eisenhower campaign first used them.  Shows ads from 1952-1988. Includes interviews with prominent media experts, journalists, advertising executives, political consultants and pollsters. VHS 3963

A Look at political ads. 1990. 1 videocassette (112 min.). "Reviews selected political spots which aired in several key states prior to the November 1990 elections. This compilation tape includes Senate and gubernatorial commercials from 1990 political campaigns. Included are negative and positive spots, introduction and name recognition spots, and some humorous spots such as the Indiana mail and garbage ads and several Wellstone spots. The Illinois, Indiana, Michigan, Kentucky, and North Carolina Senate races are included with several gubernatorial races. For each race, commercials from each party are shown with introductions indicating the state, race, and often the firm responsible for the ads. The spots are grouped in 15 minute sets with some commercials duplicated across sets." Summary taken from the Public Affairs Video Archives website. VHS 4537

The Media and 1988 campaign. 1989. 1 videocassette (123 min.). [First segment] : Verna Wilkins, Mike McCurry, and David Beckwith discuss and answer questions about the role of the press secretary and a media plan in political campaigns (80 min.). -- [Second segment]: President Bush addresses the White House Conference on Choice in Education (Jan. 10, 1989 ; 16 min.). [Third segment]: Brian Lamb interviews Marlin Fitzwater about his years as Reagan's press secretary in the C- SPAN series: Looking at the Reagan legacy (22 min.). VHS 653

Media case study, Pat Robertson. 1990. 1 videocassette (90 min.). Constance Snapp discusses Pat Robertson's campaign for President in 1988. She focuses on his campaign's effective use of the mass media to alter the public perception of him, especially in Iowa. VHS 2325

Media day. 1989. 3 videocassettes (211 min.). Both presenters show examples of political advertisements and engage the students in a dialogue to stress the importance of a coordinated approach and a clear message as well as a strategy that reaches the entire market. A successful media campaign deflects attention from damaging issues to the ones that the candidate prefers to discuss. VHS 2322

Phases of a media campaign. 1990. 2 videocassettes (130 min.). Jay Bryant shares his experience in running a media campaign, illustrated with several examples of political commercials from recent state and local campaigns. He discusses ways to deal with negative ads, the importance of coordinating visual and textual messages, and methods to improve the candidate's ability to communicate. A short question and answer period follows. VHS 2337

Presidential campaign commercials 1996. 1997. 1 videocassette (62 min.). Features more than 50 campaign ads for candidates Clinton, Dole, Perot and Harry Browne (Libertarian party), including the first-ever Free TV Coalition ads. VHS 4540

Road to the White House. 1996. 1 videocassette (58 min.). Commercials from President Clinton's and Senator Dole's campaigns are shown. Clinton commercials are from Arkansas gubenatorial elections beginning in 1980 and from presidential race in 1992. Dole commercials are from 1974 Kansas U.S. Senate race and from 1980 & 1988 presidential race. Also includes 1976 presidential commercial by Gerald Ford and 1972 presidential commercial by George McGovern. The history and role of political ads are discussed by John Deardourff (Political Consultant, Media Affairs, Republican Party) and Charles Guggenheim (Fmr. Political Consultant, Media Affairs, Democratic Party). VHS 4541

Road to the White House. 1996. 1 videocassette (76 min.). 118 commericals from the 1996 presidential primary campaigns are shown. Included are the ads of Republicans Pete Wilson, Richard Lugar, Lamar Alexander, Steve Forbes, Robert Dole, Phil Gramm, Morry Taylor, and Pat Buchanan and of the Democratic incumbent, President Bill Clinton. VHS 4539

Special interest groups & political campaigns. 1989. 1 videocassette (69 min.). [First segment]: Peter Lauer, executive director of the American Medical Political Action Committee describes the agenda and role of the AMPAC as a typical example of a political action committee. Following his talk he answers questions from the audience and shows some of the advertisements that the AMPAC has created to support sympathetic candidates. [Second segment]: Garry Sturgess discusses his book "Judging the world" and the role of courts in various countries (22 min.). VHS 654

Taking on the Kennedys. 1996. 1 videocassette (57 min.). This internal look at the 1994 Congressional election campaigns of Patrick Kennedy and Kevin Vigilante in Rhode Island include media and other appearances and also advertisements. The program shows that the media images and advertisements are much more critical in determining the outcome than the issues or experience of the candidates. VHS 3914

Time buying. 1990. 1 videocassette (49 min.). Zoe Schneider discusses the terminology and budget aspects of a media campaign and how to schedule messages to reach the right people at the right time. VHS 2327

Voter mail.1988. 1 videocassette (109 min.). David Welsh, senior Vice-President of Welsh Communications, describes the use of media and or direct mail campaigns in order to target swing voters and convert them to a candidate's cause. VHS 648

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