Understanding the Audience Ineke Mushovic.pptx

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1、Innovating for the Public GoodVS.VS.The ResearchFuture Majority,Wide Angle Research,Worthy Strategy Group,LLC:September 20226Future Majority,Wide Angle Research,Worthy Strategy Group,LLC:September 20227How(and Why)the Ads Worked1.Symbolism not advocacy speak.,the ominous Agent(and his flat and uncar

2、ing tone)creating a sense of an omnipresent,repressive government that is monitoring and controlling its citizens.As opposed to“Authoritarian MAGA Republicans are risking our democracy.”2.Show,dont tell.Declaratives like“Republicans want to take away our freedoms”can shut people down.Instead,these a

3、ds provide stories that illustrate how our freedoms are being(or may be)taken away.For example,HEARING the election worker being threatened is different than HEARING ABOUT election workers being threatened.3.Future,not past.Attacking Republicans on past events proved tricky(“That was so 2020”).Inste

4、ad;these ads take things that are happening today and invite the audience to envision how they could play out in the future.The ads become relevant and scary.4.Form(at)follows function.The animatic format grabs the audiences attention,engages their imaginations,and doesnt cause viewers to shut down

5、as readily as traditional political ads.Viewers are also less apt to critique the acting(or fixate on actors),and the ads can tackle tough topics without prompting“emotional flooding.”5.Asking questions not declaring answers.How will the government track whether women cross state lines for an abortion?Future Majority,Wide Angle Research,Worthy Strategy Group,LLC:September 20228Innovating for the Public Good