D2

A.

1960

1. Kennedy

2. Kennedy kept saying he was not satisfied with certain aspects of the country. It evoked a need for change. It showed that the country has problems, and Kennedy is the best person to apply the improvements.

1984

1. Reagan

2. The ad evoked a sense of contentment with the current leadership in the United States. Reagan talked about the improvements of the the country for the past four years under his presidency, which made it seem as if nothing should be changed.

2012

1. Obama

2. This ad was attacking Romney for his policies, which made him seem inadequate for the position of presidency.

B.

1. The earlier campaigns were much longer. The earlier ads were around 2 to 4 minutes. They went more in depth on the issues. The current ads were about one minute long, and had more generalizations. They didn’t offer many solutions to issues, just that there needs to be improvement. The candidates in the earlier ads focused more on their own platforms. The candidates for the most current ads focused more on the bad parts of their opponents platform in order to make themselves look better suited for the position of presidency.

2. The most effective ad was the Reagan ad in 1984. The goal was to highlight the improvements under Reagan’s first presidency and to show that he was a good president that deserves another term.