Understanding the Audience Ineke Mushovic.pdf

1、Innovating for the Public GoodVS.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 Worked1.1.Symbolism not advocacy speak.Symbolism not advocacy speak.,the ominous

2、Agent(and his flat and uncaring 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.”2.2.Show,dont tell.Show,dont tell.Declaratives like“Republicans want to take away our

3、freedoms”can shut people down.Instead,these ads 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.3.3.Future,not past.Future,not past.Attacking Rep

4、ublicans on past events proved tricky(“That was so 2020”).Instead;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.4.4.Form(at)follows function.Form(at)follows function.The animaticanimatic form

5、at grabs the audiences attention,engages their imaginations,and doesnt cause viewers to shut down 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.”5.5.Asking questions not declaring answers.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