Political

Then there is the Positive Ad, which is a way to inform voters of a candidate’s accomplishments and where they stand on important issues. This is a good way for a candidate to replay their “greatest hits,” the positive attributes and achievements on their political resume. The tone and mood for this type of advertisement is uplifting, genuine, hopeful, and bright.

The Negative Ad is one that is utilized to shed light on the unfavorable qualities of the opposing candidate. Sometimes opposition research finds some unsavory information on a candidate that the campaign wants to inform voters about. This political commercial might be narrated with a stern and concerned tone.

When a good cause or non-profit organization needs to ignite awareness around an issue they produce the PSA Ad. There might be a vote on important legislation coming up in congress, or fundraising to assist fellow citizens in a public service campaign, it might even be a call for new safety measures. These causes are for the purpose of a brighter world and a healthier and safer community, which is why these ads have an empathetic and optimistic quality with a little touch of urgency. 

The Attack or Opposition Ad is a little different from the Negative ad. This ad is a little blunter, expressing what the worst-case scenario might look like if this particular opposing candidate were elected, urging voters to vote against their policies. It has a much tougher feel to it and requires a more critical, compelling, and authoritative tone to voice the political script.

Next there is the Political Action Committee or PAC Ad which is produced by an independent candidate, (third party candidate) or a non-candidate, outside organization. The purpose of this type of ad is to represent the side of the interests; this could be labor, business, or a specific partisan issue. These issues and ads vary greatly and therefore require versatility in narrative tone and feel.

The Citizen Testimonial/ First Person Ad is a way to get the views of the citizens into the spotlight during a campaign season. These are personal stories surrounding high button issues like healthcare and economic hardships. These are by their very nature conversational and from the heart; a way to connect with the voter on a human level. 

The Endorsement Ad also exudes a personal touch. Typically a way for a public figure or social influencer to throw their support behind a candidate or an issue that is on the ballot in the election cycle. It is also conversational, seeped in authenticity, and positivity.

The Single Issue Ad is for the exact purposes that its name suggests. These ads have a very specific focus and intent; to bring voters’ attention to an issue that is top of mind for an upcoming election. It often addresses which candidate or cause is putting their support behind this specific issue and advocating to fight for it. The issues could be wide-ranging, from reproductive rights to climate change, or a single-payer health system. This ad can also have a wide variety of presentation styles. 

As a politically aware and passionate advocate, Debbie has been involved in many political ad campaigns for big names such as Chuck Schumer and Cory Booker. She brings this genuine interest in the issues into every political voice narration. Debbie takes careful consideration of the intended message of the political commercial, be it inspirational, positive, or an urgent call to action.