As an already contentious presidential election heats up, the Toledo Museum of Art (TMA) in Ohio has staged an exhibition that deciphers political advertising. I Approve This Message: Decoding Political Ads (until 8 November) includes over 50 ads, from the first ever television spot aired in 1952 to those from the 2012 presidential election—all projected onto the 7000-sq. foot gallery space. The show is aimed at timeliness: it opened days before the Republican and Democratic national conventions and closes on Election Day.
“Behavioural studies have informed us that [in order to] change someone’s mind, you need to let them sift through the information themselves,” says Harriett Levin Balkind, who co-organised the exhibition. By informing viewers about some of the ways that advertising manipulates their emotions, the show aims to “turn visitors into critical thinkers who want to dig deeper and become more open-minded, so that we can go forth with civil debates that are less skewed by our feelings and based on real issues,” Balkind says.
Some of the more formidable ads are those that cast past candidates in ways that differ from the public memory of them. In the Nixon Now ad (1972), images of cheerful supporters and upbeat music portray the disgraced president as an “approachable, fun candidate, which is a model that has been replicated, campaign after campaign, including in this cycle by Bernie Sanders,” says Adam Levine, the museum’s associate director.
The 1964 Peace Little Girl (Daisy) ad for Lyndon Johnson’s campaign aired only one time due to vehement protests by opponents. The subsequent broadcast news coverage of the controversy was a harbinger of the free press that comes with “going viral”
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