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Scare Campaign
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A Scare Campaign is a political advertising campaign based around the terrible things that the other party or candidate will do if they get into/retain power. This is based around the idea that a voter who is on the fence is more likely to believe negative messages about one's opponent than positive messages about oneself. Studies have shown this to be one of the most effective types of political campaigns (though its effectiveness may have started to decline extremely recently). For obvious reasons, this kind of campaign works better in countries with only two (relevant) parties. In a country with — say — five parties that have a legitimate shot at getting enough votes to matter, the reaction to a candidate of party D tearing down Party A and vice versa will probably be: Well, I'll take party C then. Naturally, political candidates will believe that many of their opponents' policies are wrong; that's why they're opponents. And in some sense, tearing down the opponent's position is just as important as building up your own. But let's face it: the vast majority of Scare Campaigns are about creating fear rather than debating. Most of them are based on wild conjecture, playing up a candidate's links to "bad people" no matter how tenuous, and sometimes just plain lies. Even when a valid point is made, expect the same creepy scary music and disturbing voiceover. This may even extend to Deliberately Monochrome techniques in the case of outrageous claims. Outside of the realm of politics, this is known as "Fear, Uncertainty, and Doubt" or FUD. This is often seen as Established Company Y spending more time telling consumers how Startup Company X's competing product will cost money/customers/health, rather than how their own products generate money/customers/health. However, as mentioned in the page quote, this is more used by political than commercial advertising. The reason is that a commercial product — while obviously desirable — doesn't need to convince the majority of the consumers to still be viable, but a politician who doesn't convince a majority (or plurality, depending on the system) of the voters loses the election. For the same reason, politicians frequently avoid being too specific about what they stand for, to appeal to as many voters as possible — but they can be specific about what their opponents (supposedly) stand for. Furthermore, most commercial products stand little to gain by demonizing their competition, while politicians (especially in two-party systems like the US) can be sure that people who are convinced their opponent is evil will at the very least stay home or possibly vote for them as the "lesser evil" — both outcomes a politician can live with. On the other hand, say, Apple won't necessarily benefit from the reputation of Microsoft [catastrophically] tanking, as there are still Android and Linux products that people who are not sold on Apple could buy. Sub-Trope of Propaganda Piece. Compare Scare 'Em Straight for uncomfortable similarities, and expect copious amounts of Strawmen Political. Fictional examples should go under Attack of the Political Ad. And please be specific in your examples, giving direct citations when possible. When it comes to politics, a simple "I am not making this up" will not do. |
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Allstate's "I'm Mayhem" commercials, where each commercial has the same suit-wearing man (played by Dean "Johnny Gavin" "Dennis Duffy" Winters) claim to be something that'll either cause you to have an accident or directly damage your car. He then says that if you don't have Allstate insurance, you're pretty much screwed. A lot of car insurance commercials use similar tactics, though they're not always as comedic. |
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In a Saturday Night Live Parody Commercial of same, it showed a woman who men were constantly kicking down her door to rape — her boyfriend, her father, her grandfather, the spokesperson of the ad... | |
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In the 2014 Congressional election, every Illinois YouTube resident was asked one question: What is Brad Schneider hiding? Unfortunately, we never found out because most of us skipped the ad when we got the chance. | |
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In their late 2007 election campaign, Australians were subjected to both Labor ads about Howard and Costello wanting to take away even more workers' rights, and Coalition ads about "anti-business" unions running the country if Labor got in. Labor won, and analysts commented that Australians still seem to have respect for the union movement despite the Howard government's attempts to demonize them. The Chaser's War On Everything, naturally, had something to say about it... | |
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In 2019, the UK's Conservative Government pledged to overturn the ban on hunting with dogs, despite the majority of the country supporting the ban. Coincidentally there were two then-recent incidents where children were injured by foxes, and the pro-hunters and their allies in the right-wing press demonized both foxes and animal rights campaigners (including Queen's Brian May). Cue descriptions of savage attacks by animals stalking the streets in vast numbers on beautiful innocent babies (and cute kitties, puppies and bunnies), and some photos of yawning snarling foxes. Animal rights campaigners were even accused of threatening the family of two of the victims, despite the police saying there was no specific threat; just some concerning comments. In February 2013, a London baby was attacked by a feral fox and lost a finger. The pro-hunting lobby and its sympathetic media (The Daily Mail in particular) proclaimed this incident is a direct result of the hunting ban which has allowed foxes space to breed and become a real menace. No word from the Mail as to how well a traditional fox-hunt might work in urban London, though. |
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