Image versus issues

• Voters are asked to choose candidates based on personality rather than on party affiliation or their stand on the issues.
• Voting based solely on image can be risky because it is fairly easy to create and manipulate an image. See How images can manipulate you to learn more.
• Because all the candidates will be trying to project a positive image, voters will be left to decide whose image is believable, rather than which candidate best represents them.

However, it is important to point out that just because candidates mention issues, it does not necessarily mean that their ads are helpful and informative for voters:

• Candidates often resist being specific about what their stand is on an issue for fear of alienating voters who would prefer a different approach to the problem.
• If candidates say an issue is important, but are vague about what their policy on the issue would be, then the voter has a hard time choosing the candidate that represents their interests.
• Issues can help create a certain image for candidates. For example, candidate who say that education is an important issue may come across as more caring and nurturing to voters.

A good rule of thumb in evaluating a political ad is to list what new information you have learned about the candidate - past experience, opinions on issues, and plans for future action. It's not enough to know that candidates care about education, what do they care to do about it? To learn more about evaluating political ads, read about setting up your own Adwatch.

Project
List all the ways you can think of for creating a positive image for a mayoral candidate. Create your own political spot for a fictitious candidate that gives the voter no real information about the person's past experience or plans if they are elected. How persuasive can you make it? If you have the facilities, why not film it, or try a radio spot instead? Post the script or the plan for your ad on your Student Voices website.

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