During any campaign, the goal is not only to make promises to the people but also to convince them to vote for a certain candidate. Although this might seem like a normal thing for every politician to do, there is a lot that goes behind these advertisements, there is certain kind of emotions they arouse in people, hence influencing their decision. The Wesleyan Media Project has been studying these political advertisements with a goal to develop a database that informs the public in general about how they are influenced by the government. This way, the politicians can be held accountable for their advertisements to ensure American democracy for all. In this project, each one of us was assigned four random political advertisements and the goal was to review them according to the codebook provided by the Wesleyan Media Project. We were able to analyze these advertisements on a higher level considering what kind so emotions the ads appeal, the kind of music is being used, the overall goal of the ad, and any issue mentioned in the ad. Personally, this was a new experience such that I will be able to examine the psychological features of future ads.
