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The Hard Sell by Madigan, Dee

ISBN: 9780522866308 PUBLISHER: Melbourne University Press FORMAT: Paperback PAGES: 224 PUBLICATION DATE: 1.08.2014 DIMENSIONS: 22.9 x 15.2 x 1.8 centimetres 12.6 ounces

DESCRIPTION: What is unique about political advertising? Is it really all that effective in changing votes? And why does it have to be so annoying . In The Hard Sell , creative director Dee Madigan uses her trademark humour and down-to-earth approach to unveil the world of political advertising. Drawing on real-life stories from her own recent Federal and State campaigns, she gives us fascinating industry insight into: How political ads are designed to work; Who are they designed to work on; How we pay for them; Why we make so many negative ads; How personal is too personal; How spin works, particularly in an election campaigns; How to make messages cut through the cynicism; How politicians use journos who use politicians who use journos; The gendered nature of it all; And finally, what happens when it all turns to sh*t! Dee is candid about the tricks of the trade and the lessons that can be learnt.

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