Students should have gained an understanding of how a political commercial (or any commercial) uses images and sounds to communicate meaning. A political commercial is not a neutral or random form of communication. Its purpose is either to change the viewer's thinking in some way or to reinforce the viewer's belief in the candidate. The greater the viewer's awareness of the choices that went into the making of the ad, the better equipped he or she is to separate the image of the candidate from the issues. After completing this activity, students should be able to conduct similar analysis on other ads from The Living Room Candidate , as well as the ads they see on television every day.
For a long time, longer than anyone in the newspaper business has been alive in fact, print journalism has been intertwined with these economics. The expense of printing created an environment where Wal-Mart was willing to subsidize the Baghdad bureau. This wasn’t because of any deep link between advertising and reporting, nor was it about any real desire on the part of Wal-Mart to have their marketing budget go to international correspondents. It was just an accident. Advertisers had little choice other than to have their money used that way, since they didn’t really have any other vehicle for display ads.