- 1). Research the issues most important to voters in the area and cater the commercial to those issues. Poll the voters that are most likely to vote for the candidate, those least likely to vote for the candidate and the undecided.
- 2). Limit the issue's scope in the commercial. Choose one or two points based from the poll results and stick to them. Emphasize these points by embedding the message into the commercial using graphics. Print key words to appear on the screen as the viewer hears the candidate speak. Use the same method for emphasizing points made by the voice-over expert when you don't have an available quote from the candidate.
- 3). Choose positive video footage of your candidate for the commercial. Positive video includes speeches before cheering crowds, meet-and-greets with supporters, or video of time with family and friends. Make sure the candidate has an expression that's appropriate for the venue. Choose video in which the candidate appears happy, trustworthy and serious, yet approachable. Use video shot from flattering angles, and show the candidate in closeups so that the viewer gets the sense he's being personally introduced to the candidate. Keep the lighting and audio consistent throughout the footage.
- 4). Add sound effects to the video where necessary. Increase the sound of applause during speeches, for example, to make the crowd appear to be in even greater support of what the candidate is saying. Use music that provokes emotion from the viewer. Patriotic or popular modern music can evoke memories in viewers that connect them with the candidate and help them remember your candidate's message.
- 5). Use a voice-over expert to connect the different images into a single coherent message. Hire an expert with a friendly, trustworthy, wise-sounding voice. The voice-over carries your commercial's message, so the person speaking should sound convincing to your audience.
- 6). Edit the commercial. Keep transitions between videos and images smooth. Link the separate elements through the transitions with text, speech or music. Try not to jar the viewer in a way that would detract from the message and leave the viewer remembering technical details or faults in the commercial.
- 1). Choose unflattering video or still images of the opposing candidate. Remove the color from the image to make the opposition appear less approachable. Slow down the video of the opposing candidate to make it appear more ominous. Do not alter the composition of the photo, however, because this would give rise to charges of negative campaigning. Link the opposition to unfavorable powerful figures with video or footage showing him with these questionable individuals.
- 2). Use music that evokes feelings of uneasiness or buffoonery with the image of the opposition candidate. Music that has been derided by the general population will bring about the same feelings towards the opposing candidate. Music that is more appropriate for a circus clown act will make people take the opposing candidate less seriously. Ominous music, such as that used in horror films, will make the candidate appear threatening to the viewer. Use negative music subtly; music that is too obvious will appear unnatural to the viewer.
- 3). Use the same kind of voice-over artist used in the pro-candidate's video. Only this time, create a message questioning the opposition candidate's ability to lead properly. Keep the message simple, touching on a central theme with a few emphasized points.
- 4). Add graphic text to the commercial to emphasize key words or phrases spoken by the voice-over artist. Use questions to start discussions among viewers. For example, ask, "Can we trust this candidate?" "Will the candidate work for our needs and not the needs of the special interests?" Ask about hot-topic issues in the area and emphasize the opposition candidate's unfavorable stance--to the voters, that is--on the issue.
- 5). Edit the commercial so that the viewer feels the message clearly from beginning to end. Embed negative images subliminally in the transitions. Overlay images atop one another to create links between them. Keep the lighting subdued throughout to deemphasize the opposition candidate while you keep emphasis on the voice-over and the text graphics.