The Hard Sell

The Tricks of Political Advertising

By: Dee Madigan

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Paperback | 1 August 2014 | Edition Number 1

At a Glance

Paperback
228 Pages

Dimensions(cm)
1.7 x 13 x 20.1

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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:

â¢ How political ads are designed to work;

â¢ Who are they designed to work on;

â¢ How we pay for them;

â¢ Why we make so many negative ads;

â¢ How personal is too personal;

â¢ How spin works, particularly in an election campaigns;

â¢ How to make messages cut through the cynicism;

â¢ How politicians use journos who use politicians who use journos;

â¢ The gendered nature of it all;

â¢ 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.

Industry Reviews

"Top-secret focus group polling says this book is a cracker." Annabel Crabb, political journalist and author, "The Wife Drought""

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