"All I Know Is What I Read In The Papers" - Will Rogers

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goal one hopes to achieve by advertising something is to make
it marketable so people will purchase it. Since what a politician hopes to
ultimately do is persuade people to vote for, or buy, their political platform,
they would be foolish to not take advantage of the captive and passive audience
of the advertising mass media. Unfortunately politicians and their management
take advantage of this medium to manipulate voters' choices. Two cases of
advertising manipulation on voters was during the Canadian National Referendum
of 1992 and the Quebec Referendum of 1995. During the National Referendum of
1992 over the Charlottetown Accord "three hours of free broadcast time was made
available during prime time on every radio and television network that met the
statutory criteria"(3) according to the Referendum Act. The act also states
that "half (of the time) is allocated to the ‘Yes' and half to the ‘No' side"(4).
This allotment of advertising time did not take into account the ...

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Referendum, the Quebec Referendum also followed
the same guidelines set out by the Referendum Act concerning media advertising
allotment. The only difference was that the advertisement was localized to
Quebec only. As with the 1992 Referendum the local periodicals in Quebec were
littered with advertisements for votes: in Quebec's French-language newspapers
"the federal government took out full-page ads"(8) which stated "in huge bold
letters…NUMBERS DON'T LIE and goes on to explain how Quebec…will receive 31 per
cent of all federal transfer payments"(10). This ad was meant to persuade
Quebec citizens to vote no as Canada is very generous to them.
Politicians in Quebec also took ...

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