Hard Sell

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.