The Hard Sell

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:

• 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.