Micro-Seminar: Political Advertising and the 2024 Election PART TWO

Micro-Seminars have two parts. Attendance to both parts is required. Registering for the PART ONE session will automatically enroll you in the PART TWO session on Friday.

Part 1: Thursday, August 22, 2024 from 3:00 – 4:30 pm (PST)
Part 2: Friday, August 23, 2024 from 10:00 – 11:30 am (PST)

As the 2024 U.S. presidential election approaches, political advertising is set to play a significant role in shaping public opinion and engaging voters. This seminar will provide incoming freshmen with an introduction to the world of political advertising and its impact on the current election landscape. Participants will explore the history and evolution of political advertising, from the early days of radio and television to the current era of digital and social media.

They will learn about the various strategies and techniques used by campaigns to persuade and mobilize voters, as well as the ethical considerations surrounding political advertising.

Through a mix of lectures, discussions, and hands-on exercises, students will gain a foundational understanding of the role of political advertising in election campaigns, the key elements of effective political ads, and the impact of advertising on voter behavior. The seminar will also cover the rise of digital and social media in political advertising and the emerging trends and technologies shaping the future of the field.

This seminar is designed for incoming freshmen interested in politics, media, and communication, and is suitable for students considering majors or careers in political science, advertising, marketing, and related fields. No prior knowledge of political advertising is required.

Lead By: Professor Steven Caplan

Steve Caplan is an accomplished strategic communications professional and dedicated educator with a passion for empowering the next generation of advertising and public relations practitioners. As a part-time instructor at the University of Southern California, Steve has developed and taught a range of courses, including Introduction to Advertising, Political Advertising in the 2024 Election, Advertising/Media Planning, and Social Media Advertising. His innovative course design and engaging teaching style have equipped students with the knowledge and skills to navigate the evolving landscape of media consumption and messaging strategies. Additionally, as an adjunct lecturer at Regis College, Steve has created and delivered a comprehensive course in social media advertising, emphasizing strategic planning, audience engagement, and ethical targeting practices. Alongside his teaching commitments, Steve brings nearly 25 years of experience driving impactful campaigns and initiatives at the intersection of entertainment, media, and public affairs. As the founder and principal strategist of Message, a full-service strategic communications agency, he has spearheaded award-winning programs for a diverse range of clients, including major philanthropies, civic institutions, and global media and entertainment companies. Throughout his career, Steve has held leadership roles at renowned agencies such as Gonring, Lin, Spahn and GMMB, where he has shaped public policy messaging, managed crisis communications, and developed comprehensive strategies to address complex issues. With his deep commitment to driving positive change and his extensive experience in strategic communications, Steve continues to be a thought leader and innovator in his field.

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