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.