The BlueThread Social Political Ad Analysis Framework & Rubric

I’ve always been fascinated by the advertising industry in general, as well as the psychology of persuasion.

As the political advertising season starts to heat up, I’ve become obsessed with answering the question: what makes an effective political ad?

I built this framework and scoring rubric to give me a replicable methodology to fairly apply to all of the ads I analyze.

I did not build it because I’m some advertising guru telling you how to create the perfect ad.

I want to offer political ad ideation and script writing as a service someday, So my current course of action is to study a f*ckton of political ads, and to keep me motivated, I’d figure I’d turn my analysis into content.

As a general note, I do give half-scores, mostly 2.5s instead of 3s, because I want to preserve the value of a perfect score in a given category.

Here’s my rubric if you want deeper context for the scores I give.

Hook

This is what happens in the first 3 seconds of the ad. It’s the difference between the viewer locking their attention in to see what happens and their brain going into commercial mode and zoning out.

1 - Hook needs work

The hook is generic in every way. The visuals feel like they could be any political ad. The audio is generic ad music. If any words are spoken, they feel like generic political word salad.

2 - Hook is serviceable

There was a genuine attempt made to creatively hook the viewer, but something about the audio, visuals, or script is keeping it from being exceptional.

3 - Hook is exceptional

Highly creative and contextual audio and visuals. Viewers can’t help but lock in to see what happens next. It creates an open loop of curiosity in their brains.

Big Idea

This is the overarching concept of the ad.

1 - Big Idea needs work

No attempt at uniqueness. There may not even be a big idea beyond “I am a politician, I care about things, my opponent doesn’t, please vote for me.”

2 - Big Idea is serviceable

There was some creative thought behind the concept, but it’s basic and low-hanging fruit.

3 - Big Idea is exceptional

Highly creative, unique, and contextual concept relative to the target audience of the spot it’s being aired in.

Context

This looks at the relationship the ad has to the spot it will air in.

1 - Context needs work

No contextual relation to the ad spot. The ad could air on any program (not a good thing).

2 - Context is serviceable

There is at least some contextual relation to the ad spot, but it’s vague/subtextual

3 - Context is exceptional

Explicitly contextual to the ad spot. So much so that it feels like a “natural” interruption of the program.

Persuasiveness

This looks at how the ad uses logic (logos), emotion (pathos), and/or ethics (ethos) to persuade the viewer.

1 - Persuasiveness needs work

The ad just talks at the viewer rather than trying to persuade them. 

2 - Persuasiveness is serviceable

There is a noticeable appeal to logic, emotion, and/or ethics, but not strong enough to truly persuade the viewer.

3 - Persuasiveness is exceptional

The ad hits just the right notes to appeal to logic, emotion, and/or ethics, and the viewer is primed to be persuaded to act on the call-to-action.

Vibe

This looks at whether the tone of the ad is aspirational, neutral, or negative.

1 - Negative

Straight attack ad.

2 - (mostly) neutral

Jabs tastefully at opponent.

3 - Aspirational

Focuses on what the candidate can achieve with the support of voters.

Script

This looks at the words that are spoken.

1 - Script needs work

Vague political speak, no real power to the message, and no (or badly used) persuasive techniques.

2 - Script is serviceable

Script has logical progression and the message is clear, but not as powerful or persuasive as it could be.

3 - Script is exceptional

Clear message, logical progression, and powerful persuasive techniques.

Audio + Visual

This looks at the non-spoken audio and visual components of the ad.

1 - A/V needs work

A/V adds nothing to the message. It’s just there because it has to be

2 - A/V is serviceable

A/V at the very least is in lockstep with the message, and slightly enhances it.

3 - A/V is exceptional

A/V hooks viewer and keeps them engaged throughout, while also enhancing the message.

Call-to-Action

This looks at what the ad wants you to do next and how effective that ask is conveyed.

1 - CTA needs work

No clear CTA

2 - CTA is serviceable

CTA present, but generic

3 - CTA is exceptional

CTA is creative and leaves a good last impression