During times of election, particularly the presidential election, the airwaves are saturated with a blitz of political messages.
Political strategists buy key TV ad slots to air their candidate's carefully crafted commercials.
After the election, political advertising dwindles to infrequent PSAs. The federal government then relies primarily on White House press statements and the presidential address to get its message across. These formats do not communicate successfully to the majority of a Americans. This paper suggests that frequently televised issue oriented commercials should be used to communicate to the public government positions on various issues. It can be argued that marketing techniques are viable strategies in the design of political ads and that such ads can even direct discourse in a positive fashion.