A good example is Dukakis's helmeted head popping out of the top of an army tank. Candidates are usually doing things in color. Opponents are usually doing things in black and white. Supers are words printed in large letters on the screen. They appear over a background that is supposed to exemplify whatever is represented in the super.
Supers often try to make maximum use of code words.
These are words that sound simple but carry vast stereotyped and sometimes unconscious meaning for viewers. Esther Thorson , Graduate Dean of Journalism at the University of Missouri, has authored many studies on how people process product and political advertising. Comments on this toolkit. Comment on the commentators, share your reactions, and respond to others. Fill out the survey on campaign advertising.