Core Values - Fundamental Beliefs

Common Good - The public or common good requires that individual citizens have the commitment and motivation--that they accept their obligation--to promote the welfare of the community and to work together with other members for the greater benefit of all.

Core Democratic Values - The fundamental beliefs and constitutional principles of American society that unite all Americans. These values are expressed in the Declaration of Independence, the United States Constitution and other significant documents, speeches, and writings of the nation.

Diversity - Variety in culture and ethnic background, race, lifestyle, and belief is not only permissible but desirable and beneficial in a pluralist society.

Justice - People should be treated fairly in the distribution of the benefits and burdens of society, the correction of wrongs and injuries, and in the gathering of information and making of decisions.

Liberty - The right to liberty is considered an unalterable aspect of the human condition. Central to this idea of liberty is the understanding that the political or personal obligations of parents or ancestors cannot be legitimately forced on people. The right to liberty includes personal freedom: the private realm in which the individual is free to act, to think and to believe, and which the government cannot legitimately invade; political freedom: the right to participate freely in the political process, choose and remove public officials, to be governed under a rule of law; the right to a free flow of information and ideas, open debate and right of assembly; and economic freedom: the right to acquire, use, transfer and dispose of private property without unreasonable governmental interference; the right to seek employment wherever one pleases; to change employment at will; and to engage in any lawful economic activity.

Life - The individual's right to life should be considered inviolable except in certain highly restricted and extreme circumstances, such as the use of deadly force to protect one's own or others' lives.

Patriotism - Virtuous citizens display a devotion to their country, including devotion to the fundamental values and principles upon which it depends.

Popular Sovereignty - The citizenry is collectively the sovereign of the state and holds ultimate authority over public officials and their policies.

Pursuit of Happiness - The right of citizens in the American constitutional democracy to attempt to attain--to "pursue"--happiness in their own way, so long as they do not infringe upon rights of others.

Truth - Citizens can legitimately demand that truth-telling as refraining from lying and full disclosure by government be the rule, since trust in the veracity of government constitutes an essential element of the bond between governors and governed.

Core Values - Consitutional Principles

Checks and Balances - The powers given to the different branches of government should be balanced, that is roughly equal, so that no branch can completely dominate the others. Branches of government are also given powers to check the power of other branches.

Civilian Control of the Military - Civilian authority should control the military in order to preserve constitutional government.

Federalism - Power is shared between two sets of governmental institutions, those of the states and those of the central or federal authorities, as stipulated by the Constitution.

Freedom of Religion - There shall be full freedom of conscience for people of all faiths or none. Religious liberty is considered to be a natural inalienable right that must always be beyond the power of the state to confer or remove. Religious liberty includes the right to freely practice any religion or no religion without governmental coercion or control.

Individual Rights - Fundamental to American constitutional democracy is the belief that individuals have certain basic rights that are not created by government but which government should protect. These are the right to life, liberty, economic freedom, and the "pursuit of happiness." It is the purpose of government to protect these rights, and it may not place unfair or unreasonable restraints on their exercise. Many of these rights are enumerated in the Bill of Rights.

Representative Government - The republican form of government established under the Constitution is one in which citizens elect others to represent their interests.

Rule of Law - Both government and the governed should be subject to the law.

Separation of Powers - Legislative, executive, and judicial powers should be exercised by different institutions in order to maintain the limitations placed upon them.

Source: CIVITAS: A Framework for Civic Education, a collaborative project of the Center for Civic Education and the Council for the Advancement of Citizenship, National Council for the Social Studies Bulletin No. 86,1991.

Ad Themes

Attack - Attack ads are directed at the opponent’s character. The goal of an attack ad is to create a negative impression of the opponent.

Bandwagon - The bandwagon effect presents the candidate’s momentum. Usually the candidate is seen with attentive or boisterous crowds.

Character - An ad that may focus on either the positive qualities of the candidate or the negative qualities of the opponents. Behavior in public and private is fair game in these ads. Testimonials and images with family members are often used in these ads. Character ads attempt to convince viewers that a candidate is the kind of person they want in office.

Evidence - Ads often provide facts and figures from reliable sources. These sources are often from newspapers and magazines. Evidence is used to support the candidate’s claims.

Fear - The candidate’s past and present actions can be presented as a disaster, and a good indication of how the candidate will be a disastrous president. The opponent led- future is often ugly, nasty, high taxed, and war torn.

Flip Flopping - These ads show an opponent doing one thing than contradicting himself at some point. Voters fear that politicians will say anything to get elected. But this does cause one to stop and think about a world where we didn’t allow politicians, after reflection and seeing more evidence, to rethink their positions.

Humor - These ads rarely make us laugh out loud or even smile, but they do make an attempt. Humor ads tend to hide attacks on the opponent’s policies and character well.

Music - Music sets a mood. It also acts as a glue, holding together images, words, and symbols in ads in a coherent and recognizable form. Music is a positive way to signal optimism and hope. Music can also be used in negative ads to show confusion and fear.

Plain Folk - These ads feature regular people, ones that you would find standing on a street corner or eating in the local diner. These ads attempt to show that the candidate is supported by the people and just ‘one of us.’

Profile - Profile ads recount the candidate’s experiences and accomplishments. Most profile ads include testimonials from family members and friends. An important event in the candidate’s life is usually featured in these ads. These ads are sometimes called candidate biography ads.

Response - Response ads often offer evidence or an argument to contradict claims made by the opponent. This is done to lessen the effect of the opponent’s claims. These ads are also sometimes called rebuttals.

Target ads - elderly Ad that features that re of particular interest to elderly voters. Medicare and social security are two such issues.

Target ads - workers Ad that features that re of particular interest to labor. Job training and raise in minimum wage are two such issues.

Testimonial Ads - Family members, friends, former opponents, colleagues, and celebrities endorse the candidate in testimonial ads.

Issues

Issue Ads - Issue ads focus on the most important issues during the campaign.

Negative Ads - A candidate portrays the opponent’s policies and/or character in an unfavorable light.

Positive Ads - Portraying oneself or one’s character in a favorable light.

Presidential Leadership Attributes- A Thesaurus

Presidential Leadership Positive Attributes

Experience

1. accomplishments, practiced, skillful, polish, proficient, adept, good (at), knowledgeable, versed, preparedness, qualifications, well-grounded, training, primed, readiness, competence, fitness, capability, efficiency, on the ball, knowing the ropes, savvy, masterful, expertise.
2. mature, weathered, hardened, battle-scarred, worldly, world wise, wise.

Consistent

1. undeviating, true to type, steady, dependable, regular, unchanging; (unchangeable) changeless, stable, firm, fixed; dependable, reliable, steadfast; permanent, established, established, strong, entrenched, ingrained.
2. tenacious, persistent, devoted, tried and true, loyal.

Decisive

1. Definite, firm, flat, fixed, definitive; unqualified, unconditional, absolute, emphatic.
2. Resolute, determined, decided, strong willed, dogged; unhesitating, unwavering, unswerving.

Good judgment

1. rational, practical, pragmatic, commonsense, commonsensical, reasonable, logical, sensible; competent, reliable, dependable, good, fit, proper, advisable, well-advised; well grounded.
2. clearheaded, right-minded, clear minded, cogent, balanced, level headed, stable; responsible, sober, sane; intelligent, wise, judicious, sagacious; discreet, prudent, circumspect; farsighted, astute; perceptive, foresighted; understanding, thoughtful, reflective, philosophical.
3. ethical, moral, virtuous; honest, truthful, above board; trustworthy, honorable, loyal steadfast, faithful, true, constant.

Hard worker

1. industrious, assiduous; intense, intent, concentrated, steady, earnest, zealous; busy, busy as a bee, active, engaged, occupied, hard at it.
2. thorough, persistent, dogged, plodding, slogging; persevering, unrelaxing, unflattering, tireless, indefatigable.
   

Honest

1. upright, upstanding, incorruptible, uncorrupted, ethical, moral, principled, high-principled, high mined, truthful, veracious, truth telling, truth speaking, truth dealing, truth loving, trustworthy, responsible, reliable, dependable, tried and true, loyal, faithful, staunch, steadfast, true, true blue.
2. honorable, worthy, right, decent, good, just, fair, impartial, equitable, objective, balanced, dispassionate, even, even handed, level straight, unbiased, nonbiased, open minded, uninfluenced, unbought.
3. legitimate, valid, sound, rightful, proper, lawful, legal.
4. open, open and sincere, open hearted, ingenuous, genuine, sincere.

Finger on the Pulse - (awareness)

1. realization, recognition, discovery, awakening; intuition, insight, enlightenment; perception, apprehension, comprehension, appreciation, understanding.
2. consciousness, sensibility, sensitivity; observation, notice, regard, consideration, mindfulness; alertness, watchfulness, wariness, cautiousness.
3. knowledge, familiarity, acquaintance, cognizance, discernment, discrimination, sophistication.

Stature

1. status, rank, degree; standing, position, posture, condition, state; place, importance, import, consequence, eminence, prominence, prestige, estimation.

Steady

1. calm, collected, composed, cool; self-possessed, self-controlled, poised; unflappable, even tempered, easy going; dispassionate, peaceful, serene, tranquil.
2. sensible, rational, steady-going, level-headed, down to earth; staid, settled, somber, sober, sober-minded, serious-minded, serious.
3. (verb) stabilize, settle, fix; balance, poise; counterbalance, offset.

Strong

1. mighty, powerful; muscular.
2. keen, sharp, clear; astute, insightful, discerning; capable, able, competent, good, efficient, quick, ready; well-versed, well- read, knowledgeable.
3. ethical, morally strong, of strong moral fiber; valiant, stalwart; courageous, brave, stout-hearted, heroic.
4. impressive, eloquent, poignant, gripping, moving, touching; persuasive, winning, compelling, irresistible, convincing, believable; forceful, forcible, cogent, incisive, well-presented, well-written.
5. secure, sound, healthy; financially sound, wealthy, rich, well off, well-heeled.
6. firm, resolute, unyielding, unbending, unchangeable; decided, positive; opinionated, dogmatic, rigid, stiff, inflexible; strong willed, strong-minded, willful, stubborn, obstinate, recalcitrant, with a mind of one’s own, hard-headed; emphatic, insistent, vehement.
7. intent, earnest, dedicated, fierce, fervent, rabid; zealous, enthusiastic, eager, spirited.

One of Us (humble)

1. modest, unpretentious, unpresuming, free from pride, without arrogance, unostentatious, reserved, restrained, down to earth.
2. unassuming, plain, common, ordinary; simple, poor, of low birth.

Presidential Leadership Negative Attributes

Flip flopping

1. reversal, turnaround, turnabout, 180 degrees, about-face; movement, growth, improvement, betterment, reformation; adaptability, adjustableness; agreeability.

Indecisive

1. changeable, doubtful, faltering, halting, hesitant, hesitating, inconclusive, indefinite, indeterminate, irresolute, straddle, tentative, unclear, undecided, undetermined, uneventful, unsettled, unstable, vacillating, waffle, wavering, weak-kneed, wishy-washy
2. accidental, blind, capricious, careless, casual, chance, desultory, directionless, drifting, erratic, fanciful, fickle, flighty, fortuitous, frivolous, goalless, haphazard, heedless, hit-or-miss, indiscriminate, irresolute, objectless, pointless, purposeless, random, shiftless, stray, thoughtless, unavailing, undirected, unguided, unplanned, unpredictable, vagrant, wandering, wanton, wayward
   
   Roget's New Millennium™ Thesaurus, First Edition (v 1.0.5)
   Copyright © 2004 by Lexico Publishing Group, LLC. All rights reserved.

Inexperienced

1. callow, immature, green, verdant, unfledged, unsophisticated, naïve, innocent, born yesterday, wet behind the ears, new, raw, fresh, young, unschooled, untrained, untutored, undrilled, uninitiated, uninformed, unconversant, unversed, ignorant, unacquainted, unfamiliar, unpracticed, unseasoned.

Poor judgment

1. capricious, contingent, dicey, erratic, fluctuant, hazardous, iffy, incalculable, precarious, problematic, problematical, risky, rocky, speculative, touchy, tricky, uncertain, unpredictable, unsound.
2. all off, all wet, all wrong, amiss, askew, awry, defective, fallacious, false, faulty, flawed, inaccurate, incorrect, inexact, invalid, misguided, mistaken, off, specious, spurious, unfounded, unsound, untrue, way off.
   
   Roget's New Millennium™ Thesaurus, First Edition (v 1.0.5)
   Copyright © 2004 by Lexico Publishing Group, LLC. All rights reserved.

Out of Touch

1. unknowing, ignorant, unenlightened, incognizant, unacquainted; unconscious, insensible; napping, asleep; blinded, oblivious, out of it, uninformed, in the dark, unadvised, unmindful, inattentive; unwary, unanticipative, unprepared, unsuspecting.

Reckless

1. rash, careless, thoughtless, incautious; unmindful, inattentive, forgetful, scatterbrained, unthinking; negligent, neglectful, remiss; imprudent, uncircumspect, unwise, injudicious, ill- considered, ill-suited, ill advised; impolitic; daring, venturous, venturesome, adventurous, wild, brash, impetuous, impulsive hasty, overhasty, dangerous; audacious, bold, fearless, harebrained, foolhardy, foolish, irresponsible, trigger-happy; spontaneous.

Weak

1. impotent, powerless, helpless; ineffective, ineffectual, inefficient, incapable, incompetent, inept, feckless, futile, useless, hopeless, good for nothing
2. lame, shallow, childish, superficial, vapid, paltry, worthless; unconvincing, unbelievable, inconclusive, loose, lax, illogical,; unsound, ungrounded, unsupported, unsustained; poor, inferior, unsatisfactory; careless, sloppy
3. weak-minded, feeble-minded, dim-witted, soft or weak in the head, dull witted, slow witted, moronic, unintelligent, simple, simpleminded, foolish, idiotic

* Unless otherwise noted, thesaurus entries are drawn from Rodale, J. I. The Synonym Finder. Revised ed. New York: Warner Books, 1986.