{"id":31431,"date":"2012-11-20T09:47:58","date_gmt":"2012-11-20T16:47:58","guid":{"rendered":"http:\/\/hill-kleerup.org\/blog\/2012\/11\/20\/the-message-in-marriage-equality-ads.html"},"modified":"2014-11-05T13:37:49","modified_gmt":"2014-11-05T20:37:49","slug":"the-message-in-marriage-equality-ads","status":"publish","type":"post","link":"https:\/\/hill-kleerup.org\/blog\/2012\/11\/20\/the-message-in-marriage-equality-ads.html","title":{"rendered":"The Message in Marriage Equality ads"},"content":{"rendered":"

This is an interesting look at research that was done to craft persuasive advertisements (and responses to opposition adverts) for pro-marriage equality campaigns in the 2012 election — campaigns that won.<\/p>\n

Two key findings are the most interesting:<\/p>\n

\u2022 Commitment trumps rights, a point made in prior research by Freedom to Marry as well: \u201cLeading with commitment will show the middle that gay people want to join the institution of marriage, not change it.\u201d<\/i><\/p>\n

Which is an intriguing observation. \u00a0"Rights" (gay people deserve the same rights as straight people) is an argument to the head. \u00a0Focusing on "commitment" (gay people have the same monogamous values as straight people and want the same opportunities to exercise them) is an argument to the heart. \u00a0I think both arguments are essential, but facing opposition that's pulling just on the emotions, the latter one is essential.<\/p>\n

\u2022 Kids move voters: \u201cIn our past qualitative research, we found that underlying these concerns about children are deeply emotional fears about loss of parental control. These fears were also evident in the poll data.\u201d … The home is our turf; schools are their turf: \u201cWhen compared directly to other possible responses to attacks around children, parents teaching core values ranks highest in persuasiveness.\u201d<\/i><\/p>\n

A lot of the research showed a key concern was (in essense) "godless liberal activists will force your kids to be indoctrinated into pro-homosexualist propaganda." \u00a0The counter to which seems to be, "Kids learn values at home. The values you teach there will stick the longest and are the most important. \u00a0Nobody's sending your kids off to pro-gay camp."<\/p>\n

\u2022 Give people permission to change their minds about why gay couple[s] marry: \u201cUsing a messenger who could describe changing his own opinion on why gay couples want to marry modeled this positive evolution on the very issue that is most crucial to gaining support.\u201d<\/i><\/p>\n

On polarizing issues, it seems a key way to break the logjam is to make people realize that they can<\/i> change their minds, by talking about people who have. As long as they're stuck on "Here I stand, I can do no other," not out of principle but out of fear, pride, or inertia, things cannot change.<\/p>\n

Interesting stuff.<\/p>\n

(h\/t +<\/span>Paula Jones<\/a><\/span>)<\/p>\n

Reshared post from +Stuart Gaffney<\/a><\/strong><\/p>\n

Important analysis of the messages that helped win marriage equality at the ballot box:<\/p><\/blockquote>\n

\n

Embedded Link<\/strong><\/p>\n

\n\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n

\t\t\t\t\t\t\t\t\t\t\t\tHow Marriage Equality Supporters Beat The “Princess” Ad<\/a>
\n\t\t\t\t\t\t\t\t\t\t\t\tMarriage equality-related campaigns won in four states this month. The victories, in part, came after a year-long, behind-the-scenes national research effort.\n\t\t\t\t\t\t\t\t\t\t\t<\/p>\n

Google+:<\/strong> View post on Google+<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

This is an interesting look at research that was done to craft persuasive advertisements (and responses to opposition adverts) for pro-marriage equality campaigns in the 2012 election — campaigns that won. Two key findings are the most interesting: \u2022 Commitment trumps rights, a point made in prior research by Freedom to Marry as well: \u201cLeading … Continue reading “The Message in Marriage Equality ads”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[106,718],"tags":[],"class_list":["post-31431","post","type-post","status-publish","format-standard","hentry","category-plusposts","category-marriage-equality"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":5479,"url":"https:\/\/hill-kleerup.org\/blog\/2004\/03\/04\/if_it_walks_dow.html","url_meta":{"origin":31431,"position":0},"title":"If it walks down the aisle like a duck …","author":"***Dave","date":"Thu 4-Mar-04 10:12am","format":false,"excerpt":"John Kerry has (maybe) backed making state gay civil unions functionally equivalent to marriage as far as federal rights and benefits are concerned. \"It's the first time in history that...","rel":"","context":"In "Elections 2004"","block_context":{"text":"Elections 2004","link":"https:\/\/hill-kleerup.org\/blog\/category\/politics-law\/elections-2004"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":25139,"url":"https:\/\/hill-kleerup.org\/blog\/2012\/01\/05\/why-is-rick-santorum-so-obsessed-about-polygamy.html","url_meta":{"origin":31431,"position":1},"title":"Why is Rick Santorum so obsessed about polygamy?","author":"***Dave","date":"Thu 5-Jan-12 6:00pm","format":false,"excerpt":"Actually, it's not just Rick -- it's a standard slipperty-slope meme on the Social Conservative Right that gay marriage will lead to legalized polygamy, thence (as Rick is more famous for suggesting) to bestiality and, even, a single-payer medical care system.But the argument always seems to start with polygamy, which\u2026","rel":"","context":"In "~PlusPosts"","block_context":{"text":"~PlusPosts","link":"https:\/\/hill-kleerup.org\/blog\/category\/blogging\/plusposts"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":31258,"url":"https:\/\/hill-kleerup.org\/blog\/2012\/11\/07\/victories-for-gay-rights-nationwide.html","url_meta":{"origin":31431,"position":2},"title":"Victories for Gay Rights nationwide","author":"***Dave","date":"Wed 7-Nov-12 7:41am","format":false,"excerpt":"It will be interesting, fifty years from now or so, to chart how quickly things turned around on matters of gay rights, gay marriage, etc., in the US. \u00a0Assuming last night was not a blip (which I don't think it was), it was remarkable (and heartening) to see voters voting\u2026","rel":"","context":"In "~PlusPosts"","block_context":{"text":"~PlusPosts","link":"https:\/\/hill-kleerup.org\/blog\/category\/blogging\/plusposts"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":46066,"url":"https:\/\/hill-kleerup.org\/blog\/2014\/10\/24\/marriage-is-not-property.html","url_meta":{"origin":31431,"position":3},"title":"Marriage is not property","author":"***Dave","date":"Fri 24-Oct-14 11:01pm","format":false,"excerpt":"And we're not talking here about one spouse considering the other as property, but the argument that certain (straight) people own the concept of marriage, and have materially invested in it by getting married, and therefore anyone else who wants to play in the sandbox is not only trespassing but\u2026","rel":"","context":"In "~PlusPosts"","block_context":{"text":"~PlusPosts","link":"https:\/\/hill-kleerup.org\/blog\/category\/blogging\/plusposts"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":51667,"url":"https:\/\/hill-kleerup.org\/blog\/2015\/07\/03\/so-what-kind-of-traditional-marriage-does-gay-marriage-undermine.html","url_meta":{"origin":31431,"position":4},"title":"So what kind of "traditional marriage" does gay marriage undermine?","author":"***Dave","date":"Fri 3-Jul-15 6:26pm","format":false,"excerpt":"An interesting consideration of part of what's behind the \"marriage equality threatens traditional marriage\" argument.'It\u2019s not because straight people won\u2019t want to get married if gays are doing it, too. It\u2019s because it redefines marriage as an institution of love instead of oppression.'I.e., the traditional part that is threatened is\u2026","rel":"","context":"In "~PlusPosts"","block_context":{"text":"~PlusPosts","link":"https:\/\/hill-kleerup.org\/blog\/category\/blogging\/plusposts"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":36882,"url":"https:\/\/hill-kleerup.org\/blog\/2013\/06\/03\/mawwiage-3.html","url_meta":{"origin":31431,"position":5},"title":"Mawwiage!","author":"***Dave","date":"Mon 3-Jun-13 11:20pm","format":false,"excerpt":"While one of the big arguments for\/against gay marriage is how it will affect the institution, one of the interesting things about it is ... how it will inform us about the institution. And there's already indications about how removing gender or gender roles from marriage tells us a lot\u2026","rel":"","context":"In "~PlusPosts"","block_context":{"text":"~PlusPosts","link":"https:\/\/hill-kleerup.org\/blog\/category\/blogging\/plusposts"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/hill-kleerup.org\/blog\/wp-json\/wp\/v2\/posts\/31431","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hill-kleerup.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hill-kleerup.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hill-kleerup.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hill-kleerup.org\/blog\/wp-json\/wp\/v2\/comments?post=31431"}],"version-history":[{"count":1,"href":"https:\/\/hill-kleerup.org\/blog\/wp-json\/wp\/v2\/posts\/31431\/revisions"}],"predecessor-version":[{"id":46454,"href":"https:\/\/hill-kleerup.org\/blog\/wp-json\/wp\/v2\/posts\/31431\/revisions\/46454"}],"wp:attachment":[{"href":"https:\/\/hill-kleerup.org\/blog\/wp-json\/wp\/v2\/media?parent=31431"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hill-kleerup.org\/blog\/wp-json\/wp\/v2\/categories?post=31431"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hill-kleerup.org\/blog\/wp-json\/wp\/v2\/tags?post=31431"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}