1. Video
With today's production technology, ways to manipulate visual images are virtually limitless. One common technique to make an opponent look old or out of touch is to take the color out of the picture.

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Another video technique to make an opponent look threatening, or just creepy, is to manipulate the playback speed of a tape. Slow motion and strobing effects are often used.

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2. Music
Music has perhaps the most emotive power of any production element. See how the spot plays now with added threatening music.

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3. Graphics
On-screen graphics grab attention and reinforce the ad's message, often by simplifying issues into key phrases. Add a graphic stating: "Can you really trust him?"

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4. Voice-over
Without a word being spoken, you've used the elements of production to create a strong message. Now add a voice-over to pull it all together: "What do you really know about John Smith? Where did he come from? What does he want? Can you really trust him?"

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