What is unique about political advertising? Is it really all that effective in changing votes? And why does it have to be so annoying a

In The Hard Sell, creative director Dee Madigan uses her trademark humour and down-to-earth approach to unveil the world of political advertising. Drawing on real-life stories from her own recent Federal and State campaigns, she gives us fascinating industry insight into-
* How political ads are designed to work;
* Who are they designed to work on;
* How we pay for them;
* Why we make so many negative ads;
* How personal is too personal;
* How spin works, particularly in an election campaigns;
* How to make messages cut through the cynicism;
* How politicians use journos who use politicians who use journos;
* The gendered nature of it all;
* And finally, what happens when it all turns to sh*t!
Dee is candid about the tricks of the trade and the lessons that can be learnt.