AIDA is often cited as the basics of any advert:
- Attention (grab it)
- Interest (seize it)
- Desire (build it)
- Action (demand it)
This is why adverts sometimes show shocking images and why headlines are so important to draw you into a story.
AIDA is undoubtedly used in political advertising and I feel sure that it would be employed to persuade voters in Interactive Democracy, just like it is used in General Elections today. However, the budget employed by political marketers on advertising would be diluted across many, many more ballots under the Interactive Democracy system, so the effect of political advertising may be a lot less.