Red or Blue? http://www.youtube.com/watch?v=ZYI7qPO5wVw Obama Ad http://www.youtube.com/watch?

v=jBxPv8C58dg Romney Ad

Red, white, blue. America. What do these things represent? Campaign buttons, debates, speeches and commercial ads. Are these the most important aspects of a political election? This coming November many Americans will face the decision of voting for either Barack Obama or Mitt Romney for President of the United States. One implication of being a voter is to try to be informed about the two candidates; however, how do voters go about that process? Many people turn to the media for information about the Candidates. Campaign commercials tend to come up on the television very often and reach a wide spread of viewers; however, how much of a reliable source are they? For both Obama and Romney, the main focus of campaign commercials is to emotionally appeal emotionally to voters rather than to logically win them over logically, by using specific words and images that evoke solidarity, patriotism, and hope. From the beginning of his campaign commercial, Table-Obama for America, Barack Obama is trying to make the viewer feel that he cares for his/her opinions. Obama starts by saying that despite all the campaign advertisements coming out as the election date gets close, if he could sit down with you in your living room or around the kitchen table, heres what [hed] say. Obama is portraying to the audience that if he could he would sit with them one- on- one in their homes and discuss politics with them. This portrayal of Obama appeals to the audience because it gives them a feeling of importance as individuals, like Obama honestly cares for their opinions and would actually take the time out of his day to talk to them. It also conveys that he cares about what the American
Comment [J2]: Might want to avoid saying just this Comment [J1]: I already agree, but I will try to take the opposite side.

people think. The setting, during this scene, of Obama seated in a living room or a dining room adds to the feeling of familiarity and approachability especially because it fits exactly what he is describing: having a talk with you in your living room. The soothing piano music playing in the background as Obama speaks also adds to this feeling. Another aspect that contributes to Obamas emotional appeal is the cinematography. As he is speaking the camera starts zooming in on his face and cutting out parts of the background. This contributes to the feeling that the audience is having a conversation with Obama face to face, making the commercial more personal. Also it helps the audience focus on what Obama is saying, and capture his message more effectively. Obama also uses hand gestures to emphasize key aspects of his speech that he wants people to pay attention to. These gestures also convey that he is passionate about his role in helping America move forward. Besides the emotional appeal in the opening of the commercial, there is also a sense of irony. Obama states that despite all the coming campaign ads if he could he would sit in your living room and share his message; however the medium he is using to convey this is a campaign advertisement. There seems to be some faulty logic in what Obama is stating. He is contradicting himself and this contributes to the sense that Obamas main purpose, especially at the beginning of the ad, is to capture his audience emotionally so that they pay attention to his message and connect it to the positive emotions they are feeling. In this way the audience will attribute these positive emotions to Obama and vote for him. In his commercial ad The Promise of America Romney also tries to convey to the audience that he cares about them. He addresses where his campaign started, while
Comment [J4]: an effect that gives us the illusion that we can approach Obama Comment [J3]: Good inclusion of setting and music

the audience is seeing a farm with a barn with the American flag and people setting up a stage for Romney. It looks like a beautiful summer day. As the scene progresses it starts speeding up through all the preparation for the start of the campaign in New Hampshire. This is a symbolic scene because it is where Romney started his campaign and it sets up Romneys image. Romney is dressed in casual clothing and he is speaking to a crowd with the sky in the background at a farm. This makes the audience feel that Romney has come down the level of voters and it makes him more approachable. Romney then states, Though each of us has chosen to walk a different path of life we are united by one great overwhelming passion. We love America. Here Romney appeals to a wider audience than just conservatives because he equates everyone through their patriotism. Most Americans feel love for their country and by appealing to this emotion Romney makes the audience associate that love with him. As Romney is standing with his family addressing a crowd with a banner that says, Believe in America he says that Obama puts his faith in government, we put our faith in the American people. The banner, and Romneys statement evoke in the viewer a sense of pride in the American people and faith in their capacity. It gives a feeling of we can do it ourselves as well as criticizing Obama. Then Romney goes on to say, When we gather back here in Tampa seven months from now for our convention, ours will be a united party with a winning ticket for America. As he says this statement, there are flashes of different images. Ffirst there is Romney speaking to a crowd, then there is the image of a girl holding a sign that says Des Moines, IA stands with Romney. All these images contribute to the audience feeling that Romney stands for America and that he will take it in the winning direction. It also shows that Romney has a lot of support
Comment [J5]: probably use Republicans instead here, as there are liberals who plan to vote for Romney

fromwith all the people in the crowd holding signs with his name and slogan. This makes the audience feel that if they support Romney they are a part of a larger group, which can be appealing to some of them. Also as Romney says united the image presented is of him hugging someone, which adds to the emotion of solidarity with Romney and fellow Americans. However, Romney never mentions how his policies reflect his faith in the American people and how they are different than Obamas policies. He also doesnt specify in what issue he is putting his faith in the people, is it economics? Healthcare? By not providing these specifics, Romneys commercial comes off explicitly/solely as an emotional appeal. As Obamas commercial progresses, he goes on to address the fallbacks of his political opponent, Mitt Romney. Obama states that Romney believes that with tax cuts on the wealthy and fewer regulations on Wall Street all of us will prosper. The word choices of all makes Obama come down to the level of voters by including himself with all the people of the United States. This also adds to his criticism of Romney because he is implying that Romneys policies will only benefit the rich and not the rest of the population. Obama is trying to show his audience that Romney only cares about the wealthy and that he, Obama, cares about everyone. Obama goes on to say that Romney is basically reinforcing the same policies that caused the economic crisis in the first place and will only make the crisis worse instead of helping the country progress. This makes the audience feel indignant towards Romney. However some questions also come into mind such as did Obamas policies really work in bettering the economy? Arent we still in an economic crisis, after four years of Obamas presidency? How did Obama change those policies that he says caused this crisis? How are his policies
Comment [J6]: Good use of questions here

different than Romneys? By not addressing some of these questions Obamas commercial is more of an emotional appeal than a logical one. Mitt Romney explains in his commerciical that his campaign has been an extraordinary journey, and this is followed by scenes from different moments in his campaign. There are scenes of him shaking hands with the people, which make Romney look like he cares about the population and that he is approachable. He also adds that, we have a moral responsibility to keep America the strongest nation on Earth, the hope of the Earth. The shining city on the Hill. Again here he is trying to captivate his audience through their patriotism and desire to remain being the best. In this way, Romney makes it seem that if the viewers want to keep America the best, they should vote for him. Also, the word choice of shining city on the hill implies not only being an example for others to follow but the city of God, which appeals to the conservative audience. An image that appears when he says these statement are machines such as tractors, plowing which conveys that Romney wants to put the U.S. back on top in economics and continue to make it an example to other countries. And these images reaffirm to the audience that it is possible. Obama, unlike Romney, actually states a plan he has for when he takes office. Obama employs symbols of patriotism throughout his plan to appeal to his audience. He presents this plan in four steps. With each step presented with a caption illustrating what the step is. This makes his plan easy to follow; however is fixing our economy that simple? Can the crisis be fixed in four easy steps? If so why hasnt it already been done? And was it that big of a crisis to begin with?

Obamas first step is to create manufacturing jobs and help businesses double their exports and give tax breaks to companies that invest in America. The statement of invest in America creates the feeling of investing in our people, our future, and ourselves, which appeals to our patriotism. It makes viewers believe that Obama believes in the American people. As Obama is explaining each step of his plan there are images that illustrate each step. This makes the audience visualize it, which contributes to the feeling that the plan is real, and can actually be done and implemented. One image that stands out is the image of a group of diverse American workers from different ethnicities and races. This helps appeal to a wider audience and contributes to the idea that Obama wants to help everybody. Another image that stands out is a train that says Building America. It further appeals to the audiences patriotism and makes them have faith in the potential of America and feel they should invest in it. At the same time it emphasizes Obamas goal to industrialize. Obamas second step is to cut oil imports in half, which is represented by the image of him speaking next to an oilrig with a blue sky in the background. The image provides a pleasant scene that helps people associate a nice picture with the idea Obama is presenting. It also conveys Obamas goal to produce more oil in the United States. Obama then adds that he wants to produce more American made energy. Again the word choice of American made appeals to the viewers patriotism and gives them the feeling that American people can do it themselves. Obama also adds that he wants to develop alternate fuel/energy sources. This makes Obama seem eco-friendly and also innovative which adds to his goal of moving the country forward. The scene of Obama next to solar panels makes the audience think that he means what he says. When Obama

says he wants to double the fuel efficiency in cars there is a scene of him in a car garage, which makes the audience feel that Obama actually goes out and makes sure that his plan is actually being implemented. Obamas third step is to ensure that we maintain the best workforce in the world. Again Obama is appealing to the viewers American pride that they are the best workers in the wWorld and have to keep it that way. Obama says that he can achieve that by adding 100,000 mMath and sScience tTeachers. This may seem logical to the audience because math and science professions seem to be the most dominant in the workforce; however, what about the liberal arts? Dont they contribute to intellect and a better workforce? Also where did Obamas figure come from? Obama goes on to say that he wants to train 2 million workers with job skill at community college therefore cutting the growth of tuition in half. This again may seem logical the more students go to community college to get the work skills they need, the less tuition that has to be paid. However what if students want a higher standard of education in college? Will tuition in higher-level institutions still be cut? Obama also states he will expand student aid however he does not state how. The scene at this moment of a classroom with students conveys that what Obama is saying is actually happening and it also paints a brighter future. The concluding scene for his third step of Obama in the library with students adds to the idea that Obama cares and goes out into the community. Obamas fourth step is to have a balanced plan and reduce the deficit by $4 trillion. As he says this there is the image of an American Flag, which adds to the appeal to the viewers patriotism. The following scene of Obama dressed in normal attire speaking to people at a nursing home and then speaking outside to a crowd conveys
Comment [J7]: Im starting to get the impression that Obama is appealing to logos here, though

Obama as more approachable and demonstrates that he cares about what people have to say. He then adds that he would ask the wealthy to pay a little more. This is the opposite of what he says Romney would do and it appeals to people in the logical sense that those who have more money should pay more. Nevertheless Obama says he would ask the wealthy, which seems too passive, why would he not make the wealthy pay more? And why only a little more? As the commercial progresses Obama says that as the war in Afghanistan ends he would use half the savings to get rid of the debt and the other half for nation building. There are multiple scenes presented to the audience during this statement. First of the soldiers coming off the airplane as if they are coming home, this appeals to the audience because many people have family members in the military and they want nothing else then to have them home safely. Then there is the image of Obama in his office signing a paper which contributes to the feeling that he has done the job before and knows what he has to do to achieve his objectives. Romney like Obama tries to incite patriotism in the audience in order to gain their support. The first image the audience sees in Romneys commercial is a white decrepit looking building with the American Flag on top of the worn out door. This may produce a feeling of hopelessness and sadness. The American Flag may bring out the patriotism in the viewers and it seems to conflict with its background of a weak, diminished building. Romney begins to speak, Over the last three and a half years weve seen hopes and dreams diminished by false promises and weak leadership. Now the audience understands that the image represents the United States. That Romney is implying that Obamas presidency has caused the U.S to reach this diminished state and that it hasnt
Comment [J8]: Excellent point of tying in our veterans and present-day soldiers

been allowed to reach its potential. This may cause the audience to feel indignant towards Obama who caused the United States to be in such a decrepit state. The first image then fades away and the second image appears. This effect of fading way adds to the ominous feeling of the audience and lets the emotion linger. In the following scenes similar images to the first one get presented to the audience producing the same effect. As Romney says, Americans are tired of being tired the audience can see that and feel that in the images of the abandoned buildings. Romney is appealing to those viewers that are tired of Obamas presidency and ready for someone new. Then Romney says, To all of the thousands of good and decent Americans I have met who want a better chance, a fighting chance, hold on a little longer a better America begins tonight. Here Romney is giving all the people who are discontent with Obama and all those who have been struggling due to the economic crisis, hope. He is appealing to all those who want a better America, which is his campaign slogan a better America begins tonight. Romney is promising immediate change for the better which is appealing to the audience. The music playing in the background adds to the mood of the commercial at first it is slow and sad but as Romneys speech progresses it becomes more climatic and speeds up to heighten the mood. However the word choice of good and decent Americans I have met provides some ambiguity. Does this mean that Romney isnt including all the American people? Is he targeting a specific, exclusive group? Another question left unaddressed by Romney is what were the things Obama did that made people tired? How did he fail, and why is he to blame for Americas problems? The closing scenes consist in a red, bluish sky with the American flag as Romney says, Our greatest days are ahead. The setting of this scene and the dramatic music in
Comment [J10]: Good use of rhetorical questions Comment [J9]: Good analysis of how the objective of the commercial is accomplished

the background add to the heightened mood as the commercial hits its climax. The audiences feels patriotism and motivation in this scene. The audience is ready to start living in the greatest days of America and feels motivated to vote for Romney. We are after all Americans, Romney states as the image of a little girl on a tire swing appears which further contributes to the mood of hope. The audience feels that because they are Americans they have so much potential and they will persevere and they have hope for a better future. Romney concludes by saying, God Bless this great nation. God Bless the United States of America and God bless you good people. The series of scenes presented to the audience during this last statement are of naval boat, and people cheering for Romney holding American flags and then Romney waving goodbye. These images represent the nation, the U.S. and the good people Romney was talking about. It again incites the patriotism in the audience. Also by saying God bless Romney is showing his conservative ideals and is therefore appealing to that specific audience. Another emotion Obama tries to appeal to in his viewers is hope. Toward the beginning of his commercial Obama does present a fact. He states that when he came into office four years ago 800,000 jobs were being lost a month and the U.S. was mired in Iraq. By giving this figure Obama reminds the audience of the tough economic conditions four years ago and of the discontent felt about the continuation of the Iraqi war. Obama then goes on to say that he believes that today as a nation we are moving forward again. Hes trying to convince his audience that he came into a big crisis four years ago and he knew how to deal with it and now things are looking up for the nation. Also he imparts a message of hope and faith in the future of the United States, which appeals to the viewer. The word choice of forward in his statement stands out because there are

other words he could have used to convey his message of prospering yet he choose to use the word forward which happens to be his campaign slogan, making this another campaign ad. Obama is trying to persuade the audience that he has what it takes to move the country forward. He then adds that we have much more to do to get folks back to work, and the middle class secure again. Obama appeals to those who have been unemployed or suffered due to the economic crisis. He lets them know that one of his main goals is to help them; this gives them hope for the future if Obama is elected president. This statement also conveys that Obama still has more work to do to fix the economy and therefore his presidency cant be over. Obama ends the commercial with the first image of him in a living room and tells the audience to read his plan and compare it to governor Romneys and make the decision themselves. This makes it seem that Obama is using a logical appeal that if you compare his plan to Romneys logically you will come to the conclusion that his is better however through out the whole commercial even when he was presenting his plan the emotional appeal overshadowed the logical one. Although Obama does provide a plan with steps that can be followed logically, he does not provide any logistics or specific details about how each step will work or be implemented. The audience is also left with some questions as to how Obama came up with his plan. How does he know it will work? How will it be enforced? Does it have to be passed by Congress? And will they pass it? Therefore the main purpose of the commercial was emotional appeal not logical. As Romney explains what America will look like under his presidency he also conveys a message of hope. Romney states its an America driven by freedom, where

free people pursuing happiness in their own unique ways create free enterprises that employ more and more Americans. As he states this there are flashes of different images, there is Romney shaking hands and talking to different types of workers such as a fast food worker, and workers in industrial plants. This conveys to the audience that the people can do it themselves. Romney then adds that he sees an America with rising living standards and a growing middle class. This appeals to those in the audience that have had financial struggles in the recent years and who want to prosper. Romney is giving them hope and promising them a brighter future. He continues to convey this message with images of a young woman, which represents hope for the future and of him walking with the workers of a factory, which represents the nation prospering economically. Romney furthers his message of a better future under his presidency by stating that he sees children more successful than their parents and others congratulating them for their achievement not attacking them for it. As he states this there are images of a little toddler crawling with his father next to him, children smiling with the flag in front of them, and Mitt Romney taking a picture with a group of girls. This further affirms to the viewers that Romney cares about the youth and their future. He also gives the youth hope of prospering in the future and bettering the situation of their family. As the commercial comes to its conclusion the scene of Romney in the forum comes back again as he encourages the audience to join in him in the next step towards the election When across America we can give a sigh of relief. Again this statement is followed by multiple images of Romneys campaign journey. The images demonstrate to the audience the long journey Romney has been on to reach the election, and it highlights the times when he reaches out towards the people. Also the word choice of sigh of relief

connotes that once Romney is elected people can breath again because things are going to improve. Romney goes on to say that the promise of America has been kept. The dreamers can dream a little bigger. The help wanted signs can be dusted off and we can start again and this time well get it right. Here Romney appeals to the audiences patriotism and their definition of what America represents. He emphasizes that people will not be limited in reaching their potential and achieving their goals. He also describes that under his presidency the economy will improve and that he will fix the crisis the right way unlike Obama. This picture of a better future that Romney paints for his audience gives them hope for the future and makes them want to vote for Romney so that they can see all those things come true. Romney also plays on the frustrations any person could have about the way Obama has handled the crisis and promises to solve the crisis the right way. However Romney never mentions how he plans to solve the crisis. He never states what he is going to change or how he is going to improve things in government. In the entirety of his commercial, Romney never once mentions a figure or a statistic. The only kind of logic he does utilize is that if you are unhappy with the condition of living you have had in the past four years, it is Obamas fault and you should vote for Romney who is going to do something different that will be better. However even this logic is faulty. Romney never mentions what his plan is to better the nation. He makes some big promises but never says how is going about to keep them. The major content of his commercial was aimed at emotionally appealing to his audience and gaining their support through their emotions not logic.

In the commercial adds for both presidents emotional appeal overshadowed logic as developed through word choice and images that conveyed to the audience patriotism, solidarity and hope. An explanation for this pattern in campaign ads could be the limitations of the medium they only have 2 minutes and thirty seconds to grab the attention of the audience and the most effective way to make an audience remember you is through emotion. Also too much logic will bore the audience. However should the basis of your vote be emotion? If both candidates use emotional appeals how does a voter decide which one is more effective?