2000 ad for Al Gore on education 15/16 This score was given because it established a strong tone about his

views on the importance of education that clearly advanced the argument and aided the overall effect of it while also making it clear that he wanted the viewer to feel an inspiration towards his efforts to help education. In addition, the central issue of education was clearly defined and the importance of it was demonstrated with logical evidence and ideas. Furthermore, the ad presented general, factual claims about the education system and his hopes to improve it. Lastly, the ad utilized a mix of moving and still images with high-quality editing and transitions that helped to organize the ad and create a powerful effect on the viewer. This uses an emotional appeal for the advertising technique. 1972 ad for Richard Nixon on military and security 16/16 This score was earned because the overall emotion of the ad was very strong, and it clearly advanced the argument which helped to achieve the desired emotional effect. The central issue was clearly defined and demonstrated along with its severe importance, and it was presented in a logical way that showed the point of view very well. Furthermore, it presented multiple truths about the military cuts that would be made if he was not elected, and it clearly referenced sources. Finally, the manner in which the information was presented was ingenious; the use of the toy soldiers, planes, and ships provided a great visual as to the amount of depletion it would truly cause to the military. This uses the advertising technique of facts and figures because it shows the downsizing of each military branch that would occur. 1996 ad for Bill Clinton on his own plan 8/16 This score was given because the overall emotion of the ad was unclear; it did not have a definite tone and Clinton was very indifferent in his tone which did not make a connection with the viewer. Moreover, the central issue was not clearly defined because it touched on a few of the issues which caused the overall ad to be slightly confusing since that many were put into a short period of time. In addition, it presented a very minimal number of factual claims and solutions he hoped to implement. Lastly, the imaging and effects were very minimal in the video, and they did not contribute greatly to the political idea. This ad also uses the advertising technique of facts and figures.

2004 ad for George W. Bush on John Kerrys contradictory moves

16/16 This score was earned because the overall emotion established a strong negative tone towards Kerrys actions. In addition, the central issue of Kerry constantly changing his opinion on things was clearly defined and demonstrated. It also presented multiple factual claims about Kerrys prior votes on certain issues. Finally, it was beautifully styled to portray the concept of Kerry swinging his vote which ever way the wind blew him, and it greatly contributed to the overall effect of the ad with the music and visual effects. This uses the advertising technique of put downs because he highlights the flaws in his opponent's campaign to make his own seem better. 1996 ad for Bill Clintons reelection on education 16/16 This score was earned because the ad clearly made an emotional connection with the children talking about their future goals, and this greatly advanced the argument in a way that made it clear how the viewer was supposed to feel. Moreover, the central issue of education was clearly defined and the importance was demonstrated in a way that showed the point of view. In addition, the ad made multiple factual claims with clear references, and it even had a clip of a speech given by his opponent that helped prove his point. Finally, it had a great style by incorporating clips of past speeches and children stating their life goals that meshed together perfectly to create a very influential ad. This uses emotional appeal for an advertising technique.