Alicia Chan

Fal14 POLS 001 #5123

Introduction to American Government
Midterm Project Part 1: Message & Media
Campaign Ad Comparison
Obama Campaign
Ad itle! "e#$ Got it %i&ht 'O(ama 2012)
What do you see in
the commercial?
Describe images or
text.
Former Pre$ident *ill Clinton i$ the onl+ re,re$entative $,ea-in& u,
in $u,,ort .or Pre$ident O(ama/ he 0hile .ormer Pre$ident Clinton
$,ea-$ in the (ac-&round1 the ad $ho0ed $hort cli,$ o. Pre$ident
O(ama#$ Pre$idential Plan 0ith ima&e$ that $u,,ort innovation1
.amil+1 education and the 0or-in& cla$$ ,eo,le/ he te2t 0a$ $im,le
to the ,oint 0ith a thin line ele&ant .ont/ he conte2t o. the te2t
included Former Pre$ident Clinton title introduction1 a$ 0ell a$ -e+
term the ,roducer 0ant$ the vie0er to remem(er/ he -e+ term$
included 3he Pre$ident#$ Plan41 3Inve$t in 5iddle Cla$$41 3Inve$t
in Innovation41 3Inve$t in 6ducation41 3Pa+ 7o0n our 7e(t41
3S,endin& %e$traint$41 and 38ealth+ Pa+ 5ore4/ All critical -e+
term$ de$i&ned to ma-e $ure the$e ,oint$ come acro$$ clearl+/
What do you hear in
the commercial?
Describe voices,
music, background
sound effects.
A $o.t cheer.ul mu$ic i$ ,la+in& in the (ac-&round o. thi$
commercial/ he mu$ic $elected had a ha,,+ melod+ 0ith an
u,(eat tone to create a ,romi$in& mood/
What do you think
the commercial
producers want you
to feel or think? What
makes you say this?
I thin- ,roducer de$i&ned thi$ commercial to induce con.idence in
Pre$ident O(ama#$ candidac+ and Pre$idential Plan1 (+ havin&
.ormer Pre$ident *ill Clinton endor$in& 0h+ O(ama#$ Pre$idential
Plan i$ the ri&ht ,lan/ Pre$ident Clinton 0a$ a 0ell loved t0o9term
,re$ident 0ho e2ecuted and $hare $imilar ,olitical ,olic+ a$
Pre$ident O(ama/ Pre$ident Clinton clearl+ ,ointed out that the
ne&ative comment$ O(ama received all reminded him o. hi$ o0n
,re$idenc+/ hi$ $tatement i$ de$i&ned to remind ,eo,le that even
thou&h there are man+ critici$m$1 at the end the ,lan O(ama ha$
0hich i$ $imilar to the one Clinton had1 i$ the ri&ht ,lan and the
ri&ht ,re$ident to vote .or/ Pre$ident Clinton tal-ed a(out ho0 hi$
,lan created 22 million ne0 :o($ and turn de.icit into $ur,lu$e$/
here(+ Pre$ident O(ama#$ ,lan 0ill have $imilar re$ult/
Do you think the ad
is effective? Why or
why not?
hi$ i$ a ,o$itive cam,ai&n add that $ho0 0hat e2actl+ Pre$ident
O(ama#$ ,lan i$ and ho0 that a..ect$ the ,eo,le/ I thin- ,o$itive
cam,ai&n i$ more e..ective that ,eo,le 0ant to hear 0hat tho$e
,lan$ are and i. it 0ould 0or-/ *+ havin& ,re$ident Clinton
endor$in& hi$ ,lan mean$ there i$ a $tron& ,olitical $u,,ort .or
O(ama#$ ,lan/ Plu$1 it al$o demon$trate to the vie0er that thi$ ,lan
0ill (e a$ e..ective and $ucce$$.ul a$ 0hen Clinton 0a$ in ,o0er/
Alicia Chan
Fal14 POLS 001 #5123
Introduction to American Government
Obama Campaign
Ad itle! 4; Percent '2012)
What do you see in
the commercial?
Describe images or
text.
In the commercial there 0ere multi,le civilian$ o. di..erent a&e
&rou,1 and ethnicitie$ (ein& $ho0n a $e&ment o. 5itt %omne+#$
cam,ai&n .unction 0here he 0a$ &ivin& a $,eech de$cri(in& 0ho
the O(ama $u,,orter$ are/ he .oota&e that $ho0ed 5itt %omen+
$,ea-in& onl+ .ocu$e$ on 5itt %omne+ 0hile (lurrin& all audience
in the .unction/ he te2t u$ed in the video e2,lain$ 0hat the ad i$
tr+in& to conve+ and it $,eci.icall+ ,rovided ca,tion on %omne+
$,eech durin& the .oota&e o. hi$ $,eech to em,ha$i<e 0hat he i$
$a+in& a(out the 4; ,ercent o. American$/ he .ont o. the te2t 0a$
,ro.e$$ional1 clear1 nice le&i(le $i<e1 and $ta+ed on $creen $u..icient
enou&h o. time .or even the $lo0 reader to read ever+ 0ord/
What do you hear in
the commercial?
Describe voices,
music, background
sound effects.
here 0a$ mu$ic ,la+in& in the (ac-&round o. thi$ ad/ he mu$ic o.
choice had a moderatel+ .a$t rh+thm 0ith (eat re,eated ever+ $o
man+ $core$/ he $ound$ and (eat al$o re.lected $-e,tici$m/ he
(ac-&round rh+thm 0a$ mu..led durin& 5itt %omne+#$ $,eech $o
+ou can hear hi$ $,eech clearl+/ A$ the ad i$ comin& to an end and
0hen the+ civilian concluded that %omne+ i$ an un.it ,re$ident1 the
(eat o. the mu$ic increa$ed and tran$ition to an u,(eat tone clo$in&
out the ad/
What do you think
the commercial
producers want you
to feel or think? What
makes you say this?
I thin- thi$ commercial i$ centered on creatin& dou(t$ on %omne+
(ein& a .it ,re$ident/ he me$$a&e 0a$ clearl+ conve+ that %omne+
cate&ori<ed 4;= o. the American$ 0ho 0ill vote .or O(ama are
la<+1 entitled1 &overnment leach that de,end$ on the &overnment .or
hand9out and re$cue/ he ,roducer had the$e civilian$ revie0 the
video and &ave their candid .eed(ac- to re.lect ho0 ,oorl+ %omne+
i$ out o. touch 0ith the ,eo,le1 ho0 he ,ro.iled ,eo,le1 lac- the
ca,acit+ to reall+ under$tand the need$ o. the ,eo,le/ Alread+ in the
(e&innin& o. the ad the mu$ic and intro created the .eelin& o.
>ue$tion and $-e,tici$m/ he ad i$ de$i&ned to in$till dou(t on
%omne+ $o the vie0er 0ill $elect O(ama a$ the ri&ht choice/
Do you think the ad
is effective? Why or
why not?
he ,ur,o$e and me$$a&e o. thi$ ad 0a$ $ucce$$.ull+ conve+ed/ I
thin- in that re$,ect1 the ad 0a$ e..ective/ It 0a$ a 0ell thou&ht out
ad that &ot the me$$a&e acro$$1 (+ havin& ever+da+ normal
civilian$# .eed(ac- created >ue$tion on %omne+#$ credi(ilit+ a$
,re$ident and hi$ character .la0/ he mu$ic and te2t certainl+
hei&hten the vie0er attention and ca,tivated the vie0er to ,a+ clo$e
attention to the me$$a&e/ he variou$ a&e &rou, and ethnicit+ o. the
civilian 0a$ de$i&ned to ma-e $ure the me$$a&e re$inated 0ith all
the &eneral ,u(lic/ In addition1 all (ut one civilian 0ho ,rovided
.eed(ac- 0ere all 0omen/ In m+ o,inion1 thi$ i$ a $u(liminal 0a+
o. reachin& out to increa$e 0omen voter $u,,ort/
Alicia Chan
Fal14 POLS 001 #5123
Introduction to American Government
Romney Campaign
Ad itle! Failin& American 8or-er$ '2012)
What do you see in
the commercial?
Describe images or
text.
In thi$ ad it $tarted o.. in an indu$trial $ettin& 0ith t0o 0all$ o.
(ric-$1 one 0ith an American .la& re,re$entin& ?S and the other
0ith China .la& re,re$entin& China/ he title o. the com,ari$on i$
35anu.acturin& ?nder O(ama4/ he American (ric- 0all $lo0l+
dimini$he$ a$ the China 0all increa$e$ di$,la+in& ?S have lo$t
5@21000 :o($ 0hile China increa$e manu.acturin& (+ 25=/ It &oe$
into a $olo announcement %omne+ made that it i$ time to $tand u,
to the 3cheater41 China1 and to ,rotect :o($ .or our 0or-er$/ he te2t
u$ed in the ad i$ (old and $trai&ht .or0ard/ "o0ever1 there are not
man+ te2t$ e2ce,t to indicate the num(er o. manu.acturin& :o( ?S
have lo$t and China#$ ,ercenta&e o. increa$e/ At the end o. the ad
there 0a$ even a (old $tatement a(out O(ama .ailin& to $to,
cheatin&/
What do you hear in
the commercial?
Describe voices,
music, background
sound effects.
he mu$ic in the (ac-&round i$ a rh+thm thum,in&/ he (eat i$
moderatel+ .a$t and re,etitiou$ to create the .eelin& o. ur&enc+1
antici,ation1 and an2iet+/
What do you think
the commercial
producers want you
to feel or think? What
makes you say this?
hi$ ad i$ centered on ho0 O(ama did not ,rotect our dome$tic
manu.acturin& :o($/ It hi&hli&hted ho0 man+ manu.acturin& :o(
lo$t durin& O(ama ,re$idenc+/ he ad $tre$$ed that O(ama had
$even o,,ortunitie$ to $to, China cheatin& (ut .ailed to do $o/
7urin& a $hort cli, o. %omen+#$ $,eech1 he $,o-e 0ith conviction
that 0e need to $to, cheater$ and ,rotect :o( o. the ,eo,le o. ?S/
hi$ ad demon$trated that %omne+ i$ a$$ertive and 0ill $te, u, to
,rotect :o($ in America/
Do you think the ad
is effective? Why or
why not?
In m+ o,inion1 thi$ i$ a ne&ative cam,ai&n ad a&ain$t O(ama/ A
ne&ative cam,ai&n ad to me i$ not a$ e..ective/ Since thi$ ad not
onl+ attac- O(ama#$ ,re$idenc+1 (ut it al$o (rou&ht u, a hu&e
accu$ation a&ain$t China1 0hich lead$ to international a..air$ and
trade ,olic+/ I a&ree it i$ im,ortant to ,rotect the :o($ in ?S1 (ut I
a&ree that he $hould call China a$ cheat in a ,u(lic ad/ It ma-e$ me
>ue$tion$ 0hether he ha$ a &ood &ra$, o. handlin& .orei&n a..air$/
here.ore I thin- thi$ ad i$ in e..ective to %omne+ .avor/
Alicia Chan
Fal14 POLS 001 #5123
Introduction to American Government
Romney Campaign
Ad itle! At Sta-e 'American Cro$$road$1 2012)
What do you see in
the commercial?
Describe images or
text.
he ad $tart$ o.. $ho0in& an indu$trial 0arehou$e1 la(orer1 and
$hi,,in& container$ at 0or- .ollo0 0ith t0o .oota&e$ o. O(ama
0avin& a$ he enter Air.orce One and O(ama and *iden $,ea-in& in
a .unction/ hen .oota&e o. 5itt %omne+ addre$$in& a lar&e &rou,
o. ,eo,le in the ,u(lic/ A$ the ad come$ to a clo$e1 the narrator o.
thi$ entire ad 0a$ revealed and that 0a$ Clint 6a$t0ood/ here are
ver+ little te2t in thi$ ad e2ce,t in the end 0here a di$clo$ure to
di$,la+ American Cro$$road i$ re$,on$i(le .or thi$ ad/ he other
ver+ im,ortant te2t i$ the ta& line that 5itt %omne+ .or Pre$ident1
It#$ time .or a chan&e/
What do you hear in
the commercial?
Describe voices,
music, background
sound effects.
he mu$ic ,la+in& in the (ac-&round i$ a moderate $o.t mu$ic
creatin& a &loom+ $entiment/ he (eat to the mu$ic i$ $lo0 and
$tead+/ 8hen the .oota&e o. 5itt %omne+ addre$$in& the ,u(lic
come$ on $creen1 the mu$ic tone $li&htl+ u,(eat to create a $en$e o.
ho,e/
What do you think
the commercial
producers want you
to feel or think? What
makes you say this?
hi$ commercial i$ to demon$trate it i$ time .or a chan&e o.
,re$idenc+ to im,rove our countr+ deva$tation $tate/ he narrator
'Clint 6a$t0ood) $tated that 0e have 23 million ,eo,le 0ho can#t
.ind .ull9time :o(1 0hile 0e (orro0 A4 (illion .rom other$1 much o.
it .rom China/ he commercial $tre$$ed that i. $omeone .ail$ to do
their :o(1 the+ $hould (e held accounta(le/ hi$ deva$tation i$
$tre$$ed to ma-e a ,oint that ?S cannot a..ord to re,eat the $ame
$cenario a&ain .or another 4 +ear$/ he+ commercial em,ha$i<e it i$
time to have $omeone ne0 to turn thin&$ around1 that ,er$on 0ould
(e 5itt %omne+/
Do you think the ad
is effective? Why or
why not?
hi$ commercial I thin- i$ e..ective (ecau$e o. the tone o. mu$ic to
em,ha$i<e the $eriou$ne$$ o. our countr+ economic $tate/ he tone1
content1 deliver+ and a cele(rit+ $,o-e$man1 Clint 6a$t0ood1
,re$ented a need to chan&e and ,la+ on vie0er emotion$1 0ithout
actuall+ attac-in& O(ama individuall+/ hi$ ad to me 0ould re$inate
more 0ith vie0er (ecau$e it ,re$ented ur&enc+ .or chan&e 0hile
,re$entin& %omne+ a$ the ri&ht candidate .or that chan&e 0ith Clint
6a$t0ood endor$ement/