To: Smith Campaign, Candidate Smith

From: Briana Pineda, Consultant for Candidate Smith

Date: 14 February 2016
Subject: 2012 Presidential Election, Comparing Obama and Romney media
campaigns and Analysis of two swing states
This memo will cover an overview of the 2012 Presidential Election and I will
compare Obama and Romney media campaigns. I will also be covering the political
structure of two sing states, Florida and Nevada. I will also explain why Obamas
tactics to making his election successful.
Analysis of Campaign Videos:

The first commercial that I came across was, Barack Obamas The Choice. The
commercial begins with Barack Obama talking to the camera, like a face to face conversation.
Obama begins his commercial by saying that In the next four months we have a choice.
Obama says that our choice isnt just to choose one person out of two, but choosing theses
people can change the faith of America. Throughout the video Obama tells us a snippet of Mitt
Romneys plans. Obama believes that in order for this country to be great again we have to try to
strengthen the middle class and how people work very hard each and every morning. The
video then shows Obama interacting with working people. Its seems to me like he is really tying
to help people with business. We also get to see him interact with the education board. The
producers want me to feel that Barack Obama wants to get involved with people who work hard.
I say this because the video starts off with his speaking to us and throughout the video you see
him in different scenes with workers and it looks like he is helping these people. I believe this ad
was efficient because he tells audience that he will help hard workers and people with businesses
and he then shows proof that he is keeping his word.
Barack Obamas second video Always shows something similar to the first video.
Again we see Obama talking to his audience and telling the audience that we will help. He shows
clips of regular people in their everyday lives, working hard. Obama says that he will help the
education system and he wants to build roads and help technology. The music in the background
is very calm and intriguing to the commercial. Believe this video was efficient because, again, he
shows clips of what he will be helping with. The producers want me to feel that Obama is willing
to help the middle class.
In Mitt Romneys video The Promise of America starts off by showing the American
flag in a shack that looks very abandoned, its raining. The music sounds suspenseful, like a
orchestra. You then see Romney speaking to an audience; he is standing on a podium and
speaking into a microphone. After him, you see a little girl with red hair and she is happy, she is
also wearing a red and blue stripped shirt. Throughout the video you see Romney walking
through a lot of people that support him, you see Mitt Romney poster everywhere, and you see a
bunch of people taking pictures with him. All the people that are with him are also al white. I feel
like the producers want you to see how famous he is, and how many people love him and want
him to win the election. I think this ad was efficient because he sounds very enthusiastic and it
sounds like he means what he says.

The second video I found on Romney is Strong America this video shows Sergeants,
Generals and Military leaders. What we see in this video is Mitt Romney saying that what
Obama wants to do to our country will affect the military forces and Romney say that that can
happen. This video uses a lot of quotes from Generals which say that they cant afford Obama
running for a second term. The music is somehow scary because they are talking about the
Military forces. The end
Income
it shows Romney
Median house hold
saying that a strong
47,212
52,202
America can make
America great. I feel
% below poverty
16.7%
15.6%
like this video was
trying to make the
Education
86.5%
84.9%
viewers feel scared
because it is basically
Ethnicity/ Race
saying that the safety of
100.0%
100.0%
America is on a thread
-statewide % of
because they will lose a
ethnic groups
lot of money if Barack
Obama will win. This
Age & Gender
video is efficient if the
20-34
audience was not
35-54
against war and all the
55-69
money our country
18.8
14.4
70+
wastes, or benefits on
27.3
28.1
the Military forces.
17.5
16
12.4

7.9

Analysis of Florida

and Nevada (swing States) Statistics:

Through research I came across the following about Florida (column 1) and Nevada (column 2)

Summary of the Information about Obama and Romneys Media campaign:

This article by U.S. News wire talks about how Obama was doing a better job at keeping up with the
media. Unlike Romney, who according to SocialMatica as cited in Newswire, has been standing still in
social ranking...". Zikes! This means that Obama had the upper hand, since social media has been
growing. This article also explained that, when Romney did connect to the media his topics didn't connect
with the whole country, but centered in his inner circle of colleagues. Whereas Obama talked more to the
people. Obamas topics involved the people and where, basically, relevant. Obama talked to the media
world about "Nation, taxes and the economy" which is important to the people. This goes to tell you how
important it is to keep up with the media in todays world. In my opinion, I believe that Obama did deserver
the presidency because he knew that in order to become president he needed to connect to the whole
world. Obama did this by getting involved with people all the way from civilians to people working hard in
their businesses. In many ways I believe Romney lacked connection with his country, I looked for many
media campaign ads and I thought he was more focused on letting people know how popular he was.
Most of his ads or commercials focused on what were right for him and his colleagues not on the middle
class of the hard working people. Romneys ad videos were usually him talking in voice over and it
showed some clips of him in a speech setting. Whereas Obama would start his videos talking to the
viewers, it was just him speaking to the camera and that made me feel like he was talking directly to me.

Citations:
"SocialMatica 2012 Presidential Election Dashboards show Romney significantly Behind Obama in Social
Media Brand." U.S.NewswireMay

U.S Bureau of the Census. Poverty Areas. ONLINE. 1995. Census Bureau. Available:
http://www.census.gov/ftp/pub/socdemo/www/povarea.htm [7 Feb.2016].