Essay on 2012 Presidential Campaign Ad Analysis
July 23, 2012
2012 Presidential Campaign Ad Analysis
The purpose of all ads, regardless of their content is to sell something to the reader. Whether it is a billboard for a Hollywood blockbuster, or an antismoking ad on the back of a buss, they both are meant to make the reader want to buy a product or an idea. In the cause of the billboard the product is a ticket to the movie, while the item being sold by the antismoking ad is the idea that smoking is unhealthy. Political ads are no different; they are also created to sell a product or an idea. Their product is the candidate they want to win, while the idea is that candidate is the right choice or his opponent is the wrong choice. This is most noticeable during …show more content…
Figure2 is an example of a positive political ad. On the left hand side of the page is a black and white photo of a young Barack Obama leaning up against a book case, to the right is a list describing what Obama is and is not. Although this is a positive ad for Obama it is also a defensive tactic. On the surface this is an ad that aims to display Obama as a person by giving a brief history of his life and then making him relatable with the line “my story is a one told a million times… it is a dream shared by all who come to this country…” however with closer analysis this ad also has two other purposes. The more obvious of the two is to refute the rumors about his personal life, such as: he his socialist ideology and Islamic faith. The last purpose of this ad is to appeal to immigrant voters. This can be inferred from the line “I am the American dream” and the ads rhetoric in the second stanza.
Although negative and positive ads send opposing messages the way they deliver