Context The 2016 Nevada Senate race is one of the country 's most competitive races. Democrat Catherine Cortez Masto, former Nevada Attorney General, and Republican Congressman Joe Heck are competing to replace the retiring Harry Reid. With both parties fighting to control Senate, this close race has attracted the attention of outside groups, including Freedom Partners Action Fund which created the anti-Cortez Masto ad “Driving Away Jobs.”
The Ad
The ad begins with a mother and her young daughter in the girl’s room. The next scene is of a family of four with two young children. The father is helping his young son get his backpack on for school. They are all smiling. During the scenes featuring the families the voiceover says, “In a tough economy, a paycheck can mean everything to your family.” The next image is of an “Uber Pickup” …show more content…
It gives the impression that she might be ashamed. This feeling is enhanced by words and a voiceover that describe her as caring more about donors and special interests than Nevadans.
Goal and Effectiveness The goal of this ad is to convince voters that Cortez Masto is bad for jobs. The ad uses a legal disagreement with Uber, a popular and well-known ride-sharing service, to make that point. The ad is also trying to undermine Cortez Masto’s character. It is making her out to be a candidate that does favors for special interests over Nevadans. Ultimately, Freedom Partners Action Fund wants Nevada voters to choose Cortez Masto’s opponent. The most successful choice the Freedom Partners Action Fund made was to pick a topic that is relatable. People know what Uber is and people want to know that they have a way to make extra money if they need to. Jobs and the economy are usually the number one concern of voters so playing into this insecurity is a good idea. However, Uber is now legally allowed to operate in Nevada so that makes the topic seem less
The Ad
The ad begins with a mother and her young daughter in the girl’s room. The next scene is of a family of four with two young children. The father is helping his young son get his backpack on for school. They are all smiling. During the scenes featuring the families the voiceover says, “In a tough economy, a paycheck can mean everything to your family.” The next image is of an “Uber Pickup” …show more content…
It gives the impression that she might be ashamed. This feeling is enhanced by words and a voiceover that describe her as caring more about donors and special interests than Nevadans.
Goal and Effectiveness The goal of this ad is to convince voters that Cortez Masto is bad for jobs. The ad uses a legal disagreement with Uber, a popular and well-known ride-sharing service, to make that point. The ad is also trying to undermine Cortez Masto’s character. It is making her out to be a candidate that does favors for special interests over Nevadans. Ultimately, Freedom Partners Action Fund wants Nevada voters to choose Cortez Masto’s opponent. The most successful choice the Freedom Partners Action Fund made was to pick a topic that is relatable. People know what Uber is and people want to know that they have a way to make extra money if they need to. Jobs and the economy are usually the number one concern of voters so playing into this insecurity is a good idea. However, Uber is now legally allowed to operate in Nevada so that makes the topic seem less