Kenneth Burke

Bernie Sanders, the senator from Vermont turned presidential candidate for the United States of America, has become what seems to be a symbol of the phrase “Government of the people, for the people, by the people.” The masses love him, especially the millennials, and this might have to do with how voters are able to identify and relate to the ideas he is bringing to the table. In a recent video advertisement put out by Sander’s campaign, the candidate pushes out the message of uniting Americans as a whole and fighting for equality, together. Kenneth Burke would give Bernie Sander’s ad the grade of C because although it employs strategies such as being sticky and memorable, and a great use of visuals, the message itself is told through an …show more content…
The only written text seen in the video is “Our job is not to divide…Our job is to bring people together…When we stand together…All of us…Bringing people together…#votetogether”. All of these phrases are indicative of implicit identification. They are not specific, but they provide people with a feeling of being a part of something. They simply identify with the people who believe in equality for all, therefore, the message only appeals to Democrats. Going back to the example of President Obama’s “Hope and Change” poster campaigns, due to the lack of concrete action, he lost many of his 2008 supporters in his 2012 reelection campaign. The people believed he did not live up to the expectations and the promises he made to them the first time around (Priebus). The abstract meaning behind words such as hope, change, and together, does not benefit a Democratic campaign because people want to know what to expect. Again, they want to visualize what this “change” will consist of, and when Sanders says “together”, that brings hope to the people that discrimination in all its forms is going to end. Unfortunately, that is a very big commitment from Sanders that if he does get the presidential nomination, and wins the presidency, he will have to find a way to deliver and keep what he …show more content…
This would be perfect if the candidate was a conservative Republican, or was to be presented to an audience that enjoys believing in abstract ideas over specifics and details. Burke would recommend for the messages to be accompanied by some sort of explanation other than “This campaign is about us being and fighting together.” Even though the ad proves to try and appeal to a wide range audience through its visuals and the words spoken by Sanders, he never elaborates on his plans, something that liberals and Democrats look for in a