George W. Bush’s 2004 presidential campaign ad “Tested” employed ethos with his message “Steady Leadership in Times of Change” implying that he was stable and trustworthy during the disastrous events that took place under his administration ,such as September 11th an event that would go on to change how voters viewed foreign and domestic affairs for years to come; meanwhile, John Kerry’s campaign ad “Optimists” would have successfully captured the vote of American voters because of his pathos and ethos combination appeal, appeals that were necessary for this election due to recent national events which caused voters to prefer a strong, capable president who can handle national and foreign affairs with powerful grace, assisted in getting Bush
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Bush’s campaign ad highlights the stable and steady handling of tragic national events during his first term by using images and provoking feelings of sadness experienced that day. The ad shows images of the American flag waving steadily among the rubble and chaos at ground zero while you see only remnants of the building in the background. In the days that followed the falling of the World Trade Center, Bush went on to visit ground zero and made comments that comforted America in all aspects. The weeks following September 11th, President Bush’s approval ratings went up to 86% and Americans seemed more open to the idea of using military force to deal with terrorism (“Bush and Public Opinion”). By simply saying “I can hear you! The rest of the world hears you! And the people – and the people who knocked these buildings down will hear all of us soon,” he gave the American public words that they yearned to hear. Americans wanted to hear that their fallen Americans would be avenged and that America is a country that would not stand terrorism on their own soil. They were also words that showed appreciation to the hundreds of rescue workers, resolve to find those responsible and resilience of the American people. Because of President Bush’s handling of this situation, the campaign ad emphasized for a few moments that America has been able to recover from the blow and more unified than
Bush’s campaign ad highlights the stable and steady handling of tragic national events during his first term by using images and provoking feelings of sadness experienced that day. The ad shows images of the American flag waving steadily among the rubble and chaos at ground zero while you see only remnants of the building in the background. In the days that followed the falling of the World Trade Center, Bush went on to visit ground zero and made comments that comforted America in all aspects. The weeks following September 11th, President Bush’s approval ratings went up to 86% and Americans seemed more open to the idea of using military force to deal with terrorism (“Bush and Public Opinion”). By simply saying “I can hear you! The rest of the world hears you! And the people – and the people who knocked these buildings down will hear all of us soon,” he gave the American public words that they yearned to hear. Americans wanted to hear that their fallen Americans would be avenged and that America is a country that would not stand terrorism on their own soil. They were also words that showed appreciation to the hundreds of rescue workers, resolve to find those responsible and resilience of the American people. Because of President Bush’s handling of this situation, the campaign ad emphasized for a few moments that America has been able to recover from the blow and more unified than