By examining the rhetorical features used in an advertisement, it is possible to determine how an advertisement is meant to appeal to its audience, which allows for the determination of the advertisement’s underlying message. While various strategies can be used in an attempt to appeal to an audience, Jack Solomon makes the claim in his short essay “Masters of Desire” that advertisements often attempt to sell products or ideas by appealing to individuals’ sense of community through populist marketing strategies, playing on the human desire to belong and be a part of a larger community. In her 2016 campaign launch video, “Getting Started,” Hillary Clinton attempts to convince the video’s audience that she is the candidate best suited to be
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This friendly diction is easily seen through the fact that the characters appearing in the video often use conjunctions and shortened forms of words that are frequently associated with the vernacular of the American middle class. The shortening of “lot of” to “lotta” in the opening segment, as well as the use of “I’m” in place of “I am” throughout the ad are just some example of the language used by the characters featured in her ad to better connect with viewers. By using common language, these characters are able to build rapport with those watching the ad, and that rapport is then transferred to Secretary Clinton when she appears towards the end of the video. It seems that Clinton chooses her words a bit more carefully, as she uses phrases such as “everyday Americans,” and “…when families are strong, American is strong” that are meant to appeal to a broad audience. Despite using a bit more of a calculated phraseology, Clinton still conveys the message that she is a relatable candidate, and is the one that is best suited to be the next President of the United States. She explicitly says this, saying that she wants to be a “champion” for “everyday Americans” so that they can “get ahead, and stay
This friendly diction is easily seen through the fact that the characters appearing in the video often use conjunctions and shortened forms of words that are frequently associated with the vernacular of the American middle class. The shortening of “lot of” to “lotta” in the opening segment, as well as the use of “I’m” in place of “I am” throughout the ad are just some example of the language used by the characters featured in her ad to better connect with viewers. By using common language, these characters are able to build rapport with those watching the ad, and that rapport is then transferred to Secretary Clinton when she appears towards the end of the video. It seems that Clinton chooses her words a bit more carefully, as she uses phrases such as “everyday Americans,” and “…when families are strong, American is strong” that are meant to appeal to a broad audience. Despite using a bit more of a calculated phraseology, Clinton still conveys the message that she is a relatable candidate, and is the one that is best suited to be the next President of the United States. She explicitly says this, saying that she wants to be a “champion” for “everyday Americans” so that they can “get ahead, and stay