politicalads

=Propaganda Analysis: Online Political Ads=


 * How are propaganda techniques used in current presidential campaign ads? Check out what your classmates have to say! **

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By Emily
title: “Figured” || This ad is trying to sell the image of Obama as caring about the average American. He wants to appeal to all types of people, not just the middle class. This ad is showing that he cares about those who need help and who are being forgotten about. || This ad uses the “interview” of Randy Henry, a coal miner from southern Illinois who tells of how Obama came and witnessed the devastation and loss of jobs. This technique is used to get the ad to appeal to the working class, and to show that this isn’t just Obama saying he cares, but there is an actual person saying on TV that Obama understands and cares about the American people. The ad also mentions Obama’s fight for clean coal and his use of trust to get things done. || This ad is using the propaganda element of trying to persuade a particular audience. Obama is trying to attract the attention of hardworking Americans and showing them that he cares about them in order to get their bid for his Presidency. This ad also relies on the use of emotions – Randy Henry helps exemplify how helpless people felt because they weren’t getting paid any attention, but then how Obama stepped in and saved them. || || title: “McCain is Right” || This ad is trying to sell the idea that McCain is in fact correct on all of his opinions and ideals. He wants to promote Obama as unstable and incorrect, and someone who advocates against McCain but actually believes that he is correct. || McCain illustrates this point by using clips from the Presidential Debate. He uses clips where Obama had to respond to one of the points McCain talked about, but he only used a clip of Obama’s responses. The parts he used were when Obama says that “McCain was absolutely right.” By using pieces of Obama’s responses and not the entire thing, McCain is helping to support his stance on Barack Obama and the fact that he is not ready to become President. || McCain uses the propaganda element of having biased ideas. When he uses the clips of Obama’s responses, by not including the entire response he is not creating a balance in this ad which further leads the audience to believe that McCain //was// absolutely right throughout the debate. He also uses exaggeration by playing one clip after the other of Obama saying he is absolutely right. McCain tries very much to persuade and change the opinion of the public through this ad. || media type="youtube" key="HqqyTcdCzc8&hl=en&fs=1" height="245" width="302" media type="youtube" key="vjC2AlWy6CI&hl=en&fs=1" height="246" width="301"
 * ** Target audience ** || ** What is the ad trying to “sell”? ** || ** Production elements used to sell the message ** || ** Propaganda elements used to sell the message ** || ||
 * Political ad #1
 * Political ad #2

By Dominique
title: Barak Obama- Zero || That McCain neglects the middle class and that Obama will not neglect the struggling middle class || - Typing/voice - Words in black and white - “number of” statement - “Barak Obama does” get it. (in plain writing) - Clip of debate || -Makes the common man feel neglected by McCain (emotional response) -Barak Obama will be there for the middle class. -McCain didn’t mention the middle class in 90 minutes à Obama shows he does and that McCain also doesn’t include them in his tax policies -“struggling middle class” needs help (targeting the common man) -cannot have a continuation of the last 8 years ( à Bush) and McCain will continue that || title FDF- Rezko || Tony Rezko was the largest contributer to Obama’s campaign, but is a theif who is in jail for life. “You should know who Barak Obama’s friends are” || - Dark music - “picture clicking sounds à makes it seem like “evidence” - Black and white pictures à little color || -Puts Obama’s name with Rezko à makes them seem like they are both crooks -Makes people fear that Obama is a theif à if he associates himself with a crook then he must be too. -“You should know who Barak Obama’s friends are” meaning he associates himself with “bad” people -Makes people believe Barak is a bad guy because his “friends” are bad guys ||
 * ** Target **
 * audience ** || ** What is the ad trying to “sell”? ** || ** Production elements used to sell the message ** || ** Propaganda elements used to sell the message ** ||
 * Political ad #1
 * Political ad #2

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**By Taylor**

 * || Target audience || What is the ad trying to “sell”? || Production elements used to sell the message || Propaganda elements used to sell the message ||
 * B.Obama – Parachute || Voters – people who need to be educated in order to choose the right candidate and mostly democrats that would possibly vote for Obama and see the evil in McCain || “Sell” Obama’s vote and convince everyone that Obama is the way to go and McCain is a bad candidate || Make McCain look bad and like an evil person – predicts what could possibly happen if McCain was in charge and how often he would make the wrong decision – is strong toward the side of Obama and uses evidence to prove why it should be that way || Tugs on emotions in order to get votes to see the evil in McCain and what he can do to hurt this country – is completely bias toward Obama’s side and 100% against McCain – includes truth that is possibly twisted in order to make Obama look much better than McCain and his financial adviser ||
 * JMcCain – Promise || Voters who are leaning toward McCain will now hopefully lead even more toward him because the campaign goes against Obama – People who are unsure of who to vote for and can be persuaded either way || “sell” McCain’s vote and prove that Obama is unable to lead || McCain makes Obama look like a horrible presidential candidate in this add – Uses words that make the viewers reconsider how they feel about Obama “unable to lead” shows that McCain, a man who has been in politics for a while knows when someone is unprepared – also shows the contradiction between Biden and Obama trying to show that the actual presidency will not succeed || Pulls on the viewers emotions and how they could be effected if Obama was elected – sticks to one bias side which in this case is McCain’s side and completely against Obama – proves that the values voters want in their president is lacking in Obama – includes false information (truth extremely stretched and misunderstood) in order to make Obama look bad ||

By Grace
Title: John McCain- Better Off || General Public- us. Trying to prove Obama’s wrongs in the economy and show that McCain is making good decisions || Trying to demonstrate that Obama is making stupid, naïve decisions for the economy and that we will NOT be better off with him as our president || Uses Palin’s stern speech to point out Obama’s faults in his economic plan- telling us that he will make out lives HARDER (income taxes, raise payroll taxes, investment income taxes), uses pictures of Obama to enhance ad || While Palin speaks, words are large and seem serious (taxes big and bold), music is almost eerie, “Are we going to be better off if the opponent ads a major tax burden to the American economy?”- question pointed to __US__- will __WE__ be better off with Obama as president? Answer: “We Won’t” à takes ONE SIDE, biased argument || Title: Barack Obama- What Kind? || General Public- parents worrying about education for their children, middle class who needs government funded education, those worried about future- “when they grow up, will the economy be strong enough?” || Trying to sell that Obama is focused on EVERYONE in U.S.- even children, wants to support education while McCain wants to cut funding and proposed abolishing Department of Education, McCain doesn’t understand the idea of making America “number one” in education, “we can’t afford more of the same” (Bush). || Obama seen speaking to parents and children, has children himself, shown visiting with them in the end- FAMILY MAN, one for the MIDDLE CLASS, gives his views and says he understands à McCain doesn’t || Pictures of children in the background happy when Obama talking, sad when about McCain’s plan, happy music to scary/sad represents an entirely different mood for change, bolded letters for McCain’s actions, Obama taking one position of understanding vs. McCain’s of misunderstanding à Propaganda- biased, one sided ||
 * || Target Audience || What is the ad trying to “sell”? || Production elements used to sell the message || Propaganda elements used to sell the message ||
 * Political Ad #1
 * Political Ad #2

By Lindsey

title: McCain: “Disrespectful”
 * **Target audience** || **What is the ad trying to “sell”?** || **Production elements used to sell the message** || **Propaganda elements used to sell the message** ||
 * Political ad #1

-McCain targets women specifically. || -This ad is trying to evoke a feeling of feminine power and sympathy for Governor Sarah Palin. - McCain and his campaign are putting Barack Obama and Joe Biden in a bad light and make them seem sexist to when the support of Female American voters. || - This ad doesn’t have much to show for production elements, but it does use a clip from GOP convention when Governor Palin makes her debut speech that brings the energy and excitement the Republicans were missing before. - The audience is attentive and gives her the respect she deserves. - She is standing next to Senator McCain**equality**. || **This ad plays on the emotions of women in America.** -The ad uses triumphant music and a clip from the Republican convention of Governor Palin making her speech to a large crowd. - makes her seem like a leader -The ad uses angry and laughing snapshots of Barack Obama and Biden to show their frustration and them mocking the McCain/Palin campaign. -Big Bold letters: o “Disrespectful” o “Lying…” o “Dismissed her as Good Looking” || title: Barack Obama “ Real Change”
 * Political ad #2
 * Political ad #2
 * Political ad #2

-Obama’s audience is the American people. || - This ad is trying to persuade America to vote for Barack Obama. - Persuasion - Obama is sharing his ideas for America’s government and economy and in return gain the trust of America. || - Unlike the previous ad, it is relating to viewers on a personal (face to face) level. - Straight forward; to the point - No cheesy music - NO bashing of the opponent - Barack Obama promises to take action if he gains the trust and vote of the American citizens. - Good lighting--- bright future ahead with Barack Obama || -This ad sort of plays on the emotions of fed up and tired working class Americans and Senior citizens. - Barack Obama uses words like “**finally**…”, “**rip** **off**”, and “**a president that brings people together**”. -“Change has to be __more__ than a slogan.” o The emphasis is on taking action instead of just talking about change. ||

By Sam
 Obama voters Indecisive voters Trying to convince McCain voters that they are making a mistake The general public – Americans || Vote for Obama “Sells” Obama’s trust and the idea that he worked hard to receive dignity Wants to convince audience that Obama is a man of dignity || Says Obama is a hard worker - he worked his way through Harvard Law, he passed a law to move people from welfare to work, he cut taxes for workers, and he got health care for children—uses convincing images to convince audience of these things || Obama has dignity; dignity came from all of //his// hard work – others may have help him along the way (therefore this could be a bit of an exaggeration) Ad fails to admits that Obama has made mistakes Makes him seem too perfect almost || Americans McCain voters Indecisive voters || <span style="font-family: "Times","serif"">Vote McCain and you’ll get a successful nation that will fulfill its national purpose <span style="font-family: "Times","serif"">Tries to convince audience of the “energy security” plan – McCain has the right plan || <span style="font-family: "Times","serif"">Going to the moon – national purpose = huge success <span style="font-family: "Times","serif"">McCain will bring us to our next nation purpose, or huge success: energy security <span style="font-family: "Times","serif"">Lowers gas prices <span style="font-family: "Times","serif"">“American technology protects the world” – true; very convincing – maybe be need energy security <span style="font-family: "Times","serif"">Reduce dependence on foreign oil is the way to go || <span style="font-family: "Times","serif"">“Putting country first”—is he really putting the country first? Or was this plan simply created to help him advance in the political race? <span style="font-family: "Times","serif"">Not too much propaganda; a lot of simple facts. || <span style="font-family: "Times","serif""> <span style="font-family: "Helvetica","sans-serif""> <span style="font-family: "Times","serif"">
 * **Title** || **Target Audience** || **What is the ad selling?** || **Production Elements** || **Propaganda Elements** ||
 * **<span style="font-family: "Times","serif"">Obama Dignity ** ||
 * **<span style="font-family: "Times","serif"">McCain Purpose ** ||