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Another break-down:
1. The Celebrity
Quite simply, this entire segment compares Obama to a celebrity. It smacks you in the face with it, if you think about it. Paris Hilton, Brittany Spears (pre-baby and shaved head), flashing camera lights, the chanting of Obama’s name… oh, and the narrator saying, “He’s the biggest celebrity in the world”. Forgot that one. After the imagery, the narrator asks, “but is he ready to lead?”
The question sets us up to expect a reason why he is not ready. In fact, the short inquiry leads the audience to already start questioning his position. Mere suggestion becomes an assumption. And the use of Brittany and Paris as comparisons is a good choice. “Hey, if Obama is like Brittany or Paris,” (who, let’s face it, aren’t quite cut out to be president), “then maybe Obama’s not cut out for it, either.”
Poor Paris. At least she’s got the chihuahua.
2. Obama: The Gas Price Man
The narrator continues into a description of how Obama is against off-shore drilling and for higher electricity taxes, even though gas prices are so high. Like any political ad, who knows if this was taken out of context, but since the ad is so short, the viewer is forced into at least temporarily assuming the worst.
After the narrator is done talking, cut to Obama’s face. It almost seems like he’s saying, “What?” It portrays him as being “caught in the act”.
3. The Real Obama
An image of a smiling Obama is shown, next to text of why he is “not ready to lead”: “More taxes” and “More foreign oil”. The contrasting of negative comments and his smiling face is meant to send the message that the way Obama portrays himself is not what he really is. Like the lady says, “That’s the real Obama.”
4. The Approval
Again, the approval message is just as important. The image is of McCain looking of into the distance, light spilling onto his face. The audience is meant to view him as looking towards a brighter future.
The construction of the ad was okay. It wasn’t choppy, and the visual appeal was pretty good. It’s meant to appeal to undecided voters and perhaps sway some democrats. The gas crisis links us all, and using it as a mudslinging weapon is a good idea if one wants to appeal to the other side.
Objectivelely, though, McCain’s definitely made better ads. He probably could have done better in this one by connecting the issue to the viewer more, instead of playing up Obama’s “celebrity”.
hi