Examination of Presidential Advertisements Essay

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The selected candidate, Lyndon B. Johnson's ad can be found here: http://www.livingroomcandidate.org/commercials/1964. The ad chosen is the most famous of his ads, "Peace Little Girl (Daisy)."Although the ad is not informative in the traditional sense, the lack of explanatory words adds a powerful yet simple cinematic device that resonated with people making this ad value-laden. By using an innocent child juxtaposed with a bomb explosion, the fear generated by these images provided enough of a reaction that made the ad effective. It is because the overall message was fear, fear of what would happen should people not vote for Johnson. The male narrator at the end told the audience vote for Johnson and this direct action showed effectively that the audience really only has one choice in the campaign, to vote for Johnson.



There's no common link between this ad and the others below. However, the ad did influence me in the sense that imagery can be an excellent device to convince people of something. I learned that base emotions like fear can motivate people to make a choice and thus made the ad seem appealing because it resonated with me. I would change the transition from the little girl to the explosion. It felt too jarring and amateur.



The selected candidate, Gerald Ford's ad can be found here: http://www.livingroomcandidate.org/commercials/1976. The ad showed interviews with random people on the street and is titled: "Man on Street." Here voters that gave their opinions on Carter told the camera how they changed their votes to Ford. The narrator was mixed as it was the various voters interviewed. It appeared to be a negative ad because it showed Carter in a negative light citing how badly he behaved then. Because of the various voters and their recently changed allegiance from Democrat to Republican, it showed effectively the incompetence of Jimmy Carter.

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In my opinion, this made me dislike Ford as a candidate. I didn't see any factual evidence of Carter's incompetence, but I did see how badly people thought of Carter. This made the ad unappealing as it was purely opinion with no factual information to back it up. This is where I would improve. I would include factual information to back up the switch of these voters from Democrat to Republican.



The selected candidate, Jimmy Carter's ad on jobs, can be found here: http://www.livingroomcandidate.org/commercials/1976. The ad appeared issue-oriented with Carter sitting discussing the need to change the employment rate in America. With the narrator being Jimmy Carter, it felt personal and genuine. His language was direct, and his words included statistics that provided a more informative discussion and opinion. At the end, the background turns green and the narrator changes to a male who urges the audience to vote for Jimmy Carter. By having Jimmy sit there, dressed semi casually, stating his opinion, the audience gets a sincere sounding conversation for change. Without needing to turn to black and white images, everything seemed down to earth, open, and friendly.



For me, this made me like the candidate. I learned from him that he wants….....

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References


The Living Room Candidate - Commercials - 1976 - Essence. (2016). Livingroomcandidate.org. Retrieved 15 August 2016, from http://www.livingroomcandidate.org/commercials/1976

The Living Room Candidate - Commercials - 1988 - Family/Children. (2016).Livingroomcandidate.org. Retrieved 15 August 2016, from http://www.livingroomcandidate.org/commercials/1988

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