Marketing Obama Though It Is Research Proposal

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The same attitude is shown even more clearly in his ad concerning healthcare, in which the candidate himself appears on the screen and mentions first his mother's fatal battle with cancer before using it as a launching pad for a quick and to-the-point discussion of healthcare (Obama Mother, 2007). Again, though there is necessarily an emotional appeal in the ad, the tone of the ad is one of rationality and straight talk, not empty passionate rhetoric without any real reflection on policy. This is seen yet again in his ad regarding social security, in which the candidate is shown speaking to a small group of baby boomers in the same measured and rational tone (Obama Wind, 2007).

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The transparency of the Obama campaign, and the determination of the candidate to speak to the American public with respect and rationality, were the major differences of his campaign.

The same tone of straight talk appears consistently throughout Obama's ads; it is this consistency that so strongly reinforced his message. Though Quelch may put his strategies down to marketing, it is also possible that they proved effective in the marketing sense simply because the candidate and his message were what the people of this country wanted -- some honest talk about how to fix this country's problems......

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