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AD COMPARISON CHART

Please complete this chart using full sentences.

OBAMA CAMPAIGN
Ad Title: The Choice
What do
you see in
the
commerci
al?
Describe
images or
text.

Barack Obama, dressed in a dark, presidential-looking suit with a white shirt and
blue tie -- possibly to correspond with the Democratic Partys traditional blue
color -- is sitting in a chair in a tastefully decorated American home, likely one of
the rooms in the White House. Peacefully, he begins speaking clearly while
looking directly at the camera. Obama speaks about his vision of America, and
how it differs from Romneys plan, which includes cutting taxes primarily for the
wealthy, background piano music is played. While Obama continues to speak,
across the screen at the bottom in plain white text in a blue background box
appears informing the viewer how to donate $10 to the Obama campaign by text
message. Additional white text in smaller font appears below that message to
explain related details, including that such a political contribution is not tax
deductible, and that the contribution will be charged to the donors cell phone
bill. At times, the camera makes a close-up on Obamas face when a particular
speaking point is made by him, and then the camera cuts to the larger view of
the room and Obama when the speaking point is completed.
As the ad progresses to its midway point, the screen switches to a new scene, in
which Obama is sitting down at a dinner table in another middle class home with
a group of white, middle-aged and older individuals who are listening intently to
Obama speak. White text in a blue background box in fairly large font appears at
the mid-bottom of the screen, stating, The Presidents Plan / Strengthen the
Middle Class. The latter language is in larger font with boldface. The next
screen switches as he sits in office he is writing on a paper on his desk, the
language Pay Down Our Debt has replaced the Strengthen the Middle Class
language in the blue box on the screen.
The ad then continues to make quick cuts shows him in multiple middle-America
settings like a school with an African American female student by Obamas side,
an auto manufacturing company with a smiling Obama shaking hands with and
embracing a white female auto worker on the factory floor, and outdoors next to
solar panels speaking with two male, white collar professionals. In each of these
quick scenes, the large text in the blue box switches to read, Invest in
Education, Invest in Manufacturing, and Invest in American Energy. There is
a rhythm and symmetry to the language to drive home the positive messages of
American self-reliance, American opportunity, and American growth into the
viewers mind.
The ad ends with the scene switching back to Obama in the White House living
quarters continuing to discuss his positive vision for the future. Then, the ad cuts
to a black screen with the word, Forward in large white letters in the middle of
the screen as a final, positive message. The last shot of the ad is a photo still of
Obama listening to and greeting a small group of middle class-appearing people
of different ethnic backgrounds.

Ad Title: The Choice


What do you
hear in the
commercial?
Describe
voices,
music,
background
sound
effects.

What do you
think the
commercial
producers
want you to
feel or think?
What makes
you say this?

Do you think
the ad is
effective?
Why or why
not?

The music starts as the ad begins. It consists of background piano music and has
a calm, relaxing sound. Like the dcor of the room in the White House from
where Obama speaks, the music is tasteful, under-stated, and soothing. As the
ad progresses past the midway point to the scenes of Obama interacting with
middle class Americans, the music grows into a happier, slightly louder, slightly
faster, more upbeat sound. The louder, faster, more upbeat tone and cadence of
the music correspond with the quick cuts to different scenes in the second half of
the ad. The background music created a sense of quiet hope, confidence, and
unity, and one might not even notice that the music was even being played
unless one was specifically listening for it. The people in ad appear to have a
feeling of hope and positivity in their faces which lightens up the screen and
correspond to the steadily stronger and more powerful musical sounds.
In addition, one of the key parts of the sound in the ad is the clear, confident,
and steady voice of Obama himself. He speaks evenly throughout the ad and
does not yell or use emotions like anger or fear. Instead, with his even-handed
voice narrating the entire ad, one feels a sense of reassurance and optimism that
grows throughout the commercial.
I think the commercial producers want to make you feel that there is hope for a
better economy, a better education for our children, a better future for our
environment, and a better place in the world with more self-reliance on domestic
energy. The objective was to create confidence in the viewer that things are
progressing steadily, and that we need to continue the same course of leadership
that the country chose when it elected Obama four years beforehand in 2008.
The colors, background scenes, positive messages, and tasteful sounds and
music of the commercial were all very soothing and easy to hear. They were all
designed to make one feel at ease. This is what leads to me to think they want
you to feel secure by choosing Obama as our president.
I believe it is highly effective because Barack Obama has a very calm, steady,
and firm voice that makes you believe every single word that comes out of his
mouth. He knows exactly how to speak, looking directly into the camera to
create trust and a connection with the viewer, and Obama does not resort to
negativity, personal attacks, raw emotions, or fear to try to persuade the viewer
that he is the right choice. Positive images, sounds, and messages of hope and a
brighter future are what inspires the average person to believe in someone or
something. Yes, negative attacks do work in the short term, but people need
something to believe in. The ad, by using soothing colors and a relaxing music in
the background, along with Obamas steady, positive, hopeful narration, gives
you a sense of confidence for America and its place in the world.
Further, the ad uses elderly, middle-class or small town people in many of the
background scenes, which makes one believe Obama cares and listens to the
outcry of these people who sometimes get overlooked. This is a very effective
way to reach out to rural voters. The ad also depicts individuals of diverse racial
and gender backgrounds in some scenes, so the message of reaching out to all
Americans and being in unity remains clear.

Ad Title: GO
What do you
see in the
commercial?
Describe
images
or
text.

The ad begins with a black screen with the single word, 2008, written in
large white font that flashes across the middle of the screen. That is because
the ad begins with a refresher on recent history, in particular the 2008
financial collapse of the economy at the end of George W. Bushs second
presidential term. Like with Obamas ad entitled The Choice, there is white
text in a blue background box across the bottom of the screen that informs the
viewer how to donate $10 to the Obama re-election campaign and that such a
donation is not tax deductible and will be charged to the donors cell phone
bill.
The ad continues for the first 20 seconds flashing images of the 2008
economic meltdown, including (1) long lines of formerly middle class people of
all races, genders, and ages who are presumably seeking jobs or government
relief, (2) a for sale sign in front of a middle class American house that
highlights the real estate crash and many home foreclosures from that time,
(3) 2008 television news clip shots of more people in line and then a flash of
an industrial worker in a factory while the words JOB LOSSES and 2008
appear across the bottom of the screen, (4) help wanted classified ads in a
newspaper, again with the text JOB LOSSES and 2008 at the bottom of the
screen, (5) an aerial map image of a residential housing development with the
word, FORECLOSURES, written in large font in the middle of the screen and
various, ominous red markings on the map to indicate residential foreclosures,
again in 2008, followed by more images of foreclosure signs and a middleclass couple nervously reading a stack of official looking documents, and (6)
an actual 2008 news clip from CNN showing a panicky newscaster discussing
another Wall Street stock market crash. These are images of financial ruin,
loss, fear, and hopelessness.
Then, the image narration changes to show Obama being sworn into office at
the beginning of 2009. Suddenly, even as there are images of protesters in
the streets, those images are countered with scenes of Obama meeting with
citizens, taking control of different situations, and speaking in front of large
crowds with both confidence and defiance. In some of these scenes, he has
removed his suit jacket and rolled up his shirt sleeves. This is to emphasis his
willingness to get to work and immerse himself in what needs to be done to
turn America around.
The images cut quickly between shots of a bustling American auto
manufacturing plant, gleaming photos of tall skyscrapers on a sunny day, the
U.S. military locating and killing Osama Bin Laden in green night vision filmwork, a young, smiling female child running in school to greet her father who
has returned home from a tour of duty in Iraq or Afghanistan, a graph
indicating in large, prominent text, 4.2 MILLION NEW JOBS CREATED from
2010 to 2012, a fast-moving scene driving through a pretty American suburb,
and then a series of images of middle class individuals of different races,
genders, and jobs all interacting with purpose at home, in school, and in blue
collar workplaces.

What do you
hear in the
commercial?
Describe
voices, music,
background
sound effects.

An unidentified male not Obama narrates the commercial, first taking the
listener on a history refresher of where America was financially and job-wise in
2008. During the first 20 seconds of the ad, in which the scenes of 2008 are
shown, the clear voices of news anchors from that time, like Brian Williams and
a CNN news reporter, giving soundbites about the desperate times and the
scale of the economic crisis. Brian Williams voice can be heard describing the
time as the worst financial collapse since the Great Depression, and the CNN
reporter states in a fast, nervous-sounding tone, the biggest point drop thats
ever been seen in a day, referring to the stock market.
There is background music during this description of 2008, and the music is
tense, choppy, with a fairly quick tempo. This is designed to heighten the
tension and remind the listener of the series of negative, major financial news
that seemed to break virtually every day in late 2008.
Then, with the description of Obama taking office, the narration takes a more
hopeful tone, and scenes of Obama speaking firmly and in a determined way
to large crowds are shown, with his voice taking a louder than usual volume.
The most memorable statement in the ad is probably when Obama states
defiantly, but also confidently, Dont bet against the American worker! The
message is that American workers have the ability to rebound and make
positive change, even if a crisis seems too large, as long as we work together
and fulfill our potential. This is a positive, inspiring message that counters the
negative language and sounds of financial losses and foreclosures that
dominate the first part of the ad. The narrator, too, seems to take a more
confident tone in his speech, as he discusses the job growth that occurred
from April 2010 to 2012.

What do you
think the
commercial
producers want
you to feel or
think? What
makes you say
this?

Finally, the music in the second half of the commercial has a different sound
than in the early part of the commercial. In the second half, the music sounds
inspiring, as the volume starts off soft, but then increases with a crescendo to
become bolder, giving off a sense of hope. The music adds more instrument
sounds, creating a richer harmony to balance the louder melody. Toward the
end of the commercial, the sounds of cymbals can be heard, as they are often
The
commercial
to grab
your attention
by conclusion.
starting the
heard
to bring a producers
symphony want
or song
to a logical,
satisfying
commercial with the 2008 collapse. They want to refresh the memories of
Americans to how bad the economic, military, and real estate situation was in
2008 because sometimes, people are concerned only with their present lives
and forget to put a current situation into context. Thus, they want to show you
how America has come a long way since Obamas administration first took
control of the executive branch in early 2009. To refresh peoples memories
quickly, images that create fear and anxiety are used, as they are jarring and
attention-getting. Later, they contrast the 2008 meltdown with actual
statistics and charts to back up their position that, on the whole, Americans
have seen an improvement in their lives during Obamas first four years. For
people in 2012 who are still dissatisfied with their economic prospects or
Americas place in the world, the ad acts as an educational course to jog their
memories on the successes of Obamas first term, including not only creating
jobs, but also finding and eliminating Osama Bin Laden, Americas greatest
enemy. With this refreshed perspective, the objective of the ad is to get people
who might have been undecided on who to vote for to see Obamas

Do you think
the ad is
effective? Why
or why not?

Absolutely it is effective because this ad proves to everyone with facts that


Obama did what he set out to do in his first term, which is to step into a
disaster of an economy, stop it from collapsing, create jobs, and increase
confidence within Americans. As an added bonus, the ad mentions probably
the strongest accomplishment of Obamas first term, which was to neutralize
Osama Bin Laden and thus Al Qaeda. That was something the Bush
administration could not do in 8 years, which the ad does not specifically state
(but does not need to state, as that is implied). It makes Obama into a hero in
America for not only saving this country from the collapse, but also keeping
our country safe. On top of that, American soldiers began returning home
from Iraq, as he did end the military part of the war there. In other words, by
pointing out all these accomplishments, the ad also reminds voters that
Obama did not break his major campaign promises and instead kept them and

ROMNEY CAMPAIGN
Ad Title: Believe in America
What do you see in
the
commercial?
Describe images or
text.

The ad opens with a black screen with white text slowing coming into focus
and increasing in size, giving the appearance that the words are
approaching menacingly. The text says, On October 16, 2008, Barack
Obama visited New Hampshire. The screen fritzes out for a split second, as
if it is broken, flashing with static and making a strange, low, humming
noise. The screen then fades into Barack Obama giving that October 16,
2008 campaign speech in New Hampshire. The black screen returns with
the menacingly approaching white text now coming into focus to read, He
promised he would fix the economy. Then, the screen flashes white for a
split second, as if exploding, and new, larger text in boldface appears within
a hazy white cloud on the black screen: He failed.
The ad cuts to Obama continuing to give his campaign speech in New
Hampshire in front of a Change We Need sign on the podium, making
promises to rescue the middle class and provide relief to homeowners. All
the while, flashes of large, boldfaced text interrupt the images of Obamas
speech, and the written text is negative: Greatest Jobs Crisis Since Great
Depression (in front of an empty retail building), Record Home
Foreclosures (with an image of a for sale sign and then a shot of a faceless
crowd of people drifting in different directions), Record National Debt
(images of mostly minority individuals in a bank and an auditorium, and
then fast, moving shots of a rundown, urban neighborhood).
Then, at around 25 seconds into the ad, we see a shot of the beautiful blue
sky, and then we see a shot of Mitt Romneys campaign sign on the side of a
barn in Americas heartland. The sign says, Romney / Believe in America.
Romney finally appears in the following quick scenes, first giving a speech to
a crowd while wearing a button-down shirt, but with no tie and no suit
jacket. The image of Romney sought by the ads producers is one of a
candidate in touch with the common man. The following quick images are
of Romney listening to citizens in what appears to be a school or library,
another speaking with a warehouse worker, meeting with a group of all male
blue collar workers in a lunchroom. During each of these scenes, Romney is
wearing a button-down shirt, but again no tie or suit jacket. As Romneys
speech continues, the focus of the images on screen shift away from
Romney to individual Americans. First, there is a shot of a welder at work.
Then, there is a shot of a toddler holding a small American flag while being
carried by a parent. A close-up of Romneys intense face while giving the
speech briefly interrupts these scenes of regular Americans, and then we
return to images of factories workers at work and a blue collar foreman
looking upward intently either at a work task or in hope for the future.
Finally, the ad ends by returning to Romney giving his speech, this time with
a wide angle to take in the audience members seated around Romneys
podium. A large banner hangs in the background and states, Cut the

What do you hear in


the commercial?
Describe voices,
music, background
sound effects.

Unlike with Obamas commercials, which had music in the background


throughout, there are times during the first half of Romneys commercial
that has very little music playing, with only excerpts from Obamas speaking
to provide sound to the viewer. At other times, often just before Obama
speaks, an ominous, rising bass sound gets louder until Obamas voice
breaks in to make another statement or promise about the economy. The
noise associated with Obama is not pleasant to hear, and it is designed to
turn the viewer off to Obamas statements.
Then, midway through the commercial, Mitt Romneys clear voice which
seems to be at a slightly louder volume than Obamas speech excerpts
breaks up the unpleasant, clashing sounds. Romney outlines his objectives
and strategy of smaller government, elimination of federal programs or redirection of those programs to the states, and the making government more
efficient by eliminating Obamacare and being fiscally responsible. The
background music playing while Romney speaks is a single, even,
harmonious note played by an orchestra. This provides steadiness to the
listener, in contrast to the unpleasant sounds that made the listener
uncomfortable or anxious while Obamas speech excerpts were played.
Interestingly, at the beginning of the commercial, you can hear a crowd
cheering and rooting for Obama while he speaks in New Hampshire. The
ads producers try to counter that and drown it out with a horror-sounding,
low tone that rises to a threatening volume. The ad continues with Obamas
voice in an echo tone that seems to have a lot of treble added to his voice
tone. This is compared to Romneys voice, which appears to have a lot of
bass tone added.
I believe the commercials producers want you to believe that Obama, if not

What do you think the


commercial producers being an outright liar, failed at his job and did not come through on any of
his major promises regarding turning around Americas economy. They use
want you to feel or
think? What makes you images of urban decay, long lines, aimless people, and for sale signs to
say this?

create images and feelings of failure. Furthermore, they use very fast
moving camerawork during the scenes of urban decay, and that fast pace
throws the viewer off balance and creates confusion. I believe the
commercials producers did this on purpose to associate being unbalanced
and confused with Obamas administration.

Clearly, with the plain text on the screen showing what Romney wants you
to believe about Obama (like He Failed and Greatest Jobs Crisis Since
Great Depression), there is not much subtlety about the ad. It is a negative
ad in that most of the focus of it is on what Obama supposedly did not do,
and only in the second half does Romney talk about his strategy of smaller
government to help re-energize the economy
Another interesting point is that the producers may have been trying to use
fear to motivate their base of conservative voters to support Romney. For
example, most of the racial minorities appear only in the first half of the
commercial, when scenes of decaying urban neighborhoods or people
standing in line at a government building (for a handout?) are the dominant

Do you think the ad is


effective? Why or why
not?

I believe the ad is not as effective as it can be, due to the fact that almost
half of the commercial is Obama speaking, not Mitt Romney. If the purpose
of a commercial is to boost one candidate and downgrade the other, it does
not seem logical to have half the time of the commercial simply play a
campaign speech given by the opposing candidate.
I understand that the ads producers were trying to put Romneys political
views into context, and I also understand that the portrayal of Obamas
speech was done to paint him as a failure. However, by showing the large
crowds supporting Obama and cheering him on while he gave positive
speeches trying to give hope for the future, I believe that Romneys advisors
may have hurt Romney with their approach to this commercial.
Furthermore, I believe that the strategy to attack Obama in the first half of
the ad grabs the viewers attention, but it does so in a negative way by
criticizing a sitting president. Also, the first half of the ad uses fear as the
motivating factor to vote for Romney, as opposed to positive qualities about
Romney.
The second half of the commercial, where Romney talked about his plans,
was better. However, the fact that the producers used staged photos or
scenes of Romney speaking to blue collar workers, instead of having
Romney speaking directly into the camera or taking excerpts from real
speeches Romney previously gave in public, suggests that Romney does not
have the charisma to pull off a commercial in which he directly addresses

Ad Title: Strong Leadership


What do you see in
the
commercial?
Describe images or
text.

The ad begins with a black screen with the word, Romney, in the middle in
large white font. Underneath, the letters spelling out Day 01 appear
gradually, following by a fade into a close-up of Romneys face while he
appears to be talking to someone. There are quick cuts to Romney speaking
in front of a town hall type of gathering, and then a close upwards shot of
Romney speaking at the podium with the bright blue sky as the backdrop.
These are all images of Romney in an active leadership role, and the ad
emphasizes the positive accomplishments Romney achieved earlier as
governor of Massachusetts. Unlike the other Romney ad, this one makes no
visual reference (or sound reference, for that matter) to Obama.
Specifically, there appears text on the scene of Romney at the podium with
the sky as the backdrop. The text says, Romney / The Difference / Is Strong
/ Leadership. The lines appear to be in different types of font and even
slightly different sizes, presumably to look contemporary, modern, and cool.
Then, we see a wide angle view of the Government of Massachusetts
building and its surroundings. Immediately after, we see Mitt Romney
visiting a manufacturing company, followed by shots of the workers and
welders hard at work. Then, Romney touts his accomplishments as
Massachusetts governor, with text appearing on the screen that corresponds
with the narration, indicating how he reduced unemployment in that state to
just 4.7%. Then the ad describes Romney having balanced every budget
while Massachusetts governor, with text appearing on the screen attesting
to that fact. Images of Romney in a blue collar office or lunchroom mingling
with workers follow.
Images in the ad correspond to the narration, such as when the narrator
states that Romney balanced the budget by getting different groups to come
together and work through gridlock, there is an image of the city streets full
of traffic, but the traffic is moving at a lightning fast speed.
As the ad draws to a close, more leadership images are depicted, including
Romney under the bright lights of the media shaking hands with people, and
then Romney making a speech at the podium surrounding by a full room of
supporters with the banner, Cut The Spending, prominently in the
background. Interestingly, Romney is wearing a suit jacket and tie in the
short scene of him under the media lights shaking hands. That is one of the
only times in both Romney ads I reviewed that Romney is wearing a suit and
tie. By comparison, when he is at the podium, Romney is back to his normal
button down shirt without a tie and without a jacket.
The closing photo still is of Romney and his wife, both smiling and holding
hands while walking through a field. The logo of Romneys campaign is
depicted on the left side of the screen, with links for donating.

What do you hear in


the commercial?
Describe voices,
music, background
sound effects.

The narrator begins with a very calm voice. The music playing in the
background is subtle and progresses to a hopeful sound effect. Eventually,
the music quickens to a brisk, energetic pace that gives the impression that
things are lively and looking up. This corresponds to the positive overall
message and tone of this commercial. At no point is there any musical
silence until the very last closing photo still of Romney stating that he
approves this campaign message.
Unlike in other campaign ads I viewed, the presidential candidates voice
does not appear in this ad, until that last closing message of Romney
approving the commercial. Instead, this ad relies on an unidentified male
narrator who steadily describes Romneys list of accomplishments while
Massachusetts governor in an even tone.
The commercial producers want you to know and feel how it will be like to

What do you think the


commercial producers have Mitt Romney as President the first day. I say this because the ad is
speaking in past tense as if he already became president and how the first
want you to feel or
think? What makes you day will be like. In fact, the opening shot of the ad explicitly spells out in
say this?

text that this is what Day 1 of a Romney presidency will be like.

Thus, the producers want to emphasize positive energy, hope for the future,
excitement for potential job growth, and confidence in a fiscally responsible
government. The producers do this by not only listing out Romneys past
accomplishments, but by depicting images of Romney actively showing that
he cares about middle class America and regular people. Romney is shown
visiting with blue collar workers in their workplace environments, and
Romney always looks like he is listening carefully. Romney also tries to fit in
by dressing more casually with the button down shirt and no tie or jacket.

Do you think the ad is


effective? Why or why
not?

I think the ad is fairly effective due to the fact that the narrative, images,
and sounds avoid negativity or ad hominem attacks on the opponent. By
focusing on the positive, the producers give people something to believe in,
and I think that is more powerful that trying to tear down an opponent.
Also, the ad does make you feel like he has good leadership skills. This is
supported by the positive imagery and the previous achievements that are
spelled out in text.
However, the fact that Romney does not speak in the ad makes you feel like
you do not really know him or his campaign. I feel that is the biggest
weakness in the ad, even though overall I think is a good ad. Certainly, it is

Chart from:

learning.blogs.nytimes.com

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