1-10-20-08 - the same hopes and dreams of the Reagan...

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Com 204 Jaclyn Lochner 10-20-08 “Morning in America” Prouder. Stronger. Better. These are all positive words that evoke emotions of success and pride. . This ad for the Reagan campaign uses the contemporary rhetorical concept of associations, some positive and some negative, to create a positive image of President Reagan, and a negative image for his opponent, Mondale. Positive associations make up the base of the Reagan campaign’s ad “Morning in America”. The ad repeatedly shows picturesque scenes of middle class life in the suburbs. By referring to buying a home, the ad ties its candidate to one of the biggest dreams of almost every family in America. It also depicts scenes of a happy marriage, a thought few people would find negative. The familiar voice and soft music brings feeling of happiness and positive thoughts to the minds of listeners. This ad makes the hopes and dreams of everyday Americans appear to be
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Unformatted text preview: the same hopes and dreams of the Reagan campaign. On the other hand, this ad also uses negative associations to discredit the opposition, former vice president Mondale. It asks the question, “Why would we ever want to return to where we were, less than four short years ago?” This recalls the bad times associated with the Carter administration, and Mondale. While the title and opening line link the Reagan administration with “morning”, they suggest the alternative to be associated with “night”, and the negative connotations that come with that. Most people associate positive emotions with morning, and negative emotions with night. This ad promises to keep America prouder, stronger, and better. It uses positive and negative associations to cast a favorable light on Reagan, while plunging the opposition into darkness....
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This note was uploaded on 04/11/2011 for the course COMM 204 taught by Professor Boyd during the Winter '08 term at Purdue.

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