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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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- Winter '08