Michael Short Poli Sci 40 Final Paper

Michael Short Poli Sci 40 Final Paper - Michael Short SID#...

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Michael Short SID# 803781208 Political Science 40 Final Paper 03-13-11 John Kerry and Barack Obama are both Democrats. John Kerry ran for president on the democratic ticket in 2004, and Barack Obama ran in 2008 and is running again in 2012. Both politicians used television and web advertisements extensively in their campaigns as a method to attract and persuade citizens to vote democrat. In 2004 John Kerry, ran an advertisement entitled “Heroes”. This advertisement focuses on the war in Iraq, and the American soldiers fighting in that war. It is meant to be a promotional advertisement that stirs up specific emotions about the United States and John Kerry. The advertisement does this by combining different audio and visual techniques to create a whole work that will move the audience. The “Heroes” advertisement helps the viewer to make several inferences about both John Kerry and his major opponent at the time President George W. Bush. I created a similar advertisement for Barack Obama and his 2012 campaign. This advertisement is also meant to be promotional, creating positive connotations for the viewer in regards to the candidate. Obama’s advertisement however will focus on education, and evoke feeling in the viewer, but using different techniques regarding audio and visual to do this, as compared to the “Heroes” advertisement ran by John Kerry in 2004.
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In 2004, in the midst of the war on Iraq, John Kerry released his “Heroes” advertisement. The audio used in the ad can be broken down into two sections, the first being the ad’s soundtrack. The soundtrack plays throughout the entire commercial and is composed using only the trumpet and the trombone. The tune is simplistic and slow, but is timed perfectly with the pace of the voiceover. The second audio component in the advertisement is the voiceover. The man who is speaking in the commercial has a deep voice, but even though it is deep it is still soft and inviting. He speaks slower than in average conversation and takes long pauses between his sentences. More importantly than this man’s speech mannerisms however, are his actual words. The speech continues throughout the entire 30 second commercial, but is only two sentences long. The first sentence is simply, “Our soldiers fighting in Iraq are…. .Heroes”. The second sentence mentions the families of the soldiers, crisis in America, and finishes by stating, “we always support our troops”. Following this the speaker says three separate words, with pauses between each one making them statements: Honor, Strength, and Patriotism. The audio in “Heroes” transitions well with the visual aspects of the commercial.
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This note was uploaded on 11/10/2011 for the course POLI SCI 40 taught by Professor Sch during the Fall '10 term at UCLA.

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Michael Short Poli Sci 40 Final Paper - Michael Short SID#...

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