Campaign Analysis - Campaign Analysis By Garrett Koos The...

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Campaign Analysis By Garrett Koos The ad plays on the unemployment factor, or the fear of losing California jobs. It’s a play on emotions, such as the fear of job loss. On the first page it shows a picture of “going out of business,” and blaming prop 24 for contributing to job loss. Right away the ad seemed to absurd to be true, so I researched further. The add attempts to use ethos from the “former secretary of education,” or California small business alliance.” The ad states that last year California small business bankruptcies rose 81%, which would lead one to believe that the laws prop 24 is going to fix played a part in those bankruptcies. After further research, prop 24 repeals laws that aren’t even supposed to take effect until next year, which shows there is no way a law that is not active yet could have effected small business bankruptcies. Ethos was quickly established by using well respected names, but was quickly lost because of misrepresenting the facts. When one fact is easily dismissed because of misrepresentation, ethos is destroyed, and even though the ad may present
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Campaign Analysis - Campaign Analysis By Garrett Koos The...

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