Abdul, Hiroshi

Political Science
Professor Butler
27, September 2015
Advertisement Analysis: Barack Obama vs. Mitt Romney
Barack Obamas Advertisement:
The commercial that Im analyzing is called 47 Percent, in which Barack Obama and
his campaign is targeting Mitt Romneys comments about liberal individuals of this country. In
the beginning of the commercial, the up-tempo beat was suspenseful, which set the tone for the
audience. My interpretation of this particular sound implied that Romney is going to announced
something that hell regret later on. The tone set my mood, and had me curious of what was
going to happen next in the clip. Moreover, as the music plays, bold white lettering with a blue
background suddenly appear on the screen, which stated that Mitt Romney is attending high
dollar fundraiser. The choices of colors are not by accident since the majority of democrats use
blue to promote their campaign. This is another way to capture the audiences attention and
associate that color with democrats because it reflects their political party. Then the clip shifts to
random individuals who are selected to view a short clip of Mitt Romneys fundraiser at a park
or an attraction site. The setting was difficult to determine. In the clip, Mitt Romney states,
There are 47 percent of the people who will vote for the president no matter what [] who are
dependent upon government, who believe that they are victims, who believe the government has
a responsibility to care for them, who believe that they are entitled to health care, to food, to
housing, to you-name-it [] And so, my job is not to worry about those people. Ill never
convince them (47 Percent 2012). During the clip, everything but Romneys head is distorted.
This is a very strategic move by the editor because it shifts your attention to Romney and nothing
else.

After the clip of Romney ends, the individuals who were selected to view the short clip
are devastated and infuriated by his remarks. The women in the commercial are astounded and
sickened due to the sound of their voice. The women asserted that there are not looking for a
handout in this country, nor did they believe Romney is the ideal candidate to govern this
country if he is announcing his bold comments behind closed doors (47 Percent 2012). One of
the men in the commercial states, If as a president, if you try to separate by demographics,
separate by classes, you know, youre not really a president (47 Percent 2012). These were
honest feedbacks because if I were to put myself in that position, I would have said the same. By
having random individuals in the footage, it refrains from being biased. However, the sole
purpose of the clip is to persuade us. The producers of this commercial want us to change our
perception of Romneys image by showing citizens that he is not compassionate for the 47
percent of people who are in need of health care, housing, etc. The clip portrays Romneys actual
motives, which degrades his credibility as president because he believes that 47 percent of
people are insignificant. As viewer, his comments are deceptive and inhumane because a
presidents duty is to create a society with social equality, veto statues that support injustice, and
take the initiative to care for people as if they were his family members. I believe this is an
effective advertisement because the actual clip was shot from a third party guest who happened
to capture this footage with the intent of exposing Romneys motive. I believe this footage was
the turning point and a realization that switched citizens votes.

Understand is another commercial by the Obama campaign targeting Mitt Romney. The
commercial begins with a worker named Joe Soptic, whose family was removed from healthcare
because Mitt Romney and Bain Capital closed the steel plant (Understand 2012). Joe Soptic is an

elderly man, who is devastated and ill throughout the commercial. Soptic states that Mitt
Romney doesnt acknowledge the fact that many workers lives were affected when they closed
the plant (Understand 2012). His wife was diagnosed with cancer, but she didnt announce
anything to his husband because she didnt have enough income to maintain the health insurance
(Understand 2012). Soptic took his wife to the hospital and discovered she was diagnosed with
Stage-4 cancer, which is irreversible (Understand 2012). She died 22 days later after being
admitted to the hospital (Understand 2012). Soptic further explains that Romney is not concern
of the middle-class who contributes to society.
Furthermore, the setting takes place in a room with dim light, which creates gloomy
environment that foreshadows the commercial beginning to the end. Throughout the commercial,
the producers show areas of the steel factory, which has been abandoned. The actual setting
portrays the product of Romneys neglectful actions. This may symbolizes that Romney is going
to abandon the American people for his self-interest, which is power, money, and control if he is
elected president. Moreover, Soptics presence can predict the commercials tone because his
attitude blends perfectly with background score. The producers were able to capture this
sympathetic force we have against others when they are in need, especially with our elders
whose longevity is a major concern. The musics tone is slow-paced and disturbing, which
manifest throughout the commercial leaving the viewer in despair. The purpose of this
commercial amplifies our emotions, which creates a connection. This connection reminds us that
we all face hardships in our own personal life, regardless of age. The producers want us to feel
the pain Joe Soptic is experiencing and place ourselves in his position so when we vote our
president, we dont choose Romney because he doesnt care for his elders. We are able to have
empathy for Soptics struggles. This advertisement is effective because they use evidence to

show that people were impacted when Romney closed down the steel plant. Also, by
interviewing the actual worker from the steel plant, it makes the commercial more convincing to
the viewer. The producers are experts and were wise enough use evidence to undermine
Romneys campaign by showing his departure from the steel plant. However, many viewers will
question the advertisements credibility because we dont know if Joe Soptic is a paid actor. We
have to gather information before we make a firm decision of who will like to see run this
country.

Mitt Romneys Advertisement:

Mitt Romney and his campaign construct an advertisement called, Cancer, which is
targeting Barack Obama and his campaign for providing false information on the Obama Super
PAC Attack Ad. Obamas advertisement was blaming Romney for the death of Joes wife, who
died of cancer. According to the commercial, the rhetoric that is involved in this commercial has
been nothing new for Obama and his campaign (Cancer 2012). Stephanie Cutter, who is the
Deputy Campaign Manager for Obamas campaign states, We dont have anything to do with
Priorities U.S. (Cancer 2012). However, the scene shifts to an attentive quote from Politico,
AXELROD reportedly met with prospective donors for the pro-Obama Priorities Action
SUPER PAC (Cancer 2012). In addition, USA Today asserts, Obamas campaign manager
appeared at the Fundraiser for Priorities USA Action (Cancer 2012). Then another quote
appears saying that Obama senior advisor did a fundraiser meeting with Priorities USA Action
(Cancer 2012). Suddenly the scene shifts again and Obama Super PACs actor appears on
different campaign advertisements. This is to distort the viewer because if he is appearing on
different ads, then we have to question his credibility and do our own research to see if he is a

paid actor. At the end of the advertisement, Romney asserts that there is a cancer growing behind
the presidency (Cancer 2012). This is a verbal attack to the Obama campaign since the Obama
campaign accused of Romney for killing Joe Soptics wife. The last attentive slogans that was
heard by the viewer was, Im President Barack Obama and Im approve on this message. By
implementing this slogan, its confirming that Obama is approving the commercial and it he
setting forth false information. The commercial utilized many quotes from different sources to
prove that Obama is using misleading information in his own commercials to hinder Romneys
image.
Furthermore, the background music in the commercial creates suspense from the
beginning to end. If Obama is not telling the truth, this undermines his authority to become
president another term. When a person in authority uses that power to lie to individuals, this
creates a hostile environment because by handing over our vote, we are handing over our
freedom as well. As the viewer, I have to question his credibility because a president should be
honest with the nation. One loose string can hinder his image as president and cause him the
election. The advertisement puts emphasis on Stephanie Cutter facial expression because when
she was asked from the news broadcaster that Obama has increase his level of rhetoric in the
pass years. Her response became hesitant and she gave the broadcaster a sinister smile. Her
overall appearance creates a distortion of the truth because when a person is nervous, they are
more likely to cover-up the truth. Also, the commercial producers want us feel shame for Obama
and his campaign that may possibly be giving false information to the public. This makes us
question his previous term because he may be following the same structure in his ads to acquire
votes. This will change our vote because nobody supports a lair, especially if they are in power.
People will think political leaders lying to hide the truth. We cant accept anything as the truth

until we find credible evidence. This advertisement is effective because the producers provide
sources from other outlets to shun Obamas campaign for using rhetoric as a way to hinder
Romneys figure in the presidential election. People are easily influenced with factual evidence.
This is a wise move by the Romney campaign because people are losing his trust because of his
statements about the middle class during the fundraiser. He needs to regain his trust from the
American people by shifting their attention to Obamas flaws. Overall, this challenges the viewer
from both sides of the political party because both are seen using rhetoric. We must careful with
our vote.

Another commercial Im examining is, The Obama Plan. Mitt Romney and his
campaign construct this particular advertisement. The commercial is targeting Obama and how a
series of devastating events will occur if he becomes president another term. The commercial
provides evidence from the Office of Management and Budget stating that debt will increase
from 16 to 20 trillion dollars (The Obama Plan 2012). Then the scene shifts from another study
from Congressional Budget Office. This group states that 20 million America will lose their
health care from their jobs and 716 billion in Medicare cuts will affect senior citizens (The
Obama Plan 2012). Also, the American Enterprise Institute states that taxes on the middle-class
will increase by $4,000.00, while the U.S. Energy Information Agency asserts that energy prices
will continue to soar (The Obama Plan 2012). All the quotes had catchy background photos that
caught my attention. From picture of the money being spent for debt, to doctors running in the
hospital, all these photos have an impact on the subconscious mind. When we think of Obama,
we might be thinking of all the current flaws he possesses and the mistakes he is going to make

in the future. This collective of information puts a burden on Obama because people are less
likely to vote for him if he going to cause more stress towards the economy.
The beginning of the commercial, President Obama is sitting down with his backed
turned against the camera, which may imply that he turning against the country by putting a
more of economic strain on the country. The commercial is playing an up-tempo beat to grasp the
audiences attention. It is meant to clear out our minds and listen to what the commercial has to
say. Also, the commentator reciting the dialogue throughout the ad sounds professional and has
years of experience. This is a significant persona to use by producers because their duty is to
grasp the audience on a serious matter. Furthermore, the beginning scene is black and white,
which foreshadows the mood throughout the advertisement. This sets the tone because black
usually represents hardship and evil, which the producers are trying to convey when they
associate it with Obama. Overall, the producers want us to think that Obama is not the right
candidate to run this country for another term. According to the Romney campaign, if Obama
runs again for president, he will make this country worst. They are using evidence from different
sources to persuade the viewer because Americans want a president that will heal this country
from the economic crisis. However, some people dont even realize the amount of healing
President Obama had to do when he was first sign into office. I believe it would have be a
miracle if he was able to get America out of the economic crisis during his first term. In addition,
we dont know how truthful the evidence is because it can be tampered from perspective to
manipulate the audience. This ad can be effective because some people will accept anything that
is thrown at them as the truth. However, if people do their research people will find flaws in
some of the evidence. This ad can only be effective people surrender to these quotes.

Works Cited
47 Percent. From Museum of the Moving Image, The Living Room Candidate: Presidential
Campaign Commercials 1952-2012. Accessed September 27, 2015.
www.livingroomcandidate.org/commercials/2012/47-percent
Cancer. From Museum of the Moving Image, The Living Room Candidate: Presidential
Campaign Commercials 1952-2012. Accessed September 27, 2015.
www.livingroomcandidate.org/commercials/2012/cancer
The Obama Plan. From Museum of the Moving Image, The Living Room Candidate:
Presidential Campaign Commercials 1952-2012. Accessed September 27, 2015.
www.livingroomcandidate.org/commercials/2012/the-obama-plan
Understand. From Museum of the Moving Image, The Living Room Candidate: Presidential
Campaign Commercials 1952-2012. Accessed September 27, 2015.
www.livingroomcandidate.org/commercials/2012/understands