As you may recall, the South Carolina democratic primary was an especially nasty contest between Hillary Clinton and Barack Obama (MSNBC; LA Times). In what was by far Obama's most pointed attack ad aired yet, Obama criticized Hillary Clinton in a radio ad shortly before the primary. Listen to the radio ad or read the transcript below (source):
[Obama:] I'm Barack Obama, running for President and I approve this message.[Announcer:] It's what's wrong with politics today. Hillary Clinton will say anything to get elected.
Now she's making false attacks on Barack Obama.
The Washington Post says Clinton isn't telling the truth. Obama "did not say that he liked the ideas of Republicans"
In fact, Obama's led the fight to raise the minimum wage, close corporate tax loopholes and cut taxes for the middle class.
But it was Hillary Clinton, in an interview with Tom Brokaw, who quote "paid tribute" to Ronald Reagan's economic and foreign policy.
She championed NAFTA – even though it has cost South Carolina thousands of jobs.
And worst of all, it was Hillary Clinton who voted for George Bush's war in Iraq.
Hillary Clinton. She'll say anything, and change nothing.
It's time to turn the page.
Paid for by Obama for America.
What Makes This Ad Persuasive?
- It plays on and accentuates the personification of Hillary Clinton as a "say anything to get elected candidate."
- It appeals to outside authority (e.g., Tom Brokaw and Washington Post).
- It appeals directly to South Carolina (e.g., "She championed NAFTA – even though it has cost South Carolina thousands of jobs".
- It ties Hillary Clinton to the past.
- It ties Hillary Clinton to George Bush (e.g., Iraq War).
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