Persuasive Ad Analysis - Looking Back (Pt. 2)

In this installment of our series that examines the most effective ads of the 2004 election, we consider a devastating attack ad on John Kerry's national security credentials.


View the ad at YouTube.com

What Makes This Ad Persuasive?

• Instead of simply referring to Senator Kerry by himself, the advertisement cleverly refers to "John Kerry and the liberals in Congress." Given that the term "liberal" is a pejorative in a general election, the ad employs guilt by association.
  
• John Kerry supports plans that "weaken America's defenses," thereby "attract[ing] those who are waiting to do America harm." Although these claims would be potent if they were read by the candidate, the personification that is employed through the use of a wolf and creepy music make the ad much more effective.
  
• The ad evokes the Ronald Reagan ad that contained a similar plot. In this way, Bush tried to appeal to the aura of Reagan. (view).
  
  

After the ad was released, John Kerry's running mate, John Edwards, said Bush has “stooped so low” that he was “continuing to try to scare America in his speeches and ads in a despicable and contemptible way.” (source). Clearly, John Edwards knew that this ad was powerfully persuasive or he would not have responded so forcefully. Political candidates don't waste their time attacking ads that are ineffective.