Persuasive Ad Analysis - Obama "Our Moment is Now"

In a Barack Obama ad currently airing in Texas, the Obama campaign focuses on patriotism, inspiration, and unity. There is no doubt that this is one of the better ads thus far.

This ad has a somewhat confusing background as it appeared in Iowa and is now making a comeback (source). Some might read this as an admission that the ad was not effective. I, however, disagree.


(view the ad at YouTube.com)

Here is the text (personal transcript; you can see the transcript from the original ad, which appears very similar):

We are in a defining moment in our history. Our nation is at war, the planet is in pearl, the dream that so many generations fought for feels as if it is slowly slipping away. And that is why the same old Washington textbook campaigns just won't do. That's why telling the American people what we think they want to hear instead of telling the American people what they need to hear just won't do.

America, our moment is now.

I don't want to spent the next year or the next four years refighting the same fights that we had in the 1990s. I don't want to pit red America against blue America. I want to be the president of the United States of America.

Why This Ad Is Persuasive

Subtle Attack on Clinton

"I don't want to spent the next year or the next four years refighting the same fights that we had in the 1990s"
"the same old Washington textbook campaigns just won't do."

Obama is putting the campaign in terms of past vs. future (an argument Clinton cannot win) not experience vs. inexperience (an argument Clinton can win).

Gain Ground on Straight Talk

"That's why telling the American people what we think they want to hear instead of telling the American people what they need to hear just won't do."

The Obama campaign, realizing it will face the McCain campaign, is trying to gain ground on the issue of "straight talk."

Inspiring
There is no way to empirically prove this. Inspiration is felt in the gut, not proved in the head. However, I believe most viewers would see this ad and feel inspired.

Momentum

"Our moment is now"

Obama is ridding a wave of momentum (10 straight wins) and is trying to capitalize on this.

Patriotism

"I don't want to pit red America against blue America. I want to be the president of the United States of America."

In addition, the ad shows many images of individuals in red, blue, or white. Consider the following image:


Local Appeal

Although the text of the ad is from a speech Obama gave at the Jefferson-Jackson Day Dinner in Des Moines, Iowa., the ad is customized to Texas. Consider the following screen-shots (which all feature Texas papers):





In this bottom shot, notice the Texas-Obama website and also notice the appeal to vote early.

Additional Comments

• For more info, see the NPR story on the original ad.
• This ad is somewhat similar to an ad George Bush put out in 2004 (similarities in terms of patriotism, leadership, and inspiration). However, the Bush ad is not quite as natural and feels more forced (especially at the end).
• The sound at the end of the Obama ad is somewhat phony as the audience did not clap and cheer in a crescendo during the closing remarks. Nonetheless, it feels much more natural to the casual viewer than the Bush 2004 ad.