Persuasive Ad Analysis: Dreams

Hillary Clinton recently released a new ad (view here). It is entitled "Dreams" and tends to focus on a more personal side of the Senator. Although I think it is prudent for Senator Clinton to enter into this territory, I do not think that this is that great of an ad. Nonetheless, there is an element of persuasion at work.

What Makes This Ad Persuasive

• It's personal. As Karl Rove points out, part of being elected president is being personal and vulnerable (see Rove's Op-Ed in the WSJ).
• It appeals to small town voters--the people who are "bitter" toward Senator Obama.
• It appeals to the American myth--hard work, determination, and becoming what you want to be.
• It appeals to white middle class voters. There are very few minorities in this ad.

Why This Ad is Not That Great

• It is narrated too fast. Hillary sounds like she is speeding through. She needs to go slower for impact and retention amongst viewers.
• She sounds like she is reading from a script.
• She does not speak with passion like Senator Obama does (and George Bush did [on national security and faith]).