Persuasive Ad Analysis - Clinton "True"

On March 3, just before the crucial March 4 primaries that proved pivotal in the presidential race, Hillary Clinton responded to Barack Obama's 3am phone ad, which itself was a response to Hillary Clinton's 3am phone ad (if you're confused, don't worry, just see the ad analysis posts earlier ["Ringing" and "Children"] and you will catch on).

The text of the ad is as follows (view ad here at YouTube.com):

"[Announcer] Barack Obama says he has the judgment to be president. But as chairman of an oversight committee charged with the force fighting al-Qaida in Afghanistan, he was too busy running for president to hold even one hearing.

I became chairman of this committee at the beginning of this campaign, at the beginning of 207, so it is true that we have not had oversight hearings on Afghanistan.

[Announcer] Hillary Clinton will never be too busy to defend our national security, bringing our troops home from Iraq and pursuing al-Qaeda in Afghanistan" (source; source)

Why This Ad is Persuasive?

• It uses Obama's own words and footage from his own ad. This ads credibility to the claim Senator Clinton is trying to make, especially in this nasty ad battle.
• It provides specific evidence to back up its claims (in Clinton's previous "Children" ad, she asserted Obama lacked experience, but she failed to provide any evidence)

How to Make More Persuasive?

• Briefly discuss the deterioration of conditions that occurred in Afghanistan "under Barack's watch."
• Discuss Hillary's important role on the Senate Armed Services Committee
  

Presidential Aura, Persuasion, and Endorsement

Wednesday, John McCain received the endorsement of President Bush. Many aspects of this ceremony really struck me from a persuasion perspective.


1.) The Arrival
I was struck by the fact that Senator McCain arrived at the North Portico and was formally greeted by President Bush. This type of reception is typically reserved for world leaders. In addition, I found considerable symbolism in the image of Bush and McCain walking into the White House together. Typically, during the presidential inauguration, the new president comes to this entrance and is greeted by the outgoing president. Senator McCain could have easily came in the entrance that most Senators and staff would use in the basement of the West Wing (West Executive Drive, between the EEOB and west side of the West Wing). However, this is not easily visible to the press nor does it look presidential.

"President Bush greets Republican presidential nominee-in-waiting, Sen. John McCain, R-Ariz., and his wife Cindy, Wednesday, March 5, 2008, as they arrived to have lunch with the president at the White House in Washington." (source)

2.) The "Endorsement"
I was really struck by the fact that Senator McCain and president Bush appeared in the Rose Garden (instead of the Oval Office) and the setup in the Rose Garden seemed un-presidential. There was no podium with the presidential seal or row of flags behind them.


"President George W. Bush and Arizona Senator John McCain stand in front of the media in the Rose Garden Wednesday, March 5, 2008. The President welcomed Senator McCain and his wife, Cindy, and offered his endorsement by saying, "... He's going to be the President who will bring determination to defeat an enemy, and a heart big enough to love those who hurt." White House photo by Eric Draper" (source).


"President Bush gestures while speaking in the Rose Garden at the White House in Washington, Wednesday, March 5, 2008, where he endorsed Republican nominee-in-waiting, Sen. John McCain, R-Ariz.(AP Photo/Ron Edmonds)" (source).

White House Aura

The New York Times is reporting the following:

President Bush is to greet Mr. McCain and his wife, Cindy, at the White House at noon on Wednesday. They’re scheduled to lunch together in a private dining room and then to appear together in the Rose Garden at 1:15. Plan your day accordingly! (source)

There is no doubt that this is designed to give the presidential aura to John McCain. The Rose Garden is a very presidential background. However, I wonder whether it would not be more prudent to have the joint appearance in the Oval Office. In a race that John McCain desperately needs to be about national security, the Oval Office would be a better backdrop. Besides, the private dinning room is basically adjacent to the Oval Office (see below).

(source) This photo is from the Oval Office. In the pink room is the president's study and in the way background with the photo is the private dinning room.

Where's Bill?

In watching Hillary Clinton's speech tonight, I could not help but wonder "where's Bill Clinton?" I think Hillary finally figured out that Bill has been a significant distraction and overshadowing figure in her campaign. Notice the photo below that it is Hillary and Chelsea, along with the governor of Ohio, that are on stage--no Bill.



"US Democratic presidential candidate Senator Hillary Clinton (D-NY) and her daughter Chelsea (L) greet supporters at her Ohio and Texas primary election night rally in Columbus, Ohio March 4, 2008. REUTERS/ Shannon Stapleton (UNITED STATES) US PRESIDENTIAL ELECTION CAMPAIGN 2008" (source).

Persuasion and Race

In a recent Hillary Clinton ad, the Clinton campaign took video from a recent debate. However, some commentators are wondering whether the Clinton campaign deliberately darkened Senator Obama's face. In the left part of the photo below, you see Senator Obama's photo from the debate (unedited footage). On the right, you see Senator Obama's photo from the debate used in the ad (edited footage).

(source)
For more on this, see:
Daily Kos

Similarity: Hillary Adapts Accent

It is well known that people are more persuaded by individuals who are more like them. It should not come as a surprise then that Hillary Clinton, speaking in Texas, adapted her accent to sound southern. At a recent rally in Dallas, TX, Hillary said the following:

“Now, you know, as President Bush is leavin’ and comin’ home, waiting in that Oval Office are gonna be a lot of problems. So, the next president is gonna have to get in there and clean house” (source, emphasis added)

Persuasive Ad Analysis: Obama "Ringing"

Yesterday, Hillary Clinton unleashed a new attack ad, calling into question Barack Obama's preparedness to be commander-in-chief (source; source; source; source; source). Barack Obama responded almost immediately with an ad of his own. (view original Clinton ad and Obama response ad).

Here is the transcript of the Obama ad [source: CNN and personal transcript]:

"It’s 3 a.m. and your children are safe and asleep, but there’s a phone ringing in the White House. Something’s happening in the world. When that call gets answered, shouldn’t the president be the one – the only one – who had judgment and courage to oppose the Iraq war from the start. Who understood the real threat to America was al-Qaeda, in Afghanistan, not Iraq. Who led the effort to secure loose nuclear weapons around the globe. In a dangerous world, it’s judgment that matters"

Before discussing the persuasive elements in this ad, I want to point out something that struck me: the similarity of the ads. In fact, while researching for this entry, I had the ads playing in the background and at times, I could not tell the difference between the ads. I am quite certain that some of the footage from Clinton ad was copied and used in the Obama ad.

Similarity Between Ads

• Text
• Obama: "It’s 3 a.m. and your children are safe and asleep, but there’s a phone ringing in the White House"
• Clinton: "It's 3 a.m. and your children are safe and asleep, but there's a phone in the White House and it's ringing."
• Images
  

(Image from Clinton Ad)


(Image from Obama Ad)



(Image from Clinton ad)





(Image from Obama Ad)

Why Ad is Persuasive

• The subject of the debate is changed from experience to judgment ("In a dangerous world, it’s judgment that matters") and the Iraq War is central.
• The ad quotes from outside sources to provide an aura of authority whereas the Clinton ad simply makes claims and provides no substantiation
• The ad shows the White House lit up at night, giving the aura of the White House working at night. In contrast, Clinton's ad offers no such image.
• The ad directly attacks Senator Clinton's support of the Iraq War
• The ad was released so quickly that it prevented public opinion from forming in the mind of the electorate