About This Ad

» Candidate/Organization: Barack Obama
» Other Candidates Mentioned: Barack Obama
» Year: 2008
» States: Alaska, Colorado, Florida, Georgia, Indiana, Iowa, Michigan, Missouri, Montana, Nevada, New Hampshire, New Mexico, North Carolina, North Dakota, Ohio, Pennsylvania, Virginia, Wisconsin
» Race: Presidential
» Party: Democratic
» Funded by: Candidate
» Disseminations: TV

Ad Content

» Cues: A Common Man/Woman, Black and White, Color, Elderly, On-screen Writing, Outdoors, Photographs, Supporters, workers
» Issues: Economy, Jobs
» Tone: Positive
» Types: Biographical, Emotional, Record
» Characters: "Real People", Children, Elderly, Mothers, Students, Supporters, Wives, Women
» Narrator: Male
» Language: English

Analysis

By The Trail: The Ad: He worked his way through college and Harvard Law. Turned down big money offers, and helped lift neighborhoods stung by job loss. Fought for workers' rights. He passed a law to move people from welfare to work, slashed the rolls by eighty percent. Passed tax cuts for workers; health care for kids. As president, he'll end tax breaks for companies that export jobs, reward those that create jobs in America. And never forget the dignity that comes from work. Analysis: The key image here is the last one: Barack Obama throwing his arm around one of several older female workers in hairnets and aprons. The picture conveys the message that the Illinois senator cares about working-class folks and, in particular, the demographic he had little success with in the primaries, women over 50. More...