Political Advertisements

Brie Gambles video regarding Harry Bertram’s views on gun control

1.       The signifier is the quote stating, “West Virginia loves guns,” this signifies the obvious:     West Virginia must love guns.

2.       The signifier is the American flag behind Harry walking at 15 seconds. This signifies the commercials intent to make Harry seem like a “true American.”

3.       The signifier is the dancing man and this signifies the sarcastic truth behind Harry’s opinion on guns. The song may be funny, but the words in the song are true, “People kill people.”

Holly’s commercial on Ron Paul’s gun control laws

1.       The signifier is the smiling man next to the dead deer, which signifies how guns provide both entertainment and a food source.

2.       The signifier is the bold letters used at 35 seconds stating “or to protect yourself,” which signifies the importance behind owning a gun.

3.       The signifier is Ron Paul’s determined face of him looking off into the distance at 39 seconds. This signifies his confidence and assertiveness.

John Kerry’s views on gun control

1.       The signifier is the numerous signs shown stating Kerry’s name. This signifies the mass support and followers of John Kerry

2.       The signifier is the use of Obama at 24 seconds. This signifies that John Kerry has been around a leader and knows what it takes to be a leader.

3.       The signifier is Sarah Palin with a gun. This signifies how irresponsible have a lack of gun control can be.

Ethos or Pathos?

The airline company, Song, attempted to focus their advertising largely on persuading through pathos. Based on the PBS documentary, The Persuaders, Song used a “third of their 12 million dollar budget on marketing.” That seems like quite a bit of money to spend on an advertisement approach that showed little or no reference to flying.

The Song Logo

In such a competitive market, Song ‘s intention was to “break through the clutter.” Unfortunately, they may have just added to it.

Song focused on the emotional stance of what flying could offer rather than the cold hard facts of what it takes to fly. After choosing to market women, they spread word of organic food and a low fare, all while focusing on the art form of advertising and the emotional state of the typical woman.

2005 Song Advertisement - Sky is seen, but still no airplane, which allows room for personal interpretation.

Images of dancing women, or freedom of running through a field was Song’s attempt at saying, “If you fly song, you will feel like this.”

Unfortunately, not everyone is as gullible as Song may have liked and worse, that magical and happy vibe they are displaying allows women to relate that “freedom” to numerous other activities, not including flying.

Song’s risky broad approach wanted the consumers head and heart, Rosser Reeves wanted the consumer’s soul. Instead of taking an emotional approach, Reeves pushed an ethos approach, which allowed the power and authority of the candidates to influence.

Rosser’s approach was to influence, reassure and convince the viewers. Unlike Song, Reeves’s approach at advertisement was not a guessing game.

In one of Reeves campaigns regarding Eisenhower, he pushes the feeling of power and assurance. The one minute black and white commercial began by asking about all the questions regarding problems in the United States. Vivid images of the war, hard workers and money prices, were followed by the presidential candidate saying that this needs to stop!

It may seem odd, but Eisenhower didn’t once say how he could make it stop, yet the power in his voice and the slogan claiming “Eisenhower is the answer,” is convincing enough!

Reeve’s approach is to the point. Although the facts are often missing, he is putting out the problems in the current economy and using the candidate to pull the viewer in. There is no Song-like whimsical cultural approach, Reeves’s ads have one purpose –to convince and therefor sell.

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