After listening to this campaign for Barack Obama's election, I came away feeling as if i thoroughly understood what Obama was saying and what he wants for America. This I find is a rarity, for not just myself, but for most people watching politcal advertisements and campaigns because they are stereotypically filled with out of context quotes and inspirational speeches rather than talking specifically about what is going to be done. This was also evident in peoples responses and comments on the youtube video for the campaign. The fact that the advertisement is only just over a minute long also emphasises the simplicity of the message which can make Obama's message from other candidates.
There is a repeated use of direct address at the begginning and end of Obama's message which could be seen as a foreshadowing technique in order to give a clear structure to the speech and reinforce Obama's message of the people being in control, which could relate back to centuries of history within America of manifest destiny and the right to liberty and freedom.
Even the title alone emphasises Obama's message of the peoples choice, putting the people in control of their country. This ironically, when looking at current affairs within America today (Obamacare), doesnt seem to be the case as Americans seem to see Obama as a dictator and even make references to Hitler. This dictator image that has seemed to have been put apon Obama may be due to the massive changes he plans to inforce within America, but Americans have seen this in a negative light as a lack of freedom and choice.
The Slogan of "forward" seemed to be a clear message for Obama during the election, as was the word "hope". These one word slogans indicate a simplicity in Barack Obama's persuasion towards the people, reflecting his whole campaign and adverstisement as simple and seemed to be a lot different to other electors at the time and in the past elections. Rather than giving a specifically emotional and inspirational speech, Obama keeps it short and to the point and contextualises by summarising his plans for America, which I think really shows his strive for monumental changes within America. The fact that Obama uses the word "forward" really utilises his strive for change and focus on the future of America.
This TV campaign was posted on 23 July 2012, since then it seems that Obama's plan of action has not changed. However, despite these great changes planned, the response from Americans seems to be growing more and more negative. It seems that this is not the plan that Americans had in mind for their country, which is really highlighted when Obama says in his ad; "Over the next four months you have a choice to make. Not just between two political parties or even two people. It's a choice between two very different plans for our country." For example, the latest reaction to 'Obamacare', it seems that Americans see this as unfair, as some will pay more tax than others depending on income, etc. When certain Americans criticize ObamaCare, they relate it back to the rights of Americans, which shows how they feel Obama is effecting these rights and may be the reason why they describe Obama as a dictator. The message that seems to be recurring from most Americans is that they feel that Obama is trying to seize control rather than 'making a difference' or helping, which they see as a loss of freedom and individuality.
Sources:
http://youtu.be/FBorRZnqtMo
http://www.barackobama.com/?source=site_20131001_splash
http://video.foxnews.com/v/2528999782001/new-reaction-to-obamacare-business-mandate-delay/
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