The ad I will be analyzing is in support of Obama for the 2012 election. It is titled "The Choice."
It is clear that Romney is Obama's opponent because Obama states that Romney's plan is what "got us in this mess in the first place."
During this time in America, there were significant issues being addressed by both parties (both with promises, of course). The economy was in a terrible state (unemployment, new job creation, stock market performance), Iran had threatened the U.S. (the voters were concerned about whether President Obama would attack or appear to be a coward), congressional deliberations, and -of course- MONEY! Barack Obama discusses two of the main issues stated above: Jobs and money. Overall, this ad appears to be positive. The background music has a very uplifting and calming feel to it. It also helps that he doesn't spend the entire advertisement time bashing his opponent.
As you can see in the video, everything in the background is out of focus. This brings the viewers' eyes directly to Obama. The lighting in the room is bright but not overwhelming. While watching this ad, I found that the colors and brightness made me feel very calm and accepting about whatever was to be said. The fact that Obama is not directly in the middle of the camera's view is easy on the eyes. It allows viewers' to see past him but still be drawn to Barack Obama.
This ad is obviously targeted towards voters (18 years and up) but there seems to be a special focus on members of the middle class. I came upon this conclusion because rather than discussing all three classes, Obama merely mentions the first class, doesn't mention the lower class at all, and then states that he wants to STRENGTHEN the middle class. I feel as though the middle class members were the votes that Obama was worried about during this time.
The bright lighting, camera shot, and background music all worked very smoothly together to create a calming and uplifting atmosphere. There is a subtle slogan for this ad: choice. In the beginning, Obama states that we "have a choice to make." At the end of the ad he ties it all together by saying "Sometimes politics can seem really small but the choice you face - it couldn't be bigger." As a whole, this ad is a breath of fresh air in comparison to many ads that have been aired.
