"Broken Promises" - Rough Draft

http://www.youtube.com/watch?v=aboUHApz4TE&feature=relmfu  -- link to advertisement

             

             Throughout 2012’s Presidential elections Americans have witnessed endless verbal attacks against both President Barack Obama and his opponent Mitt Romney.  What such ads neglect to mention, however, are solutions to the issues he/she claims the other opponent is causing.  Yes, while watching the unavoidable attack advertisements that have been polluting television for the last few months, the American populous has heard many end outcomes that sound appealing like the creation of millions of job opportunities to lower unemployment rates, but what these advertisements lack is an explanation of how they will achieve such outcomes.  Another important aspect attack advertisements lack are the explanations of the attacks, and why what they are attacking happened in the first place.  An example of such manipulating advertisements is an attack ad against Obama regarding Janesville Wisconsin’s General Motor plant.

                At the beginning of this advertisement, one can automatically assume discouraging information will be presented.  Its washed-out, blurry coloring and the funeral-like piano background music adds to the advertisement’s worrisome, discouraging message it is trying to communicate to the public.  By having the picture of a power plant shot through a fence, with such colors and blurriness, makes this failed power plant look so much like an abused, mistreated project one can almost hear Sarah Mclachlan’s “In the Arms of an Angel” solemnly playing in the background.  What the beginning of this ad fails to mention, however, is why this project failed, and more importantly, what this project was about.  It could be easily assumed not many American citizens know much about the failing of the General Motors plant in Janesville Wisconsin, and this ad does nothing to help with furthering your knowledge.  It focuses more on ‘broken promises’ and dramatic appearance.  A big missing aspect in this advertisement is why anybody should care.  Did the failing of this plant directly reflect Obama’s ability as President?  Of course, a President cannot be without faults.  So why do so many people latch onto these faulty advertisements as evidence of political failure?

                The answer to this question can be answered by examining such ads themselves.  A person could conclude that any attack advertisement, especially the one I presented, uses a scare tactic to receive support, or to at least demolish the support of their opponents.  With the sepia-like coloring, and the depressing piano music, the message is already clearly a disheartening one.  To add emphasis to the discouraging message, this commercial overuses and emphasizes the phrases, ‘broken promises’ or ‘simple promise’ ‘broken’, to appeal to the public’s value of trust.  It is obvious that this advertisement is promoting and air of distrust towards Obama.  By listening to Obama’s speech given in the commercial, he does not directly make such a promise.  However, this ad sets up a straw man to encourage the misinterpretation of his speech in order to dissuade people to vote for him.

                Another obvious value such advertisements expose is the value of drama.  These ads lack civility, attacking their opponents with harsh words and suggestions.  Instead of respect, these advertisements sell the myth that strong and capable equals harsh and unyielding, even boarder line close-minded.  For a President, it would seem a country’s populous would fear such ideas as close-mindedness, but what these ideas also sell is acceptance.  A President, even in the wrong, that agrees with an individual’s opinion and refuses to change her/his mind makes this person feel accepted in a society that believes their opinions to be wrong, whether or not for good reason.  Each party tends to, but not always, focuses on the insecurities of American’s, whether it be race, gender, or religion, and twist that identity and make an individual feel insecure and secluded.  Then, such candidates offer support and understanding making the individual feel accepted, something greatly valued, by stating they will represent the underrepresented. 

                Though such advertisements often give information that may be important when coming to the decision of the upcoming election, it is important for each individual to fact check this information, and to make sure to hear counterarguments as well.  Understanding that an advertisement’s entire purpose is to persuade the audience is important when deciphering whether or not the information coming from such advertisements is legitimate.  The “Broken Promises” commercial is an attack advertisement, meaning it was probably fashioned with a one-sided argument.  This commercial was full of misleading statements, uncivil attacks, and neglectful in its detailed information.  It is up to the viewer to find the truth, or at least assorted opinions, and deduce your standing of the issue based on various, credible sources.