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Rhetorical Analysis of “Obama Campaign Ad: Read My Plan”

In this article, I analyzed the "Obama Campaign Ad: Read My Plan" published on

YouTube by the Wall Street Journal. The advertisement directly tells the president the positive

impression of the economic recovery, and then directly talks to the camera about the goals

Obama hopes to achieve in his second term. Obama used facts, logic, and emotional appeal in his

ads to convince the audience. His main target audience is American citizens.

Two weeks before the general election, President Barack Obama filed a final lawsuit on

the selection of voters in a new announcement issued this morning, claiming that the country had

achieved success under the leadership of his government (two of his) progress. Lay the

foundation for the second emergency plan. In a new advertisement that looks like a debate that is

about to end, President Barack Obama proposed a four-point plan to restore economic patriotism

in the final weeks of the campaign to reflect positive Economic information. Do it. In the ad,

Obama spoke directly to the camera for two minutes, starting with what the audience said. "If I

can sit with you at the table in the living room or kitchen, that's what I mean."

Obama first discussed the unemployment issue. "We lost about 800,000 jobs every month

and got stuck in Iraq. Today, I believe we will move forward as a country again. But we are

getting people back to work, and we need to do more work. Come once again to ensure the safety
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of the middle class." Obama said before concluding: create new jobs, expand American energy

production and education. Identify four main policy areas: strengthening and balancing the

budget by increasing taxes for the rich. The economy started with a strong and wealthy middle

class. Compare it to Governor Romney's economy and decide for yourself. This ad is followed

by Mitt Romney's 60-second daytime ad. It will be broadcast live through cameras, unleash the

interests of the private sector, and promise to support impoverished families as president.

Obama's article summarized the Democratic Party's theory that 2012 is the year of elections and

the economic comparisons Obama expressed during that summer.

In the "Read My Plan" advertisement, the obvious attraction of the Obama logo is that he

created the financial stability of the United States. His subtle charm is that he is sociable, friendly,

patriotic, and shows diversity in advertisements. Maintaining friendly and intimacy with the people

of every country is a necessary characteristic that every politician must possess. Without this,

citizens will not be satisfied with this official, and therefore, they will not feel comfortable in

running their country. Obama's obvious appeal is that he created financial stability. He began to

criticize Mitt Romney's plan for increasing tax cuts because of the abundance of Wall Street and

reduced regulation.

Another example of the use of rhetorical strategies in advertising. Obama explained his

economic improvement plan with logic. He first described the jobs he will create in manufacturing.

In addition, he described the use of renewable energy sources, which are used to replace petroleum

sources for sale. He described tax cuts and education to improve the economy. Frankly speaking,

Romney's campaign did not explain how his budget and tax figures will increase, so Obama's

campaign should be logical. Romney suggested lowering the tax rate, but maintaining income
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neutrality when income is uncertain, and increasing defense costs, mainly through uncertain cuts to

reduce the deficit. He used logic well in his speech to persuade people to be positive about his plan.

In the advertisement, there was a scene in which Obama had a one-on-one open dialogue

with people. This shows Obama's confidence in his practical work and encourages people to listen

to their opinions. This ad introduces a scene where he talks with elementary school students, walks

into the warehouse, and talks with employees one-on-one. This makes it easy for viewers to access.

Obama usually drives to major political events, lives in the White House, and has been working

hard to improve the country, but he can spare time to talk to the public on his busy schedule. This

also makes readers feel more comfortable and makes Obama feel that he cares about everyone's

ideas.

This advertisement contains an emotional appeal for patriotism. There are many scenes in

the film that clearly show signs of patriotism. In many scenes, you can see the American flag in the

background. For example, in a scene, explain what the teacher wrote on the blackboard. This

shows that he is patriotic because he wears a blue shirt and a red pen behind when writing on the

blackboard. The best thing about this scene is that the teacher's nationality is obviously different.

This shows the audience that we are not only patriots but also nations. The last subtle attraction

used in advertising is diversity. Obama cleverly showed that we are a foreign country, depending

on our role in each scene. The ethnic Hispanic teacher is a good example because this is not a

coincidence. Obama tried to prove that the United States is a diverse country, and he will support

equality in various ways.

Another emotional appeal used in this advertisement was improving lives of middle class.

Middle class people in a society is mainly class that is affected largely when crisis in country

occur. When there are less jobs in country then more people are striving to poverty. Thus, he used
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middle class in his advertisement to target working class of country. This precisely describe how

he will mainly focus on middle class and how his plan will affect middle class.

In conclusion, Obama successfully used all rhetoric strategies in his advertisement to

persuade his audience. This ad plays a great role during his election campaign. In 2 minutes, video,

he clearly described his vision, ideas and future plan. The gentle tone is in stark contrast to the

violent attacks on Romney during the Obama campaign, reminiscent of the positive message that

most campaign activities were avoided during the 2012 election cycle.
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Works Cited

Jackson, David. Obama Ad Outlines Plan for 'next Four Years'. 23 Oct. 2012,

www.usatoday.com/story/theoval/2012/10/23/obama-romney-second-term-plan-election-

2012/1651473/.

Kessler, Glenn. Obama's New Campaign Ad on Dueling Budget Plans. 2 Aug. 2012,

www.washingtonpost.com/blogs/fact-checker/post/obamas-new-campaign-ad-on-dueling-

budget-plans/2012/08/01/gJQA8pyHQX_blog.html.

Roy, Avik. Fact-Checking Obama's Campaign Ad About Romney's Proposal for Medicare

Reform. 30 Aug. 2012, www.forbes.com/sites/aroy/2012/08/27/fact-checking-obamas-

campaign-ad-about-romneys-proposal-for-medicare-reform/?sh=1400ffee1104.

Wall Street Journal. Obama Campaign Ad: Read My Plan. 27 Sept. 2012, Accessed 30 Oct.

2020. https://www.youtube.com/watch?v=3ZJ5K0zo7dc&app=desktop