Advertisement Analysis Assignment PDF

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Dr. Glas' Advertisement Analysis Assignment...

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Advertisement: https://twitter.com/i/status/1331257223234920448 Analysis: I first saw this advertisement play on my T.V. while I was home with my family for Thanksgiving break. Releasing a “Thanksgiving” campaign advertisement seemed to be a popular political move for the four candidates competing in the run-off elections in Georgia; however, the above advertisement from Raphael Warnock’s campaign stood out. Reverend Raphael Warnock is seeking Senator Johnny Isakson’s former seat in the U.S. Senate, which is currently held by appointed incumbent Senator Kelly Loeffler. The Loeffler vs. Warnock run-off election has proved to be a fiercely competitive race, riddled with negative attack ads and false claims. Surprisingly, this advertisement was optimistic, refreshing, and earnest. The Warnock Thanksgiving advertisement was fairly simple, when compared to some of the imagery, graphics, and flashing words in some of the other advertisements from this cycle. The ad was modest and tasteful. The camera showed a close up recording of Reverend Warnock addressing Georgians in a calm and reassuring manner. The advertisement has zero “fluff”, and is set to the backtrack of soft classical music. The true power behind this ad is the message. Reverend Warnock addresses the fears of the American people by commenting on how 2020 has been a different year and how Thanksgiving does not feel normal. He relates to some of the challenges people have faced this past year, and then proceeds to pray for those people. The biblical references and the prayer the Reverend gives make this advertisement. The appeal to Christianity and religion as a whole in this advertisement is undeniable. As is the strong and clear support for our nation’s military. Both of these themes are subtly

embedded in the content of the ad, but have the potential to make a profound impact on Reverend Warnocks campaign. Throughout the course of the primary, and now into the run-offs, Reverend Warnock has constructed his brand around his role as a Reverend and his life as a devout Christian. This comes to light in the advertisement, in which he references scripture and “preaches” to his audience. Furthermore, one of Senator Kelly Loefler’s strongest attacks against Warnock was in relation to some statements the Reverend had made seemingly condemning the military. Reverend Warnock’s expression of gratitude to “those who bravely serve our country” confirms his commitment to and respect for those in the military. By skillfully including this comment, Reverend Warnock is able to defend himself from Loeffler’s attacks without coming off as abrasive or defensive. Reverend Warnock is an overtly religious person, so I am not surprised by the religious references made in this commercial. However, I do wonder if Reverend’s campaign had ulterior motives when centering the advertisement’s message on Christian values and support for the armed forces, two pillars of the Republican party’s platform. While these were not the sole focus of the ad, they were the driving force behind the message, as well as the two aspects that stuck out to me the most. This commercial could potentially be an attempt by Reverend Warnock to mobilize the evangelical voters, typically reliable republicans, to vote for him. This advertisement is rare compared to the others from this cycle in that it does not use misleading statements or fallacies to manipulate voters. The ad is arguably unproblematic, and in a sense apolitical. Reverend Warnock does not focus on his campaign or his competition. He does not include negative attacks toward Senator Loeffler or include misleading statements to boost his reputation. Instead, he simply encourages the audience to stay hopeful in these challenging times and to be grateful for what they have....