Political advertising is the path that connects candidates
to voters. While promoting a candidate’s
platform, political advertising prompts viewers to determine how effective he
or she will perform in office. Former New York Senator, Hillary Rodham Clinton,
utilized political advertising with hopes of becoming victorious in the 2008
election. Although Clinton was not successful in 2008, past attempts at
political advertising may have still created connections between her and voters.
This bond will only help Clinton in the 2016 election. By using former ads as a
way to learn from past mistakes, Hillary could potentially gain an even bigger
following.
"GUARD"
Issues that deal with social policy are a more common theme
in political ads that represent female candidates. When compared to men, women
focus on issues more than image in political advertising (Kahn, 1993). With
that being said, it isn’t out of character for Hillary to use this ad as a
platform to talk about her stance on health policy. The goal of this ad is not
to attack another candidate. This particular ad is candidate-positive because
Clinton uses it as way to promote herself. The goal of this ad is to inform
viewers that because of Clinton’s dedication, those serving in the National
Guard are now covered for health insurance. Clinton paints herself as a
Democratic leader who’s willing to work with Republicans to accomplish a goal. By
speaking on an issue that matters most to her and by admitting that she was
willing to “reach across the isle” and work with a republican, Hillary appears
to be the candidate who’s willing to do what it takes to better the country.
"3AM"
3AM is one of Hillary’s most well known political ads from
the 2008 campaign. The ad focuses on image more than issues. Within the context
of the ad, a narrator is trying to scare the viewer by mentioning children
sound asleep while something is stirring up in the white house. Clinton wants
viewers to perceive her as the most qualified to deal with problems in D.C.
Leading viewers to believe that she is the right person to save the day while
your children sleep safely, Clinton creates a candidate-positive ad that
promotes a positive image of the Senator.
"MAKE IT HAPPEN"
The final ad I will discuss is the “Make It Happen”
promotional video produced by Clinton in 2008. More complex than the first,
this ad can be labeled as an image ad, an issue ad, and an attack ad. First
Clinton attacks Senator Obama’s campaign by saying that her experience will
allow her to actually make a change. Everyone knows that Barack ran on words
like “hope” and “change.” Hillary attacks these ideas by saying you can’t just
hope for change, you have to make it happen. By using her 35 years of
experience, Clinton hopes to establish her credibility in the minds of the
viewers. She creates an image of herself that is experienced, strong, and
overall a better nominee for than position than her opponent. She continues to
focus on social policy issues by stating all that she’s done for health
insurance in America, adoption in America, and her overarching support for the
troops. By focusing on health, children, and the military, Hillary uses her
gender to play to the audience’s weak spots. She creates an image that says she’s
strong, experienced, and nurturing. Those three adjectives usually are hard to
make come together, but I think the senator did an effective job of creating a
parallel between being a successful politician and a woman.
I enjoyed reading your blog, I am also writing on Hillary. I was wondering what you think her ads for this upcoming election would look like? Do you think we will see anymore "3 AM" similar ads?
ReplyDeleteWith losing the Democrat selection for the 2008 election do you think she'll change her ad campaign will change for the 2016 election? Since 2008 do you believe she will have to do more "damage control" ads to save her image?
ReplyDeleteI loved the images you used in your blog! What differences do you see in the effectiveness of the ads in the 90s vs. the ad put out now?
ReplyDeleteYou mentioned that it is not out of the norm for Hillary to do issue centered ads. Why do you think that this works for Hillary so well, and not other female politicians?
ReplyDelete