The audience for Bernie Sanders’ ad for the 2020 presidential campaign is directed towards Latinos. It is for Latinos because the people included speak in Spanish and Spanish-speaking people would understand and everyone who participated in the ad are Latinos. Also at the end when Bernie enters and says “approved by Bernie Sanders” there is a picture of him with AOC hands held up together. The ad’s message is that Latinos, Hispanics, have the right to vote and as citizens exercise their right to vote for Bernie Sanders in order to protect values. This ad demographics appeal to the Latino voters, to the working class, low to middle-income Latinos because of the way they’re dressed within the ad, and to the Latino immigrants who have become citizens and urge them to vote because of their vote matters.
This ad’s message is to encourage other fellow Latinos to vote since a majority of people who enter the U.S. as immigrants who receive citizenship don’t vote. He’s trying to convey the message that he’s fighting for the voiceless because essentially this is our fight. He is arguing to defend DACA, for the immigrants that made sacrifices to be in the U.S. and for a better future for our families.
The presidential campaign ad evokes feelings of encouragement and assurance because instead of himself speaking about his stance on Latinos having a voice he puts Latinos and clips of protests to defend DACA and of Bernie Sanders rallies, essentially giving the voiceless a voice. This presidential campaign is a positive ad because it pertains to the low to middle-income class Latinos, the ones who are never heard from. It also is a positive ad because it urges other fellow Latinos to vote for Bernie Sanders giving hope to the rest of Latinos who feel they have no power to create change but this is their time to fight, not only fight for a new president but for a better future for themselves and the future generations to come. It is positive because unlike other presidential campaigns he focuses on the Latino community rather than use this particular ad to bash other presidential candidates.
The visual elements aren’t dramatized like other presidential campaigns that I have seen. He uses videos of protests regarding DACA and adds testimonies from Latinos. The clothing of the participants within the ad is dressed like working-class citizens seen in the ad. The framing focuses on each person, only one in each frame in order to emphasize the importance of just one single person’s voice.
I believe the persuasive technique used in this ad is the use of Pathos. Bernie uses emotion to captivate the Latino community and embrace our right to vote and use it to vote for him. The ad was successful because I know I am not the only Latina who supports a candidate who supports immigration reform and wants to give back to our community.
(Go to the website and click on the one that is named, “Movement Nv Sp.”)
Gabriela, This is a good example of a “niche” ad. We know from the website you found it on that it was made to air in Nevada, a state that has a large Latinx population, so the fact that his campaign invested in a Spanish language ad itself is sending a message that he thinks that’s important. In addition to using pathos, I would say the ad is also using logos, by telling viewers what issues Sanders cares about, and also relying on ethos by suggesting in that final shot that he has AOC’s support, so they should support him too.