Mike Bloomberg starts the campaign by using his baby pictures and explaining his life as a boy growing up. He lists his achievements growing up and describes how he created his business and tried to show that he pays his employees well and makes reasonable job offers. They’re a mass use of pathos used in the video by mentioning the 9/11 tragedy and how he helped the city build again. This will significantly affect the audience because the 9/11 was an immense tragedy that affected America. The video, as a whole, contains a lot of pathos, logos, and ethos. He uses pictures of him and the citizens to show credibility that he was there to help the citizens when they were in need. The primary audience for this video are the minorities. He uses words such as “low-income families” and “raise salaries” to point out that he made significant changes to the country, and his money went to good use. He also mentioned problems such as affordable housing, free education, LGBTQ, Gun control, Climate change, Health insurance, etc.
Further, in the video, he uses a video of Donald Trump being in power and hurting America by his actions. He uses the wildfire video to show how his actions didn’t do anything to stop the fire. When showing the picture of Trump, he uses black and white filter. When black and white filter is used, it is usually not a positive message.
He mentions many ongoing problems right now and attacks people’s emotions by mentioning that he will tax the rich and not the middle-class people. This video shows that this campaign is target toward democrats and people who are against Trump. This video is more of showing what he did to America without attacking another party or a person. It’s a complimentary ad because he shows that he can change this country for the better. This video can be very successful because it wasn’t problematic, and it was just stating essential things.
Him using a lof of pathos will have a significant impact on people, and this ad did an excellent job in that way.
This video reached many audiences due to Bloomberg paying a large amount of money to promote it. When this information was released, many weren’t on his side anymore. He could’ve used this money to better use than a campaign ad.
Aamina, This is an interesting ad. One way to think about these ads is that they are designed to offer an answer or counterargument to criticism of a candidate. In Bloomberg’s case, we know everyone thinks of him primarily as a billionaire, so when the ad begins by letting us know that he was brought up in a middle class family and put himself through school, they are both presenting him as a “regular guy” and contrasting him implicitly with Donald Trump who inherited great wealth. Similarly, the photo you see here with him in casual clothing is also designed to counter criticisms that he is just a stiff businessman, without saying that directly. Interestingly, this ad never uses Trump’s name. Why do you think that is?