Campaign Ad- Joseph Hamed

In this campaign ad, Joe Biden portrays his personal struggles and hardships to the public to show that just like millions of other Americans, we all go through tough times. By doing this, it goes to show that his intended audience is people who can relate to Biden who may have also gone through similar difficult times. In the ad, Biden expresses thoughts he had when his son had been in the hospital. He represented concern for health care and the harsh reality it can bring upon citizens who may not be able to afford it. By doing this, Biden is able to relate with those watching the ad and have gone through similar events. The feelings Biden was able to conceal were trust and safety. I think these feeling were successfully executed by the ad because money is something people need for protection and without it, a necessity such as health care, becomes unavailable. Biden’s opponent in the campaign, current President Trump has expressed his ideas verbally about removing Obama Care, which citizens in America still use and need today. Biden is able to gain trust from people watching this ad as well as make them feel safe by telling them that if he is elected into office he will keep Obama Care available, because without it, people are having their lives put at risk. This ad is definitely a positive ad. It is clear when Biden goes through the tragic events in his life to try and build a relationship with the viewers, he is aiming towards a positive message which is too vote for him in office. Using photos and his own voice in the ad, Biden is able to very effectively build the sense of trustworthiness and safety as you could see and hear emotions through his voice and old photos. In this ad there is a large use and representation of the persuasive technique, pathos. Biden is able to effectively use pathos in his ad to gain attention to his campaign. By building the emotional scene in the campaign, those who watch can relate and hopefully for Biden, start to support him. I think this ad for Biden was very successful. This is because Biden executed this ad extremely well. He opened up about his own life, showed pictures of his past, and related it to others as well as showing his support for the people of America. Not only that, but he was the only voice that was used in the video, as compared to Trump and his campaign videos, where you may catch his voice at the end of his ad saying “I approve this message.” It goes to show that Biden is putting more effort in grabbing citizens attention and also that he is determined to win. With the election getting closer, the next few months will be interesting to see how the battle continues between Biden and Trump. This will be the first year I myself will be eligible to vote and its something I am looking forward too.  

https://www.youtube.com/watch?v=4WMRz5fmgIw