Tag Archives: Rhetorical Analysis Campaign Ad

    The diplomatic intensity of 2020’s political campaign is at its all-time peak in the United States. The country is divided into two distinct political parties which consist of the Democratic and the Republican party. Joe Biden, leader of the Democratic Party and Donald J. Trump leading the Republican Party, have gone back and forth through election lobbying and ads to attempt to win the vote of the people.

       Joe Biden’s political campaign “Be Not Afraid” advertisements’ acknowledges a wake up call for America. Biden’s audience for this ad is designated towards the people of the United States. The usage of an advertisement strategy is to manipulate a national debate through the media, and eventually, voters who are supporters and anti-supporters. Political planners and electoral party workers plan these commercials aiming to gain the trust of the people and influence their decision when voting. The message of the advertisement conveys the concept and builds on the idea that Donald J. Trump is using his platform for violence rather than peace. For example, in the ad, Biden states “fires are burning, and we have a president who fans the flames. He can’t stop the violence because for years he’s formatted it…”    

      The ad evokes emotions of negative overtone regarding President Donald J. Trump. Throughout the ad, Biden targets Trump’s weakness and inabilities to handle the United States under some situations. For example, “his failure to call on his own supporters to stop acting as an armed militia in this country shows how weak he is…violence will not bring change, it will only bring destruction ”. Biden reinforces and criticizes Trump’s inability to lead a country in safe hands. 

        The visual elements establish the success of the ad’s message. The ad conveys images of destruction and chaos. Trump’s underlying solution for a “greater America”  in fact causes brutality and the dismantling of society. For example, the ad incorporates an image of rioting and protesting, where the news headline reveals “Breaking News Protests Turn Deadly”. 

      The ad utilizes several persuasive techniques such as logos, ethos, and pathos. Logos is used when Biden argues against Trump’s passive approaches when dealing with an issue, promoting violence.  He prompts images of chaos that exist in society as a result of Trump’s regimen in office. Ethos is portrayed through Biden’s words. For example, “If I were president my language would be less divisive. I’d be looking to lower the temperature in the country, not raise it.” Biden is trying to convince the people that he is a better suited candidate than Trump. One example of pathos is when Biden says “Donald Trump is determined to instill fear in America because Donald Trump has fueled every fire ”.  

     Furthermore, the advertisement was successful in targeting Donald J. Trump. It centered on his weaknesses and impairments when leading a nation. For example, President  Donald J. Trump tends to shift towards violence and utilizes expletive language to get around.