Elizabeth
Warren For US Senate
The
ads that I chose to discuss are from Warren’s campaign to run for senator of
Massachusetts in 2012.
Strategies:
This is Elizabeth’s first ad for her campaign
and it is an image ad. This ad shows Elizabeth speaking in a very soft and calm
voice. Elizabeth begins with telling us her name and that she is running for
the United States Senate and she directly follows with stating, “and before you
hear a bunch of ridiculous attack ads, I want to tell you who I am.” Elizabeth
knows that attack ads are part of campaigning so she addresses the issue head
on. She then continues on about her families past and the struggles that she
has seen personally. This gives her audience a chance to relate with her a bit.
She continues on to discuss all that she has done to help the middle class and
all she has done against Wall Street. She ends with showing what needs to
change, which shows some of her intentions if she is elected for US senate.
This ad allows the audience to get to know her and know what she stands for.
This candidate-positive ad has some gender strategies such as talking soft and keeping
her ad mostly on the subject of families. I think she uses these strategies to
show that she isn’t any different than any one else and it shows that she has
worked her way up to her current position, which is the ‘American Dream.’ Her
soft voice also gives comfort and makes her seem as though she is someone you
could talk to and trust in.
The following ad is an issue ad which shows
what the needs to Massachusetts are and sets some guidelines for what Warren is
planning on doing if she is elected into the US Senate for Massachusetts.
She uses many images of broken bridges, torn
up roads and workers in need of jobs and then compares us to China to show the
real need to rebuild Massachusetts and the US. In this ad, you can see that she
uses more of a stern voice to emphasize the degree to which the US is behind
China. She ends with the phrase, “Let’s go to work,” which shows that we
Americans are all in this together. I think she uses these strategies to show
that there are things that need to be fixed and she uses the words us and we to
make it seem like it is our priority as a nation to rebuild the US.
The next ad is a candidate-positive ad.
However, unlike the last two ads, this is both an image and an issue ad.
The ad begins by showing our president,
Obama, speaking about Warren and her accomplishments in a positive manner; this
helps her image a substantial amount. While at the same time, spoke about the
big banks and Wall Street and states, “We can take on the big guys, and win.”
There is inspirational music playing throughout the entire ad and she is once
again speaking in a calm tone. I think these strategies were chosen because it
gives her a lot of credibility but also allows her to set more of a positive
image for herself while discussing some accomplishments she has already
completed and a little bit about what she plans to do in the future.
