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American Political Communications - Essay Example

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Summary
The advertisement analyzed in the "American Political Communications" paper “disarray, a negative political advertisement which intends to affect the minds of people regarding Barack Obama’s health plan. The effect that an advertisement leaves on people is largely manipulated by production elements…
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American Political Communications
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Download file to see previous pages It contains a shot of a group of Americans protesting against the health plan which induces a negative feeling as the target audience usually relates to the public shown in tapes.  There are no shots in this ad showing the American flag which usually gives the audience a sense of oneness, leaving a positive effect. The video does not have any positive comments regarding the health plan which means that both sides of an argument are never featured in the same ad. There are several shots in this advertisement showing various political leaders making comments regarding the health plan which aims at statistically proving the lack of support regarding the same.  It includes shots where politicians are asked questions to which they cannot but give a straight answer regarding the issue. This advertisement has been well designed in regard of the camera shots, giving importance to not include shots in which people show happiness or any other positive emotion.

Framing is the positioning of objects and people to achieve certain effects. For instance, a candidate may be framed from a low angle to make them seem important. In this ad, framing has been given much thought to and the videos have been angled in order to give more importance to the text. In many advertisements, the text is usually more disturbing than the video itself since text can be directly directed against the opponent while most video clippings cannot be just as convincing. The speed at which the framing shifts also has a great impact on the overall effect of the advertisement. For example, a video showing people gathered under a flag slowly fades out to show another scene where the candidate addresses them, which is the kind of framing that can have positive effects.

Lighting plays an important role in the making of advertisements. Images shown in a bright background tend to have a soothing effect while images framed in a dark background or black and white can make the opponent seem threatening or unpleasant, which can disturb the minds of the viewers. ...Download file to see next pagesRead More
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