A week from the highly anticipated 2020 Presidential Election, deciding the final votes are the object of both candidates. Several swing states, most notably Texas, are extremely close in numbers and campaigning could very well seal both Donald J. Trump and Jospeh Biden’s fates. How they campaign and the tactics they use in their persuasion can cost or win each of them an election.
In this ad, President Trump showcases a woman looking very vulnerable and serious. She shows paper with writings on it one by one, highlighting the flaws of Biden’s America. She focuses on illegal immigration, Joe Biden’s alleged weakness, raises taxes, and her own story. This ad is a blatant appeal to Pathos, highlighting how she’s a mother of four and scared for her children with Biden’s presidency looming. This tactic is effective as it portrays a message that many parents can relate to: they just want what’s best and safest for their children and often fear the worst. Additionally, this ad challenges Trump’s voting demographics as he normally is seen appealing to the white man. A woman of color is showcased which sends a message to potential Trump voters that you don’t have to be white and male to support Trump and he is palatable for everybody.
Biden ad by comparison, is mostly based in Logos. He appeals to the common person by outlining the many crises America is facing in simple terms not limited to racial injustice, the pandemic, economic crisis, and climate change. he stands on these issues, letting them speak for him in a way. Actions speak louder than words and in tis particular ad, Biden does not utter a word. A narrator speaks while Kamala Harris and Joe Biden are pictured to be involved in the community. To me the most effective tactic utilized in this campaign ad is the timing in which it was released. It came out just before the Republican National Convention which sends a message that Republicans are ignoring said American issues and challenges their appeals to the public.
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