Kelly Koelle
Bradley Bleck
English 101 (H400)
July 18,2008

The Audacity of Change
We live in a time where the need for change seems to be on the minds of all people. It doesn’t seem to matter how much or how little money is in the bank account, at this moment in time, many people are looking for change. One of the big focuses of the current Presidential campaign is the need for change. Barak Obama has built his presidential platform on the ideology of change. In his latest advertisement titled “New Energy,” the focus of the advertisement is to give people the impression that he represents change. In the book, UnSpun: Finding Facts in a World of [Disinformation], by Brooks Jackson and Kathleen Hall Jamieson, the practice of “Frame It and Claim It,” is explained to the reader. Jackson and Jamieson explain that it is a fairly common practice of many politicians “to use words that we’ll automatically accept or reject, without thinking too much.” When Obama talks about change, do we as voters ever stop to consider, what does he mean by change? Do we assign our own meaning to his term “change,” by inserting our own ideology into his words? It is a very faulty perception to assign our own meaning to the terminology we hear presented in the political advertisements. Without understanding a politicians meaning behind their words, we can make ignorant choices that may bring about changes that we are not in support of.
When an advertiser creates an advertisement, it is meant to sell the public on an idea or product. In a political advertisement, the goal is to make yourself look better than your opponent. An easy way to do this is to frame an issue in such a way that will make people think unfavorably of your opponent, before a person considers the facts. In the advertisement titled “New Energy” being promoted by the Obama campaign, there are several examples where the use of words, pictures, and music is used to present a negative image of McCain, while promoting the idea of a desired change by electing, Obama.
The title itself, by the use of the word “new” sets the viewer up to expect that “change” will be the end result of the election if Obama is chosen. Words are very powerful in this advertisement. In the advertisement, the words spoken, and the words printed, are framed in such as way as to cast a negative light on McCain, while a ray of sunshine falls on Obama. In the first scene of the video, the viewer is presented with a gas station sign, that displays gas prices starting at $4.13 and upward. Images in the form of written material used as a prop to appeal to the current crisis in America of the need to find a better energy solution. The gas sign is an all to familiar symbol used as an appeal to reach people in their gut. Seeing the high prices on the sign brings about the same sinking feeling we feel when we drive by the gas station and see the new price of gas, as it changes almost daily in an upward swing. This visual is meant to play on our emotions in regard to the exorbitant cost of gas. As this visual fills our mind, the announcer states, “On gas prices, McCain is part of the problem.” Here there is a reinforcement of the picture, with words. The Obama supporters want the public to think that with McCain in office, there will only be more pain at the pump.
As the sign of the gas prices leaves the screen, the picture fades into a close up still picture of McCain. In the background of this picture is a solid, black, background. McCain is dressed in a black suit with a white shirt, and a tie on. The image of his appearance including the solemn look on his face, gives the impression of gloom and doom, or loss. The slogan on the screen is written in white letters on black, background, and reads: John McCain: 26 Years in Washington, as the announcer blames him for the current energy situation. In this section of the ad, the manipulation tactics that the advertiser uses are: props, (the gas sign), emotion-communicating faces along with camera use (the close up facial of McCain), appeal (blaming McCain for the current gas prices), and super’s and code words (the banners that are shown on each video clip that reinforce the announcers statements).
As the ad progresses, the next portion begins a video clip of McCain and Bush greeting each other with a hug and then standing side by side with their arms around each other’s shoulders. The scene depicts the camaraderie that exists between Bush and McCain. Anyone not in favor of Bush; should also not want to vote for McCain because this portion expresses a close alignment between their ideals. This is enhanced by the three slogans scroll across the screen. As the slogans scroll, the announcer continues to reinforce the pictures and words, with commentary almost identical to the slogans.
Another feature of this portion of the advertisement is the use of color choice of the scrolling words and the use of capital letters. In this case, white is used to indicate the names, while red, capital letters are used to emphasize the negative terms in the written portion. The first slogan states: “McCain and Bush Drilling Plan” in white letters. “No New Oil for SEVEN YEARS” in red letters. This is followed by, “McCain:” (white letters) “GIVE TAX BREAKS TO BIG OIL” in red letters. During this portion, a still photo of McCain and Bush, presented from a medium distance is shown. They are smiling and standing shoulder to shoulder, both wearing suits and ties. The caption on this portion reads: “McCain:” (white letters), “VOTED WITH BUSH 95%”, red letters.
The manipulation of the words, along with the pictures and video work to create an appeal to the public, this appeal is in the form, to vote for McCain, will only continue the current road that America is traveling.
Along with the visuals that are used to create a picture and frame Obama’s platform, for the need for change, the music that is played in the background serves to create an ambience that goes along with the flow of the video. During the first portion of the video, the focus is on McCain and reflects negative McCain energy policies. In this section of the video, the music used in the background section is lamentoso, and mesto with a little misterioso along with a repetitious melody. This creates the feeling of mystery, lament, and sadness along with repetition. With these feelings being reinforced about the McCain camp, it is a sure turn off to voters who are eager for change. The music is used very effectively to promote the advertisers message.
When Obama is introduced into the advertisement, the bridge in the music transitions from haunting and demure, by the use of a crescendo, to accelerando, mesto. The music speeds up and becomes more dynamic, happier and melodic. With this transition in the music, there is also a transition in the presentation of the written information on the screen. The slogan for the “OBAM ENERGY PLAN” is introduced. This is in white lettering, with blue in the middle. His slogans are smaller, printed in white letters, and printed in lower case lettering. As with the McCain portion of the video, there is an emphasis on the written words being reinforced by the spoken words When Obama first appears on the screen, the camera pans across the flag and ends on him, with the music playing a crescendo. This is the first flag to appear as a prop in the advertisement. This can create the idea that McCain is unpatriotic, not for America, while reinforcing that Obama is the politician who represents America, patriotism and change.
In the first clip he is addressing a crowd. This shows his connection to the people. As his new energy plan is presented, the pictures fade to support the points he presents in his plan. His first statement is to “Make energy independence an urgent priority.” Then he will “Raise mileage standards,” as the picture changes to the view from the side of a car, traveling down the road. Next, he wants “Fast track technology for energy alternatives,” this statement is reinforced through the visual of a car engine revealing an alternative fuel engine. He plans to provide “$1,000 tax cut to help middle class families.” This statement is reinforced by the picture of a family standing next to Obama, engaged in conversation with him. Finally, he plans to “Break the grip of foreign oil,” as the camera flies across the sands of the desert. All of these visual images serve to reinforce the spoken and written words used in the clip. If a person supports all of these ideologies, this video would seem to point a person in the direction of voting for Obama.
This video is rich with all the aspects of voter manipulation. It has props, background locations, emotion-communicating faces, appeals, music, camera use, clothing, and code words in very solid identifiable forms. There is slight use of candidate mythologies, used negatively against McCain. The way it is used with Obama is toward the end of the video clip, it shows him interacting with a white family, it shows him shaking hands in a crowd, and having a conversation with a white woman, who could be any lady USA. These shots, would seem to indicate that he is a man of the people, he is a friend, he is someone we can trust, he is an American for the American people. Then the camera zooms in on Obama, as he approves the message and concludes the video.
“But, don’t answer yet”, that is the common closing comment for many advertisements that appeared on the television during the 1980’s. We have seen the many methods that are used in this advertisement to implicate McCain as untrustworthy, more of the same, not meeting the needs of the American public, in comes Obama to save the country. This video does just what Brooks and Jackson call, “Frame It and Claim It”. McCain and his ideologies are negatively framed, while Obama’s appear to be a ray of hope and change. This video uses many words that we’ll automatically accept, such as: new energy plan, energy alternatives, fast track, tax cut for middle class, and break the grip of foreign oil. As Americans we like to hear all those things, they line up with our own ideologies. The video also slants our mindset toward the McCain camp by negatively presenting the McCain energy plan and past record. All sold to us in a neat little package, that was presented so quickly that we didn’t think too much about it.
If we stop to examine what is really being said here, this is the real message.
Obama want to make energy independence an urgent priority, the reality, energy dependence on foreign fuels, is already an urgent priority. Obama wants to raise mileage standards, this has already been proposed and has been implemented by the current government. Obama wants a fast track in technology for energy alternatives. The idea of fast track makes it appear that there will be a fast solution to the problem. However, there is no time frame defined in the advertisement. We need to ask, fast track, fast in terms of what? There are no parameters defining what fast track really means. In the video, McCain’s plan is discredited for not being able to produce US oil for seven years. The problem with this accusation is, no time frame is defined for how long Obama’s plan to solve the energy problem and create new solutions will take.
With any new president in the office there will be change. When we hear the candidates talk about change, do we as voters ever stop to consider, what does he mean by change? Do we assign our own meaning to his term “change,” by inserting our own ideology into his words? Do we look at the things that are important to us and think that the candidate is speaking in terms of our own mindset? It is unwise to assign our own meaning to the terminology we hear presented in the political advertisements. We need to consider how an advertisement is framed, then look for the facts that will lend support or denial to what we are hearing, We need to know that we understand the meaning behind a candidates words, so that we can make wise choices that support changes that we feel are important and necessary for our country, for our city, and for ourselves.

Works Cited
Jackson, Brooks, and Jamieson, Kathleen Hall. UnSpun: Finding Facts in a World of
[Disinformation]. New York: Random House Trade Paperbacks, 2007
“New Energy,” You Tube. July 18,2008
http://www.youtube.com/user/BarackObamadotcom