BY :

LUSINE MADARIAN

MIDTERM PROJECT:
MESSAGE AND MEDIA
PART 1

Campaign Analysis
Political Campaign of President Barrack Obama
Campaign 1 : Lets Finish What We Started 2012 Elections
After seeing the video campaign of President Barrack Obama entitled Lets Finish What We
Started, I have first observed is the place where the campaign happens. Its the usual election campaign
where in you are in front of a crowd giving assurances if you win the election. I saw a simple Barrack
Obama in the video mingling with people. I also observed that people included in the video were all
happy as if they were showing satisfaction and success if Obama will won as the President. The text
flashed in the video also caught my attention. The size of the text were big enough for the viewers to
clearly read and see Obamas Advocacy. Most of the text shown in the video were places and it was
incorporated by images / videos that shows how comfortable everyone in the whole Colorado with
Barrack Obama and that they could easily reach out to him whenever they need him. His tag line
Forward also caught my attention. The tagline that Barrack Obama has explains it all most especially
the future of the people of United States of America.
It is not only the video itself, the text and the images that caught my attention, even the way
Barrack Obama says his advocacy has a technique and I believe he used a good one. Through his words,
he got everyone agreed to him. The way he speaks is with convictions, he speaks and believes that
people knew him better which I believe added to gaining the trust of everyone. As he speaks his speech
and advocacy, he reveal his true self as he says Im willing to make tough decisions even if theyre not
politically convenient. The statement he used was not totally positive for he said that he makes tough
decisions even if theyre not politically convenient but he turned it well as he let everyone feel that he
would do what is right and what is best for hiss people. That hes not just after politics because what he is
after is serving his countrymen. The background music also added to the positive approach of the
campaign. The music used was implying a success if Obama will be voted and won as the President of
the United States of America. The music added to his sincerity in saying his advocacies.
I believe that what producers wanted to deliver in the video campaign of Obama is that Obama
can be trusted and that he assures everyones welfare and hes willing to serve the country whatever it
takes. The video even let the viewer feel that Obama is part of their lives, that he knows everyone well
and that he could take good care of everyone. I can say this because through the words used by Obama,
it strikes viewers emotional aspect as it ensures the future of everyone.
After watching the whole video I can say that it was effective because it implies assurance to the
viewers. The ad did not just focus on the projects rather it focuses more on the personal aspect through
making the viewers feels that their family is secured and that Obama will fight with them. The ad was
great for his advocacies are not focused on money, fame and typical projects instead it was focused on
the heart of his countrymen.

Campaign 2 : Today we fight for Change 2012 Elections

As I watched the second video campaign of Barrack Obama, I had observed similarities in
techniques with the first video campaign I watched. The setting of his campaign was also in front of the
crowd which I think implies the genuine side of the campaign. In the video, as Obama speaks you can
see the reactions from the faces of the people in the video that theyre really convinced and happy as they
hear Obamas Advocacies. Through this, it may affect the viewers in a way that they can be convinced by
the positive reactions from the people present in the video. Same size of text and same features of
images were used in this video as compared to the first video I watched. Just like first campaign analysis,
the size of the text used were big enough for the viewers to clearly read and see Obamas Advocacy. His
tag line Forward was consistently used to his video campaigns which implies future assurance.
The utilization of the music background were consistent same us with the way Obama speaks in
comparison to the first video campaign I watched. The music used implies success and victory as it is not
too lame to listen. The voice of Obama as he speaks is with conviction. He even used a good technique of
backtracking hes previous accomplishments to support his statements and gain more trust from all the
people. He was also consistent in striking the emotional aspect of the people and of the viewers through
assuring everyone that he will never give up. He also mentioned some areas that he will focus on for the
states development or progress.
The producers might want to ensure the Obama is an instrument of change that would lead to the
betterment of the state and of its people. It was evidenced by the lines used by Obama as he speaks. He
let people realize that change will never happen if they will not help each other hand in hand. The video
makes me feel belong, belong to be one of the advocate of change for the betterment of the state.
I think the technique used was really effective same as what the producers used in the first video
campaign I watched. It ensures positive outcome to the people of the state. The whole was good and
effective to watch for it looked like it was done naturally. What made it more credible is that Obama was
very natural, hes just himself as he speaks and interacts with all the people. The technique used makes
its viewers become involved in which makes the ad more credible and influential.

Political Campaign of Mitt Romney

Campaign 1 : The Moment 2012 Elections

As I watched the video campaign of Mitt Romney entitled The Moment for the 2012 Elections, I
got already observations all throughout the video. The images used by the producers were not limited for
there were videos showing world wars and past experiences of America. Though, this technique was
good in a way for it is merely showing Americas progress. It was evidence by the showing of past and
present pictures of America. It even implies victory as I watched the video. The text used were not that
big but enough to be read by the viewers. The images in the videos shown focuses more on the journey of
America and what is America as a country. Actually, it was a good technique but it became dull on the
latter part. There were too many insertions of images in the videos which made it too long.
When it comes to the background music used by the producers, it was not too convincing to hear
for its to lame and it adds a heavy feeling to the viewers. Though, I love the delivery of Romney as he
speaks his advocacies. He delivered in in a low natural voice. In addition, what caught my attention was

the words used in the video, there were negative things included. Even a comparison with the Middle East
was made which I think out a little of negativity to the video.
The producers of the video wanted to make the viewers feel the journey of America for the past
years up to the present. It wanted to show the progress of America and the developments needed for
America. It was good though it adds a little of sadness in the video which makes a negative feeling for the
viewers.
I think the ad was not really as effective as Obamas , the video campaign was to heavy to
watched. As I watched and observed the video, it can make the viewers feel a little of sadness especially
when past video and pictures were shown. The video was also a bit dark unlike Obamas video campaign
which is light and pleasant to watch.

Campaign 2 : A Better Future 2012 Elections

The first thing that comes into my mind as I watched the second video campaign of Mitt Romney was that
the techniques used in the video was consistent though it differs a bit in terms of the images used in the
second video. Images used were not too many and just right for the viewers to watch. It was good for it
was not too long compared to the first video campaign. By this, more attention from viewers will be drawn.
Also, limited text were used as compared to the first video. The images and the videos focus more on the
Better America.
Plenty of projects to be done were mentioned in the video which is a good technique but it does
not totally captured the heart of the viewers. It was more on reforms. Music backgrounds that were used
were not lively which adds a heavy feeling to the viewers. Though, the way Romney delivered the
message was naturally done and most of the clips used were taken live.
I think what the producers wanted to imply in the video campaign was the ability of America to become
better and better. It wanted to tell the audience that if Romney will in the election, a better America will be
seen. It was evidenced by the videos showing projects to be made that would help for the development of
America. It was also supported by the message of Romney to the viewers about his plans if he wins.
I think the video was re convincing as compared to the first video campaign I watched. Whats good with
this one is that, it is not too long and is lighter compared to the first video. What made it negative for me is
the music background used for it does not imply a positive approach to the viewers.