The Best Method

It seems that everybody in the world knows who is qualified to be the American next president, except almost 50% of American people. Therefore I understand why there are criticisms say they are not educated enough.

Looking at the campaign ads, the methods of persuasion are still the most common five which we have learnt in Communication 12 class: using of examples: Nadler-Obama Lacks Political Courage, Judgement on Nov 1st,2008, Freedom’s Defence Fund on Oct 31,2008 and family Research Council; referring to an authority: Progressive Future, Warner—Cuts; answering the opposition: Bitter on Nov 3rd,2008; predicting the consequence: Polaroid on Nov 3rd,2008 and Slippery Slope; Telling the Fact: Delighted Nov 2nd,2008.

However, even using the same methods to persuade, we still can find the different styles of their style of campaign. Obama is mainly focus on his politic strategies of how to lead American to a progressive future. His ads mainly target at tax cut, national defence, health care and children education. They are specific and positive. However, John McCain spends 80% of his ads to attract Obama, from his spiritual leader to his family background. It seems if Obama doesn’t make any mistakes in his campaign, John McCain would have nothing to tell. We don’t see his own politic ideas clearly except his choice of his vice president Sarah Palin and his malnourished speech. It twists the purpose of his campaign of leading America or just defeating Obama.

Generally speaking, all politic persuasions are very similar: first they would pull out the deep fear in human’s heart but assuming a lot of fictitious enemies, for example China or Iran or any Muslim country. When people believed in them, they would stand out and act as a hero to save the public, act as a role of saviour. Second, they would use the greedy part in all human’s heart: I can make you rich by cutting your tax (don’t forget that’s my own money) or I can save your cost by give you more benefits.

So, the most useful weapon to win a campaign is the understating of human’s hearts.


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