Barack Obama’s “Plan for Change” advertisement gives us just a glimpse into Obama’s plans for change, yet we can see an eagerness for change that goes much further than the ideas actually mentioned. The brief ad may very well be seen as boring by some: it is a one-shot video, the scene never changes, there is only one character, no background music plays. All true statements, but for the purpose of the ad these additions are unneeded, and most likely would just be distractions.
The scene focuses directly on Obama, and nothing else throughout the entire video. He is subtly introduced in the beginning seconds with a simple subtitle across the bottom of the screen. The background of the scene is relaxed and simple as well, which puts all attention on Obama. There is no clutter going on around him, no music played in the background that might cause a distraction. This is because the ad wants our full attention on Obama and his words, and the way to accomplish that is to get rid of the fancy technical ideas that accompany many ads. We have no choice but to listen.
Obama discusses issues that are on almost all Americans’ minds. He begins with the economy, which many people place as their number one concern right now. This pulls us in from the beginning, makes us eager to hear what he has to say about this and other hot topics. He puts the focus on us as Americans rather than himself, which makes us want to keep listening. The advertisers are aware of these tactics to pull the audience in and hold our attention. Obama finished the ad with possibly the top concern of Americans: the war with Iraq. He probably concludes with this to keep us thinking, to leave us optimistic with hope for change. Just a few issues are mentioned, but after this brief introduction the advertisers are hopeful we will look deeper; in this case Obama’s Plan for Change. We are left with Obama’s enthusiasm for change in not just these spoken ways, but in many other aspects as well.
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