Midterm Project

Baracks Obama advertising Video Campaign:

In one of his commercial, presidential Democratic candidate Barack Obama presents
himself with a casual attire look, a suit/blazer with a formal collar shirt with no tie; resembling
any other American in a regular basis. I think he did it to make himself look like he is with the
lower class, a regular citizen. Making it more appealing to those who cannot afford to dress in
expensive suits. During the shooting of the video He is sitting down in a place that looks like a
house of a modest/middle class family. No big luxuries. In his advertising video, he shows what
America is; a working class of citizens who wake up early every day to work and make their
goals come true. The background music catches my attention, it sounds calm and at the rhythms
of those on the commercial moving. I think this ad was very effective because many of us
identified with it. Working early in the morning, living in modest homes, and trying to achieve
more goals are the dues of ordinary citizens of America like me.
In this second video, the first opening lines say President Bill Clinton. A president that
many citizens liked and admired for his efforts of maintaining an economic stability during his
term. I think this video brought a sense of security to those who had the idea of voting for Obama
already. The subjects President Bill Clinton touched were exactly what many of us needed to
hear and see; a president who was going to invest in education, and open more employment
opportunities.
Mitt Romney Advertising video campaign:
Mitt Romney on the other hand was harsher I would say. I see how he highlighted the
mistakes of President Obama during his term, instead of telling us the citizens what he could do
better to bring back the economic stability to the United States, he focused on the drawbacks and

negativity that his point was lost in the context. I dont know much about politics, but
republicans always seem to be against the working class. His advertising shows statistics on how
China in beating the United States manufacturing industry. I dont think that attacking the
opponent is the way to win the presidency, even though is valid. He talks about how many
families have lost their homes and how the national debts has double. That I agree with, I felt the
economic impact when my hours were cut and my pay to half of what I was earning. I think
many citizens regret the fact that they have voted for the wrong candidate when they started
loosing their homes. When home and business owner watched Romney Ads, they probably
thought he was right, But why did Obama won again? Because many believed in President
Obama to fix the economic struggle the country faced during those years. I really dont see an
effectiveness of his ads, because it only focused on the negatives of Obama, and totally forgot to
bring his ideals, and personal characteristics of his potential to govern this country.

Swing States of Virginia and Iowa data from 2012

Virginia
Median
household $62,000
income
11.7 %
Percentag 9th lowest
e below
state in
poverty
the nation
level
Secondar
y
81.5%
education
Post
Secondar 55.5%
y
education
Statewide White
Percentag 72%

Iowa
52,229
12.7%

86.1%
50.0%
White
92.1%

e of
ethnic
groups

African
American
19.6%
Asian
3.7%

20 - 34

21.4%
1,517,539

35 -54

55-64

75 +

Females
Males

African
American
3.4%
Asian
2.2%
Hispanic
5.5%
19.4%

31%

566723
28.6%

2,199,946

837993

9%

8.8%

631,611

257412

5.1%

7.6%

359,877

224278
1,538,036
1,508,319

Memorandum

From: Norma Castellanos

Sunday October 4, 2015
Subject: What made Obama Successful in the 2012will make you successful in the 2016
elections too.
Mr. Smith, the Purpose of this memorandum is to give you an inside of the most
outstanding strategic points Barack Obama used to win the Presidency of the United States. As

you know already, Americans believe in a system of Democracy where our political leaders
listen to the citizens opinions, needs and wants and act upon what they believe will benefit them.
Ordinary people like all of us want our elected officials to be the voice of citizens they represent
in each state. In order to choose the right representative, surveys and professional studies are
given to ordinary and random people to ensure that all kinds of suggestions and questions are
accounting for the states population as a whole. Barack Obama in 2012, Barack Obama used his
ads to persuade Americans to vote for him by addressing the issues citizens wanted to be
addressed, for example in one of his ads, he talks about boosting the economy back up by
opening more job opportunities. These lines were powerful to those who are economically
disadvantaged. Mr. Obama pointed out the challenges of millions of Americans. Another
important gain in his Campaign was that he was the first Black Senator running for President.
Lets, remember that segregation and racism is very immature. African Americans were confidant
and believed that he would bring back the confidence Blacks need to go back to the polls and
vote for him. As States in Our Textbook struggles for Democracy 86 percent said they were
democrats and leaned toward the Democrats (p 132) blacks identify as liberals and usually
support regulations and affirmative actions. This favors the position of blacks and minorities.
Obama Took a great advantage over Mitt Romney, He used social media to make his points clear
on where he stood in regards to the welfare of the country. In one of his commercials, Barack
Obama presents himself with a casual attire look, a suit/blazer with a formal collar shirt with no
tie, I think he did it to make himself look like he is with the lower class, a regular citizens to
make it more appealing with those who cannot afford to dress in expensive suits. He is sitting
down in a place that looks like a house of a modest/middle class family. No big luxuries. In his
advertising video, he shows what America is; a working class of citizens who wake up every day

to work and make their goals come true. The background music catches my attention, it sounds
calm and at the rhythms of those on the commercial moving. I think this ad was very effective
because many of us identified with it.
Different From democratic Barack Obama was Mitt Romney, a republican Candidate
who focused his campaign in addressing the negatives of the previous president. Recalling the
loss of jobs, the high unemployment rate and the poor administrative decisions taken. He
presents himself more as a conservative with an arrogant tone pointing out the depressive
outcomes of the current presidency. Compared with Obama, Romney targeted citizens with
financial stability who would be likely to vote for him in return of having a political voice in
congress that favored their stands and interest in society. As one survey in early 2012 points out
about two- thirds of Americans now believed that strong conflicts exist between the rich and the
poor in The United States( P 135) this difference is clearly visible when we compare states with
high percentages of poverty rates. For example in the State of Virginia the poverty level is at
11.7%, where as in California is at 16% approximately. People with low levels of education, poor
living standards, and high crime rates tend to vote for those candidates that promise to improve
levels of poverty, education and Medicare among other benefits.
The level of education of an individual influences the voting inclinations. As States in our
Struggles for Democracy textbook Education is the Single Predictor of participation in
Politics (P 137). We say that college educate people will tend to vote for a better education
system allowing them to pursue higher educational degrees. For example, I have heard my
brother talk about the ongoing debates over at UC Berkley in regards to the pay workers receive.
They fight for civil rights and justice. At this point, we have seen that Obama focused on the
working class, used social media to diffuse his plans, and wore attires that resemble him as a

candidate for its citizens. He also focused on issues such as education, job, and economic
stability.
Bibliography
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Infoplease. 2000-2015 Sandbox Networks, Inc., Publishing as Infoplease. Sex and

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http://www.infoplease.com/us/census/data/virginia/demographic.html
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http://www.infoplease.com/us/census/data/virginia/demographic.html

age,

Council on Virginias Future.(2015,July 20). Poverty. Virginia Performs.

Retrieved From

http://vaperforms.virginia.gov/indicators/economy/poverty.php
Kurt j. Bauman & Graf l, Nikki. (2003, August). Table1 Educational attainment of the
Population and States, and for Puerto Rico: 1990 and 2000.(Virginia and Iowa)
Educational Attainment: 2000. Retrieved From
https://www.census.gov/prod/2003pubs/c2kbr-24.pdf
State Library of Iowa. (N,D) Economic Characteristics. State Data Center. Retrieved

From

http://www.iowadatacenter.org/quickfacts

Infoplease. 2000-2015 Sandbox Networks, Inc., Publishing as Infoplease. Sex and

Race. Demographic Statistics, Iowa. Retrieved From
http://www.infoplease.com/us/census/data/virginia/demographic.html

age,