The Power (and Danger) of Internet Ads

Recommend...del.icio.us Digg it Furl Netvouz Netscape Newsvine reddit Yahoo MyWeb March 21st, 2007 at 02:36am Jordan

There is an issue in the news right now that is of greatest interest to Iowans. I’m not taking about frontloading the primary schedule, but rather the exponentially increasing role of the internet in campaigns. While it remains to be seen what impact it will have had when this process culminates on January 14, 2008, we have already seen the effect it can have for a candidate. Many have credited YouTube for handing Senator Jim Webb (D-VA) and the Democrats the senate majority, thanks to a video featuring now former Senator George Allen calling a Webb staffer a “macaca.” Facebook and MySpace have also thrown their names into the political arena. While this may get many more people involved in the caucuses, it is increasingly difficult for the rest of us to process such a large volume of information and take the time to make sense of it for ourselves.

A prime example of this is a video entitled “Vote Different.” Posted on YouTube two weeks ago, it has been viewed over 919,000 times. It is a testament to the power of such ad campaigns on the internet. If you haven’t seen it, watch it for yourself.

Upon first glance, you should notice a few things. First is that it is a clever mashup of the famous 1984 Super Bowl ad introducing Apple Macintosh to the computer world. Secondly, it appears to be obvious that it is from the Obama campaign. This is a view that many major sources of news media have advanced. It’s a fair statement. The woman with the hammer has the symbol of Obama’s campaign on her shirt, and at the end of the ad is Obama’s web address.

But something just doesn’t seem right. Why would that particular sound bite be chose? There must be something that gets their message across more efficiently. They show Hillary’s explicit attempt to come across as a regular person, having a “conversation” with each of us individually. Now watch the original. The Macintosh ad speaks of “one people, one will, one resolve, one cause,” and “a garden of pure ideology where each worker may bloom, secure from the pests of any contradictory thoughts,” all coming from a voice that is meant to sound evil. It completely contradicts with Hillary’s explicit statement that “we all need to be part of the discussion,” and “I don’t want people who agree with me.” Themes such as unity, and “one people” are actually coming from the Obama campaign. Also notice the change in contrast between the two, as Hillary is bright white, as opposed to the dark room. The image of the “big brother” is dark, and blends with the dark wall, with a lighter room.

Now consider that the video was posted by someone with the username “ParkRidge47.” It is significant in that Senator Clinton was born in Park Ridge in 1947. It was also posted with the text: “Make up your own mind. Decide for yourself who should be our next president,” very much in line with the Hillary sound bite. So let’s say this actually is from the Clinton campaign. Could the message be that she is trying to create an exchange of ideas to make everyone better off, thus distancing herself from the image of politics that she is associated (i.e. a war of the partisans or even a politics as a competitive sport in which the American people are spectators)?

In the original commercial, the power comes from the irony of the hammer hitting the screen just as the “big brother” says “we will prevail.” In the mashup, the hammer hits Hillary as she says “I want to keep this conversation going until November, 2008.” Also notice that the woman with the Obama symbol is now wearing an ipod, symbolizing that she refuses to take part in Hillary’s conversation, and is then actually stops it suggesting that Obama is the one who wants to end her conversation. As for the reason why 2008 won’t be like “1984,” that is the year that Walter Mondale, running as an unabashed liberal, lost forty-nine of the fifty states in the general election. This suggests that having Hillary on the Democratic ticket would result in a different outcome this time around. This message is made clearer by having Obama associated with the black screen, while Hillary is associated with white.

Both sides have denied responsibility for the mashup, and I personally don’t subscribe to either view. We just don’t know, and can’t say for sure where this ad came from. My point is that not everything will be as it appears this campaign season. We must all take a closer look at everything we see and form our own opinions. It’s not an easy job, but it is our responsibility to do so.

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Entry Filed under: President 2008, Barack Obama, Hillary Clinton

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