The percentage of negative ads ran during the 2012
election was up dramatically over the previous one (2008). At least 70% of ads
aired this year have been negative. ‘The election is a formal decision, a
process by which a population chooses an individual to hold the public office’.
During That period in the United States, the presidential election was reported
through a variety of newspapers, television programs, radio commercials…which allow
the candidates to reach a huge number of constituents.
During the
campaign, we have learned a lot between President Obama and the former governor
Romney through the media. The most obvious side of this election was how both
candidates have attacked each other’s approaches and the major issue: the
economy. Like in any election, people who run for office will try to convince
their supporters and persuade undecided electors to their side. They usually try
to “destroy” their rival for their good benefit.
The use of these ads is designed to influence voters
through the use of rhetoric as a technique for both candidates to maximize
gains. As we know, campaign strategists know when it is a good time to reach a
bigger audience as much as they can. That is the great opportunity to promote a
candidate and also to go against the other opponents.
Since the
president took office in 2008, the improvement of our economy was seen as a
crucial issue. Mitt Romney had blamed the President for not handling the
problem and for him that was one of the key arguments to change people mind on
the Election Day. In the other hand, President Obama had tried to reassure
Americans what he had done, his proposal for the future if he get elected.
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