Danelle Stone
Professor Bleck
English 101
18 July 2008

The time for the 2008 Presidential Election is rapidly approaching and the two candidates left standing are Barack Obama and John McCain. While voters weigh their decision between the two candidates, campaign ads are constantly flying at them from every possible direction. In chapter three of their book Un-Spun: finding facts in a world of disinformation, Brooks Jackson and Kathleen Hall Jamieson provide the reader with eight tricks used to deceive people in commercial and political advertising. The public can use Jackson and Jamieson’s list of deceptive tricks to help them recognize and reevaluate the political claims present in these ads. John McCain’s campaign ad “It’s Time For Action”, located on his website, applies the commonly used deceptive trick known as “eye candy” (51). While using images of himself interacting with people who live in disadvantaged neighborhoods, McCain is enforcing the idea that he is the only candidate capable of participating in the action necessary to improve the lives of the under-privileged. However, the “eye candy” trick is not the only tool of deception that John McCain uses, and further examination using Esther Thorson’s Savvy Voter criteria will reveal several other persuasive features that are present in this political ad.

In his ad “It’s Time For Action”, John McCain is portrayed as a “man of the people, father, savior, and a friend” (Thorson). All of these personas are what Thorson refers to as candidate mythologies which can stir up numerous emotions in the viewer. He’s shown shaking hands with working men and women of different races which depicts him as both a man of the people and a friend. Therefore, the ad shows McCain as an advocate for all people from any racial and/or ethnic background, and he is relatable on a variety of levels. He is portrayed as a father figure and role model for the younger generation by interacting with the children in his ad, and he is shown as a savior when he states that “the time for false promises is over, it’s time for action.” This statement implies that John McCain will save the public from the harmfulness of false promises that have been made by his opponent, without mentioning what those false promises are.

John McCain’s ad also includes specific props, music, and camera angles that are all used to produce emotion in the viewer. The American flag is used in this ad as a prop to induce feelings of patriotism and pride, and John McCain is pictured speaking from a podium which Thorson states, “emphasizes power and good ideas.” The American flag might also be used to represent McCain’s values which consist of a love for his country. McCain’s bus, which is conveniently named the “Straight Talk Express”, is another prop that is used to enforce the idea that he will save the public from the politicians who provide false promises because he is a self-proclaimed straight-shooter. Throughout this ad, McCain talks about the disadvantages that plague certain areas of the United States and how equal opportunity should be available for everyone. This theme is reinforced through the music playing in the background where the line, “Lord remember me”, is repeated multiple times. At the end of his campaign ad, the cameraman strategically zoomed in on McCain’s face when he restated “it’s time for action” because, as Thorson explains in The Savvy Voter, the zoom view has the capability to produce a sense of importance and emotion among the viewers. Therefore, whenever voters hear that phrase, they might attach to it a sense of meaning even though they are unaware of what the word “action” really implies and/or consists of.

Ultimately John McCain’s ad maintains the positive feelings of patriotism and unity and it appeals to the working middle/lower class. McCain reached out to the working class in this ad because he wants to portray himself as relatable to all people of different racial, ethnic, and financial backgrounds. McCain’s ad uses the “eye candy” affect to show the viewers that he cares about the working man. McCain is shown talking to men and women, shaking the hands of ordinary people, and interacting with children which all portray him as a “man of the people” (Thorson). He speaks of the areas in the United States that are failing to enjoy the prosperity that America has to offer and about the constant struggle that face many disadvantaged families who are trying to provide their children with the same opportunities that other American children possess. The name of his ad “It’s Time For Change” signifies that McCain will do everything in his power to provide equal opportunity for everyone but the word “action” is extremely vague. What action is McCain planning to take to improve the lives of those who are under-privileged? The word “action” can pack a huge meaning, so we as voters need to constantly ask questions and conduct research in order to avoid accepting the implied message in this ad.

The public is constantly being bombarded with campaign ads during presidential elections which is why voters need to arm themselves with the necessary tools provided by Jackson and Jamieson which will help the public recognize deception. John McCain’s ad used the deceptive trick referred to by Jackson and Jamieson as “eye candy” which reinforced his idea that he is a man capable of relating to many people and their struggles. Through his ad, McCain implied that he was the only candidate capable of undertaking the action necessary to improving the lives of the less fortunate. The “eye candy” and persuasive tactics discovered using Esther Thorson’s Savvy Voter criteria allow the viewer to dissect the ad’s claims and deceptive tricks. Political campaign ads are designed to influence the viewer’s decision on who they believe is the best candidate for the presidency. Therefore, it is extremely important for citizens to recognize the persuasive tools used to influence them. Politicians in both parties will say anything to receive a vote, and it is the public’s job to understand deceptive tactics and how they are used. These precautions will provide the public with the much needed insight into the true meaning of political campaign ads which will prompt one to make an educated and informed decision based on pure fact.