Political Advertisement: Rick Perry- Proven Leadership

Video: Rick Perry- Proven Leadership
Source: http://www.youtube.com/watch?v=8EL5Atp_vF0&feature=relmfu

         This video is a political advertisement on September 20th, 2011 titled Proven Leadership. It was released by Rick Perry, current Texas governor, as part of his political campaign to become the Republican candidate and eventually win the presidential election in 2012.
         Perry’s video is split into two parts. The first is a heated attack on current President Barack Obama, accusing him of downgrading America’s economy and creating no. However, the second part of the video turns to a positive and bright outlook for America, for a future nation that will be supposedly made possible by Governor Rick Perry.
        The use of visual rhetoric and rhetoric in general is extremely prevalent in this passionate political advertisement. Several statistics such as “Zero jobs created in August” from CBS News are used (logos). Also, depressing images of a country that’s gone to ruin are shown in a lonely playground, abandoned warehouse, and decaying cities (pathos). This use of imagery is further taken with a symbol of Obama’s failing presidency: a HOPE presidential poster during Obama’s 2008 campaign is shown rotting away on a dirty wall under heavy rain. Also, quotes from Obama’s speeches, such as “I’m just getting started”, are placed in a specific order and time to create the sense that HE is creating and intending for all of these events to happen.
When the video turns to Rick Perry, the juxtaposition is all too noticeable. Scenes of sunny fields, happy workers, and even horses running add to the positive future that Rick Perry promises. Dramatic music fills the background as scenes of patriotism and America’s famous locations are shown. At the center of all of this is Governor Perry, who asserts that “America is the last great hope for mankind”.
         Intended for the general American public, and created in a causal context for the upcoming 2012 presidential elections, Rick Perry certainly achieved his purpose of creating some sort of change amongst Americans. It appeals strongly to pathos and makes use of visual imagery to accomplish simply the fact that Obama is bad, Perry is good.