The Choice

Raela WatahaOctober 14, 2013

Color

• The video is very colorful since it is live video footage. It makes it look a lot more professional.

Images• Image of Obama looking condescending– wants it to look like he doesn’t care

• Dramatic appearance of text warning of the risks in Obama’s policy

Conveyed

• Causing doubt in Obama’s policy • Trying to convince people Obama has failed• Presents “facts” without evidence that try to

alarm

Appeal

• Middle class people (mention specifically)• Average American (people losing jobs)• Romney supporters • Senior citizens (Medicare and social security)

Comprehension

• Disparages Obama• Mitt Romney can supposedly do better• America is going to go broke and fall apart if

you reelect the president

Credibility

• Footage of Romney talking at a real debate– his own words make up the ad

• Approval by Mitt Romney at the end