Campaign Ad Analysis

The "Nixon's Experience?" ad is in support of John F. Kennedy, who won the 1960 presidential election over Richard Nixon. The ad details the lack of experience that Nixon displayed as Vice-President under President Dwight D. Eisenhower, by asking Eisenhower whether Nixon ever had a major idea that Eisenhower implemented. Eisenhower gives a rather witty line in the form of "If you give me a week, I might think of one, I can't remember." The makers of the ad obviously mean that despite Nixon and other Republicans trying to boost his standing by saying that he had experience enough to run the country. Ethos is put to work in this ad by actually showing the lack of ethos that Nixon had. Also, the decorum used in the ad is excellent, putting Kennedy on the side of the voters, saying "President Eisenhower could not remember, but the voters will remember." This uses some form of logos, the "if...then..." logic. If one candidate has little to no experience, then the other candidate will have experience worthy of the office.

A 1984 ad for Ronald Reagan, the incumbent and winner of that election over Walter Mondale, showcases how America improved in the four years he spent in office. It's spoken by Reagan himself during an address. He talks about how the "world" despised the U.S. and "thought America had had its day". He counters this by saying that people stopped arguing and started working together, adding that America is strong. This is another good example of ethos, using his history to his advantage. The ad also appeals to people's pathos, the emotion of patriotism, strength, and happiness.