51Due提供Essay,Paper,Report,Assignment等学科作业的代写与辅导,同时涵盖Personal Statement,转学申请等留学文书代写。


私人订制你的未来职场 世界名企,高端行业岗位等 在新的起点上实现更高水平的发展


Advertising Campaign

2021-07-21 来源: 51Due教员组 类别: Essay范文



Power has long been held dear by all political leaders in history, who never waver to fight for the supreme right of handling the whole country. Once in feudal society, power holders who hankered for supremacy launched wars and confrontations to fulfill their ambitions. As time elapses, bloody conflicts has evolved into democratic election. However, such new form of race fails to shrug off the essence of cruelty and animosity, especially when it comes to presidential race in the U.S. that happens every four years. This thesis is to view this competition with intangible throat-cutting  knives in terms of advertising campaign, an indispensable means of top-level power. From this perspective, it aims to draw comparisons between this year’ s election race and the race four years ago. In a word, the fight of advertising has turned more critical and sharp as the things has boiled over while the its nature and target remain.


In 2012 when Obama, who was a candidate running for presidency then, came up against his biggest opponent Romney, he and his Party behind——the Democratic Party——kickstarted a host of publicity measures to edge out their rivals. Obama made a wave of publicity films to reach out to the grassroots for more votes, such as Go and It begins with us. All of such advertising means brimmed over with Obama’ s virtues, positive word of mouth and potential. Having added luster this potential political star, all those advertising films called for American people participating in the political campaign that came as a decisive factor for America’ s future. On the other hand, their political enemies also bit back by launching a series of publicity films including Silence and so on to remedy the situation. And those films served as a collector and embodiment of Romney’ s strong will, visionary dreams, great passion and brilliant political talent. It is fair to say publicity films function as an effective and immediate way to boost reputation of candidates and their parties. Those video clips——most of which lasted several minutes——bubbled over with compliments on candidates and even gave an exaggerated expression to their advantages and past merits.

People seemingly haven’ t bounced back from the impact brought about by this advertising fight. Such nature has been carried on by this year’ s race for presidency. At this point, Trump and Hillary are both exerted themselves to spread out their advertising influence in order to seek more support. As Obama is turning a lame duck this year, Trump from the Republican Party and Hillary from the Democratic Party triggered an eye-catching race toward presidency. Both of them have published advertising videos to big themselves up and undermine rivals likely to threaten their interests. Big bucks are being spent on advertising activities in that votes are crucial to the destiny of the two potential presidents and their parties. Those advertisements focus on edges of the two candidates and bring out their strengths, which can be smelt from the last presidential race. At the same time, they minimize their shortcomings and even block away their past misconducts or mistakes. In a word, the theme of publicity videos for seeking votes lies in embodying candidates’ s merits and tucking away their demerits. Such attribute of advertising videos haven’ t faded away. Rather, it is playing out.

On top of that, candidates are fighting to, albeit discreetly, preach for themselves through speeches, the most common and representative means to seek support. Speeches serve as a paramount channel for competitors to put forward their political opinions and blueprints for America’ s development. Party representatives, both old and new, spare every effort to capture the general public attention by using witty, stunning or even scathing words. This can be squinted from Obama’ s confidence by indicating that no one else could know the U.S. Better than him. What is in line with such phenomenon in this year’ s election race is Trump’ s sardonic comments on Obama administration and Hillary, which suggested that his political enemies are impotent to shoulder the responsibility as President. He blunt that Obama was a loser who turned out to be the culprit for America’ s economic crunch and pileup of government deficits (Fouhy, 2011). Having tiptoed around the failure of Obama, Trump referred to social uncertainties and hazards, such as increasing crime rate, rising irregular death rate, poor law and order and high unemployment rate. He attributed all those tragedies to Obama’ s incompetence, as a forcible weapon to crack down on his opponent Party. On the other hand, Hillary reacted tit for tat. She made compliments on Obama, praising him for his deeds that delivered a better life to American people, which appeared robotic and flat (Bryant, 2016). She opposed Trump’ s vow that he could solve all chronic problems himself. After stressing the promising future of America, she held positive views on national realities, instead of batting around social dark side. Hillary, who used to be the first lady, criticized the measures and ideas brought out by Trump that would exacerbate the burden of blue-collar people by describing Trump’ s apparent benevolence as crocodile tears (Tani, 2016).

Apart from that, poster needs to be factored into advertisement of presidential race. And such means retains its functions and nature. Each poster centers on a candidate as a public image in a bid to arrest wide attention and call for loyal support. Poster serves as a symbol of candidates, which is usually etched with wisdom, vision and competence of them.


If commonalities mentioned above are put aside, it is natural to find some apparent or deep-seated dissimilarities between the two races for presidency. The most visible change is public tolerance for advertising or even hypeup that have swept over media.

The general public is showing declining tolerance for this election, compared to its predecessor in 2012. An opinion poll, launched by Fortune and CBS, revealed that the general public feel sick to this year’ s election (Sohu, 2016). Such high level of sickness or hatred can be traced to repeated, massive and impelling reports from media of diverse kinds. In this sense, the advertising campaign turns out to be a bigger failure than the last one for the former has exerted a negative impact on people’ s feeling by sweeping advertisement. Some people even posed their ideas that neither Trump nor Hillary is positioned to take the White House, and would rather give up their rights to vote. Higher extent of public animosity, anger other impatience to the political game supported by big bucks seems a mark that sets this year’ s race apart from that in 2012.

Another visible difference can be smelt from reports on speeches made by the two candidates. And media mouthpiece have hyped up the two’ s shocking words, as a way of advertising means. Trump seemed to cast aside the principle of “lady first” and kickstarted a wealth of oral attacks to Hillary with blunt criticism and censure. He made the usual condemnations of "crooked" Hillary Clinton, alongside with blistering attacks on Obamacare and current US trade policy (BBC, 2016). However, it is not the worst word to describe his opponent. Trump attacked Hillary by saying “such a nasty woman” in the midst of the heated debate, which came as a stunning description (Emery, 2016). Besides, he also charged his political rival by saying that Putin “outsmarted Hillary and she’ s playing chicken” (Nevett, 2016). All of those words bubbled over with hatred, bad temper, impatience and fight, contributing to a censuring pattern of election. Hillary didn’t chicken out and fought back by calling Trump as “bad hombre” who was shedding “crocodile tears” (Tani, 2016). The two candidates triggered a drastic fight with shocking words of censure and attacks that have become a laughing stock as a means of advertising.


The nature of advertising campaign is unswerving, remaining marketing candidates themselves and curbing the popularity of their rivals on the backing of a considerable quantity of money. However, this year’ s election has been played up by media with more drastic and scathing speech extractions as an advertising means, compared with that in 2012. And Americans are less tolerant and patient towards it.



上一篇:Mysteries in Swiss Watch 下一篇:A Discussion Of Stratification