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A Rhetorical Analysis Of Barack Obama's Judgment By Association

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Barack Obama’s “Judgement” by Association
An attack on a country’s ideals is an attack on everyone’s in it. Because personal values are deep-rooted, political rhetoric often inspires emotion through personal bias to cloud perception. Habitually discovered, displays of carefully edited facts create negative value correlations to candidates. When used to portray a presidential candidate in the 2008 election year this clever tactic is effective in momentarily turning off almost an entire nation to the offending party. An overly sentimental appeal in the political advertisement "Judgement" manipulates pathos to discredit Barack Obama's ethos by associating him with his pastor's alarming proclamations.
Obama’s ethos fall under attack when a partiality to Reverend Jeremiah Wright’s anti-American appeals is suggested. The advertisement opens with a close up of Obama’s face with an angry expression while the narrative begins by confronting viewers while calling them …show more content…

“Judgement” demonstrates what Jib Fowles describes in his article “Advertising’s Fifteen Basic Appeals” as the need to aggress. He unveils burdens of life result in rebellious inclinations. Fowles explains while societally suppressed, concealed emotions are prone to rearing their head in volatile bursts. This aggressive potential energy is an attractive vulnerability for promoters (22). While Obama, in expression, and Wright, in flagrant testimony, display aggression, the nature of this display is intended to invoke a similar and opposite aggression on behalf of patriotism and traditional values, with the target being the candidate’s suitability for the presidency. The dramatic exaggeration and extension of Wright’s declarations to Obama’s ideals further demonstrates a scare tactic that uses fear of prejudice to inspire

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