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Stated Issue:

The issue being addressed by the McCain campaign, to the people through this video is that Barack Obama is full with words but no action, yet nothing he is saying is being done. In the video the McCain campaign targets ex-v.p. search team member, Jim Johnson, as well as Barack Obama. What is being stated is that Obama says that it is not exeptable to have lobbyst in his organization, yet he had someone like Jim Johnson as part of his team. It is said that Johnson received a loan and then withdrew from the Obama campaign. While Obama expressed himself very strongly against executives who take advantage of what they are doing to gain money or something for there own benefit. But while whe said this, he was getting help from someone who had those intensions. The video states that barack Obama is left with "more empty words," meaning that his words are just words and nothing leads to action.

Underlying or implied issues :

The issues being implied is that the communication between Obama and his party is not very good. Also it underlines the issue that Obama is having trouble with Johnson because of his contribuation to the Fannie Mae. Target audience:

The audience being targeted is the entire American society. The whole society is being targeted because the people make up the government, and therefore the people choose their leader. Also it shows the people how Barack Obama cann't pick his team, in a way that they will not follow him through his presedential campaig. John McCain is using this ad to promote to the people that Barack Obama is inexperienced in his presedential campaign, therefore he can also be inexperienced in leading a great nation. John McCain uses this ad also to target the democratic party to show how their presedential candidate is making errors,and the party itself is commiting other errors.

Is the ad an issues ad or a personal ad:

It is a personal ad because it is targetting both Obama and Jim Johnson as individuals, and not targetting the issues being presented by the Democratic candidate. The ad is showing how Jim Johnson and Barack Obama failed at what they where intending to do. What gives me the feeling that it is a a personal targeted issue is when it mention both of there names.

Is the ad a positive or negative (attack) ad:

The ad is promoting a negative attack against Barack Obama and Jim Johnson. This is presented when it states the facts about Jim Johnson. One negative thing that it says is that "Fannie cooked the books, and Johnson made the millions" meaning that Johnson is just in it for the personal benefit,which was for gaining money.

What are the main arguments provided?:

The main argument provided is that Obama dose not keep his action with his comments. What this means is that even thought he tells the people that it is not right to work with lobbyst he himself has been getting contributions from a lobbyst. It argues that the American society does not need a liar as a leader of a free nation, so therefore the people that make up the nation should make the right choice on voting the corect persoon into office.

What evidence is provided?:

The evidence that are being provided are from the Washington Post it reads " Fannie Mae Lobbies hard to protect it's tax break." This means that it is hard for them to contribute to the tax break being provided by the U.S goverment. Another thing written by the Washington post is "high pay at Fannie Mae for the well-connected." This evedince being provided shows that people like Johnson where beening payed more for other contributions.

Fact Check: Evaluate the claims of the advertisement. Which claims are correct; which are innacurate?:

The claim that is correct that is presented by the ad is when it say's that Johnson was no longer working with the Obamas V.P. search team. Yet what is innacurate is that Johnson claims to have withdrawn, yet some articles claim that Johnson got fired by Barack Obama. Also even though the Obama campaign states that they where no longer working with Johnson, they where getting help from him behind the cameras.

Final evaluation: Is this ad effective, why or why not? What are its strengths? What are its weaknesses?:

In a way this is an effective ad because it promotes the negative things that the Obama campaign is doing. It is strong because it provides facts and evidence from the newspaper on the video. One of the weaknesses that the video shows is that McCain doesn't show any positive things about himself to make the comparison with Obamas campaign people.

ACeja DBolanos JCaballero

WORK CITED

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