Political campaigns are about a dime a dozen. Many have the
same features, and the same development. If the party wants a candidate to look
good to the American voters, the advertisers will highlight the good qualities
a particular candidate possesses. However, if it is the design of the
advertisement is to make a candidate look bad the advertisers will highlight
the flaws of that candidate. The reasoning behind this is simply to get more
votes than the rivaling party. If a candidate can be portrayed as either right
or wrong for certain reasons, it makes all voters despite their voting
background vote one way. Such is the case for the political advertisement
against Jeff Flake entitled, “Jeff Flake’s Out of Touch, Extreme Record is
Wrong for Arizona.” The makers of this political attack advertisement used many
popular cultural beliefs and values embedded in American society to further the
effectiveness of the idea that Jeff Flake would be the “wrong” choice for
Arizona for voters of both liberal and conservative views.
The
advertisement does this by targeting key topics that transcend the lines of
political affiliation. For instance, in the video it states that Jeff Flake
voted against funding for child abuse prevention. Despite what political affiliation
a person may have, all people are expected by popular cultural values to
believe that child abuse prevention is important. With this in mind, this political
attack advertisement challenges people to still want to vote for a person who
voted against protecting innocent children from abuse. It plays off of the
pathos of parents, grandparents, and others to seek for another candidate that
will vote in favor of protecting children. Highlighting that Jeff Flake voted
against funding child abuse prevention implies that Jeff Flake does not care
about standing up for children and protecting them. Further denying a cultural
belief embedded into society to correct wrongs by being a voice of change. The advertisement
continues and points out that Jeff Flake has voted against college aid. Showing
the audience that he does not care if people are able to be educated, leading
them to find the candidate that will vote for those particular groups to have
their voices heard because, as implied by the actions of Jeff Flake, he will
not vote for what the voters want and need.
Unfortunately
for Jeff Flake and his campaigners, the political attack continues alarm many
other people by the content of the advertisement, “Flake voted against
bulletproof vests for local police.” Safety is a big cultural belief. Americans
believe in the right to be safe in many forms. As people, want to be guaranteed
safety, and this is through the ability that local policemen have to fully
perform their duties as public defenders. However, this value is something that
it seems that Jeff Flake does not believe in the way the American people do. As
portrayed in the attack, a vote for Flake is a vote for less safety because the
policemen ensuring safety will not be as protected as they could be. Overall
safety is an issue that popular values instill in Americans to allow for the
most protection available to those who ensure societal safety. This idea continues
into the next issue of the attack is that Flake voted against the GI bill for
veterans. Every attack targets different and special group’s interests, such as
the interests of those who have served the country being supported by the
country to be able to support them after they served the country. Here, Flake
is shown as not being loyal to those who have loyally serving the country. The
attack implicitly targets Flake’s credibility to be loyal to those who vote for
him.