Media item: Political ad for Mitt Romney's Presidential Campaign: http://www.livingroomcandidate.org/commercials/2012/the-moment
This ad was created by Mitt Romney's campaign team in 2012. It was created to persuade people to vote for Mitt Romney and Paul Ryan in the 2012 Presidential Election. The ad, entitled "The Moment", uses several clips from speeches he delivered across the country to make clear what his position was on the most pressing political matters, such as jobs.
"The Moment" uses many emotional biases to tug on the heartstrings of viewers and make them more apt to relate to and sympathize with the information being stated by Romney. He uses clips of children and families to show that he values those true American standards. He also repeats a few times throughout how much he and Paul Ryan are focused more on the people than the politics. This makes citizens feel comfortable and welcome, and that their needs will really be met. The use of emotional and dramatic music in the background also makes people feel more impassioned about what Mitt Romney is saying.
Over time, media has changed significantly. We now have many tools for political campaigning and advertising that we did not have in previous decades. Presidential candidates have more opportunities to connect with their supporters through social media sites such as Facebook and Twitter. This helps them develop, to some extent, a personal relationship with supporters across the country, which in turn will help people feel a greater sense of comfort because they know that their candidate truly cares about Americans.
