I started watching the Obamamercial with the highest degree of skepticism. Being familiar with media tactics, media spin and sound bite rhetoric, if anything I thought the infomercial had a reasonable risk of being too much and blowing back on the DNC. That was far from the case and I am a little surprised in reporting that this is a flawless piece of political rhetoric, an utterly professional media production and precisely focused (as it should be) on the few remaining independent/swing voters out there.
If you haven’t seen it yet and have an extra 30 minutes on your hands I highly recommend watching it, if for nothing else, for the lessons it teaches on mass media techniques.
I have seen a number of these over the decades and I have seen them waffle from the bad to the truly bad but this one worked and it worked very well. Why ? It is probably best to break it down the same way you would any hollywood production.
(1) It had solid star power. No matter what criticism you may have of Obama you can not deny his ability to orate a message and deliver what I will call a stage presence for the purpose of this post. Many a professional political production waffles with the candidate who just can’t bring the star power or the special ‘it’ factor to the production. Say what you will about Obama he brings this innate something else on film and he always has. The camera likes him.
(2) Tone was hopeful and neutral to the point of soothing: This was achieved with an excellent choice of subtle background music. You may notice it at first but by the end it is subliminal, it comes in and out appropriately and is a soothing sound for the viewer. The end of a campaign is usually when the rhetoric intensifies to the most negative and the Obamamerical avoids this trap by a country mile. To bring those last swing voters who are hesitating out of fear of voting for him, this soothing music is a direct psychological technique.
(3) Excellent personal narrative choices interwoven: You could almost anticipate the personal narratives based on important voter demographics. Lets go through them in order of appearance:
(A) White female vote (check). This is all about the white female voter as head of the house, Obama is not targeting the white male voter so the narrative will exclude the man, which it does by mentioning him only as being sick or unable to fully provide for his family highlighting the role of the white female in voting for Obama for the good of her family.
(B) Elderly couple vote (check). The black vote is locked up but the seniors vote is what this narrative is really about. Most retired white seniors in America likely have their house paid off, so this narrative fits perfectly for white seniors. By using blacks instead of whites the production sidesteps what could have come off as preachy to the skeptical elderly white voter.
(C) Hispanic and single mom (check). The Hispanic vote was a slight question mark for Obama and he had to tighten this one up, two birds with one stone works for him here. The single mom and the hispanic community with a large family is the starting theme narrowing to the struggles of the working mother. All put together perfectly and transitioning from the large supportive Hispanic family at the dinner table to the Hispanic woman all alone struggling to feed her children as a single mom at the closing.
(D) Blue white working class (check) . This is the other big voting demographic Obama wants and this one works with a slight tone of nostalgia and the union vote. This is a harder demographic for Obama to win and likely the weakest narrative of the 4 but it is interwoven now with Obama’s own personal story to empower it more.
(4) Last, but certainly not least, is the production’s closing narrative on Obama himself for the last 10 minutes. I don’t want to call it a infomercial anymore because of how well done it is; the soft textually interwoven message and video image overlays of Obama’s personal story are done flawlessly. Those of us who follow politics know Obama’s story and have for some time but politicos and politically active people are not the target market of the Obamamerical. The closing telling of the story through spoken text and video image overlay is really a piece of perfect political rhetoric.
In closing the Obamamerical stands as a sort of media oasis experience after the usual harsh desert of negative campaign ads. This is a Home Run for the DNC and it is out of the park. It does not speak to the converted, it targets who it should for votes. It is professionally done, it has the star and the star power to carry it and as I predicted over a month ago Obama will be president, lets get on with it.
Sarah Palin may have had equal or greater star power than Obama but at the end of the day he had 5 times the money and 4 times the main stream media endorsement of McCain. Lets get election day over with and move on with things. I still think the smear job on Palin is almost as historical as the win for Obama. There is a new porn film called “Nailin Palin”, sexist comments on her 150,000 wardrobe while the DNC raised and spent 3 billion to get Obama elected? Think we will get any reports on the cost of the Obamamercial, some hung her in effigy and the converse certainly could not have been done to Obama.
In essence though my real appreciation of Palin came from the fact that she turned the Presidential race upside down for a very brief moment, put the fear of God in the media elite and for a brief moment gave everyone pause that we have a real election here. I will always appreciate John McCain for doing that and also appreciate more than ever the utter power of the mainstream media…
It isn’t that Obama is not the better candidate, he very well may be for a variety of reasons but you have to win fair and square and if the better candidate loses in a election without the media pimping one over the other it says something about modern democracy itself. That is the real heart of the issue. The mainstream media is the biggest threat to true democracy, the subtle bias of CNN is the enemy of the average voter not the ally. In a new age of the internet, we have less and less need for mainstream political rhetoric for the masses from the big media entities with their claim to be neutral. Bring on the Obamamercials or the McCain infomercials, they very well may be the way of the future but both sides should be able to do them.
Nov 4 is now more about showing the world the illusion of the changing of the guard and how America can conduct a democratic election in a orderly fashion. We’ll see though, but really is it not a amusing sidenote that those get out and vote ads have really dropped off now : ) Why ? Well, a country that has trouble handling a 60% voter turn out sure doesn’t want 90% to show up and stand there all day waiting to vote does it. How will that look to the world for the nation that promotes democracy to the world…
Congratulations President Obama, I’ll spend your entire term telling myself you would have won even without 5 times the money and 4 times the mainstream media support…




