“Real Change” is Bernie Sanders’ first official campaign advertisement. The video uses Sanders’ biography to showcase how much of a people’s person Sanders is. Sanders was born to an immigrant family and went to public school, showing that Sanders has something in common with many people who are underprivileged. He has been fighting for civil rights, equality and justice since college. At this point, the video displays “Bernie Sanders Marched on Washington, 1963” with Dr. Martin Luther King in the background of a TV. The use of this image is to appeal to black voters, to tell black audiences that Sanders can be trusted because he has been their allies fighting for their rights since the Civil Rights Movement. Then the video throws out more punchlines–“standing up for working families… opposing the Iraq War… supporting veterans… taking on Wall Streets and a corrupt political system” and more. One of the most effective sections of his video takes place from 0:27 to 0:29, which shows multiple collages of many “regular” people, representing the over-a-million-contributions that Sanders has received thus far for his campaign. It speaks volume about people’s trust in Bernie Sanders.
“Works for Us All” is a new TV ad released on November 20, 2015 by the Bernie Sanders’ campaign. In 30 seconds, Sanders makes his position clear: he wants to fix the issue of income inequality in America by increasing taxes on the ultra-rich, minimum wages for working class, and ensuring equal pay for women.
This video’s appeal is very strong because of the combination of Sanders’ authentic appearance, eye-catching graphics, background music and the “cast.” Sanders seems very genuine when he stresses that one who is struggling to get by is not alone. The captivating animation appeals to viewers’ emotion as it demonstrates that income inequality started long ago and it’s only getting worse. There has been so much income growth for the top 1% while the line representing THE people’s income is flat! That’s why Sanders is so adamant about breaking up big breaks and making sure the rich pay their fair share. As Sanders transitions from talking about the problem to delivering his punch lines (solutions to income inequality), the background music turns from suspenseful to hopeful, triggering positive emotions among viewers. Lastly, the people in this campaign video, other than Bernie Sanders and one of the supporters in , are non-white. The production team carefully chose to show Middle Eastern, black, and women in this video to appeal to a wider audience, specifically minorities. This also shows that Bernie Sanders is a people’s person, and by people, I mean not just white people.
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