9.+The+Final+Evaluation

=FINAL EVALUATION =



Overall, Barack Obama's ad "Plan for Change" is very effective. The one-on-one approach of this advertisement is an extremely wise tactic for the Obama/Biden campaign. The viewers will feel valued and more important because they feel as if they are the ones being talked to, as if Barack Obama is speaking specifically to them. The idea that he is speaking to individual people is a great strategy for gaining new voters, especially in the targeted audience, the middle class because they are yearning to be heard and made feel like they matter. Another strength of this ad is that the idea that everyone can make a difference in changing the economy for the better. In actuality, the common middle class person cannot play a huge part in the reforming of the American economy, but by putting the idea into the heads of the viewers it furthers the effectiveness of this advertisement. The absence of negative attacks on Obama's competitor, John McCain, also adds to the effectiveness of this ad because without slandering other people with petty facts or events, they actually inform the American people while keeping it simple and easy to understand.

Despite the fact that this ad is majorly effective, it still has some weaknesses. For one, counterarguments are not provided which is a key component of any persuasive work. The advertisement could have been even more effective if counterarguments were provided and the Obama argument was proven to be the better choice. Another small weakness in this ad is that most of the claims and points in the so-called "plan for change" are vague and do not go into detail.

__Weaknesses__ **
 * __Strengths__**
 * **Candidate to camera approach plays to the emotions of the viewer, allowing them to feel as if Obama is talking directly to them. **
 * **Informative **
 * **Provides a web site where further research can be done verifying Obama's claims in the ad **
 * **Mostly accurate claims presented **
 * **Straight to the point **
 * **Absence of political slander **
 * **Easy to understand **
 * 
 * **Doesn't provide opposing view points **
 * **A few facts provided in the advertisement aren't entirely correct **
 * **Doesn't elaborate on his specific plans to change America **
 * **Vague when stating major claims **