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 Kerry's "History" Ad uses several Narrative techniques to convince the observer he is the man to vote for. First , View Kerry "Fought For His Country" Ad (click the hyperlink on the top right of the page that pops up. It reads "Click here to see RealVideo of 'Fought For His Country'") and note the persuasive tools you notice it uses. Below, the annotated script for the ad is written. Spoken words are in normal print, music is in italics and screen images are in prentices.
Script of "Fought For His Country" (TV)
Soft, encouraging music in background. Starts with melodic
piano strokes continues throughout commercial with upbeat music that
increases in tempo and pitch throughout the commercial.
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In the verbal script for this commercial,
notice the complete lack of complicating actions. The words offer no
suggestion of any events actually happening but instead simply describe
the characteristics of Senator Kerry. All the commercial is, according
simply to the verbal script, is a brief orientation of John Kerry as
candidate for president. With no events mentioned, the listener is left
with simply background information. The commercial, verbally, is
therefore not a narrative at all but instead a simple description of
character.
However, other medians of communication in the ad complete the commercial into a narrative. After the announcer mentions getting “our economy back on track,” the camera shows videotape of the candidate holding a town meeting. Although not mentioned in the script, this meeting serves as the first event in the commercial. After telling of the plan, the commercial uses visual evidence to show Kerry acting on his agenda. The audience can therefore not only hear what Kerry will do for the nation, but also see him working as well. In similar form, the commercial then shows Kerry interacting with factory workers. This picturing of Kerry with workers offers the viewer another event. The announcer does not say anything about the two scenes, instead, the commercial leaves the analysis of viewing the events of Kerry interacting with people up to the viewer. The viewer then is encouraged to make two conclusions. First, the candidate cares about the workers and the people at the meeting enough to meet and talk with them. Second, the pictures show that not only does he have plans for the future, but he is going to step out of the office and act on his plans. Later, another group of photos completes the narrative. After Kerry announces that he approves of this message, the screen shows three separate photos. All three photos show pictures of people smiling. The best way to analyze the power of these pictures is to imagine if they showed three people in opposite situations. If, after Kerry speaks, the commercial showed the face of a line in front of an unemployment agency or a woman carrying a sick baby with no medicine except her distraught look, the narrative of the commercial would become completely different. The viewer would not see Kerry’s message as an appeal for a promising future, but rather as a warning of who not to vote for. Instead, the pictures show people with smiles on their faces and give the candidate credibility. The viewers can relate to these common people and, since they are smiling, may think “hey, maybe this guy is someone to smile about.” The pictures and moving videotape in the commercials therefore serve as events that complete the commercial into a convincing narrative.
Copyright Kevin Lessmann |
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