Conviction Not Compromise- A Ron Paul Ad Analysis

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L.B. M.D. M.S. English 202 L. Mecucci 6 March 2012 The Decline of Hope Within the American Dream: Ron Paul’s “Conviction” Political Advertisements in the form of “television commercials are much more complex than print advertisements, because they [convey much more] elements in them [such as]: a narrative structure, dialogue, and various kinds of shots” (Berger 139). Within the advertisement “Conviction not Compromise”, Ron Paul portrays himself as the sole hero who will not lie, and who will maintain America’s hope in the American Dream. As stated in the text “The Art of Politics,” Ron Paul plays the role of “a leader able to inspire people to work with him” (Brown 55). He makes the viewer feel that he is focused on doing what is best to keep the American Dream alive. He accomplishes this with the use of previously mentioned elements within the ad. The dialogue is that of being a “futuristic [...] setting of a ‘garden of pure ideology’ and the ‘security’ that [Americans] should feel from all this” (Berger 149). But in the world of politics, many candidates attempt the role of the ‘hero’; this being the case, Paul also makes an effort to show viewers the failures of other candidates. Paul’s theatrical-themed advertisement, “Conviction not Compromise” uses many fallacious arguments to convince it’s viewers that both Republicans and Democrats have over time, destroyed hope within the American Dream. Given the current social and economic status of America, the idea of being left jobless and unable to survive, instills fear into the hearts of many. In the advertisement, Paul uses intimidating imagery and frightful half-truths, in order to magnify this fear of the opposing administration’s role with America. A recurring theme of imagery used in the advertisement is the concept of a “crime scene.” Much of the text used is portrayed on images of
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