donderdag 4 oktober 2012

A musical campaign


On November the 6th The United States citizens will vote their president for the next four years.  Many people all over the world are looking forward to this day.   Will Obama continue his job, or is Mitt Romney going to be the new man in charge? Last night the first debate took place and it seems that the American people think Romney has won the first match.
The campaign started earlier this year. Almost every week teams of the democrats and the republicans present a new video. There are two different kinds of campaign videos. The one that eulogize the candidate and the one that tries to ruin the reputation of their rival. And there is a salient detail that many viewers don't seem to notice. The music in both kind of videos is quite specific. Look at these two examples.

  Anti Obama ad
 Anti Romney ad

Anti videos from both camps. The music used in this footage could be called melancholic, even a bit depressing. The subliminal message is obvious: when you vote Barack, the future perspective of The U.S. can’t be good (fill in Mitt if you’re a democrat adherent).

In this anti Romney ad the makers chose another tactical sound, the threatening one. Watch out, it’s coming!

So, now have a look (and listen) at the next videos.

Pro Obama

Pro Romney

What you see here are positive pictures of both candidates. The music used to amplify the effect could be called uplifting and military. Heroic tunes with marching drums give the impression of a winner. It really accentuates the message of success. 

Conclusion: music matters, as always.



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