Propaganda in Advertising

The Ad that I chose to analyze is one that is not advertising a consumer product, but rather a political canidate: more specifically, Meg Whitman. The Ad is based on the propaganda technique known as Ad Hominem, which is basically when one attacks the credibility of their opponent rather than their argument. Whitman makes no reference to Jerry Brown's proposed policies, but instead makes claims against Jerry Brown's ability to govern. This Ad also forces its message upon the population by appealing to people's fears. California is in the midst of recession. With one of the highest unemployment rates in the country, everyone is afraid that a bad governor will worsen the situation. Whitman highlights Brown's past failures (of course, non of his successes) to scare the population into thinking that Brown will be that bad governor.