2008 Obama VS. McCain

"Which Side Are They On?"

Transcript

Museum of the Moving Image
The Living Room Candidate
"¿'En cuál lado estan?", McCain, 2008

Translation appears below transcript

NARRARATOR MASCULINO: Obama y sus aliados Congresionales dicen que ellos son del lado de los inmigrantes (pausa)

[TEXTO: ¿DE NUESTRO LADO?]

NARRARATOR MASCULINO: Pero no estan. Reportes de la prensa dicho que sus esfuerzos fueron como "capsulas venenosos" que hicieron fracasar a la reforma de inmigración.

[TEXTO: HICIERON FRACASAR LA REFORMA DE INMIGRACION]

NARRARATOR MASCULINO: El resultado (pausa)

NARRARATOR MASCULINO [y TEXTO]: No a la programas de trabajadores huésped

NARRARATOR MASCULINO [y TEXTO]: No al camino a la ciudadanía

NARRARATOR MASCULINO [y TEXTO]: No a las fronteras seguras.

NARRARATOR MASCULINO: No al paso de la reforma.

[TEXTO: NO PASO]

NARRARATOR MASCULINO: Esos estar en nuestro lado? (pausa) Obama y sus aliados congresionales - Listos para bloquear una reforma de inmigracion.

[TEXTO: LISTOS PARA BLOQUEAR UNA REFORMA DE INMIGRACION]

NARRARATOR MASCULINO [y TEXTO]: Pero no estan listos para gobenar.

[TEXTO: MCCAIN - PALIN]

JOHN MCCAIN: Soy John McCain y yo apruebo este mensaje.

Translation

Museum of the Moving Image
The Living Room Candidate
"Which Side Are They On?", McCain, 2008

MALE NARRARATOR: Obama and his Congressional allies say they are on the side of immigrants

[TEXT: ON OUR SIDE?]

MALE NARRARATOR: But they're not. The press reports that their efforts were like 'poison pills' that caused immigration reform to fail.

[TEXT: THAT CAUSED THE FAILURE OF IMMIGRATION REFORM]

MALE NARRARATOR: The result (pause)

MALE NARRARATOR [and TEXT]: No to guest worker programs.

MALE NARRARATOR [and TEXT]: No to the road to citizenship.

MALE NARRARATOR [and TEXT]: No to secure borders.

MALE NARRARATOR: No to passing the reform.

[TEXT: DID NOT PASS]

MALE NARRARATOR: Is that really being on our side? (pause) Obama and his congressional allies (pause) - ready to block immigration reform.

[TEXT: READY TO BLOCK IMMIGRATION REFORM]

MALE NARRARATOR [and TEXT]: But not ready to lead.

[TEXT: MCCAIN - PALIN]

JOHN MCCAIN: I'm John McCain and I approve this message.

Credits

"Which Side Are They On?," McCain-Palin 2008, 2008

Maker: Foxhole Productions

Original air date: 09/17/08

From Museum of the Moving Image, The Living Room Candidate: Presidential Campaign Commercials 1952-2012.
www.livingroomcandidate.org/commercials/2008/which-side-are-they-on (accessed July 29, 2014).

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2008 Obama McCain Results

The 2008 election, which resulted in the selection of the first African-American president in the nation's history, was about change. Polls indicated that more than 80 percent of likely voters felt that the country was on the wrong track or moving in the wrong direction. For the first time since 1952, there were no candidates on either major-party ticket who have served as president or vice president.

As in 2004, the wars in Iraq and Afghanistan were important issues, yet foreign policy was strongly overshadowed by the economy when the credit and mortgage crisis hit full force in September. Other economic concerns included health-care costs, energy policy, gas prices, and rising unemployment. From the primary campaigns into the general-election contest, candidates positioned themselves as agents of change. Normally it is the party out of power in the White House that calls for change. In 2008, both parties claimed to offer “change,” as opposed to “more of the same.”

The candidates made these claims in an ad war that was unprecedented in its quantity and cost. Ads were created in rapid-response fashion, timed for the increasingly fast-paced news cycle. Also, as a reflection of the shift in popular culture toward the provocative tone of the Internet, which relies on bold statements and humor to inspire “forwardability,” the 2008 ads were noticeably sharper and more aggressive than that of previous elections.

Democrat
Barack Obama for president
Joseph Biden for vice president

"Change We Can Believe In."

Barack Obama’s campaign created a number of positive ads that emphasize such words as “values” and “work,” portraying him as someone whom working-class voters can feel comfortable with. While Obama’s ads tended to be more positive in tone than McCain’s, there were also a large number of attack ads. Just as President Clinton’s 1996 ads linked Bob Dole with Newt Gingrich, nearly all of Obama’s attack ads linked John McCain with President Bush, whose approval ratings are extremely low. By linking McCain to Bush, the Obama campaign successfully undercut McCain’s image as an independent maverick.
Republican
John McCain for president
Sarah Palin for vice president

"Country First."

John McCain’s ads were mainly about Barack Obama. Following the pattern of the 2004 election, the Republican campaign used its ads to define the Democratic candidate. In addition to attempting to portray Obama as a liberal Democrat who favors tax increases, the ads also tried to suggest that he is a celebrity who isn’t ready to lead. However, with the selection of Sarah Palin as the vice-presidential candidate, the message was refined. Rather than focusing on the question of experience and readiness to be commander in chief, the later McCain ads claimed that Obama was a dangerous choice because we don't know enough about him.
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