Four Phases and Rhetorical Purposes Essay Example | Topics and Well Written Essays - 500 words

Four Phases and Rhetorical Purposes - Essay Example Phase 2 ads (Argument Spots) exhibit what the candidate stands for, his causes, ideas and concerns. Phase 3 ads (Attack Spots) are direct and personal attacks aimed to lessen the credibility of the opponent. Phase 4 ads (Visionary Spots) are used to draw the campaign to a close by providing a reflective, thoughtful or dignified view of the candidate—leaving the impression that he has the qualities of a leader and has the vision to move the country, state or city to progress. Trent and Friedenberg also identified three rhetorical purposes of political advertisements: (a) to extol the candidate’s virtues; (b) to condemn, attack or question the opponent; (c) to respond to an opponent’s attacks. This paper shall elaborate on the four stages of political advertisements by citing examples of television commercials, one for each stage and draw out the rhetorical purpose used by each ad. Barack Obama ran for presidency in 2008 under the Democratic Party with Republican J ohn McCain as his opponent. His â€Å"Country I Love† (2008) ad was a Phase 1 ad. It showed Obama’s early years—that he was raised by a single mom and his grandparents.