Professional Documents
Culture Documents
Context: Approved persuasive ad campaign for Hillary Clinton in the run for President in
Channel: YouTube
Receivers: Anyone who participated or followed the process of the 2016 Presidential
campaigns.
Purpose: The purpose of Hillary Clinton’s ad, Mirrors, is to further shine a negative light
on her opponent, Donald Trump. This video contains voiceovers of Donald Trump
speaking in an incredibly disrespectful manner, with his choice of words about women.
In viewing this ad campaign, I was persuaded by the content. This ad campaign triggered
emotion in me, as hearing what our President says about women, and the way that he
categories. At worst, such terms intentionally demean and put down other people. The
voiceover of Donald Trump speaking contains sexist statements he himself has made
about women. Statements such as “A person who is flat chested is very hard to be a 10”
and “I’d look her right in that fat, ugly face of hers. She’s a slob, she ate like a pig…”
These statements from our current President are demeaning, as they put down women.
2. Hate Speech: Hate speech is a broad label that includes communications that degrade,
belittle, humiliate, or disrespect individuals and groups based on their race, ethnicity,
again contains voiceovers of President Trump speaking in a way that degrades women, as
he shames the bodies of women, calling women fat and ugly for eating a certain amount,
3. Moral Exclusion: Moral exclusion occurs when individuals or groups are perceived as
outside the boundary in which moral values, rules, and considerations of fairness apply.
4. Political Perspectives: The implicit or explicit values and procedures accepted as crucial
to the heath and growth of a particular system. From Hillary Clinton’s point of view, this
is a political perspective as she’s considering the values and growth of the political
system, as she aims to showcase a side of her opponent that Americans should not want
in office.
approved message by Hillary Clinton that aims at showing Donald Trump in a negative
light, in order for her to get ahead. The goal of this is to further Hillary Clinton’s cause,
example of advocacy, as it attempts at persuading voters against Donald Trump and for
Hillary Clinton.
7. Behavioral Intentions: Behavioral intentions are the central feature that distinguishes
this approach from all other attitude research. Aims at changing one’s behavior. Hillary
and interpret the world in light of that position. Biased information processing is seen in
this ad campaign as those who worked on producing this ad were likely already
supporters of Clinton in the 2016 Election. Therefore, those people would favor her
position and interpret this video and Donald Trump in light of that.
9. Social Judgment Theory: Focuses on how we form reference points. A point in which
campaign is an example of this as Hillary Clinton and Donald Trump are being compared
as the other’s opponent. Furthermore, the issues in which each candidate stands for are
being compared and assessed, as Hillary Clinton values the rights of women.
10. Boomerang Effect: This effect only occurs when it can be established that persons have
changed their minds as a result of a persuasive intervention. This effect could only be
proved to be accurate if viewers were asked if their minds were changed after viewing
this ad. However, given the content of this video, and the effects it has on women and
girls, it is likely this ad campaign either changed the minds of women voting in this
Because this ad campaign is an approved message by Hillary Clinton, this warrants self-
efficacy as she indicates she is capable of being a successful president over Donald
Trump by stating his flaws, and asking viewers if this is who we want as President for our
daughters.
12. Connotation: Refers to a private, metaphorical, emotional meaning for any concept such
was triggered emotionally as Hillary Clinton begs the question “Is this the President we
want for our daughters?” With this, I was triggered emotionally as I know Hillary Clinton
was the candidate who cares and advocates for women’s rights, while President Trump
13. Going Viral: Describes rumors, controversial statements, and provocative photos or
videos that are quickly picked up. Because of this ad campaign and the words of Donald
Trump that it contains, Donald Trump was under scrutiny for some time, as the things he
has said about women, and actions he has taken with women were coming out into the
media. Therefore, not only did the video go viral, but the meaning and content behind it
14. Forensic Discourse: Encompasses any discussion of past action including legal
discourse- the primary setting for the emergence of rhetoric as a discipline theory. This
of candidate Trump.
15. Dual-processing Models: Involves two different modes of information processing that
operate in making judgments and decisions. This ad campaign contains dual processing
about Donald Trump, and then further contains information about Hillary Clinton, as we
than theory or pure logic. This is contained in this video, is it refers to the practice of
experience by observation. The goal of this ad campaign is to validate for many, the idea
17. Normative Influence: A person’s belief that important individuals or groups think it is
normative influence because it aims at getting audience members to see that someone
who has said such horrible things about women in the past is not fit to be President.
18. Agency: The method used by the persuader to accomplish their ends. With this ad
campaign, the Clinton Campaign’s goal is to shine a negative light on Donald Trump,
19. Source Effects: Focuses on the source’s credibility or believability and the source’s
attractiveness to the receiver. Because this ad campaign comes from a reliable source,
and shows direct footage of Donald Trump saying these things, this source has credibility
and therefore should influence viewers and evoke and attitude change through the
20. Inoculation: This is the practice of warning people of potentially damaging information
or persuasive attempts that will probably happen in the future. This ad campaign is an
example of this at it aims at warning the American people of whom they could chose to