http://www.livingroomcandidate.org/commercials/1980/nancy-reagan
Nancy Reagan (Reagan 1980)
In this ad, we see Nancy Reagan pleading for the case of her husband. She goes on about how he was mis-represented by his opponent, President Carter, saying that she is "deeply offended" by his attacks on her husband's character. She then starts to question Carter's character to ultimately say that there should be a new head of state. At the end of the ad there is a voice over saying that there should be a "new and strong leadership". This ad both appeals to guilt and appeals to pity. Also, it appeals to pride when Reagan character is in question. It also correlates with Maslow's need of esteem with Nancy Reagan pleading to cleanse the name of her husband. This ad also creates pathos with Regan using his wife as a "bargaining chip" because she is trying to protect her husband and her intentions seem pure.
http://www.livingroomcandidate.org/commercials/1964/peace-little-girl-daisy
Peace Little Girl (Daisy) (Johnson 1964)
In the ad, we see fear appeals, appeals to guilt, and appeals to patriotism at their finest. The ad starts with a young girl picking flowers in a meadow. She is plucking the petal and counting from one to ten. the camera gets closer and closer and eerie music starts to play. A man's voice starts to play over hers and the countdown seems more rushed. When the countdown finishes, there are multiple mushroom clouds due to explosions. The voice over starts talking about how if we, as Americans, do not start to love each other, the result could be nuclear warfare. This ad seems to strike fear into each viewer and calls their pride and patriotism to a front. This ad also seems to connect with Maslow's need for safety , in which, if we do not begin to bond as Americans, then the end is definitely to come.
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