...So, Get Off Your Ass and DO SOMETHING

A naïve society is easy to manipulate. Unfortunately an ignorant, naïve society: even easier. This is perhaps why our most elite can be found rising out of advertising and merchandizing positions. They know how to get into our public’s mind and exactly how to play on our public’s lack of knowledge. Sol Sender understood this concept and when he and his Chicago based company were asked to design the advertisement for Barack Obama’s campaign he knew right where to start. 

The red, white and blue banner for change is perfectly designed for catching the eye of every American. Against a blue background, Obama supporters can be seen standing and holding signs with the “Obama ‘08” logo. Barack Obama is placed front and center looking up to the sky, a heroic expression pasted across his face. The snow white suit and tie only make him more appealing spreading almost an angelic like ore. Under him his logo can be found once again, as if you missed the twenty other times it was advertised across the page. If you follow his gaze up, you are brought to the slogan, 

“CHANGE
WE CAN BELIEVE IN.”

It is here the public finds themselves drawn into this “product” being sold. There is no evidence anywhere on the page of types of change, or what will be changed, not even when this change will occur, but that is not important. The single word “change” is all that matters. The Chicago advertisers knew that in order to intrigue the public they would not need specifics. They were aware that this was a time where society had been looking for change and they understood the level of education people possessed creating a realization that they could take advantage of the American people without facts of any sort. A single word would be enough. 

While the slogan is portrayed at the top of the page, the logo itself is actually separate and although shown multiple times in the background of the ad, the main focus for the logo is found lying at the bottom of the page. Obama’s “logo for change” was meant to be more eye catching than other candidate’s logos. However, the untrained public eye would not be aware of this. Obama’s O-shaped logo does not follow the generality of flags and stars shown by other candidates. It is a cross between Van Gogh’s painting “The Sower” and a Thomas Hart Benton depression-era farm scene. Both are incredibly evocative, if not current to a lot of people. Originally Sol Sender wanted an interpretation of Obama’s logo to be made public; however fellow advertisers neglected to used this idea because it was thought to be simply unnecessary. The general O represented Obama and he could use the logo without his name next to it. He was claiming the O just as George W. Bush had claimed the W. The blue of the O and the three red stripes underneath represented the flag. When combined with the white stripes they then become and representation of the plain; the American farmland. Last, but not least the O’s whitespace represents the sun, shining over the plains. Because it is white, it evokes sunrise, not sunset. This is a beautiful depiction, but not needed. The naïve public would not need this to be pulled in. The fact that a difference between other candidate’s logos would catch their eye would be enough. 

While differentiating between logos would be enough to draw a person in, the rest of the picture had to sell itself once the innocent bystander’s attention had been caught. What better than a picture of Barack Obama himself? Obama stands tall and proud showing his audience that he is strong and ready for action. His eyes directed upward imply he is a visionary leader looking to the future, which is something everyone is looking for. The interesting concept lies in his attire. While it is not uncommon to see a politician wearing a nice white collared shirt, it is not often you see that white shirt paired with a white tie. In fact, not once to my knowledge has Obama been seen dressed completely in white. It seems that this was done to create an angelic like atmosphere; turn him into a savior type person even. The color white is a symbol of purity, cleanliness and innocence. It has been used over the centuries to depict angels, in early westerns the “good guys” wore white, not to mention the symbol of a “white knight.” Our brain associates this white with these types of things and that thought of rescue is implanted next to the name Obama in our heads. 

In addition to taking in all of this propaganda we are also addressed with the layout of the overall advertisement. The logo can remain small and at the bottom of the page because it is not necessary when Obama’s face is blown up across the paper. When you follow Obama’s gaze upward it your eyes are drawn to where he is looking so as to make sure you do not miss the word “Change” plastered above his head. The creators of campaign ads, Sol Sender and company of Barack Obama’s ad in particular are not geniuses. They are not brilliant whatsoever. If anything, they are average. It is our public who remain uneducated and unable to see through advertising tricks and techniques. 

It would be interesting to see where our world would be without advertisements. What would happen if people were forced to venture out and try things for themselves instead of getting manipulated and becoming victims of propaganda as many have by Barack Obama’s campaign ads? Perhaps that would give a different spin to things. Perhaps.