Monday, March 19, 2007

Deconstructing the Hillary-Obama 1984 Ad

The Hillary-Obama Ad is a great juxtaposition of the most famous commerical of all time (Apple's initial upstart assault on dominant Microsoft, in turn based on Orwell's 1984) with the dates of the a previous general election and the commercial's first airing (1984) and the next general election 2008. Scroll down to watch the ad.

What happened in the 1984 election? - the Democratic candidate annointed by primogeniture (as only Republicans do), Walter Mondale, had beaten off an insurgent campaign based on new ideas and charisma, Gary Hart, to lose in a disastrous landslide in the 1984 general election (to Ronald Reagan). The visual reference to the 1984 commercial also provides the undertones (subtexts) that Hillary:

(1) Is Big Brother, again enforcing orthodoxy
(2) Again advancing through primogeniture in a party which finds such a process alien to its political DNA and distateful to its (small d) democratic roots.
(3) Will lose disastrously because (1) will produce an result completely in sync with the American People

What could happen in the 2008 election? - The American people, tired of the same (type) of people running the government as those of the last 20 years will pick a new (type?) of politician. It could be Barack Obama, Chuck Hagel, Newt Gingrich, Al Gore and a few others.

The visual statement: "2008 won't be like 1984" provides the undertones (subtexts):

1) It won't be Hillary. She represents the continuity of the political past, not the break from it we're all yearning for.
2) The above-referenced yearning which didn't really exist in 1984 because people were relatively satisified with President Reagan
3) Poses a direct challenge to Hillary (from the Obama campaign based on the logo, but they have denied it).
4) Hillary as recipient of the "two-minute hate" against which true-believers can rebel.



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