Mind over Media Matters

In a recent television advertisement pertaining to Referendum 1, paid for by the Parents for Choice in Education, the opinion of the pro-voucher movement was expressed, but in a most logically irresponsible way. The thirty-second commercial wastes no time in exposing the opposition’s alignment with the “liberal Washington special interests” and urges voters not to let them “take away the rights of Utah parents.” The ad makes the logical mistake of trying to propagandize its target audience, who are the conservative base in Utah, by warning against joining the side of those who are backed by “the liberal Washington D.C. union, the [National Education Association],” and Ted Kennedy because doing so would be a stain on the viewer’s/voter’s character. It also attempts to discredit anti-voucher advertisements and arguments by mentioning the two aforementioned entities as in cahoots with voucher opponents.

The TV spot fully embraces emotional appeals through its audiovisual medium. The manipulation is clear in the way the voice-over artist’s tone goes from moderately heightened as she introduces the topic of money being spent against school vouchers, to low and ominous as she mentions the “liberals,” and the images of mother and child being ripped apart as the words “nea [sic] Special Interests vs. Utah Parents” flies in to fill the gap.

Overall, the commercial vaguely presents Referendum 1 and avoids addressing its benefits and drawbacks. After watching the ad, nothing is actually learned about vouchers and what they are. Instead, we are told that liberal Washington special interests are against vouchers because they want to take away rights from Utah parents, and a vote for Referendum 1 is a vote for Utah children and Utah families. Plus, who could say no to the group of diverse, market-researched children skipping happily down the street?

To watch the closest thing to the commercial I could find on the web go to: http://www.youtube.com/watch?v=ozGfOnB76s8.