2008 Obama VS. McCain

"Barns for Obama (Web)"


Museum of the Moving Image
The Living Room Candidate
"Barns for Obama," Obama, 2008

[TEXT: July, 2008. Trumbull County, OH]

(Acoustic guitar music)

OBAMA: No child should grow up thinking that their story, or their hometown's story, is not a part of the larger American story.

And it's time Washington stopped working for special interests and started working for rural America.

So not only do I want to recruit new teachers, but I especially want to recruit them in rural areas. I want to make sure we're making investments in rural schools.

I think we can connect all America to 21st-Century technology. And we'll show that we value farming in this country by launching a program that gives a hand to the next generation of farmers and helps them buy their first farms.

And when I say that the rural agenda should be America's agenda, part of it is because rural values should be--and are--America's values.

America, our moment is now. (Crowd cheering) Our moment is now.

If all we're thinking about is big business and commerce, and we're not talking about community, and family, and looking out for each other, then we're going to have problems.

Whether it's energy or health care or education or land broadband lines, investing in infrastructure, we've got to build a movement that will overcome the resistance that exists in Washington right now.


You know, the values of hard work and self-reliance and individual initiative and honesty and fair dealing, but also the value of mutual responsibility: that we're not in this thing on our own; we're in it together.

[TEXT: Real Leadership for Rural Iowa. Iowa.BarackObama.com]


"Barns for Obama (Web)," Obama for America, 2008

Maker: Obama New Media Team

Original air date: 08/11/08

From Museum of the Moving Image, The Living Room Candidate: Presidential Campaign Commercials 1952-2012.
www.livingroomcandidate.org/commercials/2008/barns-for-obama-web (accessed September 30, 2023).


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2008 Obama McCain Results

The 2008 election, which resulted in the selection of the first African-American president in the nation's history, was about change. Polls indicated that more than 80 percent of likely voters felt that the country was on the wrong track or moving in the wrong direction. For the first time since 1952, there were no candidates on either major-party ticket who have served as president or vice president.

As in 2004, the wars in Iraq and Afghanistan were important issues, yet foreign policy was strongly overshadowed by the economy when the credit and mortgage crisis hit full force in September. Other economic concerns included health-care costs, energy policy, gas prices, and rising unemployment. From the primary campaigns into the general-election contest, candidates positioned themselves as agents of change. Normally it is the party out of power in the White House that calls for change. In 2008, both parties claimed to offer “change,” as opposed to “more of the same.”

The candidates made these claims in an ad war that was unprecedented in its quantity and cost. Ads were created in rapid-response fashion, timed for the increasingly fast-paced news cycle. Also, as a reflection of the shift in popular culture toward the provocative tone of the Internet, which relies on bold statements and humor to inspire “forwardability,” the 2008 ads were noticeably sharper and more aggressive than that of previous elections.

Barack Obama for president
Joseph Biden for vice president

"Change We Can Believe In."

Barack Obama’s campaign created a number of positive ads that emphasize such words as “values” and “work,” portraying him as someone whom working-class voters can feel comfortable with. While Obama’s ads tended to be more positive in tone than McCain’s, there were also a large number of attack ads. Just as President Clinton’s 1996 ads linked Bob Dole with Newt Gingrich, nearly all of Obama’s attack ads linked John McCain with President Bush, whose approval ratings are extremely low. By linking McCain to Bush, the Obama campaign successfully undercut McCain’s image as an independent maverick.
John McCain for president
Sarah Palin for vice president

"Country First."

John McCain’s ads were mainly about Barack Obama. Following the pattern of the 2004 election, the Republican campaign used its ads to define the Democratic candidate. In addition to attempting to portray Obama as a liberal Democrat who favors tax increases, the ads also tried to suggest that he is a celebrity who isn’t ready to lead. However, with the selection of Sarah Palin as the vice-presidential candidate, the message was refined. Rather than focusing on the question of experience and readiness to be commander in chief, the later McCain ads claimed that Obama was a dangerous choice because we don't know enough about him.