He must be a good president if he likes the elderly!

In the 1996 presidential campaign ad for President Bill Clinton, running for a second term of office against Bob Dole, the advertisers use inspirational music, clips of women, children and the elderly, and facts to present a persuasive promotion for Clinton's re-election. Already experienced as President for one term, the advertisement emphasizes the good that Clinton has accomplished while in office, listing tax cuts, welfare reforms, and education and work projects to appeal to his credibility. These facts fade in over pictures of smiling women and children with upturned faces, and clips of Clinton mingling with the elderly and disabled. These pictures, paired with favorable statistics and inspirational and patriotic music appeal to the emotions of the audience, who is already aware of how Clinton performs as president. This ad tries to point out all the positive things Clinton has done in office with an emotional appeal to persuade voters who might not be sure they liked Clinton's presidency. The ad appeals to those who are maybe on the fence over which side to vote for, and tries to engage their emotions by presenting Clinton in a positive light as a man who is capable, compassionate and effective. I think this ad was effective towards its audience by combining a logical appeal with an emotionally engaging presentation.