Attack Advertisement

In times of elections, voters want to ensure that they choose the best candidate for each office. The 2012 race for West Virginia Senator between Joe Manchin and John Raese created a competition with commercial ads. One of the ads for Joe Manchin responds to the Carpetbagger John Raese’s Attack Ad. Manchin utilizes local firefighters in this commercial to appeal to the viewer’s emotions by creating a sense of safety, as well as, giving the voters reasoning to elect Manchin through the credibility of the firefighters. Commercials pertaining to elections typically contain information to pull their opponent down. Firefighters bring a feeling of safety wherever they travel due to the fact that when a family sits outside of their burning house, the heroic firefighter rushes to save as many of the family’s belongings and memories as possible. The family puts all their trust into a group that willingly risk their own lives to save memories of
Local firefighter, Carl Estham, Mark Roberts, and Mayron Boggers, endorse Manchin’s campaign to enhance his credibility. One of the firefighters states, “Real Fighters...Real West Virginians” which gives Manchin a higher authority over his opponents. Estham states, “Like Joe Manchin, West Virginia is my home.” A West Virginia born and raised man contains the same desires as the traditional state’s people. Voters are more likely to elect someone with similar backgrounds and views. In addition, Mark Roberts affirmed, “Joe Manchin does not hire Philadelphia actors to play hicks in his ad,” to create an inferior image of Manchin’s opponent. Manchin does not have to hire people to play in his ad because of the willingness of the local firefighters. Firefighters are trusted by the people they protect. Each of these firefighters speaks with gratitude about Manchin and his role in the community generating the strength of his