For those who wonder about the correct democratic vision and play by the rules; Bernie Sanders has several things to explain. In his “Two Visions” 2016 Political Advertising Campaign Commercial, he depicts his plan for regulating Wall Street, in comparison to his opponent´s plan Hillary Clinton´s. He expresses his campaign foundation “to expand health care to all and provide universal college education by breaking up the big banks” and briefly explains Clinton´s plan. To illustrate this, he uses a talking-head approach to persuade the audience and positions himself as the ideal leader. Sanders sells himself as the best suited candidate projecting trust and authority in a humble way to improve the life of his people.
First, it is important to recall that both Sanders and Clinton fought passionately to represent democrats in the United States. Therefore, they have used strategies, such as the negative appeal on a talking-head ad, to empower themselves as a commodity with a better use-value than that of the opponent´s. In other words, talking-head ads are as Brian McNair explains “designed to focus on an issue and allow the candidate to convey an image impression that he can handle the issues, and most importantly, that he can handle the job” (2011). As for this, at the beginning of “Two Visions”, Sanders briefly introduces Clinton´s plan to
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We know that the talking head promotes the candidate as qualified to be a representative. Moreover, we know that the mission of political advertisement is to alter the behavior of the receivers and that politicians sell themselves as commodities with use-value. Commodities as McNair defines them “mean something to their prospective purchasers; by distinguishing one product from another” (2011), and they should be able to fulfil the wishes of the