This ad was run by Ronald Reagan during his campaign for re-election in 1984. The video has a clear message: our administration works. The US had gone through a time of great prosperity during Reagan’s first term, and the images he shows throughout the video reflect this. We see a family moving into a new house, a stable suburban neighborhood, and a farmer putting in a hard day’s work. Additionally, the narrator not only has a calm and soothing voice, but is focusing on numbers that highlight how strong the economy is doing. He paints a confident picture for the young population by citing low inflation, showed they could look forward to the future.
This stability and prosperity are what made Reagan’s approval ratings so high, and by focusing on them he was using a very simple re-election method: focus on the good. He ultimately won in a landslide, and this ad was a perfect example of why the victory was so easy.