A unique presidential race had definitely unfolded, and I find it interesting the position that Nixon and the republican party had to take in their attack advertisements. They couldn't just attack one single person, like the incumbent president for example, for their tactics had to change, attacking with a broader scope. Instead of going directly after one person, they went after the entire democratic party. I guess I find this interesting because it is simply different from the race going on in 2012, where things have gotten quite personal. The Nixon campaign basically used everything that was going on in the world at the time against Humphrey and the democrats. Filmmaker Eugene Jones made a very well crafted series of political advertisements on behalf of Nixon's campaign.
I found the one minute spot, Failure, particularly productive in its intent and purpose. It is very dark and dissonant, blatantly attacking the democratic party for the failures that were going on in the nation. It claims the opposing party can't even get it together themselves, so how in the world would they be able to run the country. Jones definitely uses scare tactics to scare Americans into voting for Nixon. It uses still photographs and erie music to help link the sound to the visuals. The images are dark, scattered, and chaotic, used to symbolize exactly what the unstable American streets looked like at the time. It shows photos of fire and rioting and claims that if the party can't control their own backyard then how will they put order in all 50 states. It shows Americans that there is a war going on overseas that cannot be won and questions why we were still there. The ad is strictly information about what has gone wrong, saying nothing about what Nixon will actually do to implement change. It is simply about Americans acknowledging that they need new leadership. The ad takes advantage of what they claim the democratic party has brought to the nation the last four years, essentially saying if they are in their right minds they shouldn't want four more years of the same thing. Now, that part does sound quite familiar.