This paper applies the Elaboration Likelihood Model (ELM) to John Kerry's February 2004 presidential campaign advertisement titled "Jobs Lost." The analysis examines how the ad employs both central and peripheral routes of persuasion to appeal to working-class and middle-class American voters concerned about job outsourcing and economic security. While the ad uses visual imagery, patriotic symbolism, and authoritative staging as peripheral cues, it lacks sufficient central processing content — such as specific policy examples or personal anecdotes — to produce lasting attitude change. The paper concludes that the ad's over-reliance on surface-level appeals ultimately undermines its persuasive effectiveness.
At the podium, flagrantly flanked by four American flags, John Kerry shakes his fist in apparent anger. "Three million jobs lost!" The scene cuts to a profile of Kerry continuing his statement: "That is an astonishing failure." Within ten seconds, viewers of the John Kerry presidential campaign ad know that the candidate is trying to appeal to blue-collar workers, members of the middle class, and any citizen concerned about the needs of the working class. The Kerry advertisement from February 22, 2004, entitled "Jobs Lost," appeals to the majority of working-class Americans. The ad is specifically geared toward those who care about job security and who fear the repercussions of overseas outsourcing and tax breaks for corporate culture.
Amid photo ops of Kerry shaking hands with hardhat-wearing workers, a soothing male voice-over states, "John Kerry's got the strength and experience to fight for America's jobs." Kerry wears a dress shirt and looks quintessentially New England; there is nothing in his appearance to indicate that he really does have the "strength and experience to fight for America's jobs." However, the verbal statements are designed to appeal to the viewer's logical, conscious, rational self and are thus indicative of central processing under the Elaboration Likelihood Model. Likewise, when the director cuts to another shot of Kerry behind a presidential-looking podium, the candidate appears authoritative, knowledgeable, and presidential. The viewer's thought processes suggest: "There is a man who believes in our cause and who has what it takes to lead a nation."
When Kerry states, again behind a row of stars and stripes, "We need to be on the side of America's workers," the viewer is drawn into Kerry's image as a working-class supporter and champion of the middle class. Although Kerry's dress and appearance belie his statements, the ad's central message persuades viewers to believe in his cause. Neither Kerry nor his voice-over defends his personal record, and neither divulges any information about Kerry actually working in a steel factory or processing plant. According to the Elaboration Likelihood Model, which distinguishes between central and peripheral processing routes of persuasion, this ad depends on both modes. Both are equally present in this particular ad, yet both appear equally artificial.
"Policy claims paired with emotional imagery"
"Ad lacks central processing depth for lasting persuasion"
Knowing Kerry is the Democratic Party frontrunner is enough to predict that the AFL-CIO will most probably endorse him. Television ads, however, need to rely on more than surface characteristics to persuade voters that Kerry would indeed make a difference and is a better choice than the incumbent. Repeated exposure to the ad only draws attention to its weaknesses: Kerry comes across as a typical wealthy politician pandering to the emotions of middle-class American voters rather than offering substantive, verifiable reasons for their support.
You’re 61% through this paper. Sign up to read the remaining 2 sections.
Sign Up Now — Instant Access Already a member? Log inAlways verify citation format against your institution’s current style guide requirements.