1. The Choice Raela Wataha October 14, 2013

2. Color The video is very colorful since it is live video footage. It makes it look a lot more professional.

3. Images Image of Obama looking condescending – wants it to look like he doesn’t care Dramatic appearance of text warning of the risks in Obama’s policy

4. Conveyed Causing doubt in Obama’s policy Trying to convince people Obama has failed Presents “facts” without evidence that try to alarm

5. Appeal Middle class people (mention specifically) Average American (people losing jobs) Romney supporters Senior citizens (Medicare and social security)

6. Comprehension Disparages Obama Mitt Romney can supposedly do better America is going to go broke and fall apart if you reelect the president

7. Credibility Footage of Romney talking at a real debate – his own words make up the ad Approval by Mitt Romney at the end