I analyzed Mike Huckabee’s campaign commercial. With my political preference aside, I actually think his commercial is very effective. The ad opens up with Mike Huckabee claiming that his solution to boarder control is simply Chuck Norris. Then the camera pans in on Mr. Norris giving him a chance to compliment Huckabee. From then on it is just the two of them praising one another.
Norris: “Mike Huckabee is a life long hunter who will protect our 2nd Amendment right.”
Huckabee: “There is no chin under Chuck Norris’ beard…… just another fist!”
Norris: “Mike Huckabee wants to put the IRS out of business.”
Huckabee: “When Chuck Norris does a push up. He isn’t lifting himself up. He’s pushing the earth down!”
Norris: “Mikes a principled, authentic, conservative.”
Huckabee: “Chuck Norris doesn’t endorse…. He tells America how it’s gonna be!”
I think this message is effective because of its use of pathos. As opposed to other campaign commercials this one has comic relief. After watching so many of these boring political ads, comedy really stands out. People relate more to comedy and especially relate to Chuck Norris. Ethos is also used in this message. Huckabee states, “My plan to secure the boarder…. Two words, Chuck! Norris!” Although you might question his statement, it does give reasoning to vote for Huckabee. If Chuck Norris were to guard the U.S. Mexican boarder I would feel so much safer and would make me that much more supportive of Mike Huckabee. The use of ethos and pathos shows authority and gives Huckabee credibility. At the end of the commercial, Norris gives his stamp of approval. “I’m Chuck Norris and I approve this message!” This also shows authority. If Chuck Norris approves Mike Huckabee you know the people will approve.
YouTube – Mike Huckabee Ad: “Chuck Norris Approved”