Analysis Of Beto O’Rourke Election Campaign
Amid the November 6th Texan midterm election, there is a tense rivalry between Republican incumbent Senator Ted Cruz against Democratic El Paso representative Beto O’Rourke. What was thought to be a glowing red state, has now been put into question as Beto unexpectedly closes in Cruz, which is raising alarm for the Republican party. In response to this, both Texas Representative Beto and Texas Senator Ted Cruz have campaign advertisements not too uncommon across media. Especially due to Texas having the lowest voter turnout in the entire country with Latino Texans being well known for very low voter turnout. It is possible we may see unprecedented Latino voting in favor of Beto. Beto’s campaign ad aims encouraging citizens to vote for him by establishing a promise that he will work for all the people of Texas and it works well depicting a man who is dedicated to Texans.
Beto O’Rourke is a man raised in El Paso Texas and would end up as El Paso’s representative. He would be on the Democrat side, although he has been able to work across the aisle with Republicans. However, Ted Cruz would be his new opponent for US Senate and Beto is hitting the spots Cruz isn’t. Democrats and some Republicans believe they have been ignored which is especially true for the Latino community. Latinos and others believe Cruz is an all talk no show Senator and generally unlikable to anyone. However, this election may put republican control in jeopardy so even his 2016 enemy Donald Trump will be rallying for him here in Texas. Which is why Beto is depending on his add to influence non-voters to go out and speak their voice for Beto. In summary, Beto begins by stating that true representation is not possible unless all 254 counties are considered and visited. He then calls for unity which he claims he can establish with Republicans to benefit all of Texas. Next, he claims no group will be ignored and encourages the community to work together. Finally, he says “No PAC’s, just people.” All through the ad he is seen at rallies and even running alongside people and hugging people of a very diverse crowd.
The ad definitely uses ethos, pathos, and logos very well.No doubt, Beto’s participation in his campaign advertisement adds ethos credibility because it is him talking and participating in the community, instead of just saying “I’m Beto O’Rourke and I approve this message.” Ethos is supposed to add credibility to Beto’s campaign ad and he’s done a good job of it by being in the ad himself for almost the whole thing. Beto is the one doing the talking and being involved in the community, which supports his idea of being a public servant because he down and getting gritty with runners, going to local restaurants and engaging with the people at his rallies. A viewer will see Beto as a man of the community, and more importantly, the whole community. People of all backgrounds are seen in the ad and Beto has the same kind of interaction with each group which shows his fairness and idea of equality. Viewers will know that he respects all people of all backgrounds and will not ignore any particular group. Had he not been seen or heard in his campaign advert, viewers would not take it seriously or even relate Beto to the ad. It’s a much different experience seeing Beto being involved than being absent and that’s how Beto has gained so much popularity.
Emotion is another key point as the viewer feels hope, and they don’t feel lonely with Beto. Beto utilizes this kind of sense of unity and security. His opponent Ted Cruz would simply use fear to coerce his voters but Beto had layers to his pathos. Beto’s desire for unity not only influence voters but his overall positive attitude gives people hope of better days to come. Voters who are informed on Beto experience and even stronger pathos as they know how he is willing to do what it takes to improve the lives of Texans.
