AD CONTENT

The ad consists of twenty different segments being spoken by thirteen different individuals. The speakers appear to include five African Americans who deliver eight segments of the ad, and eight whites who who who give voice to twelve segments. Male and female speakers are evenly divided, with each sex speaking ten times. These individuals, who presumably represent Governor Ehrlich's constituency, range from the presumed age of mid-twenties, to retired senior citizens. The key storyline of this ad is the claim that Bob Ehrlich has greatly improved the quality of life for Marylanders, and that he will continue to do so, should he be re-elected. People referencing Governor Ehrlich's Web site, will see each of the ad's claims supported by his own evidence that Maryland is indeed a better place to live, as a result of his governorship.

CONSTRUCTION OF THE U.S. ELECTORATE

The ad suggests that the audience represents middle-class individuals. Each speaker in the ad is nicely, albeit modestly, attired. The men wear polo shirts with baseball caps or open-collared sports shirts; the older women dress as if going to a religious service, while the middle-aged women are more casual. The one African American mother/businesswoman in the ad is very feminine, wearing a pink outfit, complete with fancy jewelry. In contrast to the younger woman's appearance, a middle-aged white woman is dressed in khaki pants, white shirt, green cardigan sweater, gray socks, and sandals, seemingly representing environmentalists. She sits cross-legged on a dock, her back to the Bay that she claims Bob Ehrlich helped to save. Other characters include a farmer standing before his field of cows, senior women standing before their city dwellings, both sexes and races standing in their respective neighborhoods, and a large white man standing in the woods. The ad suggests that these varied people living in these different locations represent the diversity of Maryland residents. By using of a variety of people who may represent our own ethnicity , the ad suggests that "the viewer (is) a teammate " of those featured in the political text (Meyrowitz 235). We become one of them. It is interesting to note that many of these same individuals , who exhibited similar "personas , " were featured in Governor Ehrlich's first campaign commercial. Like this ad, the first commercial had the same "person on the street" formatting. According to Paul Messaris in his book Visual Persuasion: The Role of Images in Advertising (1997), these types of campaign ads have "been a staple of political advertising since the early days of televised campaigns . . . (they) can provide evidence on the state of public opinion" (137). This ad, like others run by the Ehrlich campaign, attempt s to "build a favorable impression of the governor as a moderate who cares about issues of importance to the middle-class, suburban voters who are the key to his chances for reelection" (Green 2). Governor Ehrlich himself does not appear in the ad.

The ad does not feature a narrator until the very last seconds in the spot. Each speaker, in turn, narrates the ad. This lack of continuity keeps us from possible boredom and lack of identification with any one individual, since we are on the lookout for the next person on the street. Finally, the voice of the white environmentalist "ties things up" with her encouragement that Governor Ehrlich is "still changing Maryland for the better." Hers is the voice of reason, with her calm assurance that all will be well with Ehrlich. Her delivery of the words is in sync with the rest of the ad. While it seems fast moving because of the brevity of each contributor's comments, with a total of ninety-six words in the ad, it is really very comfortably timed.

The ad attempts to frame the audience's positive reception by using tight camera shots of each person. Almost all of the shots are close-ups, which fosters a "sense of intimacy" (Parry-Giles, 215). The young African American mother/ businesswoman tilts her head as if she is about to disclose a secret, and then tells us how Governor Ehrlich cares about the "schools that needed funding." W e feel very close to her, but w hile "television close - ups simulate an interpersonal distance of about two feet . . . in real life, that is a distance of seduction or threat, not of rational discussion" (Meyrowitz 1995, 129). The speakers' ir very closeness serves to underscore the concept of public versus private space, as we seem to be positioned in close proximity to these people on the street. By feeling their presence so near to us, we are drawn into the exchange (Parry-Giles, 216). Such close-ups, presumably, allow the viewer to "test the honesty of the person(s) in question" since their faces fill the television screen (Parry-Giles, 215). Furthermore, their use of "direct address" while being so tightly photographed "may suggest an interpersonal distance between that person and the viewer" (Meyrowitz 225).

While the ad 's use of personal testimony and personal space makes the advertisement seem very "up close and personal," it The ad also connotes a sense of tranquility and peaceful ness with the use of background scenery in the ad. The ad's location varies from neighborhoods in the suburbs, to neighborhoods in cities, to a farmer's field, and a bayside dock. The various backgrounds are all pleasant scenes out-of-doors, all shot on sunny days. The unspoken idea is that having Bob Ehrlich as our governor will lead to many such pleasant days in the future.

The visualization of people from various backgrounds all coming together to support c andidate Ehrlich supports the verbal message that he is a capable leader. Corporately, they suggest that Maryland is getting better and will continue to change in a positive way. Indeed, the sunny, bright day and vivid pictures of Ehrlich supporters confirm the message that bright days will continue in the future.

VISUAL COMPONENTS

Through this ad, we see thirteen people of various backgrounds all sharing their 1-2 seconds of absolute sincerity about the candidacy of Bob Ehrlich. We assume their truthfulness, as they assure us that Bob Ehrlich is the man to continue strong leadership of our state. From our white farmer friend who is concerned about "huge budget deficits," our white environmentalist who is worried about the "Bay that was dying," and our young African American woman who is distressed about "schools that needed funding," we all feel their overwhelming sense of concern. Our view of the characters is straight on as if we are engaging them in conversation; at no time are we looking down upon or up toward them. All but two of the close-up shots have no camera movement at all. There are only two instances of camera movement, first when the camera moves clearly to the right , and later, when the camera lens zooms in to focus on what the white environmentalist is saying. Seven speakers into the ad, the camera moves clearly to the right (encouraging us to move our politics to the right ?). Later, the other action zooms in on what the environmentalist is saying (which serves to underscore the importance of her comments).

At the very end of the ad, the graphics inform us who paid for the ad (Ehrlich for Governor, Henry A. Grandido, Treasurer), and remind us that Governor Ehrlich is " Still Changing Maryland for the Better." The animation in this ad is almost nonexistent, confining itself to the very last frame in the final three seconds of the commercial. As the word "Governor" flies into the frame from the right, the words "Changing Maryland for the Better" are gleaming below the Ehrlich name. The Maryland colors of red, white, yellow, and black are featured vividly, as we are visually connected to the state through the colors, which grace the Maryland state flag.

EDITING COMPONENTS

While Governor Ehrlich's ad implies that he is responsible for "saving the bay," the Chesapeake Bay Foundation maintains that "although the rate of decline has slowed recently, the Bay is still in critical condition " (CBF website). The Maryland Democrats contend through their Web site that Governor Ehrlich has done little to help the average citizens of Maryland; they claim that he is only interested in those who represent "powerful corporate interests" (Maryland Democrats). They further contend that, "the special interests have their own governor. We need one of our own" (Maryland Democrats).

Parry-Giles, Shawn J. "Mediating Hillary Rodham Clinton: Television News Practices and Image-Making in the Postmodern Age." Critical Studies in Media Communication 17(2000): 205-226.

Messaris, Paul. Visual Persuasion: The Role of Images in Advertising. London: Sage, 1997.

Meyrowitz, Joshua. "New Sense of Politics: How Television Changes the Political Drama." Research in Political Sociology 7 (1995): 117-138.

Meyrowitz, Joshua. "Television and Interpersonal Behavior: Codes of Perception andResponse." In Inter/Media: Interpersonal communication in a Media World, edited by Gary Grumpert and Robert Cathcart, pp. 221-241. New York: Oxford University Press, 1982.

Nelson, John S. and G. R. Boynton. Video Rhetorics: Televised Advertising in American Politics. Urbana: University of Illinois Press, 1997.

Green, Andrew A. "Ehrlich Education Record." Baltimore Sun. 19 July 2006. Retrieved from <http://www.baltimoresun.com/news/local/politics/bal-md.adwatch19jul.1.7715113story>