OBAMA BECOMES A HERO

At FirstVoice we’ve been waiting for Obama to transit from being a motivator to being a hero. Motivators use rhetorical Passion - the first of our Elements of Persuasion - to stir things up. Without fire we won’t care about a story and it never even gets started. But if the story doesn’t move to the next stage and develop a coherent point of view – personified in a hero – it dies on the vine.

Obama is so good at motivation we were starting to think he might get stuck there.  If a story doesn't grow through the five elements, it gets stale and boring. That is really what the Obama-fatigue talk was all about.. Luckily for the Dems Obama has now made the transition to Hero. He did it a few days ago with this speech. It is worth listening to in full. His team then came out with an attack ad version that has a very nice tag to it, so the ad is worth a watch as well.

The specific line that makes Obama a hero? “If LIKE ME you only have one house...”

Heroes embody equality. They walk on the same earth as we do. Recent Repubs have mastered the  black art of making the media see Dem candidates as aloof and out of touch. They did it with Gore, then Kerry, and they tried it again with Obama by casting him as a “ditzy self-obsessed celebrity”.

The problem for Obama was that when you counter that sort of attack directly you end up reinforcing it through repetition. So you need to ignore the jab, wait for an opening and then hit your opponent hard with a meaningful counter punch that homes in on the core issue -  in this case Obama's "otherness". Obama’s line “If like me you only have one house” works gang busters because it flips the Repub storyline 180 degrees! Who is more like the average American? McCain, a guy with so many houses he can’t remember where he put them all, or Obama, a guy working hard to pay the mortgage on his one house?

McCain’s counter attack ad has more than a whiff of desperation about it. And the party line "Hey, they aren't  McCain's houses, they belong to his wife" just digs him in deeper.

Comments

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Great to see you back, Max! This is a great post...

Understanding the mechanics of what makes a great story, or takes us from one level to the next, like you do here, is very helpful. Thanks!

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Obama is truly a hero among heroes .God bless and keep you safely protected.

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J'ai entendu cette chanson à la radio de voiture ce matin. Je continue à penser sur les deux premières lignes - se demandant s'il existe des preuves que je suis une femme défectueux. Quand je vois un cerf, je pense ragoût de chevreuil bourgogne - mais je suis heureux, je ne suis pas celui qui devait tirer sur le pauvre.

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At FirstVoice we’ve been waiting for Obama to transit from being a motivator to being a hero. Motivators use rhetorical Passion - the first of our Elements of Persuasion - to stir things up. Without fire we won’t care about a story and it never even gets started. But if the story doesn’t move to the next stage and develop a coherent point of view – personified in a hero – it dies on the vine.

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