3.+Negative+Attack+about+Issues



Barack Obama’s “Need Education” advertisement is an **issue ad** rather than a personal ad. It is an issue ad because it addresses the equal opportunities and pay for women instead of attacking McCain directly. A testimonial from Lilly Ledbetter talks about women in general, and their struggle for fair treatment at the workplace. She mentioned how McCain opposed the law to give women equal pay for equal work. The ad addresses McCain’s policies rather than his personal characteristics.



This particular ad from Barack Obama is **negative**. It is negative because Lilly Ledbetter informs the audience she worked for years without receiving fair payment and that John McCain opposed a law to give women equal pay for equal work. McCain stated that women just needed education and training, but in reality many women have the same education and training as their men co-workers. This ad makes the argument that if elected, Barack Obama would be better than John McCain for women, especially on the issue of pay equality because Obama implies he supports equal treatment of women at the workplace. Obama is saying that he and Biden can provide the change Americans demand.