Attack on McCain in the Ad "Can’t explain" by Biden

On Obama website, one of the ads is “Can’t explain TV Ad”, in which the Obama campaign team directly attacks his opponent by using comparative. In the ad, Palin’s introduction of McCain’s health care plan is juxtaposed with Biden’s criticism, which aims at proving that McCain’s plan is not really beneficial, but worse. That ad is very effective in that it makes Palin looks like a puppy who knows nothing but a spokeswoman for McCain. The design of the ad makes its composing parts appear very rhythmic in that the audience can figure out its structure very easily and can feel the criticizing power acutely. The ad can be roughly divided into four parts. The first part is the direct quotation of Palin’s restatement of McCain’s health care plan of providing $5000 tax credit for Americans to buy their health care coverage, followed with a screen statement reminding the audience that she doesn’t know how MaCain is going to make it happen, the second part begins with the screen comment on Palin’s ignorance of that fake beneficial plan, which is followed with Biden’s analysis which serves as a kind of disclosure to the audience. Near the end of Biden’s criticism, there are words on the black screen warning the audience of the hypocrisy of McCain. And his conclusion is impressive by commenting that McCain’s plan is the ultimate bridge to nowhere. What’s funny about the end of the ad is that the designer of the ad ridicules Palin by quoting her saying “Thank you senator” as an answer to Biden’s criticism.