Yes, We Can.

The purpose of the video is to promote Barack Obama. The video features many famous figures, such as singers and athletes. The voices are layered over each other to create an echo effect. The voices are a mixture of talking, singing, and a speech by Barack Obama. The video is shown in black and white, it creates feelings of simplicity and power. This also contributes to the multiple short clips of different people featured throughout the video, the performances seem more serious and meaningful because of the filter. The music in the background seems to highlight the words and clips that are playing. The film uses strong words such as “hope” to create a certain vibe that is representing Obama in the video. The phrase “Yes We Can” is repeatedly said, forming a name (in the case) phrase recognition that would be associated with Obama and what he wants to change in a positive light. A positive video combined with strong graphics creates an overall sense of power of unity. The purpose of providing all of the positivity and unity is to persuade people to vote for Obama. The use of famous figures also contributes to persuading an audience - if you saw someone you looked up to supporting a figure, you would be more likely to support the figure as well. The positivity, unity, and graphics all contribute to the power of the argument: vote for Obama.