See the Bern: A quick visual analysis of the Sanders campaign

From the Bernie Sanders campaign Facebook page

By THOMAS HARTWELL

The Bernie Sanders campaign has been something that I have been closely following both as a necessity for classes and for my own personal curiosity and desire. I have been analyzing the campaigns of many presidential candidates and found a couple, namely Sanders and Trump, to be the most intriguing.

Bernie Sanders has been considered a “revolution” campaigner and is turning the policy of most prior democratic candidates on its head. I remembered this particular ad because when I hear the term “revolution” in reference to the Sanders campaign, I now think of this visual. A few things in particular come to mind when I look at this ad and other ads like this one:

First, the use of the text reading, “Roll up your sleeves…” paired with the visual of Sanders actually rolling up his sleeves is, I suppose, to send a “working man” message to potential viewers and supporters. This, paired with the continued use of his buzz word, “revolution,” has won him quite a bit of public recognition, despite the initial negatively-connotated “Sanders is a self-proclaimed socialist” ads (they sort of died when his policies started to pick up a follower base). So his, originally socialist, now “for the people” campaign has been dependent on his “roll up your sleeves,” “it’s us, not me,” “political revolution” campaign.

Second, everything in this ad looks so clean and straight and organized – down to the pens in Sanders’ pocket. I mean, look at them. Yes, it might seem that his wearing a suit would contradict his claim of being a “working man” who is going to “roll up his sleeves” and get down and dirty, but I have to believe that any viewer of a presidential campaign ad would expect this attire from a candidate no matter what the ad actually said (it could say, “Look at me, I’m not wearing a suit.” And he’d probably still be wearing a suit). I think the “clean” look for his ads attempts to speak to his: 1. Trustworthiness and 2. Simplicity. His trustworthiness in part because he seems organized, like he has his stuff together, and his simplicity because, again, he is working with the image of an “everyday guy,” “us, not me” campaign.

Finally, the use of Sanders’ first name on his ads continues his down-to-earth and personable feel. He seems to aim to be approachable with a sort of “please, call me Bernie” message.

[It is worth mentioning that Sanders’ hair has become a staple as well. Yes, his hair. It has become a signature in many of his ads (you can’t see it as well in this one, so I’ve included another example below). I feel that finding something unique or quirky in a public figure can make them more personable and real – I don’t just feel that way myself, but I’ve observed it in others as well.]