Tyler Cole
Explanation of Pro-Thomas Jefferson Ad
The ad opens with the a quote from the second paragraph of the Declaration of Independence that reads, “whenever any Form of Government becomes destructive of these ends, it is the Right of the People to alter or to abolish it, and to institute new Government”. Jefferson was well known as the author of The Declaration and as a man who found himself much more an author than an orator it seemed fitting to use his own written words. The quote was chosen as an attempt to hit on the sentiment that the current direction of the government was a dangerous one for the country. This quote promptly follows the famous “life, liberty and the pursuit of happiness” line which are the “ends” that this government was becoming destructive of. The opening quote sets the theme of the ad that Jefferson would return the country to the republican ideals of the revolution, that we had strayed from with Adams at the helm. Behind the red quote is a blurred image of the Declaration of Independence. It was intended to be blurred enough so that it was almost recognizable but I felt that the blurred version would make the red quote stand out more and focus the viewer. At the end of the quote the red lettering fades out and then the Declaration clears and becomes crisp and visible to remind the audience where that quote was pulled from. The ad then dissolves into a newspaper article written about Thomas Jefferson. I highlighted his name to make it clear whom the article was written about and then scrolled down to show a quote about his character. The quote reads, “He has united that fidelity, patriotism, and integrity, which are, alas! But too seldom found in cabinets of state”. This section was chosen because it mentions his fidelity (to the ideals of republicanism), patriotism (to counter act claims that he is too close to the French) and integrity (because that’s a great characteristic to have). I then smash cut to a portrait of Jefferson, right when the music adds in the drums, in which he sits alone against a dark background with a light glow behind him. His dark, powerful glare creates an image of strength and gives him an air of leadership which makes him look highly presidential while still wearing a plain black overcoat and white shirt. Then the ad shifts to an article from the Gazette of the United States, which lists reasons that Thomas Jefferson would make a good president. For the first three reasons, I chose to list them individually with a picture behind it. The first notes “his merits as a philosopher” and is accompanied by a sketch of Jefferson looking quizzically off into the distance with papers on his lap. The second references his merits “as a republican” and is backed by the state seal of Virginia at that time. The seal reads “Sic Semper Tyrannis” which is a Latin phrase that means “thus always to tyrants”. This phrase is meant to reference Adams’ attempt to bring a more monarchal approach to the executive office. The pan of the camera is meant to bring “as a republican” and “sic semper tyrannis” right on top of each other to force the viewer to relate republican ideals with our freedom from Great Brittan. The third quote reads, “as a friend to the civil and religious rights of mankind” and is transposed over another one of Jefferson’s most famous documents, The Statute for Religious Freedom for Virginia. This is meant to hammer home the idea that Jefferson, as a republican, was a proponent of more civil liberties and to suggest that his opponent was not. The final frame, which reads “Vote Jefferson” is placed over a painting of the construction of the executive mansion in Washington D.C. I used a construction of the White House instead of a finished picture to suggest that the new capital and the new government would not be complete without the addition of Thomas Jefferson as President.
Citations:
Declaration of Independence
http://www.ushistory.org/declaration/document/image.htm
First Newspaper Article
Paper: Register of the Times, published as The Register of the Times, A Gazette for the Country; Date: 11-04-1796; Issue: 23; Page: [4]; Location: New York, New York
Portrait
http://en.wikipedia.org/wiki/File:Rembrandt_Peale-Thomas_Jefferson.jpg
Second Newspaper Article
Headline: From the Gazette of the United States. No. I; Article Type: News/Opinion
Paper: Columbian Herald, published as Columbian Herald or, the New Daily Advertiser; Date: 11-08-1796; Issue: 1854; Page: [2]; Location: Charleston, South Carolina
Sketch of Jefferson
http://www.earlyamerica.com/review/2004_winter_spring/beyond_myth.htm
Virginia Seal
http://farm1.static.flickr.com/170/369532752_39c7215dd3.jpg
Virginia Statute of Religious Freedom
http://www.fasttrackteaching.com/civics/photos_FC/va-statute-religious-freedom-loc.jpg
White House Painting