22 A Hummel Figuring

There are these commercials that keep getting in the way of my cat video enjoyment.  John Hummel is running for district attorney and because Youtube knows that I live in Bend I keep getting hit with the two brief adverts he has in rotation.  I'd like to dance a little semiotic analysis around the way I understand the persuasive purpose of the imagery in these videos.  This analysis is not intended as support for either candidate because I think I'll be voting NOTA.

 The "Deschutes County Trusts John Hummel"Commercial

Shot #1:  Long shot of Hummel talking with women in Drake Park.  

The women "look up" to Hummel.  He is dressed casually, as is appropriate in the park setting.  The children are comfortable around him (he is not scary.)  The urban yet natural setting shows his interest in Bend and Nature (not to mention issues surrounding Mirror Pond).  Note the nice way the red coat of the child on the right balances the red angle on the woman's coat.  In the background is the footbridge, symbolizing Hummel's ability to "bridge" relationships or to create a "bridge" to the future. 

He moves from right to left in the shot as he sits down at the table with the women, showing that while he begins from a position of authority, he is able to "lower" himself to their level.

Shot #2:  Fade to midshot of Hummel Sitting with Women.

In the second shot, Hummel is sitting at the table. During the fade, pictured here, we see him seated from a long shot and then move in for the close up showing the back of one woman's head and Hummel's big smile.  Note the way his eyeline is right at the level of the top of the bridge railing, giving a strong sense of connection between him and the woman, almost as though the eyeline was drawn in.  They are connected.

 Shot #3:  The American Flag seen reflected in the window of the Deschutes County Courthouse. 

A "subtle" (because part of a "natural" shot) dose of patriotism.  Hummel is a good American who cares about justice in Deschutes County.  Note the white sky that allows the red and blue to stand out. 

The camera tilts down until we see Hummel exiting the courthouse.  Now he is dressed in a dark suit.  He is smiling and shakes hands with a couple of gentleman I have a feeling I'm supposed to recognize though I don't.  The voice-over talent is saying something about Hummel having good relations with local law enforcement.  Once again in the background we see one woman.

Then Hummel walks toward the left of the camera.  His head is up and he is smiling, his red hair and green tie complementing each other.  The green tie might also suggest a commitment to "Green" living.  We are "looking up to" him as he goes by, almost as though we were in the position of children.  He has a big, friendly smile on his face.  In the background a young man on the steps is looking at Hummel with what might be admiration.

This shot goes in the opposite direction of the first shot as it winds up with him above the "common people:" us.

Note the stone building and rock wall, each symbolizing strength.

Shot #4:  The "refrigerator" or "Facebook" collage


Here we have kids and families displaying both their friendliness, through smiles, and their support.  The manner in which this is presented, with its frames and fade ins, has a distinctly contemporary feel.  Hummel is old fashioned enough to shake people's hands and talk face2face and yet modern enough to draw on the signifiers of social media. 
 

The "We Can't Afford Patrick Flaherty" Commercial

Ad image

I actually find this ad offensive.  Not because I'm a supporter of Flaherty.  (I'm not a huge fan of either candidate.)  It's because the ad seems to contain a hidden anti-ethnic message.  It not only metaphorically paints Flaherty as a problem, it quite literally changes his skin color from a rather pale white to a dark brown.  See below his portrait from the Office of the District Attorney webpage and a still from the commercial.  The commercial links browness to the problem supposedly posed by Flaherty. 

Office image

Note also the way this ad moves from the red and mottled brown (danger, roughness, dirt) during the "bad DA" part of the ad to white and blue (brightness, cleaness, calm, strength) in the Hummel-focused section.  Below I've pasted a comparison of the ad at 14 seconds (white on red, "bad Flaherty") and at 16 seconds (blue and gold on white, "good Hummel). 

14 sec. and 16 sec. compared