We recently highlighted the possible role of implicit associations in the John McCain ad connecting Barack Obama to Britany Spears and Paris Hilton. To continue the discussion of possible subconscious manipulations in political ads, we bring you an interesting new article on McCain’s “The One” ad by Amy Sullivan of Time Magazine. Sullivan examines whether The One (available above) implicitly suggests that Obama is the Antichrist. We excerpt her article below.
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The Republican nominee’s advisers brush off the charges, arguing that the spot was meant to be a “creative” and “humorous” way of poking fun at Obama’s popularity by painting him as a self-appointed messiah. But even this innocuous interpretation of the ad — which includes images of Charlton Heston as Moses and culled clips that make Obama sound truly egomaniacal — taps into a conversation that has been gaining urgency on Christian radio and political blogs and in widely circulated e-mail messages that accuse Obama of being the Antichrist.
The ad was the creation of Fred Davis, one of McCain’s top media gurus as well as a close friend of former Christian Coalition head Ralph Reed and the nephew of conservative Oklahoma Senator James Inhofe. It first caught the attention of Democrats familiar with the Left Behind series, a fictionalized account of the end-time that debuted in the 1990s and has sold nearly 70 million books worldwide. “The language in there is so similar to the language in the Left Behind books,” says Tony Campolo, a leading progressive Evangelical speaker and author.
As the ad begins, the words “It should be known that in 2008 the world shall be blessed. They will call him The One” flash across the screen. The Antichrist of the Left Behind books is a charismatic young political leader named Nicolae Carpathia who founds the One World religion (slogan: “We Are God”) and promises to heal the world after a time of deep division. One of several Obama clips in the ad features the Senator saying, “A nation healed, a world repaired. We are the ones that we’ve been waiting for.”
The visual images in the ad, which Davis says has been viewed even more than McCain’s “Celeb” ad linking Obama to the likes of Paris Hilton and Britney Spears, also seem to evoke the cover art of several Left Behind books. But they’re not the cartoonish images of clouds parting and shining light upon Obama that might be expected in an ad spoofing him as a messiah. Instead, the screen displays a sinister orange light surrounded by darkness and later the faint image of a staircase leading up to heaven.
Perhaps the most puzzling scene in the ad is an altered segment from The 10 Commandments that appears near the end. A Moses-playing Charlton Heston parts the animated waters of the Red Sea, out of which rises the quasi-presidential seal the Obama campaign used for a brief time earlier this summer before being mocked into retiring it. The seal, which features an eagle with wings spread, is not recognizable like the campaign’s red-white-and-blue “O” logo. That confused Democratic consultant Eric Sapp until he went to his Bible and remembered that in the apocalyptic Book of Daniel, the Antichrist is described as rising from the sea as a creature with wings like an eagle.
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Mara Vanderslice, another Democratic consultant, who handled religious outreach for the 2004 Kerry campaign, agrees. “If they wanted to be funny, if they really wanted to play up the idea that Obama thinks he’s the Second Coming, there were better ways to do it,” she says. “Why use these awkward lines like, ‘And the world will receive his blessings’?”
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It’s not hard to see how some Obama haters might be tempted to make the comparison. In the Left Behind books, Carpathia is a junior Senator who speaks several languages, is beloved by people around the world and fawned over by a press corps that cannot see his evil nature, and rises to absurd prominence after delivering just one major speech. Hmmh. But serious Antichrist theorists don’t stop there. Everything from Obama’s left-handedness to his positive rhetoric to his appearance on the cover of this magazine has been cited as evidence of his true identity. One chain e-mail claims that the Antichrist was prophesied to be “A man in his 40s of MUSLIM descent,” which would indeed sound ominous if not for the fact that the Book of Revelation was written at least 400 years before the birth of Islam.
The speculation reached a fever pitch after Obama’s European trip and the Berlin speech in which he called for global unity. Conservative Christian author Hal Lindsey declared in an essay on WorldNetDaily, “Obama is correct in saying that the world is ready for someone like him — a messiah-like figure, charismatic and glib … The Bible calls that leader the Antichrist. And it seems apparent that the world is now ready to make his acquaintance.” The conservative website RedState.com now sells mugs and T shirts that sport a large “O” with horns and the words “The Anti-Christ” underneath.
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A new TIME poll finds that the most conservative Evangelicals are the least enthusiastic about McCain’s candidacy. Convincing them that Obama does have two horns and a tail might be the best way of getting them to vote. That’s what worries Campolo, who also sits on the Democratic Party’s platform committee. “Those books have created a subliminal language, and I think judgments will be made unconsciously about Barack Obama,” he says. “It scares the daylights out of me.”
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To read the rest of the article, which is well worth the read, click here. To read a blog devoted to the belief that Obama is the Antichrist, click here. As a point of comparison to McCain’s “The One” ad, check out the Swift Boat ad that was waged against John Kerry in the 2004 Presidential election.
For a sample of related Situationist posts, see “Do We Miss Racial Stereotypes Today that Will Be Evident Tomorrow?,” “Perceptions of Racial Divide,” “New Yorker Cover of the Obamas and Source Amnesia,” “Voting for a Face,” “The Situation of Swift-Boating,” “On Being a Mindful Voter,” “Naïve Cynicism in Election 2008: Dispositionism v. Situationism?,” “Implicit Associations in the 2008 Presidential Election,” “The Situation of Political Animals,” and “Your Brain on Politics.” For other posts on the Situation of politics, click here.