No on 8 PSA

This video is a subtle source of propaganda that convinces the viewer to vote no on proposal 8. Although the information presented is not blatantly untruthful, it persuades us into believing the viewpoints in opposition to banning same sex marriage. The main argument for voting no is to guarantee equality and justice under the law. While this argument is portrayed in the PSA, arguments in favor of proposal 8 are neglected, such as heterosexual marriage being an essential institution in our society. This oversimplifies the topic, making voting no seem like the obvious decision.

The PSA achieves its goals by playing on our stereotypes via the actors chosen to represent ‘yes’, ‘no’, and the constitution itself. The constitution is represented by a well dressed beautiful woman and is said to be ‘perfect the way she is…no need for amending her.’ Had an unattractive actress been used, the argument for keeping the constitution unchanged would not have came across. Additionally, the guy who represents voting no on the proposal is charming, thus inclining us to believe him. He seems like an everyday dude and talks to the camera like a friend which helps us identify with him. On the other hand, an overweight guy is used to represent voting yes on the proposal. He makes a mockery of his own stance and says he likes to decide what’s appropriate for everyone else. He ends up getting rejected by the pretty girl, thus instilling in us the sense that he –and his position- loses.

In addition to leaving out information and playing on our stereotypes, the PSA uses repetition to make its point. There is a big “NO” on the attractive guys shirt, which we see throughout the video. This acts as a direct order and tells the audience what action to take.