Obama argued, for instance, “What they're going to try to do is make you scared of me. Obama also made use of attitude inoculation, a technique in which he warned his supporters that an ad attacking him would be coming, at the same time reminding them of ways to counterargue the ad. Examples were his use of slogans such as “Yes We Can,” “We Believe,” and “Join Us.” In his speeches he talked about being part of an important group that would make a difference, thereby creating strong social identity and positive emotions.
Obama also tapped into the strong human desire for other-concern. The idea was that Obama would be seen as a clean candidate promoting clean energy while McCain was labeled as accepting contributions from the oil industry. In some of the online ads, Senator McCain was pictured next to a list of high gas station prices while a fuel pump moved across the ad. The campaign focused in part on self-interest, trying to reach voters who were feeling the pinch of high gas prices. Obama’s campaign used a range of techniques, including cognitive and emotional persuasive appeals and attitude inoculation. Many of the “Obama for America” ads were online, in stark contrast to the more traditional media used by the McCain campaign. The campaign’s outcome was that millions of voters joined Obama’s team and helped him defeat his opponent, Senator John McCain. In ads and speeches, President Barack Obama’s 2008 presidential campaign used a variety of persuasion techniques, many based on principles of social psychology. How the Obama Campaign Effectively Used Persuasion to Defeat John McCain
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