Following in the tradition of today's
critique by JeffLieber of Kerry's newest ad, here's my take on an earlier Spanish language ad the campaign produced.
The ad's good overall, but shows an crucial dichotomy in style between the narrator and Kerry's own voice -- a cultural and stylistic gap that needs to be better bridged to excite Hispanic support.
I suggest a specific way for Kerry to be exciting to Hispanics, without putting on an artificial self. And hmmm, if Kerry can learn to rockin' resonate with Hispanic Passion, maybe he can kindle fire with other Americans too.
(Also, see the poll in the extended copy.)
This diary entry is adapted from a comment I'd posted earlier.
To watch the ad, go to http://www.JohnKerry.com -- click on a link to any ad, then scroll down in the "media console" to January 29th, "Oportunidades." Currently, clicking on the first item in the center column of the home page will get you to the media console.
The ad is pretty good. I think it addresses what a lot of Hispanics care about, in a media and narration style that works culturally. (I mean the narrator's style.)
Kerry's Spanish accent wasn't great, but nor was it embarassing. A bit of accent coaching could help him. He doesn't need to sound Hispanic in word pronunciation, but he could be coached to use the rythms of Spanish to much better effect.
Spanish is nearly universally spoken in an exciting, dramatic way in TV media. Because of this, Kerry's phlegmatic delivery can sound even "less rousing" to listeners in Spanish than in English. He needs to reach for that passionate delivery that Espanol so readily empowers, while remaining himself.
How to accomplish that? Literally, he needs to act like his most passionate self. Like a Method Actor, he needs to key into the most passionate (and compassionate) depths of his own character, then find his own "source of excitement and regard" towards our Hispanic citizens, and speak from that heart-place, with direction from a wise Hispanic director.
(Hey, maybe this approach could help him find his own true fire in ads with other audiences too.)
Good start Kerry, but next time -- con mas gusto!, por favor.
Disclosure of ?questionable? competence: I've learned Spanish as a second language. I'm not a native speaker, but I spend lots of time in Spanish environments with my Hispanic in-laws.