As the Iraqi election on Jan. 30 looms closer, the differences between the people of that country have gotten a lot of attention.

And while a number of ads in the country are currently expressing the differences between Sunni, Shiite and Kurd candidates, another group is utilizing emotional imagery to show that the people must come together for the common goal of self-rule and a peaceful future.

The advertisements produced by a group called the Future Iraq Assembly show men from the three ethnic groups preparing to fight one another when little boys immerge from behind them and hug one another, according to cnn.com.

This first chance to step to the polls since Saddam Hussein was ousted will mean nothing if the groups are unwilling to work together. That’s why it’s so important that these ads are taken seriously.

While these ads may strike some as cheesy, for a country that has seen so much violence and pain, maybe it’s a good change. Ads such as these, which play on emotion and use children, are generally effective, said advertising professor Carla Lloyd. They function by unlocking memories or feelings people already have and bring those thoughts to bear on what is being sold, in this case a better future, she said.

Political science professor Melvyn Levitsky said techniques such as this advertising campaign are all well and good but the real key is going to be getting Sunnis, Shiites and Kurds to all feel they are shareholders in the future of the country. Another key is going to be the protection of minority rights as they are laid out in the Iraqi constitution that is to be drafted by those elected this weekend, he added.

Political science professor Mehrzad Boroujerdi said the lack of foresight by the American administration has led to a type of ‘Band-Aid’ solution like these advertisements.

‘A few clever ads are not going to undo what the politics of the last few months have done,’ he said.

Though the ads may not undo the politics of the country, maybe having people look to the future, for the benefit of their children is the key as they head to the polls and more importantly draft their constitution.

‘Children represent the future,’ Lloyd said. ‘The present and past for Iraq has been so tumultuous, perhaps it is best to forecast into the future.’

This attempt to unite the groups around the future should have been done long ago. Let’s hope it is not too little, too late.

RYAN GAINOR IS A JUNIOR NEWSPAPER AND PHILOSOPHY MAJOR. YOU CAN E-MAIL HIM AT RMGAINOR@SYR.EDU.

Published on January 26, 2005 at 12:00 pm