第一篇：美国民主党总统候选人奥巴马2008年11月5日赢得美国大选
美国民主党总统候选人奥巴马2008年11月5日赢得美国大选，将成为美国历史上第一位黑人总统。当晚在芝加哥出席庆祝晚会上以“美国的变革”为主题发表获胜演说，称“美国的变革时代已到来”。
Hello, Chicago.您好，芝加哥。
If there is anyone out there who still doubts that America is a place where all things are possible, who still wonders if the dream of our founders is alive in our time, who still questions the power of our democracy, tonight is your answer.如果仍有人怀疑美国是否是一个能创造奇迹的国度的话，如果还有人仍在疑虑我们美国的缔造者的梦想是否还在我们这个时代存续的话，如果还有人仍在质疑我们民主的力量的话，那么，今晚就给你答案。It's the answer told by lines that stretched around schools and churches in numbers this nation has never seen, by people who waited three hours and four hours, many for the first time in their lives, because they believed that this time must be different, that their voices could be that difference.排起的长队就是答案：云集于学校和教堂周围的人们盛况空前，他们等待了三四个小时，其中许多人还是生平首次经历选举。因为他们坚信：这次结果必定不同，这就是他们的心声。It's the answer spoken by young and old, rich and poor, Democrat and Republican, black, white, Hispanic, Asian, Native American, gay, straight,disabled and not disabled.Americans who sent a message to the world that we have never been just a collection of individuals or a collection of red states and blue states.We are, and always will be, the United States of America.无论老幼、穷富;民主党还是共和党;黑人、白人;拉美裔、亚裔、原居民;————、非————;残疾人、健全人。这是全体美国人民共同的抉择。美国向全世界传递一个声音：美国不是乌合之众，也没红州或蓝州之分。我们是，而且永远是，一个整体的美国。
It's the answer that led those who've been told for so long by so many to be cynical and fearful and doubtful about what we can achieve to put their hands on the arc of history and bend it once more toward the hope of a better day.这也是对一直以来那些讽刺、担忧和质疑者作出的回答：我们会把握历史的舵轮、使之驶向充满希望的美好未来。It's been a long time coming, but tonight, because of what we did on this date in this election at this defining moment change has come to America.虽然等待了很长时间，但在今晚，通过选举，改变美国历史的决定性时刻终于到来了。
A little bit earlier this evening, I received an extraordinarily gracious call from Sen.McCain.今天傍晚之前，我接到了麦凯恩参议员极具风度的致电。
Sen.McCain fought long and hard in this campaign.And he's fought even longer and harder for the country that he loves.He has endured sacrifices for America that most of us cannot begin to imagine.We are better off for the service rendered by this brave and selfless leader.在竞选过程中，麦凯恩作了长期不懈的努力，而且他还会为他所挚爱的国家更加长期不懈地去奋斗。他已经为美国作出了我们多数人都无法想象的牺牲。我们必须要把工作做好，以报答这位英明而无私的领导人。I congratulate him;I congratulate Gov.Palin for all that they've achieved.And I look forward to working with them to renew this nation's promise in the months ahead.我对他以及佩林州长所做的一切努力深表敬意，我也期待着与他们一起在未来的岁月中为祖国复兴大计而共同努力。
I want to thank my partner in this journey, a man who campaigned from his heart, and spoke for the men and women he grew up with on the streets of Scranton and rode with on the train home to Delaware, the vice president-elect of the United States, Joe Biden.我要感谢我的竞选伙伴。为竞选倾尽心血、为出生地斯克兰顿街区和坐火车即到的特拉华州家乡的拥戴者代言的他，就是当选美国副总统的乔.拜登。
And I would not be standing here tonight without the unyielding support of my best friend for the last 16 years the rock of our family, the love of my life, the nation's next first lady Michelle Obama.如果没有她——我16年来的至友、我家庭的基石、我生命中的至爱、也就是美国未来的第一夫人米歇尔.奥巴马——如没有她的坚定支持，今晚我不可能站在这里。
Sasha and Malia I love you both both so much，And you have earned the new puppy that's coming with us to the new White House.马莉娅和萨莎，我也非常爱你们，你们已赢得了带着新买的小狗与我们一同入主白宫的权利。
And while she's no longer with us, I know my grandmother's watching, along with the family that made me who I am.I miss them tonight.I know that my debt to them is beyond measure.还有我已去世的外祖母——我知道她也正在看着我，她和我的家人一起见证了我的成长。我今晚非常想念他们，我知道亏欠了他们太多。To my sister Maya, my sister Alma, all my other brothers and sisters, thank you so much for all the support that you've given me.I am grateful to them.我的妹妹玛雅、阿尔玛，所有其他的兄弟姐妹们，感谢你们给予我倾力支持，我感念他们。And to my campaign manager, David Plouffe, the unsung hero of this campaign, who built the best--the best political campaign, I think, in the
history of the United States of America.还有我的竞选顾问大卫.普鲁夫，此次竞选的无名英雄。我认为，是他打造了美国历史上最好最棒的竞选班子。
To my chief strategist David Axelrod who's been a partner with me every step of the way.To the best campaign team ever assembled in the history of politics you made this happen, and I am forever grateful for what you've
sacrificed to get it done.我的首席策略师大卫.阿克塞尔罗德伴我走过了每一步，他使政史上最佳竞选团队始终团集在你的政见上，我对您为此所作的贡献铭感于心。
But above all, I will never forget who this victory truly belongs to.It belongs to you.It belongs to you.但最重要的是，我决不会忘记这场胜利该属于谁，胜利属于你们，胜利属于人民!
I was never the likeliest candidate for this office.We didn't start with much money or many endorsements.Our campaign was not hatched in the halls of Washington.It began in the backyards of Des Moines and the living rooms of Concord and the front porches of Charleston.It was built by working men and women who dug into what little savings they had to give $5 and $10 and $20 to the cause.我始终都不是最有希望的总统竞选人。一开始我们缺少资金及筹码，我们的竞选活动难登华盛顿的大雅之堂，只能始于得梅因、康科德、查尔斯顿的简室陋巷之中;资金是由支持者们从微薄的积蓄中抽出5美元、10美元、20美元(一点一滴)捐助来的;It grew strength from the young people who rejected the myth of their generation's apathy who left their homes and their families for jobs that offered little pay and less sleep.而竞选活动的声势壮大则是源自那些年轻人，他们拒绝接受认为他们这代人冷漠的荒诞说法;他们离开家、离开亲人，从事报酬微薄、不眠不休的工作;It drew strength from the not-so-young people who braved the bitter cold and scorching heat to knock on doors of perfect strangers, and from the millions of Americans who volunteered and organized and proved that more than two centuries later a government of the people, by the people, and for the people has not perished from the Earth.同时也源自那些已不年轻的人们，他们冒着严寒酷暑，敲开陌生人的家门进行竞选宣传;更源自数百万的美国民众，他们自发地组织起来当志愿者。这证明历经两百多年之后一个民有、民治、民享的政府，仍未从地球上消亡。
This is your victory.这是你们的胜利。
And I know you didn't do this just to win an election.And I know you didn't do it for me.我知道你们这么做并不只是为了赢得大选，更不是为了我个人。
You did it because you understand the enormity of the task that lies ahead.For even as we celebrate tonight, we know the challenges that tomorrow will bring are the greatest of our lifetime--two wars, a planet in peril, the worst
financial crisis in a century.你们这么做是因为你们明白摆在面前的任务有多艰巨。因为即便是我们欢庆胜利的今晚，我们也知道，今后将面临我们一生中最为艰巨的挑战——两场战争。一是地球的环保危机，再就是百年不遇的最严重的金融危机
Even as we stand here tonight, we know there are brave Americans waking up in the deserts of Iraq and the mountains of Afghanistan to risk their lives for us.及时今晚我们站在这儿，我们也知道在伊拉克沙漠和阿富汗山区还有勇敢的美国士兵正在警惕地为我们甘冒生命危险
There are mothers and fathers who will lie awake after the children fall asleep and wonder how they'll make the mortgage or pay their doctors' bills or save enough for their child's college education.有多少父母在孩子熟睡后仍难以入眠，他们在为如何偿还按揭月供、付医药费或攒钱供孩子上大学而发愁。
There's new energy to harness, new jobs to be created, new schools to build, and threats to meet, alliances to repair.我们亟待开发新能源;创造新的就业机会;我们需要修建新学校;还要应对众多威胁、恢复与许多国家的关系。
The road ahead will be long.Our climb will be steep.We may not get there in one year or even in one term.But, America, I have never been more hopeful than I am tonight that we will get there.I promise you, we as a people will get there.路漫漫其修远兮，吾将逆难而求索。我们未必能够一蹴而就。但是，美国啊!是你今晚给了我从未有过的自信，我会不辱使命。d我向你们承诺：只要团结如一人，目标一定会达到。
There will be setbacks and false starts.There are many who won't agree with every decision or policy I make as president.And we know the government can't solve every problem.执政伊始，挫折和错误在所难免。我作为总统所做出的决策，也会有许多人并不赞同。我们知道这届政府并不能解决所有问题。
But I will always be honest with you about the challenges we face.I will listen to you, especially when we disagree.And, above all, I will ask you to join in the work of remaking this nation, the only way it's been done in America for 221 years--block by block, brick by brick, calloused hand by calloused hand.但我一定会向你们坦陈所面临的挑战;会认真听从你们的建议，尤其是意见不一致的时候。总之，我诚邀你们参与民族复兴的大业。美国221年来唯一的方式，就是一砖一瓦、胼手胝足地去建设。
^^^^^^^^^…………………………………………………………
Thank you.God bless you.And may God bless the United States of America.感谢你们!愿上帝保佑你们。愿上帝保佑美国!
第二篇：美国大选奥巴马演讲全文
美国大选奥巴马演讲全文：我们需要的变革（中英对照）
奥巴马：我们需要的变革 obama: the change we need 现在是美国历史的关键时刻。我们面临着大萧条以来最为严重的一场经济危机：今年以来已经有76万人失业；企业和家庭无法获得信贷；房价不断下滑，养老金日益缩水；工资降到了十年来的最低水平，同时医疗和教育成本却涨到了有史以来的最高点。this is a defining moment in our history.we face the worst economic crisis since the great depression--760,000 workers have lost their jobs this year.businesses and families can’t get credit.home values are falling, and pensions are disappearing.wages are lower than they’ve been in a decade, at a time when the costs of health care and college have never been higher.在眼下这样的危急时刻，我们承受不起又一个四年的支出增长、千疮百孔的减税措施、或是监管全无──即使是美国联邦储备委员会(fed)前主席格林斯潘(alan greenspan)现在也承认那是个错误。美国需要一个新的方向。这也正是我竞选美国总统的原因所在。
at a moment like this, we can’t afford four more years of spending increases, poorly designed tax cuts, or the complete lack of regulatory oversight that even former federal reserve chairman alan greenspan now believes was a mistake.america needs a new direction.that’s why i’m running for president of the united states.明天，也就是周二，你们将有能力赋予这个国家我们所需要的变革。tomorrow, you can give this country the change we need.我的竞选对手麦凯恩参议员为美国作出的贡献令人尊敬。他甚至可以指出他过去曾有几次与自己的党派分道扬镳。然而，在过去八年中，他十之八九都赞同布什总统的主张。而在经济问题上，他仍然无法向美国民众说明，他与布什的做法会有什么太大区别。
my opponent, senator mccain, has served his country honorably.he can even point to a few moments in the past where he has broken from his party.but over the past eight years, he’s voted with president bush 90% of the time.and when it comes to the economy, he still can’t tell the american people one major thing he’d do differently from george bush.如果提出的税收计划没有让1亿多美国中产阶级获得一分钱的税项减免，这不是变革──即使是《国家评论》(national review)杂志和其他保守派组织也抱怨说，这个计划对造福中产阶级贡献寥寥。在近年来不断累积的财政赤字上再添5万亿美元，这不是变革。如果解决房市危机的计划又将另外3,000亿美元纳税人的钱置于风险之中，这不是变革──《华尔街日报》编辑委员会称这一计划“产生的问题比解决的问题多”。
it’s not change to come up with a tax plan that doesn’t give a penny of relief to more than 100 million middle-class americans--a plan that even the national review and other conservative organizations complain does far too little to benefit the middle class.it’s not change to add more than $5 trillion to the deficits we’ve run up in recent years.it’s not change to come up with a plan to address our housing crisis that puts another $300 billion of taxpayer money at risk--a plan that the editorial board of this newspaper said ’raises more questions than it answers.’ 如果说我们从此次经济危机中学到了什么的话，那就是我们要患难与共。从首席执行长到公司股东，从金融家到工厂工人，我们每个人都休戚相关，因为美国的民众越富足，美国才会越繁荣。
if there’s one thing we’ve learned from this economic crisis, it’s that we are all in this together.from ceos to shareholders, from financiers to factory workers, we all have a stake in each other’s success BECause the more americans prosper, the more america prospers.这就是为什么我们有些企业巨头把提高员工薪酬作为自己的一项使命，让员工能买得起自己生产的产品，比如巴菲特(warren buffett)这样的商界人士。我对能有他的支持感到自豪。这就是为什么美国经济不仅是世界上最伟大的财富创造者，也是世界上最伟大的就业机会制造者。它一直托举着有史以来规模最大的中产阶级之舟。
that’s why we’ve had titans of industry who’ve made it their mission to pay well enough that their employees could afford the products they made--businessmen like warren buffett, whose support i’m proud to have.that’s why our economy hasn’t just been the world’s greatest wealth creator--it’s been the world’s greatest job generator.it’s been the tide that has lifted the boats of the largest middle class in history.为了重塑美国中产阶级，我将给予95%的工人及其家庭税收减免待遇。如果你工作，就交税；如果年收入不足20万美元，你会获得减税；即使你的年收入超过了25万美元，你所负担的税率也比上世纪九十年代要低──资本利得税和股息税要比里根总统时期低三分之一。
to rebuild that middle class, i’ll give a tax break to 95% of workers and their families.if you work, pay taxes, and make less than $200,000, you’ll get a tax cut.if you make more than $250,000, you’ll still pay taxes at a lower rate than in the 1990s--and capital gains and dividend taxes one-third lower than they were under president reagan.通过重建日益破败的基础设施、在美国的各个角落接通宽带，我们将创造200万个就业岗位。未来的十年中，我将每年在可再生能源领域投资150亿美元，进而新增500万个岗位；这些工作环保、薪酬丰厚、不能外包，而且能帮助我们摆脱对中东石油的依赖。
we’ll create two million new jobs by rebuilding our crumbling infrastructure and laying broadband lines that reach every corner of the country.i’ll invest $15 billion a year over the next decade in renewable energy, creating five million new, green jobs that pay well, can’t be outsourced, and can help end our dependence on middle east oil.在医疗问题上，我们不必在政府运营的体系和目前这种我们难以负担的体系之间进行选择。我的竞选对手提出的方案会令美国人有史以来首次为自己获得的医疗福利纳税。我的计划则会让医疗保健成为每个美国人都负担得起、享受得到的服务。根据我的计划，如果你已经有了医疗保险，你将看到的唯一一个变化是保费降低；如果你还没有医疗保险，你将能与国会议员们享受到同样的医疗福利。when it comes to health care, we don’t have to choose between a government-run system and the unaffordable one we have now.my opponent’s plan would make you pay taxes on your health-care benefits for the first time in history.my plan will make health care affordable and accessible for every american.if you already have health insurance, the only change you’ll see under my plan is lower premiums.if you don’t, you’ll be able to get the same kind of plan that members of congress get for themselves.为了让每个孩子享受到世界级的教育，让他们能在全球经济中竞争21世纪的工作岗位，我将投资早期教育，并且增加师资力量。不过，我同时也会要求更高的标准和更多的责任。我们向每个美国年轻人作出承诺：如果你致力于服务你的社区或是你的国家，我们将确保你能负担得起自己的学费。
to give every child a world-class education so they can compete in this global economy for the jobs of the 21st century, i’ll invest in early childhood education and recruit an army of new teachers.but i’ll also demand higher standards and more accountability.and we’ll make a deal with every young american: if you commit to serving your community or your country, we will make sure you can afford your tuition.在国防安全问题上，我将负责任地结束伊拉克战争，这样我们就不必在这个国家享有巨额财政盈余的情况下每月却要在那里花费100亿美元。为了美国的经济、美国的军队和伊拉克的长期稳定，现在是伊拉克人站出来的时候了。我将最终完成对本·拉登(bin laden)和基地组织恐怖分子的打击，正是这些人制造了9/11恐怖袭击，同时我还会建立新的合作关系、击退21世纪出现的威胁，恢复我们的道德威望，让美国仍然是地球上最后也是最好的希望。
and when it comes to keeping this country safe, i’ll end the iraq war responsibly so we stop spending $10 billion a month in iraq while it sits on a huge surplus.for the sake of our economy, our military and the long-term stability of iraq, it’s time for the iraqis to step up.i’ll finally finish the fight against bin laden and the al qaeda terrorists who attacked us on 9/11, build new partnerships to defeat the threats of the 21st century, and restore our moral standing so that america remains the last, best hope of earth.这些事情没有一件是轻而易举能办到的，也不是一朝一夕能完成的。但是，我坚信我们能成功，因为我对美国深信不疑。是美国使我们的父辈相信，即使他们自己无法上大学，也可以每周积攒下一些钱来，让他们的孩子接受好的教育；即使他们不能拥有自己的企业，也可以通过努力工作让自己的孩子创办企业。在美国历史的每个时刻，我们都勇敢地站起来面对挑战，因为我们从来没有忘记过这样一个基本真理：在美国，我们的命运并非天定，而是掌握在我们自己的手中。none of this will be easy.it won’t happen overnight.but i believe we can do this because i believe in america.this is the country that allowed our parents and grandparents to believe that even if they couldn’t go to college, they could save a little bit each week so their child could;that even if they couldn’t have their own business, they could work hard enough so their child could open one of their own.and at every moment in our history, we’ve risen to meet our challenges because we’ve never forgotten the fundamental truth that in america, our destiny is not written for us, but by us.所以，明天，我恳请你们书写美国下一个伟大的篇章。我恳请你们不只相信我带来变革的能力，还有你们自己的能力。明天，你们可以选择这样一种政策──向美国中产阶级进行投入、创造新的就业岗位、实现经济增长让人人都有成功的机会。你们可以选择希望而非恐惧、选择团结而非分裂、选择变革的希望而非墨守成规。如果你们投我的票，我们将不仅赢得此次竞选，还将一起改变这个国家、改变这个世界。
so tomorrow, i ask you to write our nation’s next great chapter.i ask you to believe--not just in my ability to bring about change, but in yours.tomorrow, you can choose policies that invest in our middle class, create new jobs, and grow this economy so that everyone has a chance to succeed.you can choose hope over fear, unity over division, the promise of change over the power of the status quo.if you give me your vote, we won’t just win this election--together, we will change this country and change the world.
第三篇：美国大选奥巴马获胜演讲稿
Hello!芝加哥！
如果现在仍然有人怀疑在美国是不是真的任何事情都可能发生，怀疑我们开国之父们的梦想是否还留存在这片土地上，怀疑美国民主的力量，今夜，就是你的答案。
在这个国家的学校和教堂中人们曾焦急地等待着答案，一些人甚至从未像今天一样——等待了3～4个小时，但是他们知道这一时刻非同一般，他们的声音也同样非同一般。
在美国的土地上，无论是年轻人还是老人；穷人还是富人；无论是共和党人还是民主党人；无论是黑人、白人、西班牙裔、亚裔、美国原住民、同性恋、异性恋、残疾人还是非残疾人都发出同一种信息，我并非孤身一人。
我们是，而且永远都是美利坚合众国！
这一天我们等得太久了，但是今晚，因为我们在这场竞选中、在这个地点、在此时此刻所做的一切，改变已经降临美国。
在今天晚上，我很荣幸地接到了麦凯恩参议员打来的电话。麦凯恩参议员在这场竞选中进行了长久、艰难的努力。而且，为这个他热爱的国家，他奋斗了更久、付出了更多的努力。他为美国做出了超乎我们大多数人想象的牺牲，因为这个无畏无私的领导人所付出的努力，我们才有了更好的生活。我对他表示祝贺，也对佩林州长所取得的成果表示祝贺。同时，我也期待着能在接下来的几个月内，和他们共同努力履行对这个国家的诺言。
我想感谢我在这个旅程中的搭档，一个全心全意参加竞选的男人，一个为同他一起在斯克蓝顿(宾夕法尼亚东北部城市)街道长大、一起坐火车到特拉华州的人们发言的男人，美国未来的副总统，乔·拜登。
在过去的16年里如果没有朋友们的支持和鼓励，那么我今晚将不会站在这里„„我的家庭的支持、关爱，美国的下一位第一夫人米歇尔·奥巴马，还有萨沙和玛丽雅，我对你们的爱甚至超出你们的想象，你们将得到新的爸爸，和你们一起到新的白宫。
我却再也不能陪伴我的外祖母了，但我知道她一直在守望着我们。我也十分想念我的家人和亲戚，我知道自己亏欠他们太多，太多。我要感谢马娅，阿尔玛，以及我所有的兄弟姐妹，感谢你们对我无私的支持，对此我深表感激。还有，感谢我的竞选经理大卫·普劳夫。还有那些在竞选活动中的无名英雄们，他们表现的很棒，是他们给美国带来了一场最完美的大选，我想，这在美国历史上是绝无仅有的。还有我的首席战略师大卫·阿克塞尔罗德。他是我的伙伴，在我竞选的每个阶段都给我极大的帮助，为我打造了美国大选史上最棒的竞选团队。是你让这一切发生了，我将永远对你为这一切做出的牺牲心存感激。但是最重要的，我将永远无法忘记这场胜利真正的主人，这属于你们，这属于你们。
我曾经是最不可能赢得白宫的候选人。在刚开始的时候，我们没有多少钱，也没有多少支持者，我们的竞选不是从华盛顿的大厅开始的，而是开始于艾奥瓦州得梅因的后院、康科德的客厅、查尔斯顿的前厅。是辛勤劳作的男人、女人捐给了我们他们微薄的积蓄，5块钱、10块钱、20块钱。我们从年轻人那里得到了力量，他们拒绝服从同龄人冷漠的神话。为了工作，他们离开了自己的家乡，并与亲人分别，可是他们拿很少的报酬，甚至连睡觉的时间也少的可怜。
那些并不年轻的志愿者却拥有一颗火热的心，为了大选他们在寒风中敲开善良的陌生人家的门，这就是为什么两个世纪以来，我们人类，我们的政府没有从地球上消亡的原因。
我想说，这同样也是你们的胜利！我知道，你们不仅仅是为了赢得一个大选，也不仅仅是为了我。
你们这样做，是因为知道我们面前任务的艰难。即使我们今晚在这里欢庆，我们仍然知道明天将会带来我们平生最大的挑战——两场战争，一个处于危险边缘的星球、一个世纪来最严重的金融危机。
即使我们今夜站在这里，我们依然知道，勇敢的美国人在伊拉克的荒地上、在阿富汗的山林中醒来，为了我们，赌上自己的生命。
在孩子们熟睡后依然醒着的父亲母亲在担心，他们怎样才能还清医生的账单，攒够足够的钱供孩子的大学教育。
新的能源要去开发，新的工作岗位要去创造，新的学校要去建造，新的威胁要去面对，新的盟友关系要去修复。
前面的路会很长。我们的攀岩会很陡峭。我们甚至不会在一年、一个任期内达到这个目标。但是，美国，我从未比今夜更加相信，我们会达到这个目标。
我承诺，作为一个人，我们会达到这个目标。
以后我们还会面对挫折和谎言，我成为总统以后，也许有人无法认同我的每一项政策和方针。并且我们也知道政府并非能解决一切问题。但是我会忠诚地和你们并肩奋斗，共同面对挑战。我依然会倾听你们的声音，尤其是我们之间存在分歧的时候。最重要的是，我会真诚地邀请
你参与国家的重建，就像美国建国221年以来的历史那样——靠我们的双手把国家建设地更为强大。
我们从21个月以前的冬天开始了奋斗的征程，但是我们的努力不会在这个秋天的夜晚结束。这次胜利并不会改变我们的探索之路，这对于我们来说是一个难得的机遇，我们决不能后退。我们不会退缩，因为我们拥有旺盛的精力和无畏牺牲的精神。
让我们重振爱国主义精神，承担起自己的责任，我们将努力奋斗，互帮互助。
让我们牢记金融危机给美国带来的伤痛，我们再也不会让华尔街繁荣的同时，让别的街受罪。在这个国家里，我们与祖国的命运紧密相连。让我们自觉抵制党派争端和过于污秽的政治斗争。
让我们牢记在这条街道上高举共和党旗帜入主白宫的那个人(林肯)，是他宣扬了独立和自主的精神，完成了国家的统一。
这些价值观应该得到继承和发扬，今晚民主党取得了胜利，我们必须保持谦虚的心态，并下定决心完成后面的征程。就像很久以前，林肯对一个比现在分裂得更严重的民族所说的那样，我们不是敌人，是朋友。虽然热情已经被冲淡，我们的友爱纽带没有破裂。
同时，对于我没有赢得支持的民众，我或许没有得到你们的投票，但是我听到了你们的声音。我需要你们的帮助。我也会是你们的总统。
对于那些在另外一个海岸，从国会到王宫、到在被世界遗忘的角落摆弄收音机、关注美国今夜的人们，我们的故事并非只有一个，但是目标是共同的，美国领导力的新的黎明已经到来。对于那些破坏世界的人，我们会打败你。对那些寻找和平和安全的人，我们支持你。对那些怀疑美国的灯塔是否还在闪耀的人，今夜我们再次证明，美国真正的力量不是来自武器的威力，也不是来自财富的多寡，而是来自我们的信念的持久的力量：民主、自由、机会和永不放弃的希望。
这才是真正的美国：美国应该变化，我们的社会应该更完美。我们已经取得的成果给了我们明天取得更大成果的希望。
这次大选有很多首创和许多故事，这些故事将代代相传。但今天晚上我脑子里能想起来的就是一个女人，她刚刚在亚特兰大城投了票。她跟成千上万在这次大选中排队发出自己声音的人一样，唯有一点例外：安·尼克松·库珀已经106岁高龄了。她出生在奴隶制刚刚废除后的那一代，那时路上没有汽车，天上没有飞机。像她那样的人仍不能投票，这因为两个方面的原因：一是她是女性；二是因为她的肤色。
可今晚，我想她看透了一个世纪的美国——头疼与希望；挣扎与发展。有人告诉我们，美国不行了，可美国人的自信却回答：不，我们行！她曾经生活在女性发不出声音、希望破灭的时代，可她却活着看到女性们站起来，发出自己的声音，并且投下自己的票。是的，我们行！当饥饿来到，衰退发生时，她看到了这个国家是如何以新政，新工作，和全新的共同目标来战胜恐惧的。当炸弹落到我们的港口，独裁者威胁世界的时候，她亲眼见证了一代人的崛起和民主得以挽救。是的，我们行！她去蒙哥马利搭乘公共汽车，她去伯明翰面对水龙头，她去塞尔玛占桥„„她听来自亚特兰大的牧师告诉大家：“我们能打破种族障碍”，没错，我们行！
一个人踏上了月球，一堵墙在柏林倒下，这个世界因科学和想像而相连。
今年，在这次大选中，她投下了自己的一票。因为在美国生活了106个年头，经历了最好的时光与最难的岁月，所以她知道美国一定能改变。是的，我们行！
美国已经经历了太多，我们看够了太多，但我们还得做更多的事。今晚，让我们问自己：如果我们的孩子们要活着看到新世纪，如果我们的女儿们能像安·尼克松这样活到106岁，我们应该有哪些进步？我们应该回答这个问题，这是我们的时代。
现在是我们一起开始工作，为我们的孩子打开机遇之门，恢复我们的繁荣，促进和平，重回美国梦，恢复基本信任，以及其它许多事的时候了。我们应该团结如一人。我们应该坚定地回应那些说我们不行的人，我们将以无穷的力量来回应他们，然后说：是的，我们行！
感谢大家，上帝保佑你们，上帝保佑美利坚！
第四篇：2012奥巴马总统在美国民主党大会上的讲话
Remarks by the President at the Democratic National Convention
Time Warner Cable Arena Charlotte, North Carolina September 6, 2012 10:24 P.M.EDT MRS.OBAMA: I am so thrilled and so honored and so proud to introduce the love of my life, the father of our two girls, and the President of the United States of America--Barack Obama.(Applause.)THE PRESIDENT: Thank you.(Applause.)Thank you.(Applause.)Thank you.Thank you so much.AUDIENCE: Four more years!Four more years!Four more years!Four more years!Four more years!THE PRESIDENT: Thank you so much.Thank you.(Applause.)Thank you very much, everybody.Thank you.Michelle, I love you so much.A few nights ago, everybody was reminded just what a lucky man I am.(Applause.)Malia and Sasha, we are so proud of you.And, yes, you do have to go to school in the morning.(Laughter.)And, Joe Biden, thank you for being the very best Vice President I could have ever hoped for, and being a strong and loyal friend.(Applause.)
Madam Chairwoman, delegates, I accept your nomination for President of the United States.(Applause.)Now, the first time I addressed this convention in 2004, I was a younger man, a Senate candidate from Illinois, who spoke about hope--not blind optimism, not wishful thinking, but hope in the face of difficulty;hope in the face of uncertainty;that dogged faith in the future which has pushed this nation forward, even when the odds are great, even when the road is long.Eight years later, that hope has been tested by the cost of war, by one of the worst economic crises in history, and by political gridlock that’s left us wondering whether it’s still even possible to tackle the challenges of our time.I know campaigns can seem small, even silly sometimes.Trivial things become big distractions.Serious issues become sound bites.The truth gets buried under an avalanche of money and advertising.If you’re sick of hearing me approve this message, believe me, so am I.(Laughter and applause.)
But when all is said and done--when you pick up that ballot to vote--you will face the clearest choice of any time in a generation.Over the next few years, big decisions will be made in Washington on jobs, the economy, taxes and deficits, energy, education, war and peace--decisions that will have a huge impact on our lives and on our children’s lives for decades to come.And on every issue, the choice you face won’t just be between two candidates or two parties.It will be a choice between two different paths for America, a choice between two fundamentally different visions for the future.Ours is a fight to restore the values that built the largest middle class and the strongest economy the world has ever known--(applause)--the values my grandfather defended as a soldier in Patton’s Army, the values that drove my grandmother to work on a bomber assembly line while he was gone.They knew they were part of something larger--a nation that triumphed over fascism and depression;a nation where the most innovative businesses turned out the world’s best products.And everyone shared in that pride and success, from the corner office to the factory floor.My grandparents were given the chance to go to college, buy their own home, and fulfill the basic bargain at the heart of America’s story--the promise that hard work will pay off, that responsibility will be rewarded, that everyone gets a fair shot and everyone does their fair share and everyone plays by the same rules from Main Street to Wall Street to Washington, D.C.(Applause.)
And I ran for President because I saw that basic bargain slipping away.I began my career helping people in the shadow of a shuttered steel mill at a time when too many good jobs were starting to move overseas.And by 2008, we had seen nearly a decade in which families struggled with costs that kept rising but paychecks that didn’the;folks racking up more and more debt just to make the mortgage or pay tuition, put gas in the car or food on the table.And when the house of cards collapsed in the Great Recession, millions of innocent Americans lost their jobs, their homes, their life savings--a tragedy from which we’re still fighting to recover.Now, our friends down in Tampa at the Republican Convention were more than happy to talk about everything they think is wrong with America.But they didn’t have much to say about how they’d make it right.(Applause.)They want your vote, but they don’t want you to know their plan.And that’s because all they have to offer is the same prescriptions they’ve had for the last 30 years--Have a surplus? Try a tax cut.Deficit too high? Try another.Feel a cold coming on? Take two tax cuts, roll back some regulations and call us in the morning.(Applause.)
Now, I’ve cut taxes for those who need it--middle-class families, small businesses.But I don’t believe that another round of tax breaks for millionaires will bring good jobs to our shores or pay down our deficit.I don’t believe that firing teachers or kicking students off financial aid will grow the economy, or help us compete with the scientists and engineers coming out of China.(Applause.)After all we’ve been through, I don’t believe that rolling back regulations on Wall Street will help the small businesswoman expand or the laid-off construction worker keep his home.We have been there.We’ve tried that and we’re not going back.We are moving forward, America.(Applause.)
Now, I won’t pretend the path I’m offering is quick or easy.I never have.You didn’t elect me to tell you what you wanted to hear.You elected me to tell you the truth.(Applause.)And the truth is it will take more than a few years for us to solve challenges that have built up over decades.It will require common effort and shared responsibility, and the kind of bold, persistent experimentation that Franklin Roosevelt pursued during the only crisis worse than this one.(Applause.)And, by the way, those of us who carry on his party’s legacy should remember that not every problem can be remedied with another government program or dictate from Washington.But know this, America--our problems can be solved.(Applause.)Our challenges can be met.The path we offer may be harder, but it leads to a better place.And I’m asking you to choose that future.(Applause.)
I’m asking you to rally around a set of goals for your country--goals in manufacturing, energy, education, national security, and the deficit--real, achievable plans that will lead to new jobs, more opportunity and rebuild this economy on a stronger foundation.That’s what we can do in the next four years--and that is why I’m running for a second term as President of the United States.(Applause.)
AUDIENCE: Four more years!Four more years!THE PRESIDENT: We can choose a future where we export more products and outsource fewer jobs.After a decade that was defined by what we bought and borrowed, we’re getting back to basics, and doing what America has always done best: We are making things again.(Applause.)I’ve met workers in Detroit and Toledo--(applause)--who feared they’d never build another American car.And today, they can’t build them fast enough, because we reinvented a dying auto industry that’s back on the top of the world.(Applause.)I’ve worked with business leaders who are bringing jobs back to America--not because our workers make less pay, but because we make better products.Because we work harder and smarter than anyone else.(Applause.)I’ve signed trade agreements that are helping our companies sell more goods to millions of new customers--goods that are stamped with three proud words: Made in America.(Applause.)AUDIENCE: U.S.A!U.S.A.!U.S.A.!THE PRESIDENT: And after a decade of decline, this country created over half a million manufacturing jobs in the last two and a half years.And now you have a choice: We can give more tax breaks to corporations that ship jobs overseas, or we can start rewarding companies that open new plants and train new workers and create new jobs here, in the United States of America.(Applause.)We can help big factories and small businesses double their exports, and if we choose this path, we can create a million new manufacturing jobs in the next four years.You can make that happen.You can choose that future.You can choose the path where we control more of our own energy.After 30 years of inaction, we raised fuel standards so that by the middle of the next decade, cars and trucks will go twice as far on a gallon of gas.(Applause.)We have doubled our use of renewable energy, and thousands of Americans have jobs today building wind turbines and long-lasting batteries.In the last year alone, we cut oil imports by 1 million barrels a day--more than any administration in recent history.And today, the United States of America is less dependent on foreign oil than at any time in the last two decades.(Applause.)So now you have a choice--between a strategy that reverses this progress, or one that builds on it.We’ve opened millions of new acres for oil and gas exploration in the last three years, and we’ll open more.But unlike my opponent, I will not let oil companies write this country’s energy plan, or endanger our coastlines, or collect another $4 billion in corporate welfare from our taxpayers.We’re offering a better path.(Applause.)We’re offering a better path, where we--a future where we keep investing in wind and solar and clean coal;where farmers and scientists harness new biofuels to power our cars and trucks;where construction workers build homes and factories that waste less energy;where we develop a hundred-year supply of natural gas that’s right beneath our feet.If you choose this path, we can cut our oil imports in half by 2020 and support more than 600,000 new jobs in natural gas alone.(Applause.)And, yes, my plan will continue to reduce the carbon pollution that is heating our planet--because climate change is not a hoax.More droughts and floods and wildfires are not a joke.They are a threat to our children’s future.And in this election, you can do something about it.(Applause.)You can choose a future where more Americans have the chance to gain the skills they need to compete, no matter how old they are or how much money they have.Education was the gateway to opportunity for me.It was the gateway for Michelle.It was the gateway for most of you.And now more than ever, it is the gateway to a middle-class life.For the first time in a generation, nearly every state has answered our call to raise their standards for teaching and learning.Some of the worst schools in the country have made real gains in math and reading.Millions of students are paying less for college today because we finally took on a system that wasted billions of taxpayer dollars on banks and lenders.(Applause.)And now you have a choice--we can gut education, or we can decide that in the United States of America, no child should have her dreams deferred because of a crowded classroom or a crumbling school.(Applause.)No family should have to set aside a college acceptance letter because they don’t have the money.No company should have to look for workers overseas because they couldn’t find any with the right skills here at home.That’s not our future.That is not our future.(Applause.)And government has a role in this.But teachers must inspire;principals must lead;parents must instill a thirst for learning.And, students, you’ve got to do the work.(Applause.)And together, I promise you, we can out-educate and out-compete any nation on Earth.(Applause.)So help me.Help me recruit 100,000 math and science teachers within 10 years and improve early-childhood education.Help give 2 million workers the chance to learn skills at their community college that will lead directly to a job.(Applause.)Help us work with colleges and universities to cut in half the growth of tuition costs over the next 10 years.We can meet that goal together.You can choose that future for America.(Applause.)That’s our future.In a world of new threats and new challenges, you can choose leadership that has been tested and proven.Four years ago, I promised to end the war in Iraq.We did.(Applause.)I promised to refocus on the terrorists who actually attacked us on 9/11.And we have.(Applause.)We’ve blunted the Taliban’s momentum in Afghanistan, and in 2014, our longest war will be over.(Applause.)A new tower rises above the New York skyline;al Qaeda is on the path to defeat;and Osama bin Laden is dead.(Applause.)AUDIENCE: U.S.A.!U.S.A.!U.S.A.!THE PRESIDENT: Tonight, we pay tribute to the Americans who still serve in harm’s way.We are forever in debt to a generation whose sacrifice has made this country safer and more respected.We will never forget you.And so long as I’m Commander-in-Chief, we will sustain the strongest military the world has ever known.(Applause.)When you take off the uniform, we will serve you as well as you’ve served us--because no one who fights for this country should have to fight for a job, or a roof over their heads, or the care that they need when they come home.(Applause.)Around the world, we’ve strengthened old alliances and forged new coalitions to stop the spread of nuclear weapons.We’ve reasserted our power across the Pacific and stood up to China on behalf of our workers.From Burma to Libya to South Sudan, we have advanced the rights and dignity of all human beings--men and women;Christians and Muslims and Jews.(Applause.)But for all the progress that we’ve made, challenges remain.Terrorist plots must be disrupted.Europe’s crisis must be contained.Our commitment to Israel’s security must not waver, and neither must our pursuit of peace.(Applause.)The Iranian government must face a world that stays united against its nuclear ambitions.The historic change sweeping across the Arab world must be defined not by the iron fist of a dictator or the hate of extremists, but by the hopes and aspirations of ordinary people who are reaching for the same rights that we celebrate here today.(Applause.)So now we have a choice.My opponent and his running mate are new to foreign policy--(laughter and applause)--but from all that we’ve seen and heard, they want to take us back to an era of blustering and blundering that cost America so dearly.After all, you don’t call Russia our number-one enemy--not al Qaeda--Russia--unless you’re still stuck in a Cold War mind warp.(Applause.)You might not be ready for diplomacy with Beijing if you can’t visit the Olympics without insulting our closest ally.(Applause.)My opponent said that it was “tragic” to end the war in Iraq.And he won’t tell us how he’ll end the war in Afghanistan.Well, I have--and I will.(Applause.)And while my opponent would spend more money on military hardware that our Joint Chiefs don’t even want, I will use the money we’re no longer spending on war to pay down our debt and put more people back to work rebuilding roads and bridges and schools and runways.Because after two wars that have cost us thousands of live and over a trillion dollars, it’s time to do some nation-building right here at home.(Applause.)You can choose a future where we reduce our deficit without sticking it to the middle class.Independent experts say that my plan would cut our deficit by $4 trillion.And last summer I worked with Republicans in Congress to cut a billion [trillion] dollars in spending--because those of us who believe government can be a force for good should work harder than anyone to reform it so that it’s leaner and more efficient and more responsive to the American people.(Applause.)I want to reform the tax code so that it’s simple, fair, and asks the wealthiest households to pay higher taxes on incomes over $250,000--the same rate we had when Bill Clinton was President;the same rate when our economy created nearly 23 million new jobs, the biggest surplus in history and a whole lot of millionaires to boot.(Applause.)Now, I’m still eager to reach an agreement based on the principles of my bipartisan debt commission.No party has a monopoly on wisdom.No democracy works without compromise.I want to get this done, and we can get it done.But when Governor Romney and his friends in Congress tell us we can somehow lower our deficits by spending trillions more on new tax breaks for the wealthy, well, what did Bill Clinton call it--you do the arithmetic.(Applause.)You do the math.(Applause.)I refuse to go along with that and as long as I’m President, I never will.(Applause.)I refuse to ask middle-class families to give up their deductions for owning a home or raising their kids just to pay for another millionaire’s tax cut.(Applause.)I refuse to ask students to pay more for college, or kick children out of Head Start programs, or eliminate health insurance for millions of Americans who are poor and elderly or disabled--all so those with the most can pay less.I’m not going along with that.(Applause.)And I will never--I will never--turn Medicare into a voucher.(Applause.)No American should ever have to spend their golden years at the mercy of insurance companies.They should retire with the care and the dignity that they have earned.Yes, we will reform and strengthen Medicare for the long haul, but we’ll do it by reducing the cost of health care--not by asking seniors to pay thousands of dollars more.(Applause.)And we will keep the promise of Social Security by taking the responsible steps to strengthen it, not by turning it over to Wall Street.(Applause.)This is the choice we now face.This is what the election comes down to.Over and over, we’ve been told by our opponents that bigger tax cuts and fewer regulations are the only way--that since government can’t do everything, it should do almost nothing.If you can’t afford health insurance, hope that you don’t get sick.If a company releases toxic pollution into the air your children breathe, well, that’s the price of progress.If you can’t afford to start a business or go to college, take my opponent’s advice and borrow money from your parents.(Laughter and applause.)You know what, that’s not who we are.That’s not what this country’s about.As Americans, we believe we are endowed by our Creator with certain, inalienable rights--rights that no man or government can take away.We insist on personal responsibility and we celebrate individual initiative.We’re not entitled to success--we have to earn it.We honor the strivers, the dreamers, the risk-takers, the entrepreneurs who have always been the driving force behind our free enterprise system, the greatest engine of growth and prosperity that the world’s ever known.But we also believe in something called citizenship.(Applause.)Citizenship: a word at the very heart of our founding;a word at the very essence of our democracy;the idea that this country only works when we accept certain obligations to one another and to future generations.We believe that when a CEO pays his autoworkers enough to buy the cars that they build, the whole company does better.(Applause.)We believe that when a family can no longer be tricked into signing a mortgage they can’t afford, that family is protected, but so is the value of other people’s homes and so is the entire economy.(Applause.)We believe the little girl who’s offered an escape from poverty by a great teacher or a grant for college could become the next Steve Jobs or the scientist who cures cancer or the President of the United States, and it is in our power to give her that chance.(Applause.)We know that churches and charities can often make more of a difference than a poverty program alone.We don’t want handouts for people who refuse to help themselves and we certainly don’t want bailouts for banks that break the rules.(Applause.)We don’t think that government can solve all of our problems, but we don’t think that government is the source of all of our problems--any more than are welfare recipients, or corporations, or unions, or immigrants, or gays, or any other group we’re told to blame for our troubles.(Applause.)Because, America, we understand that this democracy is ours.We, the people, recognize that we have responsibilities as well as rights;that our destinies are bound together;that a freedom which asks only “what’s in it for me,” a freedom without commitment to others, a freedom without love or charity or duty or patriotism is unworthy of our founding ideals and those who died in their defense.(Applause.)As citizens, we understand that America is not about what can be done for us;it’s about what can be done by us, together, through the hard and frustrating, but necessary work of self-government.That’s what we believe.(Applause.)So, you see, the election four years ago wasn’t about me.It was about you.(Applause.)My fellow citizens, you were the change.(Applause.)You’re the reason there’s a little girl with a heart disorder in Phoenix who will get the surgery she needs because an insurance company can’t limit her coverage.You did that.(Applause.)You’re the reason a young man in Colorado who never thought he’d be able to afford his dream of earning a medical degree is about to get that chance.You made that possible.(Applause.)You’re the reason a young immigrant who grew up here and went to school here and pledged allegiance to our flag will no longer be deported from the only country she’s ever called home
--(applause)--why selfless soldiers won’t be kicked out of the military because of who they are or who they love;why thousands of families have finally been able to say to the loved ones who served us so bravely: “Welcome home.“ ”Welcome home.” You did that.You did that.You did that.(Applause.)If you turn away now--if you buy into the cynicism that the change we fought for isn’t possible, well, change will not happen.If you give up on the idea that your voice can make a difference, then other voices will fill the void--the lobbyists and special interests;the people with the $10 million checks who are trying to buy this election and those who are making it harder for you to vote;Washington politicians who want to decide who you can marry, or control health care choices that women should be making for themselves.(Applause.)Only you can make sure that doesn’t happen.Only you have the power to move us forward.(Applause.)I recognize that times have changed since I first spoke to this convention.The times have changed, and so have I.I’m no longer just a candidate.I’m the President.(Applause.)And that means I know what it means to send young Americans into battle, for I have held in my arms the mothers and fathers of those who didn’t return.I’ve shared the pain of families who’ve lost their homes, and the frustration of workers who’ve lost their jobs.If the critics are right that I’ve made all my decisions based on polls, then I must not be very good at reading them.(Laughter.)And while I’m very proud of what we’ve achieved together, I’m far more mindful of my own failings, knowing exactly what Lincoln meant when he said, “I have been driven to my knees many times by the overwhelming conviction that I had no place else to go.”(Applause.)But as I stand here tonight, I have never been more hopeful about America.Not because I think I have all the answers.Not because I’m naïve about the magnitude of our challenges.I’m hopeful because of you.The young woman I met at a science fair who won national recognition for her biology research while living with her family at a homeless shelter--she gives me hope.(Applause.)The autoworker who won the lottery after his plant almost closed, but kept coming to work every day, and bought flags for his whole town, and one of the cars that he built to surprise his wife--he gives me hope.(Applause.)The family business in Warroad, Minnesota, that didn’t lay off a single one of their 4,000 employees when the recession hit, even when their competitors shut down dozens of plants, even when it meant the owner gave up some perks and some pay because they understood that their biggest asset was the community and the workers who had helped build that business--they give me hope.(Applause.)I think about the young sailor I met at Walter Reed hospital, still recovering from a grenade attack that would cause him to have his leg amputated above the knee.Six months ago, we would watch him walk into a White House dinner honoring those who served in Iraq, tall and 20 pounds heavier, dashing in his uniform, with a big grin on his face, sturdy on his new leg.And I remember how a few months after that I would watch him on a bicycle, racing with his fellow wounded warriors on a sparkling spring day, inspiring other heroes who had just begun the hard path he had traveled--he gives me hope.He gives me hope.(Applause.)I don’t know what party these men and women belong to.I don’t know if they’ll vote for me.But I know that their spirit defines us.They remind me, in the words of Scripture, that ours is a “future filled with hope.” And if you share that faith with me--if you share that hope with me--I ask you tonight for your vote.(Applause.)If you reject the notion that this nation’s promise is reserved for the few, your voice must be heard in this election.If you reject the notion that our government is forever beholden to the highest bidder, you need to stand up in this election.(Applause.)If you believe that new plants and factories can dot our landscape, that new energy can power our future, that new schools can provide ladders of opportunity to this nation of dreamers;if you believe in a country where everyone gets a fair shot, and everyone does their fair share, and everyone plays by the same rules--then I need you to vote this November.(Applause.)America, I never said this journey would be easy, and I won’t promise that now.Yes, our path is harder, but it leads to a better place.Yes, our road is longer, but we travel it together.We don’t turn back.We leave no one behind.We pull each other up.We draw strength from our victories, and we learn from our mistakes, but we keep our eyes fixed on that distant horizon, knowing that Providence is with us, and that we are surely blessed to be citizens of the greatest nation on Earth.Thank you.God bless you.(Applause.)And God bless these United States.(Applause.)
第五篇：巴马赢得美国大选的秘笈：品牌年轻化
奥巴马赢得美国大选的秘笈：品牌年轻化
2008年美国总统大选，奥巴马以绝对领先的优势胜出，成为美国历史上第一位黑人总统。他的横空出世成为美国品牌年轻化的象征。美国之所以成为美国，就是因为他有超强的纠错能力，美国这个品牌在不断的年轻化。
在美国格兰特公园，奥巴马支持者举手欢呼
竞选总部芝加哥，奥巴马的支持者相拥而泣，激动不已
品牌需要年轻化 当麦凯恩紧紧咬住奥巴马在政治上“缺乏经验”这一事实，进行猛烈攻击时，他正在犯下一个巨大的错误：面对奥巴马这个明显的“缺点”，竞争者不假思索地攻讦，却在不经意间将自己贴上了品牌老化的标签。这将意味着他们将逐渐远离最有影响的社会群体。黯然退场的希拉里就是最好的证明。
互联网的崛起让年轻一代摆脱了“经验论”的束缚，越来越多地参与到政治、经济、文化中来，日益成为家庭和社会的重心，这使得品牌年轻化成为一个不可逆转的趋势。在年轻人对社会影响力日益增大的背景下，只有努力推进品牌的年轻化，实现与年轻一代的情感共鸣，才能为之招揽到最广泛的支持。
2000年，刚刚上任不久的原俄罗斯总统普京，身着牛仔裤，在酒吧里会见英国首相布莱尔，年轻活力的形象颇得国人好感，民众支持率由当选时的53%一路飙升，到他卸任时这个数据已达到84.7％。百事可乐也正是靠着品牌年轻化的战略指导，定位在“新一代的选择”，才实现了对可口可乐的绝地反击，而聪明的可口可乐也终于向“年轻人”低头，开始促进品牌年轻化，全新推出“要爽由自己”的广告口号。
奥巴马的棋高一招也恰恰在于他品牌年轻化的战略定位。面对麦凯恩的攻讦，奥巴马巧妙地借力打力，将“年轻” 视为自己的优势，正如李光耀说：“在信息时代，年轻和一个灵光的脑子是巨大的优势……尊重老人在信息时代似乎管不了什么用。父亲未必知识最多，孙子也许懂得更多。”处在信息时代的2008年，奥巴马年轻灵、光的头脑显然比麦凯恩的所谓经验更具价值。
在年轻化定位的指导下，奥巴马充分利用同样年轻、强势的网络媒体不断拉近与年轻人的距离，用以迎合美国新生代选民政治热情高涨的趋势：
通过网络宣布参加总统竞选，通过网络建立于选民的零距离沟通，通过网络募集到让竞争对手难望项背的资金，通过网络公布自己副总统搭档……网络媒体成为奥巴马最核心的大本营。
10月14日，在离大选不到一个月的时候，这位头脑灵光的候选人利用网站再出惊人之举。他将总统竞选广告投放在微软公司Xbox在线服务的18款视频游戏之中，鼓励网上选民登记注册并早早投票。这一广告招数在美国总统竞选史上可谓史无前例。市场研究机构Gartner大赞这一创举：“18-34岁的男性是购买视频游戏的中坚力量。因为他们不怎麽看电视，也不喜欢阅读，所以传统的广告很难影响到他们。所以针对这部分人而言，视频游戏是广告投放的绝佳场所。”
相对于奥巴马，麦凯恩前景不妙。不仅是因为佩琳拖了他的后腿，而且因为麦凯恩太老了，最重要的是，麦凯恩连电脑都不会用，很难想像21世纪选出的美国总统连网上新闻都不浏览，更不用说收发电子邮件了。
政治家需要魅力
选民往往是善变的，一点点的变化都有可能使他们改变主意。今年1月在新罕布什尔州党内初选时，所有主流媒体都断定奥巴马稳操胜券，结果却是奥巴马输给了希拉里。这让临大选还有19天的奥巴马仍然心有余悸，告诫支持者不要松懈或过于在意民调的结果。但这同时也让奥巴马愈加重视品牌的忠诚度的建立。
营销就是和消费者谈恋爱，品牌就是让消费者爱上你，只有强大的自身魅力才能牢牢吸引受众，才能最终获得拥趸的品牌粉丝，对其不离不弃。
敖巴马是赶超林肯、肯尼迪的演讲高手，这为他的个人魅力添足了分。他激情四射、活力无限又言简意赅、针砭时弊。这种集传道士和推销员于一身的演讲技巧，将他年轻英俊的外表、果敢决绝的气质、智慧幽默的内涵完美地呈现在选民面前，产生明星式的轰动效应。
而在奥巴马天才的演讲能力之外。他还邀请好莱坞男星乔治·克鲁尼担任他的形象指导，以便在身体语言及公开演说技巧上更符合选民认可的领导者形象。
相对于麦凯恩保守的肢体语言，奥巴马凌厉的招牌动作更符合求新求变的美国选民心中的领导人标准。
10月21日，在时尚网站AskMen.com的在线调查中，当男性被问及谁最大程度影响了自己的行为、购物及思考方式时，民主党总统候选人奥巴马超过苹果公司总裁乔布斯和奥运游泳冠军菲尔普斯，位列第一。在行为、购物及思考方式上拥有如此强大的影响力，奥巴马开了政界的又一个先河。而在同一份名单中，共和党总统候选人麦凯恩仅名列第十。
她时代的营销 谁赢得了女选民的心，谁就赢得了美国总统大选。
女人天生是感情动物，极易冲动和被感动，表现出极高的忠诚度与推荐度。所以犹太人把“只做和女人有关的生意”作为经商的格言。在大选至关重要的两大摇摆阵营中，女性选民也是历年竞选者争相拉拢的群体。《新闻周刊》曾指出，自1980年后，女选民投票热情日益强烈，女性社会地位和影响力逐年提高，较积极于小区、教会活动，使她们关注政治，更倾向投票。
回顾在布什参加大选，进入冲刺阶段的时候，布什利用反恐话题让越来越多的妇女相信安全问题应被放到更优先的位置，使他在妇女中的支持率稳步上升，才获得了最终胜出。无独有偶，克林顿在他的竞选冲刺阶段，演绎了一出与妻子生死与共的“吊灯大戏”，伟岸的男人形象瞬间赚得无数女性感动的眼泪，选票自此一路飙升。以致于有媒体称“谁赢得了女选民谁就赢得了大选”。
为争取女性选民，奥巴马聘入多位女性顾问，加强女性化形象。并且聘请资深电视女记者道格拉斯，出任高级顾问和发言人，陪同他出访和上电视拉票。随后，奥巴马聘用“性感明星”乔治克鲁尼做形象顾问更是反映出他拉拢女性选民的良苦用心。当然，他成功了。年轻性感、不失幽默的形象深得女选民的追捧。一份专对美国女性选民的调查显示，比起麦凯恩，女同胞们更愿意与奥巴马一起驾车兜风或度假。下面这张照片，就是美国MM把奥巴马穿在身上，竟然如此性感。
与普通的女性选民一样，奥巴马也成为了女明星追捧的偶像。刚刚离婚的歌坛天后麦当娜在她的波士顿演唱会上丝毫不提离婚的事情，一个劲地为奥巴马拉票。电影《迷失东京》的青春女星斯嘉丽-约翰逊高调宣布会利用自己的名气，做各种帮得上忙的事，为奥巴马助选。
斯嘉丽-约翰逊为奥巴马拉票 麦当娜把奥巴马穿在身上
再看共和党的麦凯恩，只能遗憾地说，他实在不懂女人。麦凯恩千挑万选，最终选择了一个强烈反对堕胎权的个性女州长佩林，幻想能拉拢中立的女选民。但在女性独立思想牢牢站稳脚跟的美国，佩林的反堕胎立场必将使她们远离。
结语
对目标消费群体心理的精准把握，和个人品牌形象的成功塑造，“奥巴马”这个名字，已成为美国首屈一指的政治品牌。他用年轻性感的品牌形象俘获了最有影响力的两个群体：年轻人和女人。用强大的个人魅力提升品牌忠诚度，把品牌影响力扩大化，深入化。瞬间形成了从民众疯狂追捧，到影星凯文·贝肯、奥斯卡获奖导演罗恩·霍华德鼎力支持，再到前国务卿、共和党人鲍威尔倒戈相助的奥巴马现象，而这就是成功品牌的力量。
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