Three Questions for Video Essay

1. Will we be penalized, in terms of a grade, for a certain argument we make (Can the argument be too personal or based on opinion)? 
2. Is there a certain way that the candidates should be addressed in the essay? (i.e. President Barack Obama, or Republican Candidate, Mitt Romney)
3. Is too much factual evidence of recent happenings going to hurt the essay?  Does a more casual approach need to be taken for the essay?