March 03, 2004
Bush's TV Ads
So, Bush's TV Ads are out.The first one I saw was Safer, Stronger. It really is beautifully done in terms of production values. The theme is that it looks back to bad stuff that has happened, that helps us feel nice and sorry for ourselves. Oboe and piano music that is somewhat healing. And then, the message that we are now turning the corner. Hooray! I mean, I felt convinced - I think we are too. But then, George Bush showed up on screen and I started laughing. Honestly, it's a complete non sequiteur. There's nothing in the ad that convinces us that we're turning the corner because of him. Why would a viewer think "because of" Bush rather than "despite" Bush?
Tested does a (slightly) better job at making the link. It says we've been through change. It has this line that says that what gets America through the tough times is "Freedom, Faith, Families, and Sacrifice", which is in itself enough to make me feel disgusted. But I don't know how it would play to swing voters. Then it says that Bush is steady leadership in times of change. It's again, almost a non sequiteur, but at least there's the rhetorical link with the concept of change. It's basically an admirable effort to paint Bush as someone who is helping us deal with the change, rather than the guy who either caused the change or made it more traumatic.
Lead is just ridiculous. He sounds slightly defensive. He says a few times he knows what we need to do to accomplish various liberal aims. What he doesn't say is that he has no intention of actually doing them. This one is vulnerable to the whole Bush doesn't do what he says thing. It's completely see-through. It would have worked in 2000, but the advantage Bush had then is that nobody knew him. This ad won't convince anyone that has been paying attention these last four years, like most swing voters.
Update: Boy, these ads sure seemed to backfire. Check out this list of reactions against the ads, from 9/11 victims and firefighters.
Do you think the swing voters have been paying attention? I'm worried that now that the war is out of the headlines, people are somewhat going back to their lives and becoming complacent again... Unless something really noticeable and awful is happening, I'm worried that they're more likely to have memory loss about these last few years.
Posted by: Tamara at March 4, 2004 01:02 PMHey, Curt. I saw your posting about eharmony and linked in to your page. I have to say that I think the only people who will find Bush's ads appealing are the ones who already think he's a hero. For the swing voters (and of course for liberals), I think the ads are not effective at best, and more likely appalling.
Email me sometime if you want.... You sound pretty cool. : )
Posted by: Sally at March 6, 2004 10:08 AM