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Politics : Politics for Pros- moderated
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To: Lane3 who wrote (34036)3/12/2004 11:05:31 AM
From: LindyBill  Read Replies (1) of 793739
 
This looks like the answer to the "black" you saw.

The Note was obsessed with the five frames (we counted!!!) of black between Bush's Stand By Your Ad language and the beginning of the contrast narration:

Common? Unusual? Especially since the goal is often to get as MUCH info in the ads as possible?

We surveyed a gaggle of leading media wizards and came up with these responses.

A leading Republican ad-maker: "It's smart approach and takes out some of the sting."

A Democratic ad maker: "Media consultants use different techniques to build drama... But sounds like that is clearly not the case with this spot... Usually, you hear us in the studio pushing our editors to 'find me 10 more frames'... And with the new legal requirements of McCain-Feingold, we're stretched thinner than ever (and even more desperate for economy in how the spots are edited) . . ."

A top Democratic ad maker with many current clients: "This is the new fashion for negative ads -- yes, it is an unusually long time in the old days but is a very good way to separate the disclaimer from the negative. I have personally used this technique twice already and it is the most effective in focus groups for separating out the messenger from the message. "

Democratic strategist and media consultant Steve Murphy: "As an editing technique, dissolving and touching to black is not an unusual technique... but five frames is quite a bit of separation . . ."

Democratic media consultant Mark Putnam: "They're meeting the legal requirements but trying to separate themselves from it . .
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