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Politics : Politics for Pros- moderated -- Ignore unavailable to you. Want to Upgrade?

To: Lane3 who wrote (34036)	3/12/2004 10:57:14 AM
From: LindyBill	Read Replies (1) \| Respond to of 793738

Looks like the ads are doing well. From "The Note" ABC News Vote 2004: Bush-Cheney re-elect: ads, ads, ads, ads, ads: Pointing to a "window of opportunity" in the election cycle, the Bush-Cheney '04 campaign rolled out its first Kerry-mentioning ad yesterday, "100 Days," to begin airing today in 18 battleground states and on cable networks. The campaign will continue to run "Safer, Stronger," the ad that contained the images of Ground Zero and the firefighters and will rotate it with the second phase of ads. BC04 chief strategist Matt Dowd said that the ad, which sparked some controversy last week over the use of the 9/11 images, was getting a "tremendous amount of positive feedback" and that the campaign was happy with the debate it had started. So is it too early to go negative, er, um, go contrast? Historically, this is early for an ad that focuses on a challenger. In 1996, President Clinton's re-election campaign waited until mid-May to take on Bob Dole directly (although the DNC did run those DoleGingrich spots in '95 . . .), and in 1992, the ads did not begin until late summer. Campaign officials said yesterday that they feel very confident about the ads and that they are the right message at the right time. The national political reporters all highlight the shift in tone for the President's re-election campaign, focusing on the contrast ad over the other 30-second spot that is positive. The ads have gotten significant free media from the cable networks and network news shows, and the staff out in Courthouse will be happy to Note that the tag line of "100 Days," is getting the most love: "John Kerry: Wrong on taxes. Wrong on defense." The national political reporters all highlight the shift in tone for the President's re-election campaign, focusing on the contrast ad over the other 30-second spot that is positive. The ads have gotten significant free media from the cable networks and network news shows, and the staff out in Courthouse will be happy to Note that the tag line of "100 Days," is getting the most love: "John Kerry: Wrong on taxes. Wrong on defense." BC04 senior advisor Mary Matalin made the rounds on the morning news shows and told ABC News' Charlie Gibson on "Good Morning America" that the BC04 campaign was not taking on the opponent but rather Kerry's issues. "We're taking on his issues of raising taxes and repealing the Patriot Act and being against the war on terror. All issues that he basically voted on. Senator Kerry is the one that's been taking on President Bush by name, calling him a liar, crook, and it's time to discuss the issues." And we're not sure what exactly to make of it, but Note that in the first round of BC04 ads, one ad ("Lead") featured the following tag line at the end of the ad: "I'm President Bush and I approve this message." On the other three ads, it read "I'm George W. Bush and I approve this message," including even the Spanish language version (Soy George W. Bush y aprobé este mensaje)! In this second round of ads, the campaign has stuck with "I'm George W. Bush&" but do Note the last screen of the ads, which reads "Approved by President Bush and paid for by Bush-Cheney '04 Inc."

To: Lane3 who wrote (34036)	3/12/2004 11:00:36 AM
From: gamesmistress	Read Replies (2) \| Respond to of 793738

It's in the 100 days ad. In the screen which says: John Kerry's Plan There's a fleeting shot of an young, olive-skinned man looking at you sideways with narrowed eyes, next to the word Plan. Obviously, it didn't have much impact on you. :-). I use Real Player, though, maybe the screen quality's better. Personally, I don't have a problem with it: in the US, the terrorist threat now is coming from young, olive-skinned Muslim Arab men. That's a fact, and it doesn't make me want to run out and discriminate against any young, olive-skinned males I happen to meet, either.

To: Lane3 who wrote (34036)	3/12/2004 11:05:31 AM
From: LindyBill	Read Replies (1) \| Respond to of 793738

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 . .