On November 6, Fred Thompson launched his first political campaign ad statewide in Iowa, on the eve of the Iowa Caucuses, and nationally on Fox News. Thompson, a two-term senator from Tennessee, joined the race late when he announced his candidacy for President of the United States, via a web cast, on Sept. 6, 2007.
Claims
Consistent Conservative – The title of this campaign ad is “Consistent Conservative” and Thompson is campaigning on the platform of conservatism. By launching his ad nationally on Fox, he is appealing to conservative voters.
Thompson’s biography states that he was married while still in high school, raised three children from his first marriage and was divorced in 1985. Thompson remarried in 2002 to a much younger wife, Jeri, and they have a three-and-a-half year old daughter, and a seven-month old son.(1) While Thompson’s personal life does not reflect his political leanings, it does indicate that not all his values may be conservative.
“I grew up in a little hometown just like this” – Thompson was born in Sheffield, Alabama and raised in Lawrenceburg, Tennessee.(2) The ad depicts people in rural America and Thompson is trying to appeal to an “I’m just like you” concept.
Started the first Young Republican Club in Lawrenceburg, Tennessee – Thompson founded the Young Republican Club in an area that was predominantly democratic.(3)
“In eight years in the United States Senate, I fought for tax cuts, and for conservative judges” – This claim seems to be accurate.(4) In 2005, President George W. Bush asked Thompson to help facilitate Supreme Court nominee John G. Roberts Jr. through the Senate confirmation process.(5)
“I'm proud to have had a 100 percent pro-life voting record” – While this statement is literally true,(6) The New York Times has reported that Thompson has worked as a lobbyist in which he did limited work for a pro-choice organization.(7) I have requested a confirmation from the Fred08 campaign, but have not received any response yet.
“Our rights come from God and not from government” – This statement, consistent with conservative ideals, has a foundation in Judeo-Christian belief that all rights come from God. Ironically, the Declaration Of Independence also states we Americans are to “assumed among the powers of earth, the separate and equal station to which the Laws of Nature and of Natures God entitle them… ” (8)
Visuals
This ad was photographed in a diner setting and Thompson starts out by greeting diners and then moves to a stool at the counter and starts speaking to the audience. The diners in the background go on about their business. Since, they ignore Thompson as he speaks, I wonder if they are actors. I have asked the Thompson campaign, but have not received a response yet.
In the background of the diner an American flag is prominently displayed and patriot music is played throughout the ad. I’m not sure that the flag would typically be displayed this way.
Thompson has a second career as an actor. His entrée into that realm came after successfully defending Marie Ragghianti, who was fired from her position as chairman of the Tennessee Parole Board during the administration of Gov. Ray Blanton, for refusing to release felons who had bribed Blanton aides to buy their freedom.(9) In a movie about the case, he starred as himself. This culminated recently as Thompson finished his stint as the District Attorney in the television show Law & Order.
A reasonable assumption would be that his acting ability and knowledge of the television and movie business may have an influence in how is political ads are produced.
The ad also shows Thompson as he met then Governor Ronald Reagan in black and white, in what appears to be Senate committee hearings and in his Senate office. This is an attempt to align himself with Reagan conservatism and to give an impression of working hard in his role as senator.
The ad also shows images that portray middle-America citizens, folks sitting on their front lawn waving flags, two farmers near a tractor and children running down porch steps from a Victorian-style house while mom and dad watch over them. This seems to be an appeal to what many could consider a typical small town in Iowa.
Political Party and Who Paid for the Ad
While there is no overt statement, nor any visual information, that shows his affiliation, it is inferred by the photo with Reagan that Thompson is a Republican. Friends of Fred paid for the political ad.
Role of political advertising in American public life
The role of political advertising in American public life is to allow voters to make educated decisions about whom to elect as their representative. The problem I see with Thompson’s ad is one of omission. He professes a conservative stance, but his personal life is not consistent with this position. He claims a 100 percent pro-life voting record, but if The New York Times report about his lobbying effort for a pro-choice client is true, he is not telling the public the whole story. Sissela Bok states [t]he moral question of whether you are lying or not is not settled by establishing the truth or falsity of what you say. In order to settle this question, we must know whether you intend your statement to mislead. ”(10)
Ethical analysis and justification model
From a foundation of utilitarianism that “seeks the greatest happiness for the greatest number,”(11) it is logical to assume that Thompson believes he is best person to lead the country and that the American people will benefit from that. I used the Potter Box to analyze this ad. The situation is a political campaign ad professing conservatism in an effort to garners votes and become president. The values are truth and honesty in public officials. The principle involved requires us to determine if omission of facts is a violation of ethical standing? The loyalties are to Thompson himself and to the voting public.
I have ethical problems with Thompson’s ad and believe that transparency would benefit Thompson if he explained his personal life as it applies to his political values and if he contrasted his pro-life voting record with his pro-choice lobbying efforts.
Footnotes:
1. Fred08.com, "Thompson Biography," http://www.fred08.com/About.aspx.
2. Ibid.
3. Ibid.
4. VoteSmart.com, "Thompson - Tax Issues," http://votesmart.org/voting_category.php?can_id=22003&type=category&cate....
5. Fred08.com, "Thompson Biography."
6. VoteSmart.com, "Thompson - Abortion Issues," http://votesmart.org/voting_category.php?can_id=22003&type=category&cate....
7. Marc Santora, "Thompson Banks on Down-Home Image in First Spot since Announcing," The New York Times, November 7 2007.
8. "Declaration of Independence," in Gilbert Law Summaries (Chicago: The BarBri Group, 1997), 361.
9. Fred08.com, "Thompson Biography."
10. Sissela Bok, Lying: Moral Choice in Public and Private Life, Second edition ed. (New York: Vintage Books, 1999), 6.
11. Clifford G. Christians et al., Media Ethics: Cases and Moral Reasoning, Seventh ed. (Boston: Pearson, 2005), 16.
References cited:
Bok, Sissela. Lying: Moral Choice in Public and Private Life. Second edition ed. New York: Vintage Books, 1999.
Christians, Clifford G., Kim B. Rotzoll, Mark
Fackler, Kathy Brittain McKee, and Rogert H.
Woods, Jr. Media Ethics: Cases and Moral Reasoning. Seventh ed. Boston: Pearson, 2005.
"Declaration of Independence." In Gilbert Law Summaries. Chicago: The BarBri Group, 1997.
Fred08.com. "Thompson Biography." http://www.fred08.com/About.aspx.
Santora, Marc. "Thompson Banks on Down-Home Image in First Spot since Announcing." The New York Times, November 7 2007.
VoteSmart.com. "Thompson - Abortion Issues." http://votesmart.org/voting_category.php?can_id=22003&type=category&cate....
———. "Thompson - Tax Issues." http://votesmart.org/voting_category.php?can_id=22003&type=category&cate....
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