HEADLINE: McCain ad is painless
By Matt Zimmerman
John McCain did not wait for an opponent to present him- or her – self.
While his Democratic rivals continued to debate and decide which of them would face him in the fall, McCain’s campaign created the first general election ad of the 2008 presidential campaign. Instead of questioning the record of Democratic senators Barack Obama and Hillary Clinton, McCain’s strategists took advantage of his already secured position as Republican presidential nominee to create an ad that focused on the Arizona Senator’s positives, while also holding back any specifics.
“Keep that faith, keep your courage, stick together,” McCain intones from the podium as the 60-second spot- which never mentions McCain; political party - opens. “Stay strong. Do not yield. Stand up! We’re Americans, and we’ll never surrender.”
From that 2004 Republican National Convention speech and video of supporters waving signs, the picture fades out into a wide shot of McCain at the podium on the left, while a banner reading “A Nation of Courage” fills the rest of the screen. It fades back in to a montage of shots featuring different recent color photos of McCain in the foreground, with newspaper headlines superimposed over black-and-white video and photos of the candidate. Each fades out to reveal the next set of photos with a headline.
Actor Powers Boothe intones, “What must a president believe about us? About America? That she is worth protecting. That liberty is priceless.” As Boothe speaks, the newspaper headline reads, “American Values” over an old video of a younger McCain, smiling and giving a military salute.
Next, there is a McCain photo on the left, looking to the right. The left side of his face is brighter, as if the ad’s creators want to convey a man is looking with open eyes into a bright future.
There is a somewhat recent photo of McCain posing with three young women, one of whom is African American, and a headline reading, “McCain forges path to future.”
To complete the image of a forward-thinking McCain, Boothe’s voiceover says, “Our people, honorable. Our future prosperous, remarkable and free.”
As the words “and free” are spoken, a new image fades in, with the foreground featuring a shot of McCain at a podium, the headline “McCain promises middle class tax relief” under his image.
“And,” Boothe asks, “What must we believe about that president?”
As if in response, the next image fades in: McCain is standing with his hands on his desk with the headline “McCain: Ready on Day One.” Backed, of course, with the American Flag.
“What does he think?” Boothe asks, as the image fades out again. “Where has he been?”
The next screen features a closeup of a smiling McCain on the right, with the headline, “Time For a Real Hero” as the voiceover intones, “Where has he been? Has he walked the walk?”
In answer to this question, the image brightens and fades away to reveal old black and white footage of a younger and exhausted-looking McCain, looking up at the camera from a hospital bed. Questions regarding his rank and number are asked from off camera in heavily accented English, and McCain answers – cigarette in hand - “Lieutenant Commander in the Navy,” and “6-2-4, 7-8-7.”
Having reminded viewers of John McCain’s well-established status as a Vietnam veteran and prisoner of war, the ad’s work is done. The name “McCain” flashes on the screen, in front of a black background, as a bell chimes dramatically.
For the coup de grace, Powers Boothe finds his lowest octave one last time: “John McCain . . . the American President Americans have been waiting for.”
Finish with a shot of McCain waving to supporters as confetti falls, with military-sounding drums heard in the background. The bottom of the screen indicates, “Paid for by John McCain 2008. Approved by John McCain.
And the viewer is treated to that most ubiquitous of messages this year: “I’m John McCain, and I approved this message.”
But how effective a message was it? The voiceover stayed with strong words used in the service of an emotional response, with few provable factual claims. Instead of recounting specific votes and stances McCain has taken, the ad instead spoke of “values” and “beliefs” and the need to protect the United States of America.
But there are some tangible claims. Just as a line or two in a film review can be taken out of context to present a positive message for the poster, a headline without the actual story may not show the full intent. Can the veracity of the ad’s pro-McCain headlines be trusted?
NOTE: The information for where the headlines appeared, and in what context, is taken from online research. Somewhat surprisingly for a group that can spend much of its time simply waiting for the other party’s primary to shake out, the McCain campaign did not respond to calls or an e-mail seeking comment.
Of all the headlines used in the ad, two are questionable. The “American Values” head could not be found online, while the “McCain: Ready on Day One” headline represents a very notable ethical issue.
“McCain: Ready on Day One” is from an opinion piece that appeared January 27, 2008 in the Record and herald News in New Jersey. But it’s not the view of the editorial board; rather, guest columnist Bill Baroni waxes poetic about all the reasons Americans should vote for John McCain in the then-upcoming New Jersey primary.
Baroni is identified in the piece, linked at McCain’s own official Web site. He apparently is not only a Republican state senator from N.J., but also “chairman of the New Jersey McCain for president campaign.” And thus, someone with a clear stake in McCain’s potential election as President of the United States.
Political advertising is something that has become a major part of all campaigns. Television ads are the most common, and are put together for maximum effect over a relatively short span of time.
The TARES test is appropriate for this ad, because in an ideal world, Truthfulness should be the first principle of political ads. On the one hand, our tech-savvy society can easily find the facts behind many political issues. But how many voters will take the time to verify these things?
The Authenticity of the ad’s claims are not in question. By their very nature, candidates for the presidency – and their supporters – truly believe in their ideas, and their benefit to the nation and its people.
Respect for the Persuadee: Aside from shamelessly displaying a headline from a pro-McCain editorial written by someone intimately involved in his campaign, the ad does not make any outlandish claims that display a lack of respect to citizens’ ability to discern facts.
Equity of the Appeal: The ad comes close to being manipulative, but more with emotions rather than facts.
Social Responsibility (For the Common Good): Again, senator McCain and his campaign feel their plans are best for the common good. Even if those plans cannot be found in this ad.
The ad plays on people’s emotions and desire for a president who will protect the country while also keeping it “strong,” though neither protection nor strength are ever defined.
But it is an ethical ad, because aside from a single headline , it presents truthful messages while also toeing the line of simply telling voters what they want to hear. By not delving into policy or votes, the ad avoids hard questions about its truthfulness.
http://www.youtube.com/watch?v=j-QYIP7o2-A
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