Televised Ads in Presidential Campaigns- Part 4

Clinton’s 1992 campaign revolutionized the speed of response to attack ads, which were the focus of Bush’s first campaign. Clinton’s campaign ads focused on the economic issues of the time, which were important to many. Bush’s campaign attempted to release attack ads similar to 1988, but Clinton had a rapid response team that countered these ads and prevented them from hurting his campaign. Clinton’s biographical ad titled, “Journey” made him relatable to the working-class and gave Americans a personal history of his life. Quick response teams like the one employed by Clinton are now a necessity to every campaign.

Clinton ran for reelection in 1996 against the Republican nominee, Bob Dole. Clinton’s television spots had a higher production value in this campaign and focused on associating Dole with Gingrich, a republican that played a leadership role in the federal government shutdown right before the election. These advertisements blamed the federal government shutdown on the Republican Party and presented Dole in a way that made him look like part of the problem. Other advertisements used by Clinton focused on highlighting his first-term achievements and issues he wanted to approach if given a second term. Some advertisements, specifically one featuring children combined the negative and positive approach. These advertisements involved talking down Dole and promoting Clinton in a positive light. These ads are attack-ads of a less aggressive manner. Bob Dole’s campaign produced television advertisements that questioned Clinton’s character, but it wasn’t enough to concern Americans. Clinton’s advertisements touched on issues of major concern to the people and led to his reelection.

The campaigns of candidates in 2000 were more lighthearted than many before them. George W. Bush was running as the Republican nominee against Democratic nominee, Al Gore. A good economy and few major issues of interest for candidates to work with characterized this election year. The Bush campaign focused on promoting the image of him as a genuine and sincere man in contrast to Gore who was stiffer. Advertisements from both included positive images and music to create warmth. The Bush campaign was very concerned about keeping George as a man of good nature in the public’s eye and this influenced their attack ads. In an attack ad titled, “Really MD,” a female narrator makes sarcastic comments while television clips play of Al Gore speaking. The woman questions Gore’s trustworthiness in a comedic manner. The choice of using a woman’s voice to make the comments about Gore was likely to distance George from the harsh nature of the advertisement. Al Gore’s campaign focused on statistics and less emotion. In 2000 statistics and issues were not topics of concern and these advertisements did little to sell Gore to the public.

Televised Ads in Presidential Campaigns- Part 3

The 1968 election proved that the new negative style of television advertisements was the most popular. Richard Nixon’s campaign released a controversial ad. This ad was titled “Convention” and featured a montage of images from the Vietnam War and riots. This ad was ultimately pulled from being aired again because of the controversial content. Humphrey’s campaign enlisted the advertising expertise of Tony Schwartz, who created the famous “Daisy Girl” ad for LBJ. Tony Schwartz created an ad for Humphrey titled “Laughter” is focused on the man Nixon chose as his running mate and features a soundtrack of laughter at the thought that he would make a good candidate. This introduced the element of humor into political advertisements at the expense of the opponent. In 1972 Nixon’s campaign attempted to create positive ads to lighten up his image. These ads used a documentary style to make viewers feel like they were getting an intimate view of the president. Nixon’s most successful ads this year were attack ads. These attack ads claimed his opponent, McGovern, would put national security at risk during a time where war was a major concern.

Following the Watergate Scandal, the election of 1976 reintroduced biographical, positive ads as an attempt to restore American faith in politicians. This year advertisements continued to show the emphasis on personality rather than accomplishments. Carter won in 1976 and in 1980 ran for reelection against former actor, Ronald Reagan. Trust in Carter was declining due to a hostage situation and Americans were shifting to more conservative views. Reagan’s campaign released an attack ad unlike any before its time as an attempt to soften his image. JFK and other candidates had ads where spouses spoke in support of their husbands, but the Reagan ad was different. This advertisement featuring Nancy Reagan was an attack ad on Carter. Nancy comes across as a wife defending her husband in the advertisement, which was very relatable for viewers. Reagan won this election and faced a new opponent in 1984.

Television advertisements for the Reagan campaign in 1984 are regarded as some of the best political ads ever made. The “Morning in America” ads used by the Reagan campaign were inspiring and showcased the recovering economy. The “Prouder, Stronger, Better” advertisement has been imitated in campaigns by presidents, such as Bill Clinton. This ad is the standard by which modern positive advertisements are judged. Reagan’s campaign also aired an ad titled, “Bear”. The ad used a bear as a metaphor for the potential threat posed by the Soviet Union. The symbolism in the ad is strong and this ad inspired an ad used by George Bush’s campaign in 2004. The campaign advertisements in 1988 were the complete opposite of Reagan’s inspiring ads. 1988 ads were some of the most bitter and cutthroat aired. The stock market collapse in 1987 and the growing federal deficit set the stage for harsh advertisements. The Bush campaign released a few of the most notorious ads in history. The “Revolving Door” ad indirectly labels Dukakis as someone who basically lets murderers out of jail. This attack ad was extremely controversial and effective for Bush’s campaign. Another ad from the Bush campaign titled “Tank Ride” was the ultimate attack ad that sealed Dukakis’ fate. This ad was inaccurate, but memorable. It left the impression that Dukakis was not to be trusted as Commander-in-Chief.