Bush’s campaign unveiled its seventh and eighth TV ads yesterday. As was the case with the previous six, it’s encouraging to me that the campaign will be spending millions on ads that aren’t very good.
I do, however, have to offer a hearty mazel tov to the Bush-Cheney team. For the very first time, the campaign has mentioned a Bush accomplishment in a TV commercial. Naturally, it was a reference to the ridiculous tax cut that failed to create jobs instead generated the largest deficit in the history of the world, but nevertheless, it’s the first commercial that mentions, even in passing, something that Bush did in his first term. Congrats to the ad wizard who thought of this one.
The other spot is, predictably, another attack on Kerry, citing made-up numbers to insist that Kerry wants to raise taxes. It’s too inane to even waste time on.
Taking the all of the ads together, though, I’ve noticed a couple of things. Consider the list:
“Differences” — negative ad, mentions Kerry by name four times, “I approve this message” at the beginning
“21st Century” — positive ad, mentions tax cut, “I approve this message” at the end
“Troops” — negative ad, mentions Kerry by name seven times, “I approve this message” at the beginning
“100 Days” — negative ad, mentions Kerry by name twice, “I approve this message” at the beginning
“Forward” — positive ad, no accomplishments mentioned, “I approve this message” at the end
“Lead” — positive ad, no accomplishments mentioned, “I approve this message” at the end
“Safer, Stronger” — positive ad (in a bizarre way), no accomplishments mentioned, “this message” at the beginning
“Tested” — positive ad (again, bizarre), no accomplishments mentioned, “I approve this message” at the beginning
The good news is that positive ads still outnumber negative ones, five to three (though three of the last four have been negative). That said, consider a different tale of the tape:
Bush accomplishments mentioned in the eight ads: 1.
Kerry references in the eight ads: 13.
What does an incumbent do when he can’t run ads touting his successes? He lashes out in desperation to tear down the other guy.
Remember, just a month ago, Bush said:
“I’ll continue to work hard to unite the country. I don’t speak ill of anybody in the process here. I think if you went back and looked at my comments, you’ll see I don’t attack.” [emphasis added]
There goes another Bush promise down the drain.
The other thing I noticed is the juxtaposition of the already-annoying “I approve this message” line. In all three of the negative ads, Bush uses the now-mandated language at the beginning.
I’m note sure if this means anything or not; I mention it more as an observation than a critique. On the one hand, perhaps the campaign hopes viewers are less likely to notice the announcement at the start of the ad, but will remember the negative charges that follow it. On the other hand, the positive Bush ads don’t follow the same pattern — two of the positive spots use the line at the beginning, three at the end.
To paraphrase Gregg Easterbrook, this is the kind of hidden indicator that is essential to an insider’s understanding of the political process. Unfortunately, I have no idea what it means.