Bush Pitches To Seniors

The CBS News Political Unit is tracking the latest campaign commercials. Jane Ruvelson analyzes 'No Changes, No Reductions,' a George W. Bush ad that aims to convince senior citizens he'll shore up Social Security and Medicare.

The Ad: George W. Bush this week launched a positive ad about Social Security called No Changes, No Reductions. Though the Bush campaign declined to specify exactly where the ad would run, they will rotate it into their current ad lineup in as many as 21 states. The campaign's current ad buy has been estimated at more than $5 million over the next week.

Audio: George W. Bush: "We will strengthen Social Security and Medicare for the greatest generation, and for generations to come. I believe great decisions are made with care, made with conviction. We will make prescription drugs available and affordable for every senior who needs them. You earned your benefits. You made your plans. And President George W. Bush will keep the promise of Social Security. No changes. No reductions. No way."

Visual: The ad opens with shots of jubilant seniors, then cuts to Bush giving his convention address to an enthusiastic audience. More scenes of seniors follow - a woman getting her blood pressure checked, a man batting in a ballgame, a couple moving luggage into a Winnebago. Wrapping it up is more of Bush at the convention podium.

Fact Check: No outright inaccuracies. However, Bush's Social Security plan - and whether it will strengthen the retirement system - is the source of much debate.

The Strategy: After a week of sagging poll numbers and doubts about his tax plan, No Changes, No Reductions provides Bush an opportunity to present a positive, issue-oriented message. Additionally, the commercial goes a step further than past Bush ads which promised seniors he'd leave Social Security benefits intact; in No Changes, No Reductions, Bush pledges to make prescription drugs available and affordable.