Gore Accentuates The Positive
The CBS News Political Unit is tracking the latest campaign commercials. Candice Berry checks out the latest TV ad from the Gore campaign.
The Ad:
The Gore campaign has released a new 30-second ad titled Veteran that attempts to couple Al Gore's track record as a husband, father and Vietnam veteran to his support for issues important to families, such as tax cuts for middle-class families and affordable college tuition. The campaign describes Veteran as a "typical" ad buy, comparable to other post-convention ads that have targeted 15 to 17 key electoral states.
Audio: Narrator:
"Vietnam Veteran. Father of four. Married for 30 years.
Al Gore will fight for families.
Tax cuts for middle class families including a $10,000 a year tax
deduction for college tuition.
Continue welfare reform with time limits, work requirements. Force
deadbeat parents to take responsibility for their children.
A crime victim's bill of rights to protect victims, not just criminals.
Fight violence and pornography on the Internet, helping parents block
out what children shouldn't see.
Al Gore. He'll put his values to work for you."
Visuals:
Veteran sets the stage with images of a younger Al Gore serving in Vietnam and pictures of Al, Tipper and the Gore family. Subsequent scenes show Al Gore on the campaign stump, along with glimpses of those persons Al Gore seeks to help with his campaign initiatives: blue collar workers, women with children, crime victims, and students. The ad ends with Gore, seated at eye level, reading to a young girl.
Fact Check:
Although Veteran promotes old campaign themes, the issues are not without a degree of controversy. The Bush campaign has repeatedly derided Gore on President Clinton's decision not to sign victims' rights legislation. Additionally, Bush claims that Gore's college tuition tax credit leaves out some of the most needy students. And Republicans and Democrats continue to wrangle over which party deserves credit for existing welfare reform.
Strategy:
Veteran is consistent with the Gore campaign's strategy to stay on message. Similar to ads that aired during and immediately following the Democratic convention, Veteran is entirely positive. The title of the ad, as well as its emphasis on Gore’s family values, capitalizes on the desire for a candidate with high moral standards.