Politics

media_handbook

By CBSNews.com staff CBSNews.com staff

October 28, 1998 / 4:27 PM EST / CBS

1998 MEDIA TRENDS

Voters are clicking on and tuning in at a rapid rate this election. Before we get to this season's big story, though... This year's ads offered nothing in the way of new editing trends, like the unforgettable morph, but according to some tastes, sank to a new low. Across the board, candidates seemed less interested in paying attention to facts and more intent on sliming their opponent. And grabbing their attention wasn't easy. Can you blame them?

As a nation, we've been held hostage by rumor and gossip since January.
Once Clinton's videotaped testimony was released, however, there was no disputing the facts. The big speculation was, would the 4 hours be chopped down to 30-second assaults on Democrats. While no campaign has used the President's words in their ads, Monica Lewinsky was a huge influence on the spots that were produced early on, even though the scandal faded a bit by mid-October.

THE CLINTON CHANNEL

To date, according to The Hotline, at least 11 Republicans and 7 Democrats have used the scandal as spring board to the airwaves. Early in the season, Republicans used the issue to question the President's integrity and Democrats used it to defend their own honor.

Some have demanded flat out that the President resign:

Gil Aust
(R,AL-5): "The headlines tell the story. President Clinton lying to the American people ...Our nation needs a leader the world respects. Dr. Gil Aust's message: Mr. President, Its time for you to resign."

Charlie Stenholm (D, TX-17):" I've always believed in doing what is right for the people of the 17th district, regardless of what the President says or the leaders of my own party are saying. And that will never change."

Others only hinted about the effect that the scandal has had on Democrats:

John McCain (uses the power of Charlton Heston's voice to remind voters, "At a time when some leaders let us down, John McCain is a man we can believe and believe in."

Ron Schmidt (in South Dakota used the opportunity to show that his opponent, Sen. Tom Daschle, is controlled by the President
and has forgotten how to stand up for what is right. In the
spot, Clinton,-- a marionette (Daschle) and his puppet master (Clinton) are discussing all of the scandals. Each time his boss asks him to kill an investigation, the Daschle puppet replies, "You got it boss!" or "No Problem!" When the President asks him if he thinks the Lewinsky scandal has hurt the image of the office, the puppet replies as Daschle did, "I don't believe so at all."

In South Carolina Gov. David Beasley(points out his opponent's flip-flops on several issues. As a photo of Jim Hodges morphs into Clinton, the announcer gives viewers the sting, "There's a difference between what he says and what he does ... remind you of anybody?"

Some candidates targeted parents who didn't know how to talk to their kids:

Matt Kiernan (R, NJ-8) talked with teens, who asked, "Are all politicians like Bill Clinton? Kiernan: No, they're not. And it's up to us to let American voters know that elected officials really do care."

And many tried to influnce the Judiciary Committee's vote:

Peter Vallone: Censure the President if necessary then forgive him and move on, for the good in our hearts and the good of our country.

People for the American Way: Let's move on. That's what the American people are saying loud and clear. But some in Washington are listening to the Religious Right, not the people.

After the vote for Impeachment Hearings, Republican pollsters saw their candidates numbers falling. Stalled budget talks superceded the President's troubles...this was not helping to repair the reputation of the do-nothing 105th Congress. GOP advisers told their candidates to stop talking about the President's troubles and start talking about their plans. Democrats seized on the opportunity to link an open-ended censure with a lackluster session:

Jay Inslee (D, WA-1): "What the President did was wrong. He should be censured, but not impeached. Rick White and Newt Gingrich shouldn't be dragging us through this. Enough is enough. It's time get on with the nation's business."

Ralph Neas: (D, MD-8): "My opponent, Representative Morella, voted for an open-ended impeachment inquiry. I favor censuring the President but then getting on with the business of government... we can't afford a government in paralysis."

Initially, the Inslee campaign reported polls were showing an increase in poll support. But more recently, analysts watching the race, attributed the bump to something else. After the League of Conservation Voters added Inslee's opponent, Rep. Rick White, to their 'Dirty Dozen' list, Inslee launched an ad questioning White's integrity. The spot asked, "If he won't be straight with you about his record on the environment ... why should we trust him at all." Those analysts believe in an environmentally-conscious state like Washington, these charges might have offended voters more than the Clinton issue.

FIRST DRAW

Remembering the '96 'Medi-scare' campaign, the National Republican Congressional Committee (NRCC) drew first blood this cycle. Beginning around Labor Day, Republicans announced they would spend $37 million on Operation Breakout -- an ad campaign targeting key House races around the country. Initially they focused on a few scattered open seats with tight races (most notably, WA-3 and NV-1 where the incumbents are running for the Senate) Then two national waves was launched in October. In total, the NRCC ran more than 80 ads aimed at almost 60 hotly contested House races in 30 states. The ads, up in at least 80 markets, touted GOP accomplishments on crime and the budget. They also hit Democratic opponents on values, trust, and integrity.

A footnote: The AFL-CIO took a more conservative approach to campaigning this season. They estimated they would spend a respectable $28 million this year, as opposed to 1996, with their record $135 million media barrage. Other interest groups, Sierra Club, in particular help make up the short fall for Democrats.

FIGHTING BACK

More and more campaigns are using their opponent's attack ads as an excuse to go just as low, if not lower.

In Florida's Governor's race, Buddy McKay released Truth. Viewers see unflattering photos of the opponent and newspaper clips chiding Jeb Bush's for claims about taxes that are 'shear fiction.' "Tired of negative attacks? Unfortunately, Jeb Bush has resorted to false, negative ads. False attacks. Bad ideas. We can't trust Jeb Bush to be Governor."

In New York, Senate candidate Chuck Schumer pokes a little fun opponent in Sink, "If I believed Al D'Amato's ads, I wouldn't vote for me either... Al D'Amato's thrown everything at me but the kitchen sink. Maybe that will be next.

California Gubernatorial candidate,
Gray Davis addresses each of his opponents attacks in a neat package of treated video and newspaper clips in Blatant.
But Massachusetts' candidate for
Governor, Scott Harshbarger is alone on camera to tick off all of the ways incumbent Paul Cellucci has distorted his record. He ends the spot cooly, "Now ou know."

THESE ARE THE PEOPLE IN YOUR NEIGHBORHOOD

One technique candidates are using to throw a little mud without getting their own hands dirty is to use normal people as their mouth pieces. Truth is, many of these ads are not even coming form the candidates. Instead the state parties are footing the bill.

In Florida, a GOP party ad for the other Bush, Jeb Bush plays on his opponents' name and alleges Buddy McKay wants to play games with voters' money. Every time the announcer tells viewers Buddy McKay wants to raise taxes, a teacher or a mechanic or a senior replies, "He's not my Buddy."

Ohio's Lee Fisher introduces us to a woman whose family lost their health insurance. From her living room, she tell voters, "We called Bob Taft, but he turned his back on us." Even kids get in on the act.

NY Democrats sponsored Lunch to pull the lid off of Al D'Amato's plan to cut funding for school lunch programs. The spot closes with a backpack-carrying boy yelling, "Hey, Al! Pick on someone your own size!"