Out Of The Starting Gate
The CBS New Political Unit is tracking the political commercials of the presidential hopefuls. Sean Richardson
and Jane Ruvelson analyze the latest efforts of Democrat Bill Bradley and Republican John McCain.
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Candidate: Bill Bradley
The Ad: The Bradley for President campaign is airing a new ad called Living Room Health Care in Iowa this week. The 30-second spot highlights Bradley's most ambitious policy proposal - on health care - in its most simple terms. This week, the campaign has purchased $113,876 of airtime to run this ad, along with two previous ads, in several markets throughout the state.
Audio: Woman: "I'm wondering if you could tell us in simple terms what your health plan will do for us?"
Bill Bradley: "Assure that every child in America is covered with health insurance; Give every adult access of affordable health insurance; Tax relief to pay premiums for the health insurance; Make health insurance portable so you can carry it from job to job; Provide senior citizens with access to life-saving drugs; And finally, put doctors back in charge of the clinical decisions, and not distant bureaucrats."
Visual: The ad takes place in an informal folksy setting with Bradley sitting among elderly voters in an Iowa living room and responding to a question about his health care proposal. It concludes with the words "Quality health care for everyone. It Can Happen" appearing on the screen.
Fact Check: No inaccuracies, but lots of promises.
The Strategy: For several weeks, the Gore campaign has attacked Bradley's health care proposal. While Bradley has stepped up his effort to rebut those attacks, this ad seems to be a direct attempt to take the health care debate away from the policy "wonks" and back to the grassroots. The simplicity of the ad, with its obvious omission of "glitz and flags," lends itself to the blue-collar workers who make up the Gore base in Iowa. One thing noticeably missing from the ad is any discussion of how Bradley intends to pay for this program. The cost of Bradley's proposal has become a major point of contention between the campaigns, and has ultimately resulted in Bradley accusing the vice president of distorting his record. So this ad is consistent with the "A Different Campaign" theme in Bradley's previous ads, but out of sync with his strategy out on the stump.
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Candidate: Sen. John McCain
The Ad: McCain 2000 has aired a second commercial, called Just as Strong, in Boston and New Hampshire. The 30-second spot highlights two McCain campaign themes - patriotism and government waste.
Audio: Announcer: "His commitment to country is unquestioned. And his commitment to reducing wsteful spending is just as strong. With John McCain there will be no special deal for special interests."
McCain: "I will refuse to sign any pork barrel bill that crosses my desk. nd if Congress overrides my veto and tries to force me to waste your money, I'll make sure you know who they are, every single one of them."
Announcer: "A man we can believe. And believe in. John McCain. Character. Courage. For President."
Visual: The ad opens with footage of a young McCain on his return from 5-1/2 years in a Vietnamese POW camp. Next, newspaper quotes, attesting to the candidate's efforts to battle wasteful government spending, criss-cross the screen. Finally, viewers see the close of a campaign speech, with McCain firmly promising to fight government pork.
Fact Check: No inaccuracies.
The Strategy: McCain's first campaign commercial Ready to Lead established him as a courageous war hero and experienced public servant. Just as Strong attempts to portray him as a political leader as tough as the military hero. The tenacity with which McCain rails against wasteful government spending is provided as evidence of McCain's leadership on the issue. The ad also attempts to link the "process" issue of reform with the lives of the voters and convince them that McCain isn't afraid to fight the Washington establishment and is beholden only to the American people.