A weekly analysis of campaign commercials by President Bush and John Kerry.
By Associated Press
Published October 31, 2004
DETAILS
TITLE: "Whatever It Takes," by President Bush.
LENGTH: 30 seconds.
PRODUCER: Maverick Media.
AIRING: National cable networks.
SCRIPT
Bush: "These four years have brought moments I could not foresee and will not forget. I've learned firsthand that ordering Americans into battle is the hardest decision, even when it is right. I have returned the salute of wounded soldiers who say they were just doing their job. I have held the children of the fallen who are told their dad or mom is a hero but would rather just have their mom or dad. I've met with the parents and wives and husbands who have received a folded flag. And in those military families, I have seen the character of a great nation. Because of your service and sacrifice, we are defeating the terrorists where they live and plan, and you're making America safer. I will never relent in defending America, whatever it takes. I'm George W. Bush and I approve this message."
KEY IMAGES
Bush delivering his acceptance speech at the Republican National Convention. A soldier in uniform holding a flag. A woman holding back tears as she listens to the president. Scenes of military families waiting for soldiers to return home. A crowd of soldiers in uniform. Bush standing with wife Laura approving the message.
ANALYSIS
This is one of the most moving portions of Bush's acceptance speech from the Republican convention and contains the catch phrase "whatever it takes," which Bush has begun using more often.
The phrase reaffirms the Bush campaign's theme that the nation needs a president who is strong and unwavering in the war on terror. Without mentioning his rival, the ad brings to mind doubts Bush has raised about Sen. John Kerry as waffling and indecisive.
Protecting the nation's security and supporting the sacrifice of American troops are ideas that transcend political ideology. The images of American troops and their families also appeal to voters' patriotism and national pride. Bush hopes those themes convince voters they shouldn't change course in dangerous times.
The ad does not mention Iraq but focuses simply on defending America. National polls have consistently found that handling terrorism remains Bush's strongest issue, but the same polls show voters concerned about Iraq.
At 60 seconds, the ad is twice the length of most campaign ads. But it will have a more limited audience because the campaign is airing it only on cable networks for now.
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DETAILS
TITLE: "Honor," by Sen. John Kerry.
LENGTH: 30 seconds.
PRODUCER: Shrum, Devine, Donilon and Squier, Knapp, Dunn.
AIRING: On national cable networks in battleground states where Bush campaigns.
SCRIPT
Announcer: "Our soldiers fighting in Iraq are heroes, their families have earned our thanks and our support. As we see the deepening crisis and chaos in Iraq, as we choose a new commander in chief and a fresh start, we will always support and honor those who serve. Strength. Courage. Patriotism."
Kerry: "I'm John Kerry and I approved this message."
KEY IMAGES
An American flag slowly waving. A mother and daughter on a front porch. A soldier and his new bride, wearing a wedding gown. A flag hanging outside a house. Two boys raising a flag on a pole as the sun rises. A flag being raised outside an office building. A tiny flag mounted on a tractor. Closeup of a bald eagle set against a flag. A black screen with the words "Thank You." Kerry approving the message.
ANALYSIS
This was a same-day ad produced just hours after the Bush campaign released a similar ad praising the troops. It's part of the Kerry campaign's strategy to let no message from the Bush camp go without an in-kind response.
Bush's ad subtly equates supporting the troops with support for the president, his policies and his strategy for fighting the war on terror. Kerry walks a fine line as he steps up his criticisms of Bush's handling of Iraq without seeming to criticize U.S. forces as well. Kerry's ad stresses that voters can still feel patriotic, yet want a "fresh start."
This ad, which contains seven separate images of American flags, makes clear that Kerry honors U.S. soldiers even as he lobs daily missives accusing Bush of foreign policy blunders. For the past few days, for example, Kerry's campaign has made a major issue of news that nearly 400 tons of explosives have disappeared from a former Iraqi military installation.
The issue of Kerry's respect for American forces during wartime is a sensitive one. While Kerry has often cited his decorated service in Vietnam, he has been the target of ads by other veterans who accuse him of exaggerating his record and disloyally protesting the Vietnam War when he returned home after leaving the Navy.
Analysis by Douglass K. Daniel and Sam Hananel, Associated Press writers.
