Ad Assumptions

This advertisement makes two important assumptions. First, “Ever Since” assumes, as Nelson and Boynton (1997) write, that “ads often set the discourse and experience in American politics” (p. 17). The Bush/Cheney campaign has framed John Kerry as “weak on national security” through a series of advertisement, including “Risk.” And this Kerry/Edwards' advertisement assumes that such framing has had an impact upon the electorate. Thus, the framing of Kerry as being “weak” on terror and homeland security must be countered prior to Election Day.

Photographs of Family: How These Have Changed “Ever Since”

West (2001) writes that pictures reflect emotion in more powerful ways than do words. This advertisement opens with a colored photograph of Ronald Breitweiser, Kristen's husband, holding their infant daughter, Caroline, on the beach. It is a photograph that is filled with vitality, happiness—these were lives just beginning—their baby daughter's life and Ron Breitweiser's first chance to be a father. The voice of Kristen, Ron's wife, narrates this photograph. However, within the first five seconds of this advertisement, the viewer knows that this vital, young man smiling in the photograph was killed in the World Trade Center on September 11 th . In a certain respect, it is shocking because the opening moments of this advertisement bring the viewer/voter very close, interpersonally, to Ron Breitweiser and his daughter (Meyrowitz, 1982). Viewers/voters share an intimate moment with a man who is no longer alive and his child who may not remember him, except through photographic memories.

The second photograph is a different, and to a particular degree, a more reflective photograph. It is a black and white photograph with Kristen Breitweiser hugging her daughter, Caroline, now four years old. Their faces are close to one another and this, perhaps, represents to the viewer/voter a certain closeness between a mother and daughter after the tragedy of September 11 th – an understanding that they share a lasting connection to Ron Breitweiser. Caroline, who is smiling directly into the camera, seems to carry with her the same vibrancy of her father from the first picture. However, this vibrancy is tempered by Kristen Breitweiser's seemingly contemplative facial expression – an expression borne of a woman who has known heartbreak, fear, and loss “Ever Since” her husband's death on September 11 th.

Again, this second photograph brings the viewer/voter into an intimate space – a moment between a mother and daughter whose lives have changed dramatically “ever since” the first photograph of a young father with his newborn daughter. The viewer/voter is encouraged to feel the pain of Kristen Breitweiser through these pictures. The viewers/voters are challenged to understand a life where a young girl grows up without a father because of September 11th. Most importantly, though, these photographs seemingly force viewers/voters to reflect upon what the Bush administration has done to protect the United States, and families like the Breitweiser's, from future terrorist attacks.

It is through such reflection that viewers/voters might begin to see the failures of the Bush administration and begin to consider John Kerry as a stronger and better alternative for President. In this advertisement, the visuals along with the narration, make the argument (Nelson & Boynton, 1997).

Breitweiser: The Quintessential “Security Mom”

Much has been made by the media about the role of “Security Moms” in the 2004 Presidential election. “Security Moms” are those women who will vote for the candidate that they believe will keep their children safe from harm – the candidate who will prevent a future September 11 th . The Bush/Cheney campaign has spent much of this election season carefully crafting an image of Bush as the only candidate who can protect the United States from a future terrorist attack. In the same manner, Kerry has been crafted as a President that would not prioritize homeland security. Thus, “security moms” would be more likely to cast a vote for George W. Bush than John Kerry.

To help combat this soft on terrorism view while appealing to “security moms,” the Kerry/Edwards campaign positions Kristen Breitweiser to refute the Bush/Cheney frame of Kerry as “weak.” Breitwesier could be considered the model “Security Mom.” Her television appearances, her rhetoric, and her testimony to the 9/11 Commission reflect a personal desire to protect her child from the same fate that met her husband. Thus, as an advocate and a mother – her discussion of the Bush administration's failures in making changes to protect national security has credence. Her support of Kerry for President and her conviction in his ability to protect the United States from terrorism brings a certain credibility to this advertisement that is powerfully conveyed to viewers/voters through its images and narration.

Furthermore, an added piece of Breitweiser's integrity and authority within this advertisement is that she and her husband Ron both supported George W. Bush in the 2000 election. Her change of heart and, more critically, her change of vote, are notable in that these changes may encourage Bush supporters from 2000 to reevaluate their decision in 2004. Breitweiser, in this advertisement, articulates the importance of protecting her child in the future – of being able “ to look in my daughter's eyes and know that she is safe .” She is a “security mom” and yet, she acknowledges that the decision she made before 9/11 is not the choice she would make again after her experiences as a widow, a mother, and an advocate. She breaks from mold of the “security mom” and supports John Kerry. This ad seeks to equate Breitweiser's confidence in the Kerry/Edwards ticket on homeland security with a more general confidence in John Kerry as President.

The Colors of “Ever Since” and the Colors of an American Life

The advertisement begins in full color – it is the photograph of Ron Breitweiser with his daughter. There is bright sunshine, the ocean glistening in the background, and both father and daughter wearing pristine white shirts. This is a picture of happiness and it is also a photograph of the way life was before September 11 th – a life in vivid color.

The ad then moves into an image of Kristen Breitweiser speaking into the camera, up close and personal, about the work she has done to find out what happened on September 11th, and what is being done to prevent future terrorist attacks. She wears a gray turtleneck and the background is dimmed. The brightest color in this part of the advertisement is Kristen's blonde hair. The colors are muted and Kristen's message, although powerful, is sad and uncertain. These colors would also seem to reflect this same sadness and uncertainty.

The third image of the advertisement is the black and white photograph of Kristen Breiweiser and her daughter. The use of black and white may be used to show the viewer/voter that this is the reality of their lives now. Ron Breitweiser is gone and the personal reality of his loss is deep. Their life, although they have each other and their lives go on, has lost the color it once had before September 11 th.

The final image of the advertisement is that of John Kerry and John Edwards in vibrant color. Although pictured at a nighttime rally, Kerry and Edwards stand out from the darkness with lights shining upon them, shaking hands with Americans, and smiling. It harkens back, if only for a few second of the advertisement, to the vivid colors of the first photograph – that way things were before September 11 th and the perhaps, the way things could be if the Kerry/Edwards ticket is elected.

The use of color is very intriguing in this advertisement as it could be seen to guide the viewer/voter through a chronological retrospective of what the United States has experienced since September 11 th . Although color is important in all political advertisements, it would seem to be an even more critical aspect in fully understanding the meaning of “Ever Since” (West, 2001).

Works Cited

• Meyrowitz, J. (1982). Television and interpersonal behavior: Codes of perception and response. In G. Grumpert and R. Cathcart (Eds.) Inter/Media: Interpersonal communication in a media world (pp. 221-241). New York : Oxford University Press.

• Nelson, J. S., & Boynton, G. R. (1997). Video rhetorics: Televised advertising in American politics. Chicago: University of Illinois Press.

• West, D. M. (2001). Air wars: Television advertising in election campaigns, 1952-2000 (3 rd Ed). Washington, DC : CQ Press.