Ad Analysis
RNC "International Man of Mystery "
To see the ad at the RNC Web site, click here.
- Ad Title: “International Man of Mystery”
- Ad Sponsor: Republican National Committee
- Issue of Focus: Kerry's international/foreign policy positions
- Type of Advertisement: Negative Advertisement
- Broadcast locations: Web based--broadcast in CNN news story.
- Release Date: July 19, 2004
- Length: 35 seconds
"International Man of Mystery " Script
Narrator 1: Allow myself to introduce… myself
Kerry : I have had conversations with leaders as recently as the past week. I've heard from a couple leaders.
(Cut to)
I mean, you can go to New York City , you can be in a restaurant and you can meet a foreign leader.
Narrator 1: Oh, Really?
Kerry: I'm not going to tell you who they are because that would betray their position.
Narrator 1: Who are you, honestly?
Narrator 2: The Republican National Committee is responsible for the content of this advertisement.
Analysis of "International Man of Mystery"
The International Man of Mystery
This ad stems from a series of articles that can be found on the GOP web site ( www.gop.com ). John Kerry: International Man of Mystery – Is Kerry Making this Stuff Up or Is There a “Deep Throat” at the U.N? was the first article (www.gop.com/news/read.aspx?id=3362 ). It focused on Kerry's claims to have spoken to international leaders about war alternatives. The second article, John Kerry: International Man Mystery II – Friends Don't Let Friends Spread Rumors (www.gop.com/news/read.aspx?id=3960 ), related to Kerry's vagueness in his claims concerning President Bush's foreign policy. Lastly, John Kerry: International Man of Mystery III – Communist North Korea is the Only Government on Record Supporting John Kerry ( www.gop.com/news/read.aspx?id=3983 ), questions the international support for Kerry. From these articles emerged from this Internet ad, which is also produced by the GOP.
Persuasion from Popular Culture
One of the key features of this ad is the narration. An unseen narrator doing an Austin Powers impersonation provides the context for the ad. Austin Powers is not only a recognizable movie character, but is also often imitated. So, an Austin Powers impersonation may be very familiar to the audience.
The first-person narration begins with the words, “Allow myself to introduce myself.” It then cuts to clips from speeches Kerry has given on his relationship to international leaders. The narrator then states, “Oh, Really?” Later on, the narrator offers a value judgment with a condescending “Right…” The “Oh, Really?” and the “Right…” also appear on the screen for the viewer to see. At the end of the ad, the narrator questions Kerry directly with “Who are you really?”
While the ad is clearly questioning Kerry's qualifications in international politics, the subtext of the narration is the recurring theme of flip-flopper and Kerry's questionable integrity. The statement of “allow myself to introduce, myself” gives the impression of two Kerrys; the critical tone of the narrator further questions the validity of Kerry's remarks. The audience is left to wonder if Kerry really does know any foreign leaders.
Doing Some Narrowcasting
This ad spans many different types of genre. The first is what West (2001) refers to as “narrowcasting” (p.57). As a Web based ad the RNC has a particular audience in mind. The audience of an on-line political ad is small, but significant. These are normally people with tremendous cultural awareness due to their affluence and disposable income. This ad airs on the GOP Web site under the heading GOP TV. The audience for GOP TV is mostly Republican and the ad was sent as an email to many GOP supporters. It is clear that the ad is targeted toward galvanizing the conservative base.
Make It Funny
The main style the ad employs is comedy. There are two major elements used to create the humor in this ad—sarcasm and animation. The animation is used very early in the ad to depict Kerry and to display the visual text used. The animation itself is laced with sarcasm by the voiceover and is funnier when combined with the “Austin Powers” context.
While the humor in this ad is obvious, it also has an element of a fear appeal. In the wake of terrorism, this attack on Kerry's international politics undermines his credibility. It beckons the question “Is this the man you want defending your nation?”
Creating the Environment
Visually, this ad begins with a psychedelic orange wavy background with a blue flower flying through it. On screen come the words “John Kerry” in the same type of font that is used by the Austin Powers films. A sepia toned photograph of Kerry appears carrying a guitar along with the words “International Man of Mystery.” Then as the narrator says the second “myself,” the background changes to a light blue and a second, black and white Kerry emerges as a mirror image of the first Kerry with guitar.
It is clear that this is a not so subtle visual evidence of Kerry as a “flip-flopper.” Parry-Giles (2000) talks about how visuals can reinforce stereotypes—this is a stereotype the Bush campaign is perpetuating. They reinforce the negativity of that stereotype by juxtaposing the colorless images of Kerry against a colorful background. Then, they use those colors as markers to transition the viewer from clip to narration throughout the rest of the ad. While the ad is expressly about international politics, it is clear from this ad that the GOP intends to stay on message about Kerry's character. The ad clearly uses the images to visually create the “flip-flopper” message.
At this point in the ad, the sepia toned Kerry image zooms toward the camera to fill the screen with Kerry's face, bringing the viewer uncomfortably close. The text stays first person with the words “And My Foreign Supporters.” Then, the words brush off the screen to the right. A fuzzy blue bordered shot from Fox News appears with a camera angle looking down on Kerry giving a speech in Bethlehem, Pennsylvania. The downward angle of the camera is not just a way to make Kerry seem small, though it does. It also gives the audience the perspective of looking down on Kerry for what he is saying. The ad's visual and verbal messages imply that he should be ashamed for misleading the public on his relationship to foreign leaders.
The next image of Kerry is from an interview setting when Kerry appeared on NBC's Meet the Press . A few seconds after the shot changes, the border becomes orange. The orange border gives way to an orange background with the blue text “Oh, Really?” The text and the narrator step out of the first person at this point in the ad.
The audience is then taken presumably back to Bethlehem, Pennsylvania. The Fox News icon is still on the screen and Kerry is continuing his speech. After he finishes his statement, the orange background reappears and the blue text bounces on to the screen with a sarcastic “Right.” The ad finishes with a white, vinyl seat cushion as the background and the words “John Kerry” on top of “International Man of Mystery” accompanying the narrator's question “Who are you, honestly?”
By using video clips from Fox News and Meet the Press, the RNC is able to reach out to their base with comfortable and credible sources. By contrasting convincing evidence against the humorous format, they make the focus of the joke Kerry. The audience knows that Austin Powers is funny, but Kerry's lies about his relationships with international leaders are funnier. Thus, the Austin Powers visual motif and colorizations treat Senator Kerry's comments are pure comedy, further delegitimizing his claims to be a more able commander-in-chief.
The narrator is not the only sound that accompanies the text of this ad. The background noises in this ad accentuate its humorous goal. Starting with the music that is associated with its Austin Powers theme, the listener is introduced to a jovial tone. The music is upbeat and sounds like it could come from an actual Austin Powers movie.
The sounds effects also help the listener navigate the message of the ad. Sweeping sounds create the forward progress of the ad's editing by brushing the visual text from the screen. Meanwhile, a “bo-ing” sound emphasizes it punch lines.
The Austin Powers framework for the ad gives it the look of a joke, but as in “real life,” humor is often laced with the most biting criticism. By framing the ad this way, the RNC makes the holes in Kerry's international politics look so obvious, they are funny. Even the bumbling, mock spy Austin Powers can discover that Kerry does not know these leaders. By framing the ad this way, the RNC is making their arguments seem self evident.
Who is Talking About the Ad and the Issue
Alexander Barnes Dryer of www.msn.com,"Not for Broadcast: This Year's Best Political Ads are Online":
“Political ads are boring. That is, at least the ones you see on television. This year, it's easy to find funny, smart ads online that creatively praise and belittle the presidential candidates.”
http://Slate.msn.com/id/2105635
Peter Brownfeld of www.foxnews.com, "Internet Revolutionizes Politics":
“The biggest advantage of Internet advertising, say supporters, is that it can be directed — campaigns can criticize the other candidate to rally the base without turning off undecided voters.”
http://www.foxnews.com/story/0,2933,115236,00.html
Luke Franci of www.bushout.tv,"RNC web ad mocks 'John Kerry: International Man of Mystery'" :
“I really can't help but salute the Republicans on this one. They've successfully turned something that everyone knows is true into a liability for Kerry, because he can't name names (ad in a dash of American xenophobia for the perfect media-driven scandal). This RNC web ad puts a fresh twist on the story that keeps it on the news for another day. Another bad day for Senator Kerry.”
http://www.bushout.tv/rnc_ads/
Associated Press, "Kerry Portrayed as ‘Man of Mystery' in RNC web ad ":
“The Republican National Committee plans to e-mail its 60-second video to 400,000 GOP supporters Friday ( March 19, 2004 ) .”
http://www.foxnews.com/story/0,2933,114634,00.html
(September 24, 2004)
© Copyright 2004, The Center for Political Communication and Civic Leadership.