PARC Analysis "Real Americans"

The process of national politics has become a highly structured phenomenon. Presidential candidates in the weeks before an election spend much of their campaign energy and attention focused on battleground states. Certain states like Massachusetts , California , and Texas are already listed in the red and blue states, based on tradition, demographics or tendency. Other states like Florida and Pennsylvania are seen as “battleground” states capable of being victories for either side. Ohio , as a battleground state, has become an increasingly important state in this close election year. Kerry and Edwards have made several appearances in the Buckeye state. Bush has appeared himself and sent important administration figures like Rice, Santorum, Cheney, and Snow.

The spark for this ad began with comments by Treasury Secretary John Snow. At the Hancock County, Ohio Republican barbecue, Snow uttered the word "myth" while speaking about job losses and budget surplus. This drew immediate reaction from the Democratic candidates. John Kerry issued a statement the following day asserting that Mr. Snow's comments "reflect the callous disregard this administration has shown for the millions of people who are out of work and seen their quality of life suffer over the last four years." On the 8 th of October in an interview with CBS Marketwatch, Commerce Secretary Don Evans denied any job losses under Bush's watch: "I just don't accept that conclusion that we have lost jobs during this administration." John Edwards, campaigning in Oregon , is quoted as responding “I wonder if the 4 million Americans who have fallen into poverty in the last four years, I wonder if that is a myth," he said. "What about the fact that folks' income is going down, at the same time that the cost of everything - health care, child care, and college tuition - are going up, I wonder if they think that's a myth."

The visual treatment of this ad is deceptively simple. Much of the ad is framed by a black background that creates a gloomy, brooding aura. The ad only contains one moving image and that is the flowing flag that appears in the background during the later part of the ad. Still photos are used throughout the ad, with the camera panning and pulling in or out. This creates some sense of movement even though the images are motionless. In one early section, the working class of Ohio is visualized with distinct images. Two middle-aged white men are featured wearing hard-hats to emphasize their blue collar status. A third white man is featured with a collared dress shirt perhaps to represent a different sector of the work force. The fourth picture is a black female representing two important minorities with one image. These pictures are wiped from the screen as the phrase “230,000 Jobs Lost” is revealed.

The foreground phrasing is essential in this ad. The thematic question, “How out of Touch is George Bush --- with Ohio ?” appears on screen for the entire ad except for a four second interval. During this lapse the screen is black and the thematic question is replaced with the rhetorical question, “Do you think it is a myth ?” The emphasis on the word myth is a direct link to Treasury Secretary Snow's comments. The ad asserts that Snow was sent by Bush to Ohio for the explicit purpose of making this claim about job losses. This ad relies heavily on the power of numbers and claims in the printed form. The middle of the screen features phrases repeated by the narrator in an ill-omened tone.

The narrator plays an important role in this ad for two important reasons. The male voice consistently uses a foreboding tone to reinforce the significance of the ad and the issue. This voice is accusatory and questions the Bush agenda, record, and sense of responsibility. The language choices made by the narrator seek to create a sense of identification with the audience. He describes Bush as out of touch and even suggests cowardice as the president “sends his Treasury Secretary” to Ohio . This denies Snow's status as an employee or servant of the people. The ad also utilizes an important in-group word “we” to identify the voice as an Ohioan who is sharing information with his fellow citizens about a common plight. The ad also directs itself to an audience it wishes to participate by asking, “Do you think it is a myth ?” This is a motivating statement meant to encourage the audience to reflect on their economic reality.

The ad also contains a music treatment that supports the ad's tone. The ad twice moves through a musical and instrumental progression that creates uneasiness and possible apprehension. The progression begins with a slow “note at time” piano segment that eventually opens to include a basal stringed accompaniment and a powerful percussive element. The music builds to crescendo that offers emphasis for the thematic conclusions in the ads middle and end segment.

Who's Talking About the Ad

WASHINGTON, Oct. 13 /PRNewswire/ -- House Democratic Leader Nancy Pelosi issued the following statement today in response to comments in Ohio this week by Treasury Secretary John Snow that the failed Bush jobs record is a "myth": "Once again, the Bush Administration is in denial, trying to avoid the hard truth that President Bush is the first President to lose jobs on his watch in more than 70 years, since Herbert Hoover during the Great Depression.” SOURCE Office of House Democratic Leader Nancy Pelosi.

GOP.com, President Bush Provided Tax Cuts To Ohio Families – Sen. Kerry Opposed Them

“Foreign Companies Are Bringing Jobs To America . “‘The debate about outsourcing is essentially about globalization,' said Todd Malan, Executive Director of the Organization for International Investment. ‘The media has focused on one facet of globalization: outsourcing. But the flip side of “outsourcing” jobs abroad is “insourcing” jobs to the U.S. from companies based abroad,' Malan stated.” (Organization For International Investment, “‘Insourcing' American Jobs Lost In ‘Outsourcing' Debate,” Press Release, 2/13/04)”

Anne E. Kornblut and Patrick Healy “Foes Fire Away In Final Round,” The Boston Globe 10/14/04 http://nl.newsbank.com/nojavascript.html “In a statement … Snow responded: ‘In my comments, I was responding to criticisms of the president's economic policies and unfounded comparisons that are being made. Those charges are simply not credible. The president's leadership and policies turned this economy around and put it on an upward path. This was the key point I was making.'”

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