PARC Analysis "Stronger"

The Democratic National Committee released a new 30-second television ad titled "Stronger,” which shows a retired Air Force General giving a first-hand account to his take on the difference between John Kerry and George Bush on a prominent issue of this election – national security. The ad implies that this General has “seen the light” and is now voting for John Kerry, presumably the “right” choice, after admittedly voting for George Bush 4 years ago. In concert with the overall DNC campaign, there have been many ads that feature people who have been “around the block,” so to speak, and now “know the truth” about the particular candidate they are touting. It seems that a credible third party claiming that we should trust their experiences with the candidate is a valuable method to utilize in garnering the vote.

The underlying argument suggests that President Bush has failed on the war on terror; he is not strong, he has no plan, and he lacks common sense. This is implied when the “talking head” says Kerry does possess all these traits. Using a sort of bandwagon argument, the DNC seems to successfully offer a credible source to follow, affirming Kerry as the most viable and strong leader for the 2004 presidential election.

Using a high-ranking General to show “inside” military officials supporting Kerry and denouncing President Bush relies on the seemingly high-levels of perceived credibility afforded to military officers. The trouble is, we are told little of Gen. McPeak's background in the ad except for a few quick resume bullets at the top of the ad. The creators assume that we will take him at his “word” simply based on this brief credential list. Further, perhaps they even assume that by including Colin Powell in one of the General's pictures, the viewer will think this man was powerful enough to be associated with a great leader, which is now, a part of the current administration.

This ad is fairly straightforward as far as the pacing of the images. It cuts to each image fairly evenly, except when the shot slows and pauses over Colin Powell. It shows the General close up when he hits his key points: “I'm voting for John Kerry” and “ America 's security” or that Kerry has a “strategy.” This creates an intimate, trusting logic, pulling us, literally and figuratively, into his living room as he speaks directly to the viewer.

Key Visual Images

Evidence of the main character's credentials through content and photo are established quite early, and even include a prolonged shot of Colin Powell himself, presumably sitting beside the General in this official-looking photo. The General's claim that he has seen his share of combat is “evinced” by the photograph of him with distinguished military officials; this way, we know he is authentic and has “been there” to see how war really works.

The three shots of Kerry speaking to crowds (one looking up at the podium to make him look more revered) possess a presidential feel and seemingly make the viewer feel deference for John Kerry following the logic: “If this General with all that experience trusts and reveres John Kerry, shouldn't I?”

The sequence of three presidential shots seems progressive and foreshadowing in nature. The first shot shows him speaking to everyday Americans in a stump speech on the campaign trail. Next, the shot places him at the convention (the next step after stumping). Finally, the closing image offers a close-up or a veracity test of sorts. These images tell a story of a president we can trust coming into office.

Additionally, the colorization of the ad images is colorful and happy offering the viewer a sense of security and peace if John Kerry is president.

Aural Components

The music, as usual, is vital to succeeding in the positive genre of this advertisement. With its low rumbling opening to its bright “revelation” tones over the words, “but this year, I'm voting for John Kerry” to the strong brass finish, the music seems to be a perfect match for the content and assumed attempted message. Its' climatic phrasing over important words is obviously strategically timed, while its triumphant tone ascending and descending in volume, as if to say that there IS indeed someone with a strategy to keep this nation secure, which impacts the meaning of the spot by reeling us into the images and triggering our emotive nature as humans.

Who Is Talking About the Ad and the Issue

McPeak May Not Be Aware, But Kerry Is At Odds With Him On What's Needs To Be Done In Iraq

Same Week Kerry Called For Bring Troops Home From Iraq , Kerry Supporter Said U.S. Must Double Troops In Iraq And Stay There For A Century.

“If America hopes to win the war in Iraq it must double its force size and be ready to remain there for up to a century, said a retired general who led the U.S. Air Force during the first war against Iraq . In an interview with The Associated Press this week, retired Gen. Merrill ‘Tony' McPeak said President Bush vastly underestimated the troop needs of the war, adding that Democratic challenger Sen. John Kerry is not likely to make the same mistake. ‘Kerry's squared away on security matters,' McPeak said.” (Andrew Kramer, “Former Air Force Chief Works The Phones For Kerry,” The Associated Press, 8/8/04 )

“The former head of the U.S. Air Force was in New Hampshire yesterday to describe his political change of heart: from supporting George Bush in the 2000 Presidential campaign to stumping for former Vermont Gov. Howard Dean this time around. Retired Gen. Merrill ‘Tony' McPeak of Oregon, who was the Air Force chief of staff during the Persian Gulf war, spoke with veterans at an American Legion post in Manchester and with a group of Dean volunteers in Salem . In an interview yesterday, McPeak said the Dean campaign had contacted him about three months ago, and after traveling with the former governor for several days on a campaign swing through Washington and Idaho , he signed on as part of Dean's national security team.” (Shawne Wickham, “Ex-Air Force leader stumps for Dean,” The [ Manchester NH ] Union Leader, 1/18/04).

Ad Analysis

Ad Context

Key Visual Images

Aural Components