PARC Analysis "War on Terror Agenda"

The Bush/Cheney "War On Terror Agenda" ad started airing on national cable and select local markets on Sept. 20, 2004. The ad is positive and outlines the President's and "Congressional leaders" plan to fight terrorism and keep the country safe.

By Oct. 2, the ad was still airing nationally, along with "Searching" and "Peace and Security" against a list of 11 possible Kerry/Edwards ads. This is according to a weekly ad summary by ABC News, whose officials were not able to get an answer from the Kerry/Edwards campaign regarding which of their 11 possible ads were running, or where the ads were running.

At the time the ad first aired, the Kerry/Edwards team was trailing the Bush/Cheney team by eight percentage points in a poll of registered voters posted by NewsMax Wires.

Visually, the ad starts with a dynamic tilted grid background in tones of deep red symbolizing logic and technology. Flowing electric currents illuminate the lines of the grid with an orange tint. Red and orange combined may be associated with desire, domination and a thirst for action.

As a black box fades in quickly to grab the viewers' attention, the President's name and the words "Congressional Leaders" appear in pure white print, which may be used to attach a meaning of official importance to a message and to give it more believability.

The audience hears symphonic music, presumably a violin, produce flowing and fading music throughout the ad. Both visuals and audio produce the sensation of flowing movement in this very busy ad.

Trucks speed along powerfully on a highway to illustrate a soothing female voice that announces part of the plan is to enhance border security. Then a bright current of light flashes through a close up of a police car's bar light to illustrate increased homeland security announced by a male voice that joins the narration in a duet of balance and authority.

The violin continues throughout the ad with music comparable to what might be used in advertisements for products and services in technology.

To add to the ad's audio and visual comprehension, the white print continues across the screen to highlight eight main points: 1. Borders & Port Security; 2. Homeland Security; 3. Reform & Strengthen Intelligence; 4. Renew Patriot Act; 5. Tools Against Terrorists; 6. Counter-Terrorism Center; 7. Transform Military; 8. Find Terrorists.

The main points are superimposed over visuals and stream from left to right across the screen. The original deep red grid-like background with pulses of yellow-orange light frame the main visuals and remain on the top and bottom of the screen in order to enhance the logic-technology theme.

To extend and strengthen the logic-technology feel, a white line, that squares corners, connects the "logical" points. All of this is superimposed over black and white fuzzy images of military operations, troops, and weapons, which evoke emotions of power, sober resolve and symbolizes a perspective of reality.

However, the images are fuzzy and muted, which makes them appear softer or less formidable. After all, rhetorically, this ad appeals more to logic with its lines, soothing colors, and techno images, than to fear.

Throughout the bulk of the ad, three tabs appear at the bottom left. They are black images of an eye, flag and tank set against a white background. One could perceive the tabs as another subtle way of focusing the message that George Bush knows how to protect the country.

Twenty-three seconds into the ad, the audience is invited to "learn more" as a waving American flag appears on the screen. The flag covers the screen and what seems to be a book with the title "A Plan For A Safer World And More Hopeful America" is super imposed in a white outline over the flag.

The main message appears as the title of a book echoing the logic theme of the ad as the male narrator presents the audience with a web site address. This introduction of a pro Bush/Cheney campaign web site combines mediums and fits in completely with this post-modern ad.

Finally, the President approves the message with the legal message that has to be included. He is seen standing, holding a document and listening to someone on the phone. The image is soft and muted and shows him double tasking, serious, and logical. A final touch of symbolism is provided by light shining through a window behind the President.

The George Bush Web site said, “the President and Congressional leaders will continue to give our military what it needs to find the terrorists where they train and hide.”

The addition of the words “Congressional Leaders” prompted Bushout.tv to post a message saying this was merely “a dodge” that allows President Bush to spend Republican National Committee funds on his campaign.

A separate posting on Bushout.tv said the ad's eight points “seem mostly reasonable.” But then asks why the Bush administration hasn't already accomplished the plan's points.

Not surprisingly, the Kerry/Edwards “rapid response” web site echoed Bushout.tv in saying that the President has already failed to make boarders safer, support troops and fight terrorists but that John Kerry has a better plan.

Ad Analysis