Ad Analysis

The structure of this ad is also based on the assumption that viewers are more likely to believe evidence against a candidate if it comes from an “expert” witness. Each of the three veterans, or “experts,” brings to the ad a considerable amount of military credibility. This is similar to the technique employed within the ads produced by Swift Boat Veterans for Truth. Thus, rather than providing a simple criticism of Bush's policies, the ad demonstrates to viewers that the Bush administration has been so wrong and the situation in Iraq is so dire that even West Virginian veterans think Kerry could do a better job.

Camera Distancing and Interpersonal Distancing

As previously mentioned, this ad relies on the persuasive strategy of identification. The ad suggests, thus, that West Virginians are more likely to be convinced by messages from fellow West Virginians . In addition to relying on this sense of regional identification, “West Virginia Veterans” uses camera distancing to create an interpersonal relationship between the viewer and the veterans. As each veteran states his name, the ad displays a close-up of his face. The distance is similar to what the viewer might experience while introducing themselves to and shaking the hand of each veteran. This distance is much closer than one normally stands when making conversation; accordingly, the camera moves back as each veteran begins to speak about his hometown and military service. Through the use of closer interpersonal camera distancing, the ad creates a greater sense of identification between the viewer and the veterans (See Meyrowitz).

Camera distancing also plays a role in identifying Kerry as the man to solve the problems in Iraq and to keep West Virginian military personnel safe. Immediately following the veterans' assertions that the war can be won but only with a new commander-in-chief, the camera cuts away in a swing shot that focuses on Kerry addressing a crowd in front of a large American flag. Thus, the veterans beg the question, “Who could be the commander-in-chief to win the war?”; the camera provides the answer—John Kerry.

Congruent Verbal and Visual Arguments

Whereas the verbal text in “West Virginia Veterans” is highly effective in making a case against the current administration's handling of the war in Iraq , the visual text is exceedingly vague and ineffective. The veterans begin their condemnation of Bush's policies by asserting that Bush and the Republicans in Congress have failed America . The accompanying visual representation of this argument is less specific. The image, squeezed into half of the screen, is of a nearly empty nondescript street in an unidentified Middle Eastern country. The only indication that this is a scene of a “failure” is a plume of smoke, presumably from a bombing, billowing in the distance. This difficult to discern image is not of an obvious scene of failure, ultimately undermining the veterans' assertion that Bush is failing in Iraq.

The second criticism offered by the veterans is that Bush allowed Osama bin Laden to escape into the hills of Tora Bora. Again, the accompanying image undermines this assertion. Rather than showing an image of bin Laden or of the destruction he has allegedly caused, the ad utilizes images of nondescript caves and rock huts. The viewer is left to assume that these are the hills into which bin Laden escaped. By requiring the viewer to assume something—which may result in high levels of doubt amongst viewers—the ad undermines the power of the veterans charge against Bush.

The nondescript scene of Middle Eastern men rioting that accompanies the veterans' statements regarding kidnappings and beheadings in Iraq has a similar effect. Whereas the veterans' charge against Bush is strong, the somewhat mismatched image of a street riot does nothing to further the argument. It is curious that the ad's creators chose not to use footage of past kidnappers and beheadings. Other campaign ads, such as Progress For America Voter Fund's “Finish It,” feature images from a recent hostage video of followers of Abu Musab al-Zarqawi. These are easily recognizable and powerful images, and could have done much to reinforce the message of “West Virginia Veterans.”

Finally, although “West Virginia Veterans” relies heavily on identification as a means of reaching voters, the ad misses the opportunity to create a strong sense of identification between the viewer and the West Virginian military personnel currently facing danger in Iraq . The crux of the argument occurs with this assertion, but the visual image is noticeably vague and under whelming. It is not clear to the viewer if any of the soldiers appearing on the screen are from West Virginia . But the juxtaposition of the verbal and visual texts encourages the viewer to draw this conclusion. However, it is not clear why the ad's creators did not use an image of soldiers easily identified as being from West Virginia . It would be logical to assume that a group shot of soldiers wearing clearly identifiable West Virginian symbols would have the most resonance with viewers.

Finally, the images that accompany the veterans' claim that over 1,000 soldiers have died since the beginning of operations do little to reinforce the emotional value of this claim. The image shown with this statement is of a single soldier, a far cry from the 1,000 referenced in the verbal text. It seems logical that the ad would employ many images of many soldiers to reinforce the enormity of this number. However, once again the ad misses an opportunity to make a sharp condemnation of Bush even more striking through the use of appropriate and powerful visuals.

Who's Talking About the Ad

Neil Birch, Political Scientist at West Virginia UniversityIn Charleston Daily Mail — October 18, 2004

“There are so many conflicting polls for West Virginia as to whether it's still in play or still solidly for Bush…Each campaign is going to have to make some decision as to where they want to spend time. It's not clear to me how much attention will be focused here…The efforts [of the campaigns] will be mobilization efforts and big rallies. And, you know, your nasty commercials as well.”

"Now is the time when people are really starting to focus in on the campaigns," Goodwin said. "Now is when people really start paying attention to us when we go to their door."

http://www.dailymail.com/news/News/2004101816/