Cox: I'm Kris Cox and I'm running for Lieutenant Governor with Bob Ehrlich. I am the Governor's Secretary of Disabilities and I'm a mom of two great kids.

The Governor was a leader and a visionary with stem cell research. He put a package together to the tune of $33 million.

Part of what attracts me to Governor Ehrlich is that he believes that everyone, regardless of their race, their age, their disability, how poor they are, how rich they are, have something to contribute.

He believes it to his core and so do I.

AD CONTEXT

The ad campaign for Governor Bob Ehrlich is taking a unique approach against Democratic rival Mayor Martin O'Malley. Ehrlich's "Kristen Cox" ad is distinctive in that it not only addresses the Governor's ability to govern the state of Maryland, utilizing the testimonial technique, but the ad also stresses his confidence in his choice of running mate. This tactic appears to be addressing the soundness of his running mate choice, Kristin Cox, who is legally blind. Much controversy has centered on Robert Ehrlich's reasoning for choosing Cox as his running mate (Green, 2006). Mayor O'Malley used a statement by Governor Ehrlich about Cox to suggest that the Governor had "questioned the qualifications of his pick for lieutenant governor and implied that she was chosen because she is blind" (Green, 2006). On the Washington Post Radio's “Politics Program with Mark Plotkin,” the Governor was asked to comment on whether or not Cox was chosen as his running mate due to her disability and whether or not she was qualified to be governor. Governor Ehrlich stated in response, "I just want to finish the last question, because I think it's a really fair, good question. In my heart of hearts, I cannot answer honestly if Kris had sight, whether she would be the person I chose. I do not know that." Mayor Martin O'Malley's campaign used Ehrlich's comment to their political advantage in a news release headlined: "Ehrlich Questions Qualifications of His LG Candidate. Choice made for politics, not qualifications."

Since the O'Malley campaign's accusation, Governor Ehrlich has spent a significant amount of energy devoted to justifying his selection of Kristin Cox and countering his opponent's accusations. Just one week after the issue surfaced, Governor Ehrlich's campaign ran its new ad, "Kristen Cox." Both the timing of its release and its content suggest that the ad may be addressing the doubts surrounding the issue of Governor Ehrlich choosing Kristin Cox as his running mate.

Cox's record demonstrates a long record of public service: after serving as a lobbyist, she later served as Assistant Director for Governmental Affairs for the National Federation of the Blind; was appointed by President George W. Bush to the position of Special Assistant to the Commissioner of Rehabilitation Services Administration in the United States Department of Education; and is currently the Maryland Secretary of Disabilities within the Ehrlich administration. The Ehrlich ad featuring Cox helps convey her capabilities and leadership qualities; impart a sympathetic impression of her as a "politician of the people"; and illustrate how her disability is an asset to her sense of empathy.

AD CONTENT

The "Kristen Cox" ad is unusual in featuring the primary candidate's running mate not just for the purpose of testifying to the Governor's positive qualities but also to highlight her own qualifications, thus addressing two candidates in one ad. The structure and content of the ad helps position Cox as a qualified, capable leader as well as an empathetic figure, only focusing secondarily on Ehrlich's qualities and political record. The ad is formatted in a biographical style, but features two biographies, rather than one, as is generally the case in biographical political advertisements. The ad features two primary elements. The first element is a formal, studio setting with Cox speaking candidly to the viewer. The second features short video clips and photographs of Cox with Governor Ehrlich, her family, and the “public.” The images of Cox in a variety of situations illustrate to the viewer Cox's success in different elements of political life. All of the scenes portray Cox's strengths as a leader as their primary message and Cox's handicap as a secondary characteristic. Furthermore, some polls have shown that Governor Ehrlich is struggling for support among female voters. This ad, by featuring Ehrlich's female running mate, may serve to address that failure and make the Governor a more appealing candidate.

AURAL PERSUASION

The auditory elements of the “Kristen Cox” ad have a substantial impact in emphasizing the ad's message: Kristen Cox is a strong, capable leader. The primary auditory element of the ad is Cox's own voice. Her rhythm of speech is calm, collected, and businesslike, while at the same time upbeat, communicating an impression of Cox as calmly effective--a "rational judge" who can be trusted with the leadership position of lieutenant governor. The music plays a secondary role to Cox's narration. The notes represent a quiet undertone throughout the spot, focusing attention on Cox's voice and mirroring the sense of strength and vision she conveys throughout the piece. The ad suggests that she cares and the music "makes us feel that" (Nelson and Boynton, 1997, p. 144). The ad communicates that Cox is personable and that she is truly committed to the interests of concern to Maryland voters. Her vocals and the background music in this ad contribute to that message.

The second half of Cox's narration acts as a vehicle for conveying the central message of the ad. “ Part of what attracts me to Governor Ehrlich is that he believes that everyone, regardless of their race, their age, their disability, how poor they are, how rich they are, have something to contribute. He believes it to his core and so do I,” Cox states. This message is a critical element of the ad in that it reinforces the idea that Ehrlich's campaign does not discriminate in determining who has a unique contribution to make. Cox specifically names those with disabilities in describing the “everyone” who can contribute. She is referring indirectly to herself, conveying two important messages. The first message is that Ehrlich believes that Cox's disability does not detract from her capabilities as a leader. The second is Cox's own affirmation of her confidence that her disability will not be an obstacle in her role as lieutenant governor of Maryland. The text of the ad delivers the same message as its music: Cox is a compassionate leader, borne of hardship herself into such a role. The music is upbeat and energetic, helping to communicate the feeling of effective action and leadership. All three central elements of this ad – the music, the narration, and the visuals – convey a comparable message (Nelson and Boynton, 1997). Cox is a leader who understands the special needs and circumstances of those with disabilities, which imbues her with a unique capability to lead.

VISUAL PERSUASION

Visual elements make a powerful impression in the “Kristen Cox” ad and strongly communicate the ad's message. Throughout the segments of the ad, Cox is featured boldly, wearing a rich, cherry-red blazer with black slacks and a black top. Such attention-getting clothing reflects contemporary marketing strategies. As Allen (2006) explains, “If no one notices you and your ideas, processes, and experiences, there's no way to promote whatever vehicle you used to express them" (p.140). Because Cox is new to electoral politics, it is important to boldly grab the attention of the audience to ensure that viewers watch the ad so that Cox can become known.

The ad prominently features Cox's cane; this is an essential visual element of this 30-second spot, as well. Cox's disability is likewise part of the public image presented by the campaign as well. In a recent Washington Post interview, the governor was asked if his choice of Cox as a running mate was because of her blindness. He stated, “No, but do I think the fact that she cannot see, do I see that as part of a paradigm for what I want to represent? Yes.” Such sentiments communicate a sense of the Governor's openness and progressiveness on matters of disability that reflect larger cultural shifts on such issues over the past decade. Spurred by the box-office appeal of superstars such as the late Christopher Reeve, Michael J. Fox, and others, and given momentum by the success of Oscar-winning movies, popular television shows (ER , Dark Angel, and No Limits), and best-selling books, major media corporations have reversed their earlier course of hiding disability, bringing it instead to center stage (Riley, 2005). Governor Ehrlich himself has acknowledged that his choice of Cox as a running mate is “symbolic” (Green, 2006); in a sense, the Governor is suggesting that her disability makes her uniquely capable of taking on such a leadership role. Murray Edelman, an eminent professor of political science, has argued that it is necessary for the public to identify with leaders in a psychological context. “The leader must be constructed as innovator...possessing qualities that followers lack…the victim of insuperable obstacles placed there by adversaries or enemies” (Edelman, 1988, p. 40). Cox's disability illustrates her drive and her ability to overcome an obstacle of proportions unimaginable by most people. Her calm, reassuring demeanor throughout the ad coupled with the images of her identifying with the public, illustrate to the audience that she is highly capable and well-qualified to take on the leadership role of lieutenant governor alongside Robert Ehrlich.

WHO'S TALKING ABOUT THIS AD?

Washington Post Online 

“Kristen Cox, the running mate of Maryland Gov. Robert L. Ehrlich Jr., is front and center for the first time in a television ad that started airing yesterday in the Washington and Baltimore media markets. In the 30-second spot, Cox, who is blind, touts the Republican incumbent's establishment of a Cabinet-level Department of Disabilities, which she leads. She calls Ehrlich "a leader and a visionary" on state funding of stem cell research -- a characterization Democrats are certain to dispute. With the ad, Ehrlich appears to have just edged his Democratic challenger, Baltimore Mayor Martin O'Malley, in showcasing his running mate on TV.”

http://www.washingtonpost.com/wp-dyn/content/article/2006/10/11/AR2006101101782.html  

Washington Post Online

“Gov. Robert L. Ehrlich Jr. said yesterday that he might not have chosen Kristen Cox as his running mate if she were not blind. Since picking the state disabilities secretary for his ticket, Ehrlich has praised her doggedness and intelligence. But on the Politics Program with Mark Plotkin on Washington Post Radio yesterday, the governor suggested that those qualifications alone might not have landed her the coveted spot that helped catapult Lt. Gov. Michael S. Steele - the Republican nominee for U.S. Senate - to national prominence.

Within an hour after Ehrlich's comment, the campaign of his opponent, Baltimore Mayor Martin O'Malley, distributed an edited version of the radio segment to the media, saying the governor had ‘questioned the qualifications of his pick for lieutenant governor and implied that she was chosen because she is blind.'”

http://www.baltimoresun.com/

Allen, Debbie. (2006). Confessions of Shameless Self-Promoters: Great Marketing Gurus Share Their Innovative, Proven, and Low-Cost Marketing Strategies to Maximize Your Success. New York: McGraw-Hill.

Edelman, Murray. (1988). Constructing the Political Spectacle. Chicago: University of Chicago Press.

Green, Andrew A. (2006, October 6). "Ehrlich Notes Disability in Choice of Cox." Baltimore Sun Online. Retrieved Oct. 20, 2006 from http://www.baltimoresun.com.

Nelson, John S. and Boynton, G.R. (1997). Video Rhetorics: Televised Advertising in American Politics. Urbana: University of Illinois Press.

Pointon, Ann and Davies, Chris. (1997). Framed: Interrogating Disability in the Media. London: British Film Institute.

Riley, Charles A. (2005). Disability and the Media: Prescriptions for Change . Hanover: University Press of New England.