AD CONTEXT
The ad campaign for Lt. Governor Michael Steele is taking a different approach against Democratic rival Congressman Ben Cardin. Tensions are running high in this campaign mainly because of the miscalculations of the Democratic Party in the last gubernatorial elections. Democrats voiced certainty that Maryland blacks were firmly Democratic voters, leading to shock when Republicans Robert Ehrlich and Michael Steele were elected to the positions of Governor and Lt. Governor, respectively. Lt. Governor Steele's ads are targeting Maryland voters in a fresh manner; “ they're the latest attempt by political advertisers to break through the clutter of news, noise, and ads for other candidates” (Lawrence, 2006). Due to the high rate of dissatisfaction with President Bush's policies and the backlash it is having on Republican candidates, Steele's ads focus less on the issues and more on his integrity as a public official. Congressman Cardin has been attempting to “turn the focus away from style and onto substance, where there are also sharp differences between [Steele and Cardin] that put [Cardin] more in line with the views of Maryland's large population of Democratic voters.” In a recent interview, Cardin states, “It's not about how nice we appear or how we deal with friendliness or how well we listen, because I'm a pretty good listener.” Rather, “It's about how you are going to represent the interests of the people of Maryland” (Mosk and Marimow, 2006).
Through the use of white space and modern staging coupled with a frank positioning message, Steele's ad, "Real Differences," seeks to connect with the viewer on a personal level. Rather than "selling” Lt. Governor Steele's positions on issues of national salience, Steele's ads act to create a relationship between the viewer and the senatorial candidate. The technique of creating meaningful relationships through advertising takes what's working in the marketplace and translates it into the political campaign sphere. Steele's ad seeks to appeal to the emotional aspects and ethical standards of its target voters.
AD CONTENT
Perhaps in response to criticisms levied at him after his first series of ads, Lt. Governor Steele's “Real Differences” TV spot does address the issue of platform content more so than his earlier spots. However, the ad still focuses more on Steele's personality and ethical qualifications for leadership rather than inundating the viewer with multiple sound bites that sum up his positions on issues. Although still scripted as a problem-solution spot, the layout is non-traditional, in the sense that the criticisms of Congressman Cardin are intermixed between Steele's own assertions of his superiority as a candidate. The ad still does function to highlight contrasts between two political candidates, as do the majority of comparison-style political spots. The Steele spot embellishes the typical "horror" format by adding an element of humor, acting to soften the harshness of the attack and make Steele appear less antagonistic. Such an approach seemingly allows the viewer to relate to him. Steele does take an opportunity in this spot, however, to explain that he is not the same as other candidates. Steele communicates to the audience what he is, in addition to communicating what he is not.
A VARIATION ON THE GENRE
At the beginning of the ad, Lt. Governor Steele is seen leaning up against five television sets, stacked up on top of one another. As Lt. Governor Steele begins speaking, the TVs run clips of the “nasty ads from the Washington crowd” Steele is concurrently discussing. Later in the ad we again see this same stack of TVs, this time showing grainy footage of Congressman Cardin. According to authors Nelson and Boynton (1997), the stereotypical "horror" ad co-opts the black and white scenes and grainy footage from classic horror films when depicting the “evil” candidate. "Real Differences" borrowed this exact imagery, making it apparent to the viewer that Cardin and his jabs at the Steele campaign precisely fit the bill for the “evil” candidate. This ad, like many of the other ads in the Maryland political campaigns this year, adds to the "horror" theme by turning to satire as well. The satire serves to mitigate the negativity of the "horror" genre and attack ads by adding the element of humor to soften the message. Humor also serves to “punctur[e] the over-inflated sincerity often found in…advertising through marketing campaigns based on irony and satire” (Haig, 2004, p. 259). This makes Steele's sincerity appear more believable, as he is not attempting to be overly so.
This is an important message for Steele's proponents and potential supporters, as his image is that of the “nice guy,” the trustworthy, open politician who will change Washington for the better. We can see the satire in the "Real Differences" ad through the use of the TVs especially. Because the stacked TVs and grainy unflattering pictures (in this case of Congressman Cardin) are such stereotypical hallmarks of horror ads, Lt. Governor Steele's use of these symbols is an overtly-obvious tribute to that genre. Such usage conveys the message that Steele knows he is turning Cardin into a "horror" figure, but can laugh at himself for doing so. This additionally humanizes Steele, making him seem more approachable.
AURAL PERSUASION
Auditory elements play a significant role in Steele's "Real Differences" TV spot. His vocals are featured prominently as the majority of the ad consists of his narration. When he is speaking about his plans, his voice is positive, controlled, and sincere. Steele's goal is for his audience to believe that the qualities he exudes in his narration will transfer to every aspect of his senatorial term. However, when criticizing Congressman Cardin and the “nasty ads from the Washington crowd,” his voice takes on a deeper, disapproving tone. His mannerisms and phraseology are that of one person speaking conversationally to another. This acts as one of the layers the advertisement utilizes to build Steele's image of the “regular guy” working hard to better Maryland.
Further emphasizing the notion that Steele represents a more positive choice for Maryland in comparison to his rival, a Boston terrier growls angrily each time the failings of Cardin are mentioned. This growling serves dual purposes. First, it conveys the message that "even puppies" dislike Cardin's unethical political behaviors. Second, and arguably more important, is that such symbolism helps soften the attack on Cardin's policies, ultimately working to reinforce the negativity associated with Congressman Cardin, and the likeability of Lt. Governor Steele. All of Steele's auditory aids in this ad act as vehicles for his overarching message: I am the likeable, ethical candidate. Cardin is the "bad guy."
VISUAL PERSUASION
The visuals in this ad serve to underline the auditory messages that tout Steele as a “man of the people.” The blue background is saturated in color around the perimeter of the screen and gradually fades out to white at the center. This use of “white space” is a modern way of featuring the value of a product (Finke, 2001). Steele seems to have taken a lesson from the advertising tactics that Apple computer uses to communicate that they are better, easier, and are above all, different (from Microsoft); Steele is effectively visualizing himself as the candidate that is different, but most importantly, that he is not Cardin.
Lt. Governor Steele is positioned within the blue background so it fades to a white center around his head, giving the appearance of a halo. The color choices reflect an important message to the viewer. Blue is considered to be both calming as well as strong and steadfast (Bear, 2006). The simplicity of both the color and the background imply that Steele is an uncomplicated politician: he does not intend to pull the wool over anyone's eyes or camouflage his actions. Rather, he plans to do what he says he will do. White, in Western cultures, represents purity. This reinforces Steele's message that he is unlike other candidates (meaning Cardin, in particular) in that he is free of the stain of unethical politics. The visual elements in this ad position Steele as the one candidate who will act on behalf of the public without concern for his own personal gains. He is the modest hero, coming to save Maryland politics from Washington corruption (Nelson and Boynton, 1997).
In much the same way that indexical aspects, such as photography or other documentation, “implicitly reassure prospective customers that what he or she is seeing is a truthful representation of the real thing,” so too does Steele's ad reassure potential voters that his representations of himself are genuine (Messaris, 1997, p.135). The ad accomplishes such authenticity in its portrayal of Steele as a hard working, honest individual. As in all of his other ads, Lt. Governor Steele talks straight to the camera. His head-on view gives the impression that he is talking directly to the viewer. His gaze never wavers, mimicking his argument that he will be an ethical leader and follow through with his campaign promises. His dress differs slightly from his earlier ads; in this spot, Steele's jacket is unbuttoned and open. This creates several messages for the viewer. Primarily, it signals that Steele is not afraid of hard work and is willing and ready to "get dirty," if necessary. In addition, it presents an image of Steele as less formal and more approachable compared to most political candidates, especially Congressman Cardin. |
Baltimore Sun
In an article released shortly after the "Real Differences" ad hit television, Sun staff writer Jennifer Skalka chronicles the back and forth between Lt. Governor Steele and Congressman Cardin as a result of Steele's “puppy” ads. The article states that Steele is seeking to create a likable, honest persona in this series of ads, while the Democratic Party is cornered into responding to Steele's preemptive strikes against Cardin's credibility.
http://www.baltimoresun.com/news/local/politics/bal-md.steele27sep27,0,7989959.story?coll=bal-mdpolitics-headlines
Washington Post
“Maryland Lt. Gov. Michael S. Steele and U.S. Rep. Benjamin Cardin stripped away the niceties and exchanged sharp words Tuesday night in their first debate in the race for the U.S. Senate. The debate offered the first chance to see the striking contrasts between the two major party candidates vying for the seat being vacated by retiring Sen. Paul S. Sarbanes (D)…Even before Tuesday night's event, Steele and Cardin were slugging it out on the airwaves with two new campaign ads. Steele's ad accuses Cardin of "trash" politics and portrays him as a Washington insider, while Cardin repeatedly ties Steele to the unpopular Republican president.”
http://www.washingtonpost.com/wp-dyn/content/article/2006/10/03/AR2006100301484.html
USA Today
“The ads are jazzy, edgy, hip — everything you don't expect in politics. Which is the point for at least two candidates using them this year to portray themselves as likable, with-it guys.
The ads for Minnesota Gov. Tim Pawlenty and Maryland Senate candidate Michael Steele look more like spots for Target or Apple or The Gap than for a pair of Republicans. They're the latest attempt by political admakers to break through the clutter of news, noise and ads for other candidates…Democrats have mounted a puppy counteroffensive that mimics Steele's ads — jaunty music, white backdrop — and borrows the image of him with the dog. The upbeat narrator says Steele opposes abortion rights, supports President Bush on the Iraq war and supported Bush's veto of funds for stem cell research. He concludes brightly, ‘Michael Steele, he likes puppies, but he loves George Bush.' ‘That's the risk of running content-free ads,' West says. ‘Your opponent will fill in the content.'”
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Lawrence, Jill. (2006, October 1) ‘Snappy' Ads Helping Politicians Build Their Brands. USA Today Online. Retrieved Oct. 6, 2006 from http://www.usatoday.com
Bear, Jacci Howard. (2006) Your Guide to Desktop Publishing. Retrieved Oct. 9, 2006 from www.about.com
Finke, Gail Deibler. (2001) White Graphics: The power of white in graphic design. Gloucester, U.K.: Rockport Publishers.
Haig, Matt. (2004) Brand Royalty: How the world's top 100 brands thrive and survive. London: Kogan Pageon.
Messaris, Paul. (1997) Visual Persuasion: The role of images in advertising. Thousand Oaks, CA: Sage Publications.
Mosk, Matthew and Marimow, Ann E. (2006, October 4) Steel, Cardin Debate Draws Sharp Distinctions. Washington Post Online. Retrieved Oct. 6, 2006 from www.washingtonpost.com
Nelson, John S. and Boynton, G.R. (1997). Video Rhetorics: Televised advertising in Americn politics. Urbana: University of Illinois Press. |