High-Tech Effects to Show What Bush Is Fighting For

President Bush’s campaign began airing an ad in selected television markets last weekend that highlights his agenda for economic renewal. The campaign refuses to disclose where, when or how often the new ad will run.

The Ad: The ad’s opening image is a black video screen. “The world is in transition,” Bush is heard saying while those words are typed in green computer characters on the screen. “The defining challenge of the ‘90s is to win the economic competition.” Bush is now seen speaking, his image taken off a TV screen in a technique aimed at giving the ad verisimilitude. The ad then switches back and forth between Bush’s face, the computer screen and images of military jets, a steel mill and a cargo ship on the high seas. As keywords are seen typed on the computer screen, Bush says: “Here’s what I’m fighting for: Open markets for American products, lower government spending, tax relief, opportunity for small business, legal and health reform, job training and new schools built on competition, ready for the 21st Century.” The ad concludes with the words “President Bush” typed on the computer screen.

Analysis: The ad’s dramatic use of montage and computer-related imagery seek to visually reinforce the idea that Bush has a contemporary vision for the future--contrary to the criticism that he lacks an agenda. In terms of content, Bush’s phrase “Here’s what I’m fighting for” could leave the misimpression that his Democratic foe, Bill Clinton, has not offered proposals on these issues. On tax relief, for instance, while Bush has called for unspecified tax reductions and a cut in all capital gains taxes, Clinton favors a more targeted form of capital gains tax relief aimed at specific industries as long as the investments are held for a certain length of time.