“Revolving Door” puts Spin on Bush-Dukakis Race of 1988

 

George H. W. Bush

1988 Presidential Campaign

 

Caroline Cross

September 2, 2009

PLAP4500

 

Campaign Ads: Why Bother?

 

“Commercials are used to shape citizens’ impressions and affect news coverage. As such, they represent a major strategic tool for campaigners.”

 

“Every advertising dollar spent represents a clue to a campaign’s deepest hopes and a potential revelation about its priorities.”

 

From Darrell West, Air Wars, pg 1, 3

 

“Revolving Door”

 

George H. W. Bush

1988 Presidential Campaign

 

Prisoners file through a revolving prison gate as on-screen text states that "268 Escaped." This attack ad critiqued Dukakis' policy on crime, including his decision to veto capital punishment and mandatory sentences for drug dealers, and his support of the weekend furlough program, including its extension to first-degree murderers. The ad effectively frightened many Americans and it's influence was magnified by the free media received from extensive press coverage of the ad, due to its controversial nature.
Prisoners file through a revolving prison gate as on-screen text states that “268 Escaped.” This attack ad critiqued Dukakis’ policy on crime, including his decision to veto capital punishment and mandatory sentences for drug dealers, and his support of the weekend furlough program, including its extension to first-degree murderers. The ad effectively frightened many Americans and it’s influence was magnified by the free media received from extensive press coverage of the ad, due to its controversial nature.

 

West: Important Elements of Ads

 

1.) Visual Images

2.) Visual Text

3.) Music and Sounds

4.) Color

5.) Editing

6.) Voice-Over

 

 

Photograph of President George H. W. Bush, presidential nominee of the Republican Party in 1988
Photograph of President George H. W. Bush, presidential nominee of the Republican Party in 1988

 

Photograph of Michael Dukakis, presidential nominee of the Democratic Party in 1988
Photograph of Michael Dukakis, presidential nominee of the Democratic Party in 1988

Voice-Over

 

EXPLICIT MESSAGE:

  • Governor Dukakis vetoed mandatory sentences for drug dealers and the death penalty
  • Dukakis supports weekend furlough program for first-degree murderers ineligible for parole
  • Dukakis “wants to do for America what he’s done for Massachusetts. America can’t afford that risk.”

 

IMPLICIT MESSAGE:

  • “Revolving door” connotations
  • Bush takes the opposite stance as Dukakis on these issues. Bush is hard on crime, Dukakis is soft.
  • Dukakis will extend these programs as President.
  • MAIN POINT: A vote for Dukakis will jeopardize the safety of American citizens. 

 

 

Visual Text

 

THE DUKAKIS FURLOUGH PROGRAM

268 Escaped.

Many are still at large.

 

1.) Grab attention of viewer

2.) Enhance memory of the ad’s message

3.) Summarize main points of the ad

4.) Communicate message to those who cannot hear the voice-over

MAIN POINT- Danger of Dukakis’ furlough program

RESULT- These effects heighten the sense of impending danger in America’s future if subject to Dukakis’ leadership.

 

 

Visual Images

 

“The visual aspect of advertising is the most important part of commercials… a picture is worth a thousand words.”

 

From Darrell West, Air Wars, pg 10

 

1.) Enhance memory of ad

2.) Grab viewer’s attention

3.) Emotional response

 

 

Visual Images from “Revolving Door”

 

  • Armed guard climbing a watch-tower, patrolling border of prison, etc.

IMPLICATION: These prisoners are dangerous to society and should be kept under close surveillance and in isolation from law-abiding Americans.

  • Prisoners filing through a revolving door

IMPLICATION: Under Dukakis’ program, prisoners like these are allowed to take temporary leave from jail and intermingle with regular citizens.

INFORMATION PRESENTED: The ad presents no concrete information on these prisoners.

RESULTING REACTION: Uncertainty, fear, anxiety. The ad is meant to spark sentiment that Dukakis’ disastrous policy standpoints on crime make him a poor choice for President.

 

 

 

Music & Sounds

 

  • Music- Ominous, eerie, synthesized
  • Sound effects- Clanging of prison gate, guards’ footsteps as they patrol the prison

 

Color

  • Black and White vs. Color

 

Editing

  • Smooth, steady progression
  • IMPLICATION: Unstoppable, inevitable consequences of Dukakis’ policy

 

 

Music & Sounds, Color, Editing

 

A photograph of Bush (left) and Dukakis (right)
A photograph of Bush (left) and Dukakis (right)

 

RESULT- These effects heighten the sense of impending danger in America’s future if subject to Dukakis’ leadership.

 

 

Effects of Campaign Ads

 

  • Provide information (or misinformation)
  • Persuasion
  • Set the agenda for the campaign
  • Increase voter participation

 

Extent of ad’s influence is affected by:

Media coverage, voter knowledge of candidates, pre-existing concerns and beliefs…

 

 

“Revolving Door” and “Weekend Passes”

 National Security Political Action Committee, 1988

 

Still image of "Weekend Passes" ad, commonly known as the "Willie Horton" ad, 1988. This ad was produced by the National Security Political Action Committee. In combination with Bush's "Revolving Door" ad, these spots emphasized the failures of the Massachusetts prison furlough program. Critics agree that these ads were effective in undermining support for presidential nominee Michael Dukakis.
Still image of “Weekend Passes” ad, commonly known as the “Willie Horton” ad, 1988. This ad was produced by the National Security Political Action Committee. In combination with Bush’s “Revolving Door” ad, these spots emphasized the failures of the Massachusetts prison furlough program. Critics agree that these ads were effective in undermining support for presidential nominee Michael Dukakis.

 

“Weekend Passes” (Willie Horton)

 

  • Independent organization- no direct connection to candidate (Eg. National Security PAC). Can work hand-in-hand with a candidate’s goals. 

 

  • Attack ads can injure candidates and affect the horserace, especially if relatively unknown and if response is untimely

 

  • Another example: “Any Questions?” by Swift Boat Veterans for Truth, 2004

 

 

“Any Questions?”

 Swift Boat Veterans for Truth, 2004

 

 

The "Any Questions?" ad, sponsored by the Swift Boat Veterans for Truth, ran as an attack ad against Democratic presidential nominee, John Kerry, in 2004. Like the "Revolving Door" ad, the attacks on Kerry made in "Any Questions?" and his untimely response to its claims led many critics to claim that the ad contributed to Kerry's defeat in the general election.
The “Any Questions?” ad, sponsored by the Swift Boat Veterans for Truth, ran as an attack ad against Democratic presidential nominee, John Kerry, in 2004. Like the “Revolving Door” ad, the attacks on Kerry made in “Any Questions?” and his untimely response to its claims led many critics to claim that the ad contributed to Kerry’s defeat in the general election.