'What I'm Fighting For'

September 16, 1992|By Susan Baer | Susan Baer,Washington Bureau

SECOND AD. It aired on networks during such highly rated programs as ABC's Monday Night Football, college football, jTC NBC's "Miss America Pageant" and a number of prime-time sitcoms and drama series including "Going to Extremes," "Homefront" and "Unsolved Mysteries."

COST: $2.5 million.

SCRIPT: George Bush: "The world is in transition. The defining challenge of the '90s is to win the economic competition. To win the peace, we must be a military superpower, an economic superpower, an export superpower. In this election you'll hear two versions of how to do this. Theirs is to look inward. Ours is to look forward, prepare our people to compete, to save and invest so we can win. Here's what I'm fighting for: open markets for U.S. products, lower government spending, tax relief, opportunities for small business, legal and health reform, job training, and new schools built on competition ready for the 21st century."

VISUALS: George Bush speaking emphatically to audiencealternating with key words from the text being typed on a computer screen, and quick images of Air Force planes, autoworkers, schoolchildren saying the pledge of allegiance and family.

ANALYSIS: With global imagery and words -- the first two words are "the world" -- the ad shifts the focus away from domestic troubles and instead presents the president as a forceful world leader and "big picture" person whose opponent, by implication, is narrowly focused and unconcerned with the international landscape. By using this global approach, the ad plays to what is thought to be Mr. Bush's strength, his foreign affairs expertise, and presents the economic problems at home in the best possible light -- the result of a world "in transition." The spot is also heavily laden with warlike words and images -- fighting, competing, winning -- reminding viewers of the president's military victory in the Persian Gulf without directly addressing it, and portraying him as a fighting man.

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