Persuasive Ad Analysis - Looking Back (Pt. 4)

In the final installment of our series analyzing the best persuasive ads of 2004, we consider what was undoubtedly amongst the most effective political ads of all time: the swift boat attack ads on John Kerry. Despite containing propagandistic distortions, the ad received considerable attention. Although this group ran multiple ads, we consider the ad that was perhaps the most effective.




View ad at YouTube.com

What Makes This Ad Persuasive?

• It appears to be an independent ad. There is no voice saying, "I'm George Bush and I approve of this message." Instead, a voice says, "Swift Vets and POWs for Truth Are Responsible for the content of this advertisement." Moreover, after this ad exploded onto the national media circuit and began eroding John Kerry's support, Bush made some conciliatory comments to avoid being hit by the shrapnel from the ad:
  

[From MSNBC:] President Bush on Monday criticized a commercial that accused John Kerry of inflating his own Vietnam War record, more than a week after the ad stopped running, and said broadcast attacks by outside groups have no place in the race for the White House.

“I think they’re bad for the system,” added Bush, who had ignored calls to condemn the ad while it was on the air.

Democrats criticized the president’s remarks at the same time they worked to limit the political damage from the ad, which they denounce as a smear sanctioned by Bush and his high command.

• The ad opens with two women speaking softly and sincerely amidst similar background music. The two women speak with a passion and ostensible independence that engenders confidence in the viewer.
• The ad appeals to themes that transcend partisan affiliations (e.g., patriotism, trust). This makes the ad more palatable to independents, who would probably be less likely to accept an ad based upon neo-conservative principles.
• The ad makes John Kerry appear as one who is personally against "all" those who serve and defend their country. The ad states that Kerry "accused all Vietnam veterans of unspeakable horrors." In other words, the ad implies that Kerry is a traitor, supporting the claims of the enemy instead of supporting his fellow troops.
  
• The ad makes the traitor claim even more explicit, saying, "John Kerry gave aid and comfort to the enemy." Although these words may simply appear as a tough-worded attack, they make the shadowed yet breathtaking claim that John Kerry committed nothing less than treason. This is because Article III, Section 3 of the U.S. constitution states the following: "Treason against the United States, shall consist only in levying war against them, or in adhering to their enemies, giving them aid and comfort. No person shall be convicted of treason unless on the testimony of two witnesses to the same overt act, or on confession in open court." (source). There are two witnesses in the ad and John Kerry is featured testifying to these "treasonous" claims in front of the U.S. Congress. The fact that the woman in the attack ad used the words "aid and comfort" is not a mere coincidence.
• In case the viewer has not been able to see the connection of the ad, the woman rhetorically asks, "Why is it relevant?" She answers, "Because John Kerry is asking us to trust him." The other woman in the ad says, "I will never forget John Kerry's testimony." The other women somberly says, "if we couldn't trust John Kerry then, how could we possibly trust him now." This connection of the past to the present is important because it ensures that the viewer understands the point of the ad.

Ad Fallout (Including 2008 Election)

• Kerry Pressing Swift Boat Case Long After Loss (New York Times)
• Turnout Effort and Kerry, Too, Were GOP's Keys to Victory (New York Times)
• Kerry Goes Down with His Swift Boat, Again (Real Clear Politics)
• Obama: Don't 'Swift Boat' Me (Politico)
• Kerry: Bush lets attack ads do 'dirty work' (CNN)
• Swift Boat issue becomes crucial to Kerry anew (Boston Globe)