Vapour ads create successful campaign smokescreens
Comments (15)
Thursday, September 11, 2008 | 07:13 PM ET
By Henry Champ
It started at the Republican convention with Gov. Sarah Palin asking, "What's the difference between a hockey mom and a pit bull? … Lipstick."
It's not a new line. Alaskans will tell you that Palin has used it many times. But it played well in the lower 48 states, where is became a message on T-shirts and campaign placards.
Move forward to Tuesday in Virginia. Barack Obama is at a campaign stop, telling his audience that John McCain's claims that the Republican challenger will bring change to Washington are exaggerations, and that "you can put, uh, lipstick on a pig. It's still a pig."
Immediately the McCain campaign called a press conference to announce the release of a new television ad call "Lipstick." The ad attacks Obama for smearing Palin, even though Palin was never mentioned in Obama's Virginia address. The ad asks, "Ready to lead? No. Ready to smear? Yes."
The media reports the story, it becomes a feature on cable news channels and radio talk shows.
Obama next day, at another stop in Virginia, rages, "We've got an energy crisis, we have an education that is not working for too many of our kids, making us less competitive. We have an economy that is creating hardship for families all across America. We've got two wars going on, veterans coming home not being cared for, and this is what they want to talk about?"
The answer is absolutely yes. The oldest rule in politics: argue about your opponent's misdeeds and failures. This election has been a textbook example of how to befuddle your opponent and leave him off balance.
Vapour trail
To begin with, the "Lipstick" ad never existed. It is what's called a "vapour ad." Designed not to run on air, but to be passed out at a press conference and then hopefully it gets featured in local news coverage, both over the air and in print.
This handout material should have been spotted by television news reporters, since it was 35 seconds in length, and impossible to run on commercial TV.
Vapour ads are not new. The most successful was used in 1964 by the Lyndon Johnson campaign against Barry Goldwater: a young girl pulls petals off a daisy, her countdown of one, two, three suggests an impending nuclear blast ... and the screen goes white at the number 10.
That ad, arguably one of — if not the — most famous TV political ads, ran just once. But the controversy it created meant it was played on every news and analysis program, where it cemented Goldwater as a war-mongering candidate too dangerous for the White House.
News play versus airplay
The Campaign Media Analysis Group (CMAG) pointed out other vapour ads in a Washington Post article, and compares their actual airplay with the amount of news chat they generated.
Ads that got considerable "news play" included one where Joe Biden makes unfavorable remarks about Obama, run just seven times. Another, which included remarks that Obama "made time to go to the gym" rather than visit wounded troops during his European tour, ran nine times and in only three cities.
Obama's campaign uses these vapour ads as well. One that attacked McCain for owning seven houses was seen in news coverage but never ran as a paid-for commercial.
The vapour ad is appearing more often because of the internet, where news is filtered by fewer editors and where sites that are openly partisan are more than happy to run what they see as material favourable to their candidate.
So it's not going away.
It all adds up
If you tote up the damage, there is no question the McCain campaign has succeeded in wobbling Obama's team off message and apparently renders them unable to respond to these kinds of daily attacks.
Ever since Gov. Sarah Palin threw her lipstick into this race, Democrats have watched their polling numbers fall, crowd sizes for McCain grow larger and Big Mo is definitely riding an elephant.
Every day I wake up to news of yet another Republican attack on the Democratic ticket. This morning they were envisioning an ad featuring a clip of Democratic vice-presidential candidate Joe Biden speaking to voters in New Hampshire. Biden praised Hillary Clinton, saying in so many words that she would be a good a vice-presidential candidate, maybe better than he himself. Biden goes on to say she would make an excellent president.
Biden was speaking in the deepest heart of Hillary country: It was New Hampshire that gave the Clinton campaign oxygen when it needed it most.
Many people thought the remarks were statesmanlike and gentlemanly. You would hardly expect him to say, "I think Hillary sucks."
The Republicans suggest their ad will be aimed at those women who supported Clinton in the Democratic primaries.
But there will be no ad. This is more vapour. Even so, more than half of the evening newscasts will be talking about it.
For a political campaign, that's better than struggling to address a poor economy or two wars.
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About the Author
Henry Champ is CBC Newsworld's correspondent in Washington, D.C., delivering Canadian viewers the latest developments in the U.S. political arena. Recently, he has been a leading Canadian voice on coverage of the war on terrorism, the war in Iraq and the growing concerns over the Canada-U.S. relationship.
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Comments (15)
william michel
politicians are only appealing to the biggest common denominator, but the media is facilitating the repetition of this meaningless trivia, mention it once and move on to more pertinent information, but that doesn't appeal to the public who want the latest gossip so it gets more viewers and listeners and since ratings make money, and the garbage collector gets elected. then once in power, people realize how ineffective the government is on one thing or another, and how did so and so ever get elected...DHA
Posted September 19, 2008 08:41 AM
William MIchel
today's politics is dumbing down voters, it appears no longer on what a politician can bring to the table, but what his opponents can't,...if you can show voters that the opponent has a lower IQ that make you look better even thought yours maybe only be a little more than average or that you got to where you are because you were able to buy your past influential positions, so I suggest that a law be pasted allowing a candidate to only tell voters what they would like to do, and only rebutt what your opponent claims that he will attempt to do. this way people can compare oranges with oranges and eliminate the political grenades, that don't have any intellectual value in running a country, and would weed out opportunist that have no real interest in governing other than the perks they can reward their financial backers, who in turn would be forced to chose people with more intellect and public charisma than most other deceitful methods of getting elected
Posted September 19, 2008 08:18 AM
Dengki
montreal
stan,
You are a very angry man. Maybe you should consider therapy.
I have yet to find completely unbiased coverage in both private and public media. However international coverage and content is better with public media. I will stick to cbc.
Posted September 19, 2008 12:19 AM
Alex
Edmonton
Stan,
Go back to watching Fox news. They're the only news service that shares your complete lack of ability to discern facts from spin, and you'll never have to worry about anyone trying to break up your Republican love-fest.
If you'd bothered to read the above story, you'd notice that it's actually about the 'Vapour Ad' and its impact on the modern political landscape. The most famous example of this that Mr. Champ gave was Lyndon B. Johnson, a DEMOCRAT.
And if there are false allegations surrounding Sarah Pallin's kids that are influencing the path of the election, then maybe it's not the false allegations that are the news story, but their impact on the election. Every one of the Republican smears is repeated as well, as long as it has an impact on the election (and thereby legitimate news value).
Finally, if you've got a problem with Heather Mallick's opinion there's a simple, two-step solution: First, post a complaint on HER opinion page and second, stop reading her opinions (like I did).
Or, just keep doing what you're doing, whining about the big evil government-funded CBC and pretending that everything you don't like is yet another example of 'bias'.
GBA
Posted September 18, 2008 02:48 PM
Stan Bayliss
Poor Henry is having a conniption, he realizes that Obama isn't going to win the election and isn't smart enough to understand that a government funded news outlet like the CBC should have reporters that keep their stories unbiased.
The CBC coverage of the US election has been a disgrace from their repeat of an already discredited smear about Sarah Palin's youngest child to Heather Mallick's sickening bile filled column on her.
The CBC's hatred of the Republicans is visceral.
Nice, a government funded news organization spewing hatred and lies about a young disabled child and a 17 year old girl.
Pathetic. I'd suggest you be ashamed of yourselves but you likely don't know the meaning of the word.
And I'm forced to pay your salaries.
Posted September 18, 2008 04:13 AM
Dona
Hudson,QC.ca
I was in "shock and awe" watching the Republician Convention when Sarah Palin was introduced and gave her speech. The reaction from the audience amazed me. It made me think of a Hollywood production. It is no wonder advertising plays such an important rolli in politics. It all plays on the emotions rather than the intellect.
Posted September 13, 2008 04:24 PM
Anthony
Ontario
Republicans manipulate and distort, and Dems stand around shrugging their shoulders saying "Yes, but we're right!"
It's why Gore lost to Bush, and it'll be why Obama loses to McCain unless something changes. (Kerry didn't need anyone's help to sink his campaign...)
The Republicans have been masterful at moving the attention away from a candidate that should be a dead duck; choosing Palin was a stroke of genius (in spite of my post a few weeks back) and Biden is dead in the water in terms of helping the Obama campaign.
The Dems need to start praying, because it looks like Palin is the Teflon Veep... no matter how much it seemed at first like her selection was a transparent headline grab, her capacity to hold media attention looks like it's going to keep on hurting the Obama campaign.
Posted September 13, 2008 03:02 PM
Christopher
Ottawa
It would be interesting to analyse the kinds of advertisements and the messages they contain that political parties have published in the last, say, 30 years and compare them to the advertising/propaganda techniques of the totalitarian states in Europe in the 30s and 40s.
We might be astonished at the similarities.
Posted September 12, 2008 01:55 PM
Jerry
seattle
"Stand up Chuck" says Biden at a rally. But Chuck is in a wheelchair Joe. The guy is a one man blooper reel. Why oh why didn't he take Hillary? You can bet this question never leaves the minds of Obama and his handlers. And Henry the elephant is the symbol of the republican party and the donkey is the democrat.
thanks jerry,
it's hard to get good editing...h
Posted September 12, 2008 11:12 AM
Les
Toronto
Hold on now, why can’t we blame politicians for the style of the campaign they run? If we allow elections to become a Jerry Springer show then we are letting lunatics run the asylum. We will end up becoming just another 3rd world kleptocracy filling the street with dead bodies every time they pretend to ape the democratic process in what is really only an exercise in thugry. We should deliver a message through the ballot box that if you’re going to throw muck, it will come back to hit you in the face.
Posted September 12, 2008 10:30 AM
T Day
Ontario
It is a modern day tragedy that the media has so much power and so few brains. The quality political commentary we used to expect was lost when the networks were bought up by the corporations who use them for their own advertising. The Proctor & Gambles of the world want people watching TV so their ads will be effective. They have no social or moral conscience about the effect their ridiculous pundits have on society.
Posted September 12, 2008 10:10 AM
Tomgirl
Montreal
Until I read this article,I didn't know what a "vapour ad" was. These ads are beneath contempt and the people who vote based on the emotional content have room temperature I.Q.s Obama talks about issues that require attention now but McCain and Co. don't seem able to acknowledge these problems let alone suggest any solutions.It looks like the saying"Bullshit baffles brains" may well be the guiding principle of this election to the detriment of us all.
Posted September 12, 2008 09:33 AM
headstrong
Edmonton
So why, oh why, can't the Democrats EVER grasp this concept, and use it themselves. They are watching an election victory, which should have been a sure thing, slip away while they sit on the high road.
One of the things that so outraged the neo-cons in the U.S. about Bill Clinton is that he could play this game, which they see as their own, better than them. They never got over it.
Posted September 12, 2008 08:02 AM
Bill
I agree with the above post, why on earth is this being discussed at all?
I am an American (20 year old college student) who have friends who are very apathetic about the politcal ads, and media coverage.
At first I thought their grievance was unfounded, conformist "anti-establishment" thinking meant only to facilitate their continued waste of time in front of the video games and I-pods, but now I see where they may have something.
People fall too much for the sensationalist leanings of media coverage of useless tidbits (lipstick on a pig) and politicians both create and follow up on this on different instances.
They know what they are doing, very subtle very very indirect manipulation. However, the junkies are too busy debating over useless minutae and the rest of the populace ignores the issues until the last minute, often times being very uninformed.
It's our fault if we elect government officials who suck, cause we don't do enough questioning and don't ask the right questions when we need to.
Posted September 12, 2008 06:43 AM
TehZeppo
Trawna
Politicians do what works - period. If people are willing to decide who to vote for based upon a vapour ad then politicians will put out vapour ads.
People in a democracy should not blame politicians for what the politicians do, they should blame themselves for responding to such flummery.
Posted September 11, 2008 11:25 PM