Bush "Lead" Ad

In his "Lead"ad, Bush, not always the one to act negatively, portrays himself as a man who knows what America needs and how to fulfill those needs.  (To view the ad, click the Lead hyperlink then click the hyperlink in the upper-right hand corner of the page popping up that reads, "Click here to see RealVideo of Bush 'Lead' ad")
 

An annotated script of the commercials follows, with analysis of the commercial to the right.

Annotated Script of  "Lead"

(On screen: Diner; www.georgewbush.com)

Violin playing scalar music.  Raising to harmonious tones.  Music is in Aaron Copeland traditional American Music.

PRESIDENT BUSH [to camera]: One of the things that must never change is the entrepreneurial spirit of America. (Camera focus on George Bush wearing casual suit with Lara Bush, wearing pink sweater, behind him) This country needs a president who clearly sees that.

(On screen: Bush speaking on the telephone; Bush reading important folder in office)

LAURA BUSH [to camera]: The strength, the focus, the characteristics that these times demand.

(On screen: White man checking his cell phone; black woman speaking at a meeting)

PRESIDENT BUSH [to camera]: And as the economy grows, the job base grows, (White and black manual laborers  working and talking together on a clear day.) and somebody who's looking for work will be (Faceless factory worker sanding metal, giving off bright sparks.) more likely to find a job.

(Bush on screen with Lara behind him.)

I know exactly where I want to lead this country. (Construction worker)  I know what we need to do (Hispanic woman in a U.S. military uniform saying goodbye to child)  to make the world more free and more peaceful.

(Two white men in suits walking; White business woman on the phone; White family facing camera, smiling)

I know what we need to do to make sure every person has a chance at realizing the American dream.

(Bush and Lara again)

I know what we need to do to continue economic growth so people can find work (Asian woman instructing class), to raise the standards at schools so children can learn (Students participating in class), to fulfill the promise to America's seniors. (Black senior woman smiling with younger woman; Family clearing the table)

Americans are hard-working, decent, generous people. (White daughter sitting on father's lap) I'm optimistic about America because I believe in the people of America. (George and Lara)

(On screen: Bush walking toward camera outside the White House; President Bush; Steady Leadership In Times Of Change; Approved By President Bush And Paid For By Bush-Cheney '04, Inc.)

PRESIDENT BUSH [v/o]: I'm President Bush, and I approve this message.

Copyright Kevin Lessmann
 2004

The commercial starts with the president describing the strengths of America.  His words tell of the strength of the country and the imagery on screen show visual pictures of Bush's words.  The imagery shows pictures of a diner, open for business and signifying the entrepreneurial spirit of America.  Next, the president tells the audience this country needs a president who understands what must never change about America.  Although he does not tell the audience who that president should be, the rest of the commercial suggests to the audience that that president should be George W. Bush. 

The president, up to this point, has said nothing about his own attributes.  He has not said how diligently he works or how professionally he conducts himself.  However, the images of him at his desk working and on the phone show the audience that Bush possesses those qualities.  Thus, the events shown of Bush at his desk serve as orientations to the observers about Bush's work ethic and competency as president.  Although verbally Bush has not mentioned having these attributes, the images on screen suggest to the audience that he certainly does possess them.

Laura Bush's comments are perhaps my favorites comments of all the commercials.  She does not state who she is talking about or why the characteristics she mentions are important.  However, the viewer knows she is talking about traits that make her husband a good president.  Most likely, the viewer knows Laura is talking about her husband because she is sitting directly behind him, in a position of support.  Were the commercial to show her standing next to John Kerry, saying the exact same thing, the observer would be encouraged to believe that she is talking of Kerry, instead of Bush.  Thus, where she is located while she speaks serves as great a purpose in the commercial as the actual words she says.

The verbal text of the commercial continues its use of orientation about President Bush.  Bush says he knows exactly what he needs to do to improve the status of the country.  Once again, diction plays an important part in his persuasion.  Saying that he knows "exactly" what the country needs implies that others, mainly his opponent, may have an idea of where to lead the nation but certainly do not know "exactly" what to do.  Therefore, his orientation about himself also serves as an evaluation of his challenger. 

The commercial relate to as many Americans as possible by showing a diverse a group of people.  Click for further discussion of this point.

The commercial ends with Bush using a coda to bring the audience back to the present.  Saying that he is optimistic about the people of American is the same as saying "I am optimistic about you, the viewer" for the viewers, at least the ones that count, are all people of America.  By complimenting the American people, Bush makes an appeal to the voters.  Instead of distancing himself from the people, Bush lets the people know he believes in them and trusts that they will make good decisions.  The good decision, in this case as suggested by the commercial, is voting for President Bush. 

With the strong persuasive effects of imagery, diction, and music, the commercial still strongly suggests to the audience that a vote for Bush is a vote for a positive American future.