Script of "Fought For His Country"

JOHN KERRY: We need to get some things done in this country (Abstract, telling what the commercial is going to be about): affordable health care, rolling back tax cuts for the wealthy, really investing in our kids That's why I'm running for president. (Abstract, telling what the commercial is going to be about.  Evaluation, internally evaluating that he is the right man to get these agendas accomplished).

ANNOUNCER: John Kerry.  The military experience to defend America  A new plan to create jobs and put our economy back on track. (Orientation about Kerry's background.  Notice the emphasis on past and future)

JOHN KERRY: I'm John Kerry, and I approved this message (External evaluation.  Steps outside the narrative and makes comment about his opinion of it) because it's time to put opportunity in the hands of all Americans.

ANNOUNCER: John Kerry. A new direction for America. (Coda, with Kerry's past mentioned to help instill confidence in Kerry's ability to lead in the future, the announcer concludes the commercial with a coda which brings the country out of its current habit and into a new path)

Script of "Tax Cuts"

ANNOUNCER:  [v/o]: The issue: middle-class tax cuts (Abstract, telling the audience what the commercial is going to be about). John Kerry voted to eliminate the marriage penalty and for a child tax credit. (Event.  Telling the actions of the commercial's hero, John Kerry)  Kerry's economic plan? Roll back tax cuts for the wealthiest 1 percent, (Prolepses.  Looking forward to what Kerry will do) helping pay for a middle-class tax cut. (Evaluation, what this plan will do for America) Don't reward corporations that export jobs overseas. George Bush? He supported tax breaks for exporting jobs, and he raided Social Security to pay for a tax cut for millionaires. (Event/Evaluation.  Tells what Bush did and uses harsh language to make the telling of the event an evaluation as well) Bush's priorities won't strengthen America. (Evaluation.  Externally making a decision on how Bush will effect America)

Copyright Kevin Lessmann
 2004

PRESIDENT BUSH: One of the things that must never change is the entrepreneurial spirit of America. This country needs a president who clearly sees that. (Evaluation.  Stating what he thinks the nation needs)

LAURA BUSH: The strength, the focus, the characteristics that these times demand. (Orientation, presumably describing the traits of Pres. Bush)

PRESIDENT BUSH: And as the economy grows, the job base grows, and somebody who's looking for work will be more likely to find a job. (Orientation.  Describing the state of America)

I know exactly where I want to lead this country.  (Orientation.  Describing his confidence in his end state) I know what we need to do to make the world more free and more peaceful. I know what we need to do to make sure every person has a chance at realizing the American dream. I know what we need to do to continue economic growth so people can find work, to raise the standards at schools so children can learn, to fulfill the promise to America's seniors. (Orientation. Describing his own abilities. Evaluation. Evaluating what he thinks are important steps and goals for American)

Americans are hard-working, decent, generous people. (Orientation.  Describing the American population)  I'm optimistic about America because I believe in the people of America. (Orientation. Evaluation.  Describes his mental state and evaluates why he has this mental state)

PRESIDENT BUSH [v/o]: I'm President Bush, and I approve this message. (External Evaluation.  After observing the message, makes the decision to support what it says.

Script of "100 Days"

PRESIDENT BUSH [v/o]: I'm George W. Bush, and I approve this message. (External Evaluation.  Steps outside the narrative and expresses his evaluation of it.

ANNOUNCER [v/o]: A president sets his agenda for America in the first 100 days. John Kerry's plan: (Abstract.  Stating what the commercial will be about) To pay for new government spending, raise taxes by at least 900 billion dollars. (Prolepsis.  Telling what Kerry will do).

On the war on terror: Weaken the PATRIOT Act used to arrest terrorists and protect America. (Prolepsis/Evaluation.  Telling what Kerry will do using language that makes it sound like the wrong thing to do)

And he wanted to delay defending America until the United Nations approved. (Analepsis.  Describing what Kerry wanted to do in the past)

John Kerry: Wrong on taxes. Wrong on defense. (Orientation/Evaluation.  Describing Kerry's ideas and also making a judgment on them)