Dec. 7, 1999

Gore and Bradley reach out to Iowans
with television advertising

By Brandon Reid
CyberCaucus 2000 News Service
Drake University

DES MOINES, Iowa -- The race for the Democratic presidential nomination is beginning to heat up in Iowa.

Television advertisements by the two Democratic presidential candidates, former Sen. Bill Bradley and Vice President Al Gore, began airing in Iowa and New Hampshire in mid-November and have helped fuel the race's fire.

A few months ago, the Democrat's choice for president seemed more certain. Gore was facing mild competition from Bradley and was expected to breeze through the Iowa Democratic caucus on Jan. 24, 2000.

"We want to send a message to the rest of the country that Al Gore will be the Democratic nominee," said Jud Lounsbury, communications director for Iowans for Gore in an interview Sept. 28. "Iowa has a huge opportunity to free him to take on the Republicans right away instead of a long, drawn-out primary/caucus season... ."

The race has definitely tightened since September. Bradley began unleashing bits of his agenda, helping to spark voter interest in his campaign. Polls now show Bradley ahead of Gore in New Hampshire and gaining ground in Iowa.

Both Lounsbury and Maureen Monahan, Iowa press secretary for Bill Bradley for President, agreed television advertising plays a critical role in piquing voter interest. They also said television advertising will play a factor in the Iowa caucus.

"[Television advertising] allows people to get to know Al Gore [and] what he stands for, where he is on certain issues and what his agenda is," Lounsbury said. "And it also allows him to speak directly to the people of Iowa."

Monahan said, "The main goal of these commercials is to spread voter recognition of Bill Bradley and to introduce him to the voters."

The Bradley campaign announced yesterday it was launching a third television advertisement in Iowa and New Hampshire. The 30-second advertisement, titled "A Different Campaign," features Bradley explaining his intent to run a positive campaign focusing on substance rather than attacks on his opponent.

"Wouldn't it be better if we had more than sound bites and photo ops when we are choosing a candidate," Bradley questions in his commercial. "I think so. That's why my campaign will try to be different. It'll concentrate on issues, ones that concern you. I'll let you know what I think about those issues and what I plan to do if elected. It will be all spelled out in detail. Sometimes you'll agree with me; sometimes you won't. But at least you'll know exactly where I stand."

Bradley's first television advertisement was a biographical piece featuring comments from supporter Maureen Drumm and Senators Daniel Patrick Moynihan and Bob Kerrey. His second advertisement outlined the passage of his Newborn's and Mother's Health Protection Act.

"[Bradley's] No. 1 priority is health care," Monahan said. "[The Newborn's and Mother's Health Protection Act] is the perfect example of: he's got a big, bold idea, he's gotten things accomplished in the past and he has the ability and initiative to get things done in the future."

Gore released two 60-second television advertisements Nov. 23 called "Family" and "Build" to be aired in Iowa and New Hampshire.

"Family" portrays Al Gore the husband, father and grandfather. Gore does not speak in the advertisement, which features music, pictures and text. The text reads as follows: "29 years a husband. 26 years a parent. 20 weeks a grandparent. 23 years of challenges. A family's love ... And the blessings ... And bounty ... Of one great country. Happy Thanksgiving."

"The ad reminds people that Al Gore's family is very close to him, and it will continue to be so if he is elected president," Lounsbury said. "It's sort of the foundation of who he is."

"Build" focuses on Gore's health care plan and features images of elderly people in a hospital and using walkers. The commercial closes with the image of Gore meeting with a disabled person.

"You can't fix what's wrong with our health care system by getting rid of things that are right," Gore says in "Build."

"Medicaid is a safety net that 40 million Americans rely on," the ad says. "It needs to be improved, not eliminated. Medicare is a great program but it needs to be fixed, not starved for the money that's needed in order to stabilize its financing. We need to build on what works and make sure we get to where every American has health insurance."

Lounsbury said, "It just shows how Al Gore disagrees with where Bill Bradley wants to take health care."

The Gore campaign also released two more television advertisements titled "Vouchers" and "Reporters" to be aired in Boston, Mass., and New Hampshire.

Bradley has accused Gore of running negative advertisements attacking the Bradley campaign. In response, Bradley pledged to run an advertising campaign focusing on issues.

Lounsbury said he doesn't feel Gore's advertisements are negative. He said the advertisements are meant to show the contrast between Gore and Bradley rather than to serve as attacks against Bradley.

"We have been forced to talk about the issues without Bill Bradley because he just flat-out refused [Gore's offer for a debate]," Lounsbury said. "Voters want to know what the candidates' differences are, and campaign advertising allows us to do that."

Gore's television advertisements can be viewed on his campaign Web site at www.AlGore2000.com. Bradley's advertisements can be found at his campaign Web site at www.billbradley.com.