"Nuclear Test Ban"
Century Media Group.
|Gore (voice over then on
camera): Since President Kennedy began the effort almost 40 years ago,
Democrats and Republicans have made nuclear arms control a national priority.
The last Republican President stopped all U.S. testing, But now the Republican Senate has rejected the Nuclear Test Ban Treaty signed by 154 nations.
This vote goes against the tide of history and the advice of former Chairmen of the Joint Chiefs of Staff from the Clinton, Bush, Reagan and Carter administrations.
I believe in my heart this vote does not speak for the American people.
So why donít we do something about it?
I believe this campaign is about the future. And there is no more important challenge than stopping the spread of nuclear weapons.
I ask for your support, and your mandate if elected President, to send this treaty back to the Senate with your demand that they ratify it.
Iíve worked on this for 20 years because, unless we get this one right, nothing else matters.
If you agree, we can change this mistake
and once again lead the world toward peace.
|Background: On Oct. 13, 1999 the U.S. Senate
rejected the Comprehensive Test Ban Treaty in a 51-48 vote. Here
is an excerpt from Vice President Gore's speech to the Democratic Leadership
Council on October 14, 1999 that provides some insights into this ad:
"I'd like to say just a few words about the Senate's action yesterday in rejecting the Comprehensive Test Ban Treaty. I came here from Seattle, as Joe said. Last night, at 2:00 AM, Eastern Time, after my last event was over with, I went back to my hotel and, after reflecting on what the Senate had done, I sat down and wrote out a political commercial. And I had called two hours earlier to my campaign staff to get a camera crew to the hotel there in Seattle. And about 4:00 in the morning, Eastern Time, I cut a commercial that expressed what I believe about the Senate's action, and it's going to be shown on national television in about 10 minutes."Imagery: The ad opens with a couple of black and white film clips of President John F. Kennedy. Most of the ad is Gore speaking to the camera. Intercut at various points are headlines on the Senate vote, and a scene of a rocket going up.
Analysis: The Gore campaign's first entry onto the airwaves is a straightforward production that should appeal to critics of campaign advertising. The ad is focused specifically on one issue, and a weighty issue at that. The ad goes for a minute rather than 30 seconds. Gore himself does the talking, and although some visuals are added, there are no slick production features or swelling music. Gore not only states his position clearly, but outlines a specific action he will take if elected. Gore also draws attention to his long experience with this issue ("Iíve worked on this for 20 years..."). Other points to note: The first image one sees in Gore 2000's first ad is President Kennedy, a Democratic icon.