Clinton credibly pitches change

Garfield, Bob
September 1992
Advertising Age;9/7/1992, Vol. 63 Issue 36, p35
Trade Publication
This article reviews the political advertisement for the 1992 election campaign of U.S. presidential candidate Bill Clinton. Though the grainy, super-slow-motion stump footage and gentle voice-over are far more conventional than the striking talking-head spots of U.S. President George Bush, the 60-second Change promise of Clinton is a whole lot less incongruous. It is, after all, the challenger whom we expect to bad-mouth the status quo and promise a new direction. He does do mainly by trotting out statistics, which, whether documentary evidence of his leadership ability or numerical lies, are potent selling points. The commercial, unlike the Democratic convention hat spawned it, hits the Republican soft spots without being remotely negative in tone. The theory is to be deliriously optimistic about a Clinton presidency and let the corresponding disgruntlement about the Republicans percolate up all by itself.


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