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| Gore
2000, Inc.
"Insure"
Century Media Group.
|
[Energetic,
fast-paced music]
Male Announcer:
He’s had the courage to take on the big drug companies and fight for more
affordable drugs.
Now Al Gore’s leading the fight for a patients’ bill of rights--to give control back to patients and doctors, not HMO bureaucrats. He’s proposed a realistic health care plan to cover America’s children and to put us on the road to universal coverage for everyone. A new prescription drug benefit for seniors. The only candidate who protects Medicare and preserves Medicaid. Al Gore – Fighting for us. |
| Imagery: (1) Medium shot of Gore in casual
shirt; (2) shelves with bottles of medicine; (3) Gore approaches podium
with the vice presidential seal, shakes hand of unidentified man; (4) Gore
hugs senior. (5) Medium shot of Gore speaking; (6) blurry shot of
the word "Patient" (apparently on a medical file); (7) doctor and patient
with super "Patients' Bill of Rights;" (8) medium close up of Gore doing
a hand move; (9) doctor, woman on treadmill; (10) senior in bed, mom and
child. (11) Gore at window looking at papers, flips page; (12) doctor
putting X-ray on light box; (13) shot over someones shoulder of Gore gesturing;
(14) mom and child reading; (15) very quick shot, initially out of focus,
of Gore speaking; (16) parents and kids at table; (17) woman explaining
file (medical report). (18) Bottles of bills and super "A prescription
drug benefit for seniors;" (19) senior woman with roses. (20) Gore
speaking with flag backdrop; (21)senior with walker and super "protects
Medicare;" (22) Gore with girl and super "protects Medicaid." (23)
"Al Gore for President."
Analysis: "The only candidate who protects Medicare and preserves Medicaid" is a rather extravagant claim. Compare the hype-produced approach of this ad, which has at least 23 different images and fast paced music, with the almost lethargic, cable-access-like Bradley health care spots from roughly the same time ("Sioux City Town Hall" and "Living Room" both from Dec. 7). |