"Soc. Sec. LeaderMD"
Announcer: With our nation at peace ... and more prosperous than ever
... Now is the time to find real solutions to America's problems.
SFX: music, boom, boom, boom...
Male Announcer: George Bush knows that to keep our commitment to seniors ... we must strengthen and improve Social Security now ... or the retirement of the Baby Boom Generation will push it near bankruptcy. He's proposing a bipartisan plan to strengthen and improve Social Security.
The Bush Plan guarantees everyone at or near retirement every dollar of their benefits. No cuts in Social Security. You paid into it's your money and it will be there for you. And the Bush Plan gives younger workers a choice to invest a small part of their Social Security in sound investments they control ... for higher returns.
Learn more about George Bush's Voluntary Plan for Personal Social Security Retirement Accounts.
The Bush Blueprint: Better for seniors today, better for all of us tomorrow.
|Background: Four days after the DNC went up
with its first issue ad, the RNC followed. The RNC selected as its
lead-off issue Social Security, and specifically Gov. Bush's plan to allow
workers to invest a small part of their Social Security. The key
phrase "strengthen and improve Social Security" is repeated twice.
The RNC's first issue ad differs from the DNC's in a number of respects.
It is a 60-second rather than a 30-second spot. Although Bush is
shown and mentioned, his voice is not heard; Gore by contrast had a speaking
part. While the DNC ad which targets "big drug companies," the RNC
ad stays positive. Overall, this ad is crisper and more effective
than the DNC offering. It takes as a starting point the current
national prosperity. Good use of music and stock footage, including
a rising sun, a wheat field and speeded up footage of people getting off
a subway train, creates an upbeat mood. Images of Bush are woven
throughout. (All told, images of Bush are on the screen for about
23 seconds of this 60-second ad, and the words "Bush Plan" appear on the
screen for an additional 19 seconds; Bush's name is mentioned five times
on the audio track.) Like the DNC, the RNC launched a web site to
go with its ad, www.socialsecurityblueprint.com.