WEBVTT

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[music]

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In 1948, George Orwell
published the novel 1984.

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It depicted a nightmarish world
where ubiquitous television screens

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broadcasted images of a paternal leader,
repeated simplistic party slogans.

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Any unease the book generated t urned
into relief when the year 1984 arrive.

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Although a good story teller, Orwell
it turned out was an alarmist,

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1948 was also the year the first political
television advertisement was aired.

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Hello there, we\'re independent voters.

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We would like to have you meet a friend of
ours, United States Senator William Benton…

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Here is with Mrs. Benton and
his family at Southport

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where they\'ve lived for 17 years. Started
from scratch and he made the grade.

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That\'s the kind of a man I would like
to have represent me in Washington.

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[music]

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1995, Ontario,

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a provincial election campaign is in progress.
According to the polls, the Liberal Party

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led by Lyn McLeod is set to win.
An ad agency has been hired

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to produce a series of television spots
for the campaign. Everybody quiet.

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We are rolling, 115, Take-3 mark.

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All right. And action.

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When I ask business people what government
must do to encourage business, uh… Sorry.

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Okay, take your time.

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When I ask business people…

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In our case, our commercials are leader focused. Lyn McLeod will carry the
commercial, should be on camera the whole time, will speak directly to the voters

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out of the television set. And we\'ve tested

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in her believability, and credibility, and
how people perceive her, and we tested,

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you know, what clothing she should be wearing, and
how she should be sitting, moving, all those things

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and it\'s our best judgment that

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she\'s a good product and we\'ll sell well.

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We have a reasonable full agenda.

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We\'ll start with the research review
of full descripts conducted last week

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and, Angela Furo, if you\'re ready.

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We had three ads which rose above the others.
The number one ad was what the experts say.

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This ad overall was effective
at improving Lyn\'s image,

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her ratings went way up because of
this ad, so it was very successful.

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Now the least successful
ad, the reality of jobs,

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as I mentioned, didn\'t go over
well because it was too big

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and also because Lyn\'s
performance was not that strong.

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Words like wishy-washy were used and…
Basically without overstating it,

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the polling data is the last word. If the
party for example as annual convention

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had to come up with a policy position on some
issue that just wasn\'t flying with the public,

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we just wouldn\'t make commercials of it.

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I mean it will still be an issue in the campaign, if people
want to raise it obviously, but we wouldn\'t highlight it

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by focusing it on our
advertising materials.

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Most political parties engage ad agencies
to produce their television spots.

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It only makes sense, television is now the
dominant source of information for a voter.

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To reach them you have to speak
in the language of television.

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But the fact that techniques perfected to sell cars or
beer are being used to promote political candidates

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raises the question do we elect
our leaders or do we buy them?

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I think the problem is when parties
hire advertising agencies in the,

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they have dozens of agencies which sort
of make their name and their money

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from selling dog food or motorcars or soap powder
is that they will use the same sorts of techniques

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and one likes to believe
that a political party

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is more sophisticated than
the choice of a dog food,

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but I think there\'s nothing you can do to stop
it. Once these techniques have been identified

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of what make people make up their
mind, what persuade people to do.

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Everyone is always in the business of trying
to influence people, trying to sell products,

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and political parties have become,
especially in a mass media a product.

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January, 1992.

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Labor is so keen to get into power

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but they\'ve been making lots of promises.

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Adding up the cost of all the promises Labor
have made to date, it comes to an astonishing

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35 billion pounds extra per year.
Where would they get this money?

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Seriously (inaudible) problem is actually the propaganda, the
nature of persuasion, what kind of persuasion is acceptable,

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what kind of persuasion isn\'t acceptable. The tax
bombshell advertisement I think is probably the best

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piece of political propaganda
in the election campaign,

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and it was made by Saatchi & Saatchi. And Saatchi
& Saatchi are by far and away the most experienced.

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And I think tÏhe best advertisers,

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political advertisers in Britain.
And their ads you can spot,

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I can spot anywhere at probably two miles.

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They throw any number of devices at the
screen to hammer home a single point.

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They\'ll throw music, voiceovers, imagery, everything and make sure that
the viewer is left with a strong powerful image in a single message.

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March, 1992.

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Labor is so keen to get into power

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that they have been
making lots of promises.

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They would have to increase taxes far beyond
the levels they have already admitted.

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In that sense, I think the Tori\'s and the Saatchi\'s
are following the lessons that the propaganda

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analysts picked up in the 1930s,
especially with the use of repetition.

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This is a message, of course, the
garbles was used extremely effectively,

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and Saatchi\'s do that I think better than anyone
else in Britain. push up interest rates by 2.5%,

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that would add 40 pounds a
month to the average mortgage.

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Could you face five years hard labor?

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If you look back over the history of the ten minute broadcast that
we\'ve done for the Conservative Party, of which we\'re very proud,

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you\'ll see that we\'ve reinforced the
message. We haven\'t tried to over drag it.

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We haven\'t tried to get too many things across. We\'ve tried
to be very simple and single minded in each broadcast

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about the message we got across, so
if you take the more recent campaign,

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you\'ll see very clearly
single mindedly ideas

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that are set forth in each one. So
Labor\'s plans would hit you twice,

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first, with more tax, and
then, with higher prices.

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Of course, there is the argument that you could make
against the Conservatives that they must have known

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they had to increase value added tax and they had
increase tax, and which, of course, they did,

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in the very next budget after the
general election, so to that extent

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you could say that it was a dishonest
piece of political propaganda.

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And to the extent that the electorate sees that, I think John
Major and the Conservative Party have paid very heavily since.

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There have been, of course, increases
in taxation since, but people,

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well, you\'ve got to remember people also have very short political
memories, and you know we\'re now a long way off from that campaign,

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and there are a whole lot of other
issues that surface all the time.

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The Conservatives have cut taxes,

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the basic rate is lower than at any time
since the war, and they\'re still going down.

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The major difference is that, for
clients, you have to tell the truth.

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For a normal packaged goods
clients you can\'t make things up,

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but for a political party you can more or less
say whatever you like. The rules are such

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that you are allowed to expound your dreams or your policies,
and they can be as extreme as you want them to be effectively.

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In America, the advertising media guys

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are absolutely central to the planning of everyone\'s
campaign. You don\'t really leave home without one,

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but in Britain it\'s different from that.

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There\'re sort of the reluctant heroes of the campaign, reluctant
in the sense that nobody really much wants them there,

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but on the other hand we all know
they work, so we put up with them,

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and there\'s a there\'s a there\'s a tolerance relationship.
I\'d like to think that one of the things we did in 1992

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was to actually take it beyond that,

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that we actually managed to create a very close
relationship between these very clever people

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who work in this agency and the people who
are the politicians, the elected people.

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We don\'t have a clear issue yet in this
election, so if we shoot early and we shoot…

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(inaudible). And a whole bunch of
issues take off that we haven\'t,

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you know, put in the can, then we\'ve
locked ourselves in, so, you know,

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I think we\'ve got to be cautious about that.
The whole campaign of adjusting is too much

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from the what we will recommend is
someway a mix of women and other things.

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But issues that were coming out
with sort of color, background,

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whether we should be medium, close-up,
long shot, and I really think

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we have to discuss these things now because… Can I raise one thing? Were
there any concerns raised at all with her being shot close like that.

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No, no. Yeah. I probably never even
went in for a vote in my life.

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And all of a sudden I\'m involved in it every day. And
maybe you haven\'t either. I mean you have to know

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the enormous amount of information to make a truly
informed vote. I think if you lock somebody in a room

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and they were presented with all the ads of
the three main parties in this election,

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they probably be able to make a comparative choice all right, I would
think. I would think, I mean, in the selflessly way we do these things.

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All right, very quiet.

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[music]

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Very quiet, we\'re rolling. And action.

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Are plans sets out how we will make the best…
No. Our plan sets out not how we will make

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the best use of our health care dollars.
I don\'t like any of this stuff.

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Can I just to the value stuff, I just don\'t know what the
script says before to know if I need to program stuff.

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Healthcare has always been a core
value for the people of Ontario,

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it is always been a core value for
Liberals, and it is a core commitment

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in the Ontario liberal plan. The Ontario liberal
action plan will help get them working.

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Our action plan guarantees that
stable funding for four years.

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On June 8th, make sure your vote counts.

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On June 8, vote Liberal.

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In Canada and the United States, the high cost
of buying air time from commercial broadcasters

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means that most political ads
are 30 or 60 seconds in length

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There\'s also a feeling among election strategists the
voters wouldn\'t watch a broadcast longer than a minute.

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To compress complex issues and candidate positions
into the time it takes to tie your shoes

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requires special skills.

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There is a bear in the woods. For some, the people
the bear is easy to see. Others don\'t see it at all.

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Some people say the bear\'s tame.
Others say it\'s vicious

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and dangerous. Since no one can
really be sure who\'s right,

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isn\'t it smart to be as strong
as the bear if there is a bear.

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It\'s my job to try to capture a
complicated problem or issue

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into a short 30 second bite. Many
times I\'ll have to revert to

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or dip to, I\'m sure some believe

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to getting to the root value of what
that issue\'s all about. Now tax cuts,

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budget cuts, welfare
reform, Medicare reform,

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controlling the criminal problem in United
States, all enormous and complex problems

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but maybe speak to a higher value, the value
of committed and consistent leadership.

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[music]

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When the future of the free world hangs on
presidential leadership, experience counts.

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To your try to talk about taxes or crime
in the budget in small brush strokes

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is not only difficult to achieve
but almost counterproductive,

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in that people will go into a catatonic mind block
and therefore the message won\'t be received,

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so I\'m consciously trying to bring it to a value level,
keep it on the qualities of the human beings involved,

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not the specific issues.

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Former Secretary of State Alexander M Haig, the man
with the best credentials of anyone to be president,

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whose also a lot more like you
than you think. Vote for him.

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I ran against a guy in, I ran against a guy, listen to that. I
had a candidate who ran against a gentleman, 1992 in Kentucky,

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this fella, my opponent,
was a slapping backs,

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driving around the room countryside in a bus
wearing a flannel shirt kissing babies.

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I\'m one of you he\'d say,
just like Bill Clinton.

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I understand your problems.
Interesting, interesting message.

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The truth was this is a multi millionaire doctor
who has a Rolls-Royce in his garage under a tarp,

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has a 10,000 square foot home,
a pool, a five month vacation.

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You know all the trappings, all the trappings,
but that\'s not how he\'s campaigning,

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but he broke the rule, he broke the
cardinal, rule he\'s trying to become

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or trying to be something that he\'s not. And
what turned this whole spot concept around,

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and it came to me in the shower,
this guy\'s name is Poore, P-O-O-R-E,

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unfortunate name given
what he was running for.

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So the ad starts with a white Rolls-Royce,
not his but close enough to his,

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bounding over the hill and you hear the
classical music in the background.

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Last year, Floyd Poore attacked Burton Jones as a
millionaire who didn\'t understand ordinary people,

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but not long ago Poore bragged about the five month
vacation he took every year and about his indoor pool.

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Floyd Poore called himself a millionaire
and drove around in a Rolls-Royce.

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Pardon me, would you have any mustard?

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What? And Floyd Poore says he\'s one of us.
Poore, poor my…

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That spot moved numbers like I can\'t
tell you, 14 points in three days

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or some unbelievable number. We
followed the spot up with a mailing

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that was in the shape of guess what? Mustard jars so people
who were seeing it on TV, they were getting in the mail boxes

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and Floyd Poore\'s rode off
into the sunset of politics.

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I asked my daddy what the
Star Wars stuff is all about.

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He said that right now we can\'t
protect ourselves nuclear weapons,

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and that\'s why the President
wants to build a peace shield.

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It would stop missiles in outer space, so they
couldn\'t hit our house. Then nobody could a war.

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And if nobody could win a war, there\'s no
reason to start one. My daddy\'s smart.

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When advertising is more extended,
it tends to engage in argument.

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When it\'s delivered in the form
of a speech by a candidate

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it\'s less likely to be deceptive, it\'s more likely to be
relevant to governments and it\'s more likely to engage.

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Throughout the 1960s campaign, ads in the United States were
longer. They were at least five minutes long on average.

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Now here\'s the governor.

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Yes, and I wish you could see what else
is in this room besides the camera,

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the lights over here, the
cables all over the floor,

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and even some of my friends
standing around here. But you know

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it\'s amazing how many things there are
in television that you don\'t see,

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but I confess I rather like it. It\'s wonderful
how sitting right here in my own library,

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thanks to television, I can talk
to millions of people, and I

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1964 was the first campaign to be waged
primarily with spot advertising.

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It\'s spot advertising that creates the need
for vigilance on the part of the press

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because in spot advertising particularly
vivid evocative spot advertising,

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it\'s possible that in rapidly paced
images false inferences are invited,

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and the electorate doesn\'t have the information
in hand to expose those false inferences.

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Hand onto your heart. Ready? Begin.

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I pledge allegiance to the flag
of the United States of America.

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To the Republic for which it stands,
one Nation under God, indivisible

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with liberty and justice for all.

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I want America kids to grow up as Americans, and they
will, if we have the guts to make our intentions clear,

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so clear they don\'t need
translation or interpretation

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just respect for a country prepared as
no country in all history ever was.

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In your heart you know you he\'s right.
Vote for Barry Goldwater.

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One, two,

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three, four, five,

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seven, six, six,

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eight, nine, nine…

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Ten, nine, eight, seven, six,

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five, four, three, two, one. Detonate.

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[sil.]

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These are the stakes to make a world in
which all of God\'s children can live

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or to go into the darkness.

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We must be there and love
each other or we must die.

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Vote for President Johnson on November 3 for
the stakes are too high for you to stay home.

00:19:25.000 --> 00:19:29.999
What I\'d also tell people
who criticize political ads

00:19:30.000 --> 00:19:34.999
is that if you gave the politician a choice between
talking for 30 seconds and talking for five minutes,

00:19:35.000 --> 00:19:39.999
is there any doubt in your mind which he would
choose? The candidates want the longer format,

00:19:40.000 --> 00:19:44.999
the problem is they aren\'t available
in our commercial system,

00:19:45.000 --> 00:19:50.000
and you can\'t afford them. If they are, they\'re just too
expensive, so you have to you have to go with the shorter format.

00:19:55.000 --> 00:19:59.999
In Canada regulations require broadcasters to allocate
a small amount of airtime free to political parties.

00:20:00.000 --> 00:20:04.999
The parties can then supplement this by buying
as much time as campaign spending limits allow.

00:20:05.000 --> 00:20:09.999
This mixture of paid time and free time has not prevented
the 30 and 60 second spot from dominating here.

00:20:10.000 --> 00:20:14.999
This family is not moving to a
bigger house, what can you tell?

00:20:15.000 --> 00:20:19.999
This family is trying to
pay their medical bills.

00:20:20.000 --> 00:20:24.999
The United States has had
a very big influence

00:20:25.000 --> 00:20:29.999
on how Canadian political ads are done,

00:20:30.000 --> 00:20:34.999
what the content of them is, what
the style is because, of course,

00:20:35.000 --> 00:20:39.999
Madison Avenue is the, is one of the biggest
centers of advertising in the world,

00:20:40.000 --> 00:20:44.999
so people are always looking at

00:20:45.000 --> 00:20:49.999
what the Americans are doing
and getting ideas from them.

00:20:50.000 --> 00:20:54.999
Under the conservative government,
Canadians have witnessed

00:20:55.000 --> 00:20:59.999
a 40% increase in violent crime.

00:21:00.000 --> 00:21:04.999
No wonder you\'re not
sleeping so well at night.

00:21:05.000 --> 00:21:09.999
[sil.]

00:21:10.000 --> 00:21:14.999
Labor is so keen to get
into power… Unlike Canada,

00:21:15.000 --> 00:21:19.999
Britain has so far resisted the trend towards spot advertising.
Political parties are not permitted to buy airtime.

00:21:20.000 --> 00:21:24.999
It\'s provided free of
charge by the networks,

00:21:25.000 --> 00:21:29.999
and to prevent possible confusion with ads for commercial
products broadcast cannot be less than four minutes in length.

00:21:30.000 --> 00:21:34.999
Some have called these broadcast models
of quality political communications,

00:21:35.000 --> 00:21:40.000
others refer to them as the most
boring commercials in the world.

00:21:55.000 --> 00:22:03.000
[music]

00:22:15.000 --> 00:22:19.999
You have to look at any of the recent party political
broadcasts, and although they are five minutes long,

00:22:20.000 --> 00:22:24.999
you virtually will never see a politician talking for
more than about 20 seconds or something like that.

00:22:25.000 --> 00:22:29.999
And they use all the techniques
and slick filming of advertising.

00:22:30.000 --> 00:22:34.999
The pattern that\'s happened was

00:22:35.000 --> 00:22:39.999
that the party political broadcast used
to be very long, and rather discursive,

00:22:40.000 --> 00:22:44.999
and pretty boring. And because
people would switch off,

00:22:45.000 --> 00:22:49.999
the party political broadcast followed
the techniques of the advertisers

00:22:50.000 --> 00:22:54.999
to try and make them more grabby, to try
and make them shorter, to have segments

00:22:55.000 --> 00:22:59.999
that lasted less time, so this idea that.

00:23:00.000 --> 00:23:04.999
You would have sort of undiluted
politicians talking rationally

00:23:05.000 --> 00:23:09.999
and honestly about the issues, it\'s certainly
not bore now by British experience.

00:23:10.000 --> 00:23:14.999
I think the advertisers in
Britain, the people who are hired,

00:23:15.000 --> 00:23:19.999
the consultants who are hired by the parties
would love to move to a shorter format.

00:23:20.000 --> 00:23:24.999
That\'s what they\'re used to, they\'re used to making
short, 30 seconds or maximum a minute slots.

00:23:25.000 --> 00:23:29.999
They\'re not used to this very peculiar length
of the British party election broadcast

00:23:30.000 --> 00:23:34.999
which is five minutes or ten minutes.
And it\'s rather difficult for them

00:23:35.000 --> 00:23:39.999
to spin something out to that kind of length.
Perhaps the most successful ones are in fact

00:23:40.000 --> 00:23:44.999
the ones made by the big
named film directors.

00:23:45.000 --> 00:23:49.999
We live in a country rich in heritage,

00:23:50.000 --> 00:23:54.999
in natural resources, and of course most
of all, rich in the quality of the people.

00:23:55.000 --> 00:23:59.999
But when you know that the potential is not
being used properly, it really makes you ask

00:24:00.000 --> 00:24:04.999
what\'s happened in these last years.
Why is life become so bleak, narrow,

00:24:05.000 --> 00:24:09.999
insecure for so many of our people.

00:24:10.000 --> 00:24:14.999
Why is a country that has so much
ability to do well not doing better.

00:24:15.000 --> 00:24:19.999
I felt very strongly, as I said earlier on, that to
connect you need some help, so that\'s how I got involved.

00:24:20.000 --> 00:24:24.999
I threw myself into it. I did it with,
you know, with just as artistically

00:24:25.000 --> 00:24:29.999
and powerfully as I possibly could
because I believed in the cause of

00:24:30.000 --> 00:24:34.999
what we were doing, (inaudible)

00:24:35.000 --> 00:24:40.000
I believe believed in her cause, you know,
she happened to be extreme right, fascist

00:24:45.000 --> 00:24:53.000
[music]

00:24:55.000 --> 00:24:59.999
I think that the real privilege
of being strong is the power…

00:25:00.000 --> 00:25:04.999
But you\'re doing a job, you\'re selling a
product. You know when I make ads I try to do

00:25:05.000 --> 00:25:09.999
something good for their product, not to
distort that or the benefits of that product.

00:25:10.000 --> 00:25:14.999
I have a feeling the Labor Party will change their policy
next time. They won\'t be using people that make me

00:25:15.000 --> 00:25:19.999
because it\'s got a backlash to it.

00:25:20.000 --> 00:25:24.999
Then the ad becomes more important and who you use
in the ad becomes a thing that the press talk about.

00:25:25.000 --> 00:25:29.999
I mean in the last election, they were talking about the
battle of the directors, the battle is Schlesinger and Hudson

00:25:30.000 --> 00:25:34.999
battling for, you know, Hollywood
takes over the airways,

00:25:35.000 --> 00:25:39.999
for political airways. Well,
I mean that\'s terrible.

00:25:40.000 --> 00:25:44.999
In the 1992 general election in Britain there was
this extraordinary program party political broadcasts

00:25:45.000 --> 00:25:49.999
made about John Major which was designed to
show that he had come from humble roots,

00:25:50.000 --> 00:25:54.999
and he drives back to his
home in south London,

00:25:55.000 --> 00:25:59.999
and he\'s sitting in the car, and he said,
\"Is it there, is it there, is it there.

00:26:00.000 --> 00:26:06.160
Yes, it\'s still there?\" And he was talking about the house where he was born,
and it looked ludicrous, but the Tory party who managed to win the election.

00:26:10.000 --> 00:26:14.999
Immediately opposite there, that is
where we lived. \"Is it still there?

00:26:15.000 --> 00:26:19.999
It is. It is.

00:26:20.000 --> 00:26:24.999
It\'s still there, it\'s still there.

00:26:25.000 --> 00:26:29.999
It\'s hardly changed.\" We got John
Schlesinger to make that biography.

00:26:30.000 --> 00:26:34.999
It was actually quite a moving thing to be
involved in, and the Prime Minister himself

00:26:35.000 --> 00:26:39.999
I think was moved by some of the things that were
done. I mean we forced him, I didn\'t force him,

00:26:40.000 --> 00:26:44.999
but we got him to go back to
the place where he was born,

00:26:45.000 --> 00:26:49.999
and where he grew up, and took him through, and he hadn\'t
been back there quite clearly for a very long time.

00:26:50.000 --> 00:26:54.999
And I think that that came through in the
film, and I think he came through genuinely

00:26:55.000 --> 00:26:59.999
as a good guy and a great leader.

00:27:00.000 --> 00:27:05.000
[music]

00:27:10.000 --> 00:27:14.999
The professional code that
discourages commercial advertisers

00:27:15.000 --> 00:27:19.999
from attacking each other does
not apply to political parties.

00:27:20.000 --> 00:27:24.999
This freedom is inspired a genre of advertising
unique to electoral politics, the negative ads.

00:27:25.000 --> 00:27:29.999
(inaudible) own budget director once
said the governor is not a businessman.

00:27:30.000 --> 00:27:35.600
No kidding, but he is some politician trying to get votes by monkeying
with the budget. Had enough monkey business? Bob Jordan for governor.

00:28:00.000 --> 00:28:08.000
Do you know what is being done to us by the Democratically
controlled legislature in this state? Do you have any idea

00:28:10.000 --> 00:28:14.999
how it hurts taxpayers to have the
Democrats behind things in Lansing?

00:28:15.000 --> 00:28:20.000
Why would anyone want to be in this position for ten years?
Isn\'t it about time we get the Democrats off our back?

00:28:25.000 --> 00:28:29.999
The negative ad is something that
will compare and contrast A versus B.

00:28:30.000 --> 00:28:34.999
It\'s seen every day, banks do
it, again burgers, ATT, MCI

00:28:35.000 --> 00:28:39.999
are writing new, breaking new ground in
what is perceived as comparative ads,

00:28:40.000 --> 00:28:44.999
basically calling the other guy a liar
when they call up and offer lower rates.

00:28:45.000 --> 00:28:49.999
It\'s just that the political advertising is different \'cause
we\'re selling people, we\'re selling, I\'m selling someone,

00:28:50.000 --> 00:28:54.999
I\'m selling, I\'m introducing someone
who people typically might not know

00:28:55.000 --> 00:28:59.999
and asking them to trust this person with basically
their future, certainly with their tax dollars,

00:29:00.000 --> 00:29:04.999
so it\'s a huge responsibility. I\'m not
offended by negative ads, it\'s not negative

00:29:05.000 --> 00:29:09.999
if it\'s truthful, documentable, and basically
something that is useful or relevant to the campaign.

00:29:10.000 --> 00:29:14.999
There\'s a presumption that it\'s easier
to get voters to vote against somebody,

00:29:15.000 --> 00:29:19.999
and so in far too many campaigns nowadays

00:29:20.000 --> 00:29:24.999
both candidates are unloading
on their opponents

00:29:25.000 --> 00:29:29.999
and the net result is a rather discouraging choice
for voters. There\'s actually little evidence

00:29:30.000 --> 00:29:34.999
that it depresses the amount of turnout,
but it certainly depresses the electorate

00:29:35.000 --> 00:29:39.999
in the sense of their feelings about the choice that they face and
the cynicism with which they hold the whole electoral process.

00:29:40.000 --> 00:29:44.999
Throughout this election campaign,

00:29:45.000 --> 00:29:49.999
you\'ve seen that John Turner stands for Canada,
its sovereignty, and its independence.

00:29:50.000 --> 00:29:54.999
And on the other hand there\'s Mr. Mulroney,
and it\'s obvious he has other ideas.

00:29:55.000 --> 00:29:59.999
And he\'s made it very, very clear to
all of us where he stands on them.

00:30:00.000 --> 00:30:04.999
On Monday say yes to Canada by
saying no to Brian Mulroney.

00:30:05.000 --> 00:30:09.999
I suspect negative ads will always be a
component of any communication strategy,

00:30:10.000 --> 00:30:14.999
they have to be by nature.

00:30:15.000 --> 00:30:19.999
I think any time anyone puts themselves
into the public, on the public agenda,

00:30:20.000 --> 00:30:25.000
that they have to be prepared for scrutiny.

00:30:35.000 --> 00:30:40.000
[music]

00:30:50.000 --> 00:30:54.999
When we conduct campaigns against something, we
invite cynicism on the part of the electorate

00:30:55.000 --> 00:30:59.999
even if the electorate does vote, but more
importantly we make it harder for the electorate

00:31:00.000 --> 00:31:04.999
to find and commit, to make a commitment to
the governance that follows that campaign.

00:31:05.000 --> 00:31:09.999
That was one of the lessons of 1988. If you
run an irrelevant campaign based on fear

00:31:10.000 --> 00:31:14.999
that is fundamentally attacking
rather than building a case

00:31:15.000 --> 00:31:19.999
for the election of one candidate, he\'ll have
an electorate that isn\'t committed to much,

00:31:20.000 --> 00:31:24.999
and as a result isn\'t likely
to support a presidency.

00:31:25.000 --> 00:31:29.999
Many observers feel the use of negative advertising
reached its peak in the US presidential campaign of 1988.

00:31:30.000 --> 00:31:34.999
Going negative is considered
an effective strategy

00:31:35.000 --> 00:31:39.999
when you\'re behind in the polls
and have to make up ground fast.

00:31:40.000 --> 00:31:44.999
This was the case with Republican candidate George Bush
whose floundering campaign against Michael Dukakis

00:31:45.000 --> 00:31:49.999
received a boost from an unlikely source housed
in a maximum security prison in Massachusetts.

00:31:50.000 --> 00:31:55.000
Do you think this is the way to pick the president of
the United States and the leader of the free world?

00:32:20.000 --> 00:32:24.999
National Security Political Action Committee produced an ad that showed a mug shot of Willie Horton as well as
a picture of Willie Horton at his arrest, and suggested that Michael Dukakis was responsible for his crimes.

00:32:25.000 --> 00:32:29.999
The ad was highly inflammatory
because Willie Horton is black,

00:32:30.000 --> 00:32:34.999
and the woman who was raped was white. You didn\'t know
that until the news accounts interviewed the woman,

00:32:35.000 --> 00:32:40.000
and now you have the beginnings of a coherent narrative
that inspired fear on the part of the American people.

00:32:45.000 --> 00:32:49.999
As Governor Michael Dukakis vetoed mandatory sentences
for drug dealers, he vetoed the death penalty.

00:32:50.000 --> 00:32:54.999
His revolving door prison policy gave weekend (inaudible)
to first degree murders not eligible for parole.

00:32:55.000 --> 00:32:59.999
While out many committed other
crimes like kidnapping and rape,

00:33:00.000 --> 00:33:04.999
and many are still at large. Now Michael
Dukakis says he wants to do for America

00:33:05.000 --> 00:33:09.999
what he\'s done for Massachusetts.
America can\'t afford to risk.

00:33:10.000 --> 00:33:14.999
The fear that was inspired by the
Horton ad then was played into

00:33:15.000 --> 00:33:19.999
but not explicitly mentioned in a Bush
ad, the revolving door furlough ad,

00:33:20.000 --> 00:33:24.999
which showed supposed convicts
revolving through a turnstile

00:33:25.000 --> 00:33:29.999
as it suggested that 268 had escaped.
The announcer in the ad is saying

00:33:30.000 --> 00:33:34.999
first degree murders very close to the
time at which the visual says 268 escaped.

00:33:35.000 --> 00:33:39.999
And what we found in our research was
that audiences took the Willie Horton ad

00:33:40.000 --> 00:33:44.999
and the story of Horton being told by Bush in his
stump speeches and read them into the furlough ad

00:33:45.000 --> 00:33:49.999
thereby creating the false inference
the 268 Horton said escaped

00:33:50.000 --> 00:33:54.999
with the implication that primarily black criminals
have been escaping and victimizing white women,

00:33:55.000 --> 00:33:59.999
when in fact of the 268 that escaped

00:34:00.000 --> 00:34:04.999
from the Massachusetts program across its history
only four have been first degree murderers

00:34:05.000 --> 00:34:09.999
and only one has committed a violent
crime, that one was Willie Horton.

00:34:10.000 --> 00:34:14.999
I\'m very familiar with both commercials
but the furlough ad showed prison guards

00:34:15.000 --> 00:34:19.999
and it was a very, very, and it showed a revolving door
with this whole stream of convicts going in and coming out.

00:34:20.000 --> 00:34:24.999
If you look at that very, very carefully,

00:34:25.000 --> 00:34:29.999
most of the people in there were white
males. There may have been one or two people

00:34:30.000 --> 00:34:34.999
that somebody might characterize as being Hispanic, but I
don\'t know that there was a black face in that commercial.

00:34:35.000 --> 00:34:39.999
I think they were very, very careful to try
and make sure that race was not the message

00:34:40.000 --> 00:34:44.999
that they were that (inaudible) was communicating the
furlough ad. One of the things we found in our focus groups

00:34:45.000 --> 00:34:49.999
was that although only two of the individuals circling
through the turnstile in the bush furlough ad

00:34:50.000 --> 00:34:54.999
are identifiably black, most of our respondents
thought most of those they saw were black

00:34:55.000 --> 00:35:00.000
that suggests that they\'re bringing another
context to the viewing of that ad.

00:35:05.000 --> 00:35:09.999
Willie Horton, a (inaudible) robber. He is serving a life term without the possibility of
a parole when Governor Dukakis gave him a few days off. What if he came into our home?

00:35:10.000 --> 00:35:14.999
For 12 hours, he was beaten, slashed, and
terrorized. My wife Angie was brutally raped.

00:35:15.000 --> 00:35:19.999
When his liberal experiment failed, Dukakis simply
looked away. He also vetoed the death penalty bill.

00:35:20.000 --> 00:35:24.999
Regardless of the election, we want the
people know enough about Mike Dukakis.

00:35:25.000 --> 00:35:29.999
What we\'ve known since the early 1950s is that the source
of a message and the message itself divorce over time,

00:35:30.000 --> 00:35:34.999
and that still is true in the
broadcast political age.

00:35:35.000 --> 00:35:39.999
In the Horton instance, people lost
track of what they\'d seen in an ad,

00:35:40.000 --> 00:35:44.999
what they\'d seen in news, what they\'d heard in a speech. They
lost track of whether they\'d seen it or read it or they\'d read it

00:35:45.000 --> 00:35:49.999
or seen in local or national news. And so the sources
of the information began to fall to the back,

00:35:50.000 --> 00:35:54.999
and with that the credibility
of those sources,

00:35:55.000 --> 00:35:59.999
and audiences began to amalgamate the story into a coherent
whole, and then attribute the entire story to news.

00:36:00.000 --> 00:36:04.999
And so the distorted information that they got in another
channels were attributed to the credible channel of news.

00:36:05.000 --> 00:36:09.999
I\'m fed up with it. Never seen anything
like it in 25 years of public life.

00:36:10.000 --> 00:36:14.999
George Bush\'s negative TV ads distorting
my record, full of lies and he knows it.

00:36:15.000 --> 00:36:19.999
The \'88 Dukakis-Bush campaign was based

00:36:20.000 --> 00:36:24.999
on a brilliant advertising perspective, Roger
Ailes the principal architect of that plan.

00:36:25.000 --> 00:36:29.999
There were two tracks, there was a
positive track and a not supposed track,

00:36:30.000 --> 00:36:34.999
a negative track. You never saw George Bush
say that Mike Dukakis was weak on crime,

00:36:35.000 --> 00:36:39.999
weak on the environment, weak on
national security, weak on taxes.

00:36:40.000 --> 00:36:44.999
All those spots came up, but there was a
separate track. What you saw George Bush doing

00:36:45.000 --> 00:36:49.999
entertaining with his grandchildren,
throwing his grandchild up and kissing her,

00:36:50.000 --> 00:36:54.999
being around his family, his
strength, the introductory spot

00:36:55.000 --> 00:36:59.999
narrated by a famous American actor Chuck
Heston as he\'s plucked from the ocean

00:37:00.000 --> 00:37:04.999
and put on the deck of a submarine after his
navy fighter shot down in World War II.

00:37:05.000 --> 00:37:09.999
That\'s good television, that\'s powerful stuff.
They were separate tracks they never crossed

00:37:10.000 --> 00:37:14.999
but because there was a positive
message George Bush is the president.

00:37:15.000 --> 00:37:19.999
He\'s, America needs a leader she can
trust, we can trust George Bush,

00:37:20.000 --> 00:37:24.999
that\'s a beautiful major premise, to come to
the conclusion, I\'m voting for George Bush.

00:37:25.000 --> 00:37:29.999
What was the message in 88?
These strange Democrats,

00:37:30.000 --> 00:37:34.999
you can\'t trust them, can you?

00:37:35.000 --> 00:37:39.999
They\'re not good patriots
like Ronald Reagan and I\'m.

00:37:40.000 --> 00:37:44.999
And I mean, look I here I am with the flag and
I believe in America, and I believe, you know,

00:37:45.000 --> 00:37:49.999
and you can\'t quite trust those
terrible Liberal Democrats.

00:37:50.000 --> 00:37:54.999
They let black people out of
jail so they rape white women,

00:37:55.000 --> 00:37:59.999
and all the subliminal
messages that feed up

00:38:00.000 --> 00:38:04.999
on the darkness in us all,
I\'m not excluding myself.

00:38:05.000 --> 00:38:09.999
They couldn\'t find that

00:38:10.000 --> 00:38:14.999
in 92.

00:38:15.000 --> 00:38:19.999
He said he was never drafted, and
then he admitted he was drafted,

00:38:20.000 --> 00:38:24.999
then he said he forgot being drafted. He
said he was never differed from the draft,

00:38:25.000 --> 00:38:29.999
then he said he was.

00:38:30.000 --> 00:38:34.999
He said he never received special treatment, but he did receive
special treatment. The question then was avoiding the draft.

00:38:35.000 --> 00:38:39.999
Now for Bill Clinton it\'s a
question of avoiding the truth.

00:38:40.000 --> 00:38:44.999
The Republicans were concerned that any ad

00:38:45.000 --> 00:38:49.999
that appeared to overstep the line in attacking Bill
Clinton would be perceived as another Horton ad,

00:38:50.000 --> 00:38:54.999
and hence condemned both by the electorate
and by the press. And as a result,

00:38:55.000 --> 00:38:59.999
the Bush campaign in 1992 exercised
restraint in its use of attack advertising,

00:39:00.000 --> 00:39:04.999
particularly earlier in the campaign. The election
debriefings that were held after the campaign

00:39:05.000 --> 00:39:09.999
have a recurring theme and that is the
1988 campaign created a context for 1992

00:39:10.000 --> 00:39:14.999
that minimize the options that the consultants had
in undermining the candidacy of Bill Clinton.

00:39:15.000 --> 00:39:19.999
Although negative ads are
not uncommon in Canada,

00:39:20.000 --> 00:39:24.999
they have not yet reached the vitriolic levels of
American ads. In the federal election of 1993,

00:39:25.000 --> 00:39:29.999
the Conservatives ran an ad that used unflattering
still photos of the Liberal candidate John Quiche.

00:39:30.000 --> 00:39:34.999
The ad included a comment
by an \"average Canadian

00:39:35.000 --> 00:39:39.999
who used the word embarrassing to describe his
feelings if Quiche were to become prime minister.\"

00:39:40.000 --> 00:39:44.999
The public outrage generated by the ad caused the conservatives
to withdraw their entire television ad campaign.

00:39:45.000 --> 00:39:49.999
Perhaps still smarting from
the negative publicity

00:39:50.000 --> 00:39:54.999
the Conservative Party declined to
supply the ad for this program.

00:39:55.000 --> 00:39:59.999
You say quiche ad but in fact there were a flight
of ads, is was plural. Everyone focused on one ad,

00:40:00.000 --> 00:40:04.999
in fact one phrase or one
word was in a 30 second ad.

00:40:05.000 --> 00:40:09.999
And they gave that
considerably more attention,

00:40:10.000 --> 00:40:14.999
both reach and repetition
than it really deserved.

00:40:15.000 --> 00:40:19.999
Was it a mistake, may have been,
probably the wrong choice of words.

00:40:20.000 --> 00:40:24.999
Had we chosen or had the individual
who said it used other word,

00:40:25.000 --> 00:40:29.999
probably would have been a problem,
but the word was embarrassed.

00:40:30.000 --> 00:40:34.999
If the ad is only an attack

00:40:35.000 --> 00:40:39.999
on a opponent\'s personality or
in the case of 193 in Canada,

00:40:40.000 --> 00:40:44.999
if it\'s supposedly just an attack

00:40:45.000 --> 00:40:49.999
on how the leader looks
then of course there\'s no

00:40:50.000 --> 00:40:54.999
there\'s content to that and you could say,

00:40:55.000 --> 00:40:59.999
\"Well, these sort of ads just don\'t
add anything to political debate.\"

00:41:00.000 --> 00:41:04.999
On the other hand, attack ads

00:41:05.000 --> 00:41:09.999
can also be an attack on the
on the party\'s policies.

00:41:10.000 --> 00:41:14.999
Since we\'re talking about
this free trade agreement,

00:41:15.000 --> 00:41:19.999
there\'s one line I\'d like to change.
Which line is that?

00:41:20.000 --> 00:41:24.999
Oh, this one here, it\'s just getting in the way? Just how much are we
giving away in the Malroney free trade deal. our water, our healthcare…

00:41:25.000 --> 00:41:29.999
This was certainly an attack ad,

00:41:30.000 --> 00:41:34.999
but it was one that was very much related
to policy and to people\'s policy concerns.

00:41:35.000 --> 00:41:39.999
This is more than an election, it\'s your
future. On November 21st, vote Liberal.

00:41:40.000 --> 00:41:44.999
[sil.]

00:41:45.000 --> 00:41:49.999
As the elections become increasingly technological affairs. the professionalization
and specialisation of those who manage political campaigns is inevitable.

00:41:50.000 --> 00:41:54.999
George Washington University
hosts the premier program

00:41:55.000 --> 00:41:59.999
for training political consultants
in the United States,

00:42:00.000 --> 00:42:04.999
and learning how to manage the television component
of a campaign is a key part of the program.

00:42:05.000 --> 00:42:09.999
This is what I make working at McDonalds
because I can\'t afford a college education

00:42:10.000 --> 00:42:14.999
(inaudible). What\'s that? (inaudible). Looks
a little contrived, that is what I make, $3.

00:42:15.000 --> 00:42:19.999
I mean, just pretend that this is actually what
you\'re saying and that you\'re not actually acting.

00:42:20.000 --> 00:42:24.999
Like, I will try to see how I can say it
quick and a nice five second sound bite

00:42:25.000 --> 00:42:29.999
is what wants, right?

00:42:30.000 --> 00:42:34.999
As a young person, the cuts and student loans seems to,
makes it seem like the leadership is not investing.

00:42:35.000 --> 00:42:39.999
Yeah, okay, as a young person… Do you want to get
going, this is a negative against obviously, right?

00:42:40.000 --> 00:42:44.999
Okay, as a young person…

00:42:45.000 --> 00:42:49.999
When Senator Dole leads the fight, I guess in
cutting student aid, it tells me as a young person

00:42:50.000 --> 00:42:54.999
that that he\'s not willing to
invest in my future. That work?

00:42:55.000 --> 00:42:59.999
Yeah, that works. Let\'s
do another couple of it.

00:43:00.000 --> 00:43:04.999
One of the biggest problems that we have is that people
don\'t know how to buy time and they only buy say

00:43:05.000 --> 00:43:09.999
100 or 200 what we call gross rating point at times, and
it doesn\'t get, the message does not get communicated,

00:43:10.000 --> 00:43:14.999
so you have to have enough repetition behind
your message to communicate. The other thing…

00:43:15.000 --> 00:43:19.999
What\'s critically important for
the school is to recognize

00:43:20.000 --> 00:43:24.999
that it would not be a great service
to just train the same kind of people

00:43:25.000 --> 00:43:29.999
that are out there now in politics
and that we need to have them

00:43:30.000 --> 00:43:34.999
think about their code of conduct,
their code of personal conduct,

00:43:35.000 --> 00:43:39.999
and how their day-to-day behavior
affects the long term functioning

00:43:40.000 --> 00:43:44.999
of institutions in politics.
We\'d like them to have goals

00:43:45.000 --> 00:43:49.999
that they\'re trying to accomplish rather
than just teach them techniques of politics.

00:43:50.000 --> 00:43:54.999
I\'d like to work on the campaign, my
boss\'s campaign next year. I don\'t know

00:43:55.000 --> 00:43:59.999
if I get that opportunity to do work on,
I work for a congressman right now,

00:44:00.000 --> 00:44:04.999
and maybe I\'ll get a chance to produce one or
two or maybe all of his campaign advertising.

00:44:05.000 --> 00:44:09.999
I could tell you there aren\'t going
to be negative ads, that\'s for sure.

00:44:10.000 --> 00:44:14.999
But Napoleon say this, you know, the best way
to defend ourself is attacking, you know,

00:44:15.000 --> 00:44:19.999
is why I like this kind of ads.
But Napoleon also killed people,

00:44:20.000 --> 00:44:24.999
so it\'s a big difference between what
Napoleon No, but what is politics?

00:44:25.000 --> 00:44:29.999
Politics is very similar of war, you know,

00:44:30.000 --> 00:44:34.999
and TV is a modern weapon, that\'s it.

00:44:35.000 --> 00:44:39.999
I think when after I graduate, I\'ll go back to Taiwan,
and I\'m really interested in this political advertising.

00:44:40.000 --> 00:44:44.999
There, actually, we don\'t have that yet
we can have political ads on TV yet,

00:44:45.000 --> 00:44:49.999
but I think maybe we\'ll have that someday,

00:44:50.000 --> 00:44:54.999
then I would like to have a like political
media consulting company in Taiwan

00:44:55.000 --> 00:44:59.999
and make Taiwanese the politics
more thrive, more better.

00:45:00.000 --> 00:45:04.999
That sounds good, but like I always think
it was just taking like that one line

00:45:05.000 --> 00:45:09.999
and just putting in other stuff or doing voiceover
words on the screen and just playing back.

00:45:10.000 --> 00:45:14.999
It\'s just a repetition of I just
feel like I\'m not getting anywhere.

00:45:15.000 --> 00:45:19.999
And negative ads are always more fun to watch,
and they\'re more fun to make. And so I think

00:45:20.000 --> 00:45:24.999
that you sort of pick up on that and you\'re more eager to go out and
make this one that\'s going to you know slap somebody upside the head.

00:45:25.000 --> 00:45:29.999
The current political tone or
current, so however it works

00:45:30.000 --> 00:45:34.999
is you know that there are effective, and you can\'t
get around the fact that even if you\'re dead

00:45:35.000 --> 00:45:39.999
set against using them, you have to understand
them because if somebody else throws it at you,

00:45:40.000 --> 00:45:44.999
you know, you have to understand be able
to understand how it works and all.

00:45:45.000 --> 00:45:49.999
The Republican revolution. What do you
think about what\'s going on in Washington?

00:45:50.000 --> 00:45:54.999
Well, I\'m upset. I just feel like they\'re picking my
pocket to pay for a tax cut for their rich buddies.

00:45:55.000 --> 00:45:59.999
The cuts in student loans I guess seem to be a signal from our
leadership that they\'re not willing to invest in my future.

00:46:00.000 --> 00:46:04.999
This Congress has me squeezed in the middle, you
know? They\'re cutting my parents\' health care,

00:46:05.000 --> 00:46:09.999
they\'re cutting my kids\' schools, what am I
going to do? The Liberal Party must continue

00:46:10.000 --> 00:46:14.999
to evolve an to change, but one
thing will remain constant

00:46:15.000 --> 00:46:19.999
and that is the core values that lie
at the heart of the Liberal Party.

00:46:20.000 --> 00:46:24.999
We will continue as the
official opposition to all…

00:46:25.000 --> 00:46:29.999
Election night, Ontario. In a surprising upset the
Liberals are defeated by Mike Allison\'s conservatives.

00:46:30.000 --> 00:46:34.999
Pinning the blame on their
television campaign is impossible.

00:46:35.000 --> 00:46:39.999
Advertising, most commentators
agree, is rarely decisive.

00:46:40.000 --> 00:46:44.999
Although it\'s the party leading in the
polls during most of the campaign,

00:46:45.000 --> 00:46:49.999
the Liberals did decide
not to use negative ads.

00:46:50.000 --> 00:46:54.999
[sil.]

00:46:55.000 --> 00:46:59.999
Basically I\'m a believer that advertising probably in most cases doesn\'t
win or lose for you, and I imagine that\'s the case here as well.

00:47:00.000 --> 00:47:04.999
But I think our stuff could have
been, as it turns out 20-20 vision,

00:47:05.000 --> 00:47:09.999
and hindsight could have
more of edge to it.

00:47:10.000 --> 00:47:14.999
But we consciously, you know,
strategically where we want to be,

00:47:15.000 --> 00:47:19.999
in the middle for reform without throwing
the baby out with the bathwater.

00:47:20.000 --> 00:47:24.999
And we frankly weren\'t aware
until it was too late

00:47:25.000 --> 00:47:29.999
and that the province was as angry and it
was, the voters in the province of Ontario,

00:47:30.000 --> 00:47:34.999
and they moved as far to
the right as they did.

00:47:35.000 --> 00:47:39.999
I, behalf of our team, I
accept your comments…

00:47:40.000 --> 00:47:44.999
Television ads eat up the largest
portion of most campaign budgets,

00:47:45.000 --> 00:47:49.999
the huge cost of producing an airing them represents
a major barrier to many potential candidates.

00:47:50.000 --> 00:47:54.999
This is led to calls in the US and
Canada to adopt the British model

00:47:55.000 --> 00:47:59.999
and provide air time free to the parties
and the blocks longer than 60 seconds.

00:48:00.000 --> 00:48:04.999
One of the problems right now is that advertising
is very expensive, and spot advertising

00:48:05.000 --> 00:48:09.999
is extremely efficient in reaching audiences. If the networks in the United
States and the stations in the United Stat es were to make free time available,

00:48:10.000 --> 00:48:14.999
with the understanding that the candidate
had to use it on a specific topic,

00:48:15.000 --> 00:48:19.999
and use it in a five minute blocks,
and had to speak directly to camera,

00:48:20.000 --> 00:48:24.999
I think we could increase the quality of
discourse and simultaneously minimize

00:48:25.000 --> 00:48:29.999
the demagogic potential of political advertising.
In Canada there\'s always been free time available,

00:48:30.000 --> 00:48:34.999
made available by regulation

00:48:35.000 --> 00:48:39.999
that television stations must make this time available. I mean,
if you take off the service, people don\'t watch the damn things,

00:48:40.000 --> 00:48:44.999
so you\'re not really getting
your policy methods out.

00:48:45.000 --> 00:48:49.999
And when you also have a limited amount
of money to spend on communications,

00:48:50.000 --> 00:48:54.999
you\'ll put it at the place where people are consuming it. And if people
aren\'t watching them, you\'re not going to put a whole lot of money

00:48:55.000 --> 00:48:59.999
into 15 minute segments or 10 minute
segments or 7.5, whatever it is,

00:49:00.000 --> 00:49:04.999
you\'re not going to do it. I mean, it\'s silly. I
mean it\'s wonderful to pontificate about it and say,

00:49:05.000 --> 00:49:09.999
\"Oh, wouldn\'t it be nice if…\" Yeah and
pigs could fly if they had wings.

00:49:10.000 --> 00:49:14.999
From my analysis of American advertisement
compared with British ones,

00:49:15.000 --> 00:49:19.999
I\'m not sure that you get a good great deal more information about
what a party is going to do from the British advertisements

00:49:20.000 --> 00:49:24.999
than you do from the American
ones which considerably shorter.

00:49:25.000 --> 00:49:29.999
So I\'m not a great fan that length
equals substance. It doesn\'t seem to me

00:49:30.000 --> 00:49:34.999
that there is a tremendous amount of logic in that,
that some notion that if it advertisement is longer,

00:49:35.000 --> 00:49:39.999
that you cannot rely purely on
puffery, on image, and emotion.

00:49:40.000 --> 00:49:44.999
But in fact, when you look at them what you
tend to get is a strong image here or there

00:49:45.000 --> 00:49:49.999
which dissipates and a
tremendous amount of boredom.

00:49:50.000 --> 00:49:54.999
[music]

00:49:55.000 --> 00:49:59.999
Perhaps Orwell got it wrong in his view that a state would have to
use force to prevent citizens from participating in the system.

00:50:00.000 --> 00:50:04.999
He couldn\'t have predicted the effect
that our short attention spans

00:50:05.000 --> 00:50:09.999
and craving for amusement would
have on democratic institutions.

00:50:10.000 --> 00:50:14.999
Regardless of their manipulative techniques
there reduction of complicated issues,

00:50:15.000 --> 00:50:19.999
and their ability to instill fear,

00:50:20.000 --> 00:50:24.999
Political advertisers and the parties they represent
our own needs affected as we allow them to be.

00:50:25.000 --> 00:50:29.999
Whether the best advertising
agency wins it\'s,

00:50:30.000 --> 00:50:34.999
I think that\'s, if you got the best advice,

00:50:35.000 --> 00:50:40.000
then I think that\'s fair enough. It\'s okay.