Bowles' Message Strategy

This webpage is a pledged assignment at Davidson College.

U.S. SENATE RACE 2004 - NORTH CAROLINA

Erskine Bowles' Message Strategy

Writing in response to "Republicans raring for 'skin to rip and blood to flow,'" through negative advertising, Bowles suggested, "If you were to join me, and to instruct our party committees and any third party groups interested in running attack ads in our race to do the same, we can offer North Carolinians a real, constructive discussion of the issues. I want to make this clear: I will not be the first, but if you refuse my offer and I am attacked, I will respond." (Savodnik; bowles2004.com)

The following provides a description and analysis of Erskine Bowles' message strategy.

Description
Issues	Tone
Jobs	[+] One-third of Bowles' television ads mention his Jobs Plan and that job creation is Bowles' top priority for North Carolina. The Raleigh News and Observer claims that "Burr is reliably pro-business, but he hasn't come close to matching Bowles in effectively presenting positive ideas about how to bring better paying jobs to North Carolinians."
Healthcare	Comparative - Bowles attacks Burr's record on breast cancer, then identifies with the struggle for access.
Balanced Budgets	Comparative - Bowles juxtaposes irrational spending by Washington with his successful record in balancing budgets.
Independent Voice	Comparative - Bowles attacks Burr for being a GOP puppet and claims independence.
Homeland Security	[-] One spot contains three quick stabs at Burr and General Hugh Shelton supporting Bowles' dedication to keeping the homeland safe.

Analysis

Strategic

Bowles demonizes Burr by publicizing the failed negative advertising ban.
The Bowles campaign then responded in the usual fashion, producing ads with dark music attacking Burr that quickly shifted to hopeful music paired with Bowles' hopeful message.
When placed in contrast to Burr's strong GOP ties and party-line voting history, Bowles' personal bipartisan style is an example of what Faucheux describes as a "mirror opposite" strength.
Bowles' "issue points" offer a view that politics, when in the right hands,
- Creates jobs
- Promotes healthcare access
- Promotes fiscal responsibility

Normative

Overall, Bowles' ads offer messages of hope without offering anything concrete. However, his ad utilizing an "outraged" breast cancer survivor directly contradict Burr's record on breast cancer, inciting Burr to respond "I cannot believe that Erskine would stoop this low." (Burr) Using a third party to perpetuate a cycle of unclear facts, this ad is questionable according to Maisel's thesis that unethical ads "do not allow citizens to make informed judgments,"
Conclusively, the conflict lies between Bowles' attempts to wash the campaign clean of negative advertising and his need to tie Burr to cold, interest group-focused politicking. Bowles would have enjoyed solely playing the "independent voice"/bipartisan card, but his inability to gain a steady lead in the polls forced him to embrace the powers of negative advertising.

Bibliography

Correspondence to: Charles Wood

Created: 14 November 2004

This webpage is a pledged assignment at Davidson College.

Description