DatelineCarolinaPOLITICAL AD WATCH #3

Ad Watch:  John McCain Advertisement:  "Education"
Information reported by Anthony Palmer, University of South Carolina School of Journalism and Mass Communications Doctoral Student

"Education" is a negative ad against Barack Obama that was created by John McCain's presidential campaign.  It began running in the battleground states during the week of September 8, 2008, and is available at www.youtube.com/watch?v=uVLQhRiEXZs

AD SCRIPT AND ANALYSIS:

SCRIPT Line 1: 

"Education Week says Obama hasn't made a significant mark on education."

Foreground image:  Obama pouting.
Background image: The camera scrolls through a close-up of faded school lockers.
Displayed magazine clipping from Education Week:  "HASN'T MADE A SIGNIFICANT MARK ON EDUCATION."  (3-7-07)

Analysis:  The full quote says:

     "In his eight years in the state Senate and two years in the U.S. Senate, Mr. Obama hasn't made a significant mark on education policy. In Illinois, his biggest accomplishments were in reforming state ethics rules and capital punishment. He did promote early-childhood initiatives that advocates considered ‘innovative and progressive,' said Betsy D. Mitchell, a lobbyist for the Illinois Association for the Education of Young Children. "His biggest accomplishment in the field was the creation of a state board to oversee the expansion of early-childhood education in the state, Ms. Mitchell said."¹ 

It is true that Education Week said Obama "hasn't made a significant mark on education," but the quote was clearly taken out of context.  The quote makes it sound like Obama's record on education has been one of failure and missed opportunities, but the actual passage addresses Obama's record on education in comparison to his record on other political issues.

Verdict:  MISLEADING

SCRIPT Line 2:

"That he's...elusive on accountability..."

Foreground image:  Obama with an ambiguous expression on his face.
Background image:  An empty classroom.  The background colors are washed out and almost grayscale.
Displayed newspaper clipping from the Washington Post:  "ELUSIVE"  (7-7-08)

Analysis:  Notice how the word "elusive" is attributed to the Washington Post, although the Washington Post is never explicitly mentioned by the narrator.  Some listeners may think "elusive" is a continuation of the critique by Education Week, a more politically authoritative source on education issues than the Washington Post.

Here's the passage from the Washington Post in an editorial that criticizes both Obama and McCain on their education proposals:

"Mr. Obama, as the New York Times' David Brooks recently observed, has promised dozens of crowd-pleasing programs but has been elusive on such thorny issues as teacher tenure and school accountability."² 

Verdict:  MISLEADING

SCRIPT Line 3:

"A staunch defender of the existing public school monopoly."

Foreground image:  Tough-looking Obama (like a bouncer or a crime boss).
Background image:  A school bus parked in front of a school.  The words "CITY SCHOOLS" are visible on the bus.

Displayed newspaper clipping from the Chicago Tribune:  "STAUNCH DEFENDER OF THE EXISTING PUBLIC SCHOOL MONOPOLY."  (7-20-08)

Analysis:  Like the "elusive" charge listed earlier, the source of this quote is not mentioned by the narrator.  Combined with the "elusive" charge, it makes it sound like Education Week issued a scathing indictment against Obama's record on education.

The column cited in the ad was written by Steve Chapman of the Chicago Tribune and is critical of both candidates.³    In fact, Chapman criticizes McCain in the very next sentence following the "staunch defender of the existing public school monopoly" charge.  According to Chapman, Obama is acting like the Republican while McCain is acting like the Democrat:

"On the subject of elementary and secondary education, the two seem to have gotten their roles completely mixed up. Obama is the staunch defender of the existing public school monopoly, and he's allergic to anything that subverts it. John McCain, on the other hand, went before the NAACP last week to argue for something new and daring."

Chapman was not amused by having his words taken out of context in this advertisement and wrote a criticism of it in the Chicago Tribune shortly after the ad was released:

"But the ad itself doesn't bother explaining how the candidates differ on school vouchers, the subject of my column. Instead, it insults our intelligence by expecting us to believe that Obama thinks kindergarteners should be taught how to use condoms before they're taught to read."⁴

Verdict:  MISLEADING

SCRIPT Line 4:

"Obama's one accomplishment?"

Foreground image:  Obama smirking.
Background image:  A drab brown screen.
Displayed text:  OBAMA'S ONE ACCOMPLISHMENT?

SCRIPT Line 5:

"Legislation to teach comprehensive sex education...to kindergartners."

Foreground image:  Obama looking dazed or clueless.

Background image:  Four White children sitting in a classroom.  This image is not clear at first, as it fades in from blurriness.  The image becomes very sharp right when the narrator says the word "kindergartners."

Displayed clipping from Illinois Senate Bill S.R. 99:  ILLINOIS SENATE HEALTH AND HUMAN SERVICES COMMITTEE "COMPREHENSIVE SEX EDUCATION"  (PASSED 3-6-03)

Analysis:  In 2003, Obama voted for a bill that was designed to protect children from sexual predators.  It was not his bill, but he did vote "yes."  The language of the bill did include "comprehensive sex education," but it was specifically designed to provide age-appropriate sex education:

"All course material and instruction in classes that teach sex education and discuss sexual activity or behavior shall be age and developmentally appropriate."⁵ 

For kindergartners, this meant learning the difference between "good touches" and "bad touches."  However, this advertisement makes it sound like Obama wants to teach 6-year olds the same things about sex that 16-year olds would learn under this bill.

Verdict:  FALSE

SCRIPT Line 6:

"Learning about sex before learning to read?"

Foreground image:  Obama smirking again.

Background image:  A drab brown screen.

Displayed text:  LEARNING ABOUT SEX BEFORE LEARNING TO READ?  (The words "SEX" and "READ" are displayed in a larger font.)

Analysis:  The advertisement insinuates that Obama does indeed want children to learn about sex before learning to read.  However, the ad proposes this thought in the form of a question rather than an assertion.  Therefore, the advertisement is technically not claiming Obama wants to teach children about sex before they learn to read, even though it clearly plants the thought in listeners' minds.  The message is obvious even though it is never explicitly stated.

Verdict:  FALSE

SCRIPT Line 7:

"Barack Obama:  Wrong for education.  Wrong for your family."

Foreground image:  Obama smirking again.
Background image:  A drab brown screen.
Displayed text:  BARACK OBAMA:  WRONG FOR EDUCATION.  WRONG FOR YOUR FAMILY.  (The word "WRONG" is displayed in a larger font.)

SCRIPT Line 8:

"I'm John McCain and I approve this message."

Image:  A serious, mature-looking John McCain.

Due to campaign laws, all politicians must take ownership over their campaign ads by including this message.

REFERENCES:

1. www.politifact.com/truth-o-meter/statements/710/                                                              2. www.washingtonpost.com/wp-dyn/content/article/2008/07/06/AR2008070601719.html
3. http://www.realclearpolitics.com/articles/2008/07/change_he_cant_believe_in.html
4. newsblogs.chicagotribune.com/steve_chapman/2008/09/mccains-educati.html
5. www.ilga.gov/legislation/fulltext.asp?DocName=&SessionId=3&GA=93&DocTypeId=SB&DocNum=0099&GAID=3&LegID=734