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Contrasts in Presidential Campaign Commercials of 2000

This article examines television advertising used during the 2000 presidential campaign. Based on interviews with the advertising creators and on repeated viewings by the author and his graduate and undergraduate students, it describes, analyzes, and evaluates the ads. The study reveals massive spending, totaling $240 million, with party spending superceding candidate spending, Bush outspending Gore, and differences in when and where ads were placed. Bush using fewer ads had primarily positive ads showing he was a different kind of Republican. Ads on his behalf by the Republican National Committee were mostly negative. In contrast, Gore and the Democratic National Committee aired many more ads and many state-specific ads. His ads were mostly comparative and negative. Third-party-candidate ads, although innovatively humorous, were not a factor in 2000, whereas political action committee ads were more dominant.