Bush says 'RATS' ad not meant to contain subliminal messages
Gore calls ad 'disappointing development'
From CNN Senior Political
Correspondent Candy Crowley
September 12, 2000
Web posted at: 9:04 p.m. EDT (0104 GMT)
ORLANDO, Florida (CNN) -- Republican presidential
nominee George W. Bush said Tuesday he was "convinced"
an ad placed by the Republican National Committee that
flashes the word "RATS" over a Gore prescription drug
proposal was not intended to send subliminal messages.
"We don't need to play cute politics. We're going to
win this election based upon issues," Bush told
reporters in Orlando.
Democratic presidential nominee Al Gore's campaign
contacted news organizations about an RNC ad in which
the word "RATS" appears briefly on screen in a spot that
criticizes Gore's prescription drug plan. A spokesman
for the Texas governor on Tuesday brushed aside
suggestions of subliminal advertising as "bizarre and
weird," while the RNC had no immediate comment.
CNN slowed down a copy of the ad, and the word "RATS"
clearly appeared on the screen in large, white letters
superimposed over the words "The Gore Prescription
Plan." In a fraction of a second, the word disappeared,
and the words "BUREAUCRATS DECIDE" showed up in smaller
letters. To viewers aware of the presence of the word,
it is noticeable when the ad is played at normal speed.
Campaigning in Middletown, Ohio, on Tuesday, Gore
told reporters he viewed the ad as "disappointing
development" in the presidential race.
It's the second controversy involving an RNC ad. Late
last month, Bush halted GOP plans to air an ad he
rejected as deceptive because it used a Gore quote out
of context. The "RATS" ad is likely to exacerbate
tensions between the party's national committee and the
Bush campaign over advertising strategy.
Bush said Tuesday that he believes the ad's creator,
Alex Castellanos, who said it was not his intention to
create a subliminal ad. Castellanos said he flashed the
word -- part of "bureaucrats" -- so it would look more
visually interesting, and that it was just a coincidence
that the letters appearing first spelled out "rats."
"It's a visual drumbeat," he said. "People get bored
watching TV. You're trying to get them interested and
involved."
The "RATS" ad had run more than 4,400 times in 33
markets nationwide in the last two weeks, costing the
RNC more than $2,576,600. When asked by reporters if the
ad would be pulled, Bush said it was already coming out
of rotation.
The ad touts Bush's plan for adding prescription
drugs to Medicare, arguing that seniors will have more
control over their health care under Bush's proposal.
Under his opponent Al Gore's plan, the ad says, the
program will be run by bureaucrats.
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| George Bush
talks
to reporters in Orlando, Florida about
Subliminal Messages.
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"I don't think there is a plot to try to put
subliminal messages in the people's minds. The most
important thing is to point out the differences between
what I believe and what the vice president believes when
it comes to important issues like prescription drugs,"
Bush insisted Tuesday.
Gore told reporters Tuesday, "I've never seen
anything like it. I think it speaks for itself." When
asked whom he felt was responsible for the "RATS"
message, he replied, "That's obvious," but did not
elaborate on whether he was referring to the Bush
campaign or the RNC.
Earlier in the day, Democratic vice presidential
candidate Joe Lieberman characterized the ad as "very
disappointing and strange."
Rep. J.C. Watts, R-Oklahoma, the fourth-ranking
Republican in the House of Representatives, told
reporters Tuesday that he takes Bush at his word.
"I think the Bush campaign said that it was
inadvertent, and I trust that it was," Watts said.
"I think that would seem to have merit to most folks,
considering that this is the same man who ... two weeks
ago refused to allow other ads to go out," he added.
The Federal Communications Commission has no
regulation barring subliminal advertising, but generally
considers it deceptive.
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