The pioneering genius of political advertising, Tony Schwartz, used to preach that the most effective ads don’t seek to convey information but to reach into the target audiences’ mind to pluck the “responsive chords” already there. And Bill Schneider, the shrewd public opinion analyst, has said, “What the American people want most in a President is what they didn’t have in the last one.”
So perhaps one way of plucking the “responsive chords” of those four-in-ten Republicans who now say they would reconsider their support for Bush in November is to ask them such “responsive chord” questions as the offhand sampling below.
Would you rather have a President:
Who can change his mind when his vision of reality turns out to be mistaken? Or one who dares not change for fear of appearing weak?
Who believes that evidence necessary to justify a war has to be carefully weighed?Or one who is satisfied when his CIA director tells him the evidence is a slam-dunk?
Who fires advisors who have misled him? Or one who fears to reveal that he knows they have misled him?
Who asks a variety of wise men and women to advise him as well as God? Or one who thinks that it is enough that he hears and recognizes God’s voice?
Who goes back to the Constitution for guidance on liberty and values? Or one who goes instead to religious fundamentalists?
Who, when considering healthcare policy, gives first priority to the health of children and parents? Or one who gives first priority to the interests of the drug and insurance corporations?
Who either confides in and trusts his Secretary of State or else replaces him? Or one who does not give his Secretary of State information that he discloses to the Crown Prince of Saudi Arabia?
Who, when on 9/11 he hears that Washington and New York are under deadly attack, takes charge immediately? Or one who, not knowing what to do, goes on reading to a third-grade class he is visiting?
Who can remember his mistakes, hence moves to remedy them? Or one who says he cannot remember any, hence cannot do any remedying?
Who claims victory when it is won? Or one who claims it before it is won?
Who gives a high priority to humane programs like keeping veterans off welfare? Or one whose priorities run instead toward insuring that corporate contributors like Halliburton receive profitable contracts?
Who faces the media frequently and accepts the obligation to inform press and public? Or one who fears the press and relies on one-liners to divert it?
Who reads some of the newspapers that oppose–or support–him. Or one who does not read any paper?
Who seeks advice from a wide array of energy experts and experienced people? Or one who draws heavily on the oil industry?
Who tries to understand the variety of Americans and the variety of their problems and needs? Or one who thinks his circle of friends is representative of America?
Who appoints a diverse committee to investigate how 9/11 could have happened? Or one who stacks the committee with allies and cronies?
Hopefully some of these questions will spark some “responsive chords.” I also welcome readers’ suggestions for questions. Click here to send them to me (one per reader!) and I’ll post a sampling in the coming weeks.
(I also want to thank Nation Editorial Board member Michael Pertschuk, the former Chair of the FTC, co-founder of the invaluable Advocacy Institute and resident of a battleground state, for his suggestion that we try this project.)
Clarification: Several vigilant readers have complained that my weblog of June 2, “It’s Not a War on Terror,” is inaccurate because I mention Roosevelt telling Americans during World War II that they had nothing to fear but fear itself. They point out that his famous remark, which went, “The only thing we have to fear is fear itself,” was from his first Inaugural Address in 1933, as the country confronted the Great Depression. I was paraphrasing Roosevelt in a general, not time-bound, way to illustrate how he used hope and courage–not fear–to inspire and lead America through the war and the Depression. Roosevelt’s belief that it was dangerous to exploit fear is as relevant to the war years as it is to the Depression. Just think of his idea of the right to freedom from fear, how he made that a pillar of his Four Freedoms–and stood by that belief during the war years.