When Republicans Attack

When analyzing a political commercial, it’s important to pay attention to the audio as well as the text and images.

The following radio ad from John McCain ostensibly replies to a claim from Barack Obama.

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McCain’s “Stem Cell Response”:

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Obama’s ad is available in a post on Ben Smith’s Politico blog (along with Smith’s analysis): Obama: Stem Cell.

And McCain’s original stem cell radio ad is also on YouTube:

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The music on McCain’s Stem Cell Response ad consists of three sections:
1. A rapid, repetitive minor key piano phrase, reminiscent of Mike Oldfield’s Tubular Bells theme (used on the soundtrack of The Exorcist), from the beginning to the 15-second mark, with a subdued percussive attack at the word “attacks” (11 seconds), and a strident string transition at 13-15 seconds. The words of this segment criticize Obama’s characterization of McCain’s views.
2. The second section (16 seconds to 26 seconds) shifts to a chronicling of McCain’s efforts in favor of stem cell research, highlighting the need for this medical approach. The music here is dominated by a pulsing bass line.
3. Section 3 (27 seconds - 60 seconds), describing the benefits of stem cell research for citizens, shifts to a stirring, uplifting major key ascending 3-note horn motif, punctuated by urgent bursts of strings.

McCain’s original radio ad had no minor section, just a vibrant string passage and a more complex, hymn-like melody. Rather than simply “responding” to Obama’s remarks, the new ad seeks to redefine the oponent, not in oppositional terms of false (Obama) vs. true (McCain) but of Villain (ominous, threatening) vs. Hero (healing, redeeming).

So while the words may assert that Obama has mischaracterized McCain’s support of stem cell research, the music paints Obama as a negative (sinister, high-pitched, minor-key) force to be defeated by the heroic deeds of savior John McCain. The enemy–according to the musical narrative–is not disease, it is Barack Obama.

McCain Stem Cell Ad press release (includes text of ad)

McCain Stem Cell Response Ad press release (includes text of ad)

Politifact coverage of distortions (primarily from Obama)