Warner 'Conservative' Ad
Another in a series evaluating political ads.
Thursday, September 27, 2001
Election: Governor of Virginia, Mark L. Earley (R) vs. Mark R. Warner (D)
Buyer: Warner for Governor
Producer: Frank Greer
Length: 30 seconds
Viewers first see a white screen that fills, line by line, with
text decrying attack ads from Earley. The text is replaced by an inset
of Earley in one of his ads. Above his picture are the words "Earley’s
attacks" and below it are newspaper quotes reading "inaccurate,"
"deceitful," and "dishonest." Then, in large, red letters comes the word
"WRONG," a reference to a Post headline, later corrected in the paper,
used by Earley in one version of his ads. The spot then runs through
shots of Warner at his desk, in a business meeting, in a classroom, with
blue collar workers, helping a student in a computer lab and shaking hands with people.
||Text: Female narrator: During this challenging time, the last thing
Virginia needs is negative attacks from Mark Earley. The press has
called Earley’s attacks "inaccurate,: "deceitful," "dishonest." The Post
says the headline in his ad was wrong.
Male narrator: The truth is Mark Warner won’t raise taxes. He’s a fiscal
conservative with the right experience to help our families in this
difficult time. He’s got a plan to bring jobs and economic growth to
Virginia without raising taxes. Mark Warner—the right leadership for
This is a direct rebuttal to an Earley ad that falsely accused
Warner of supporting higher taxes, an issue the Republican candidate hopes to make a defining one in the campaign’s final weeks.
Warner’s rebuttal is also misleading. The "inaccurate," "deceitful,"
and "dishonest" quotes, implied here to refer to Earley’s accusation
that Warner favors higher taxes, instead come from Sep. 1 stories about
a Republican Party mailing. The claim that Warner’s economic growth plan
comes without raising taxes also is somewhat disingenuous because his
$2.25 billion transportation package includes $900 million that would
come from the sales tax hike.
THE WASHINGTON POST