AP News, December 28th, 2007
TITLE: "Born For."
LENGTH: 30 seconds.
AIRING: New Hampshire.
SCRIPT: John Edwards: "I'm John Edwards and I approve this message. For 25 years, corporate greed has gotten its way in Washington, destroying American jobs and the middle class while the establishment did nothing. Insurance lobbyists killed health care. Energy giants make billions from insane gas prices. And more jobs were lost. As much as we like to think so, good intentions won't change a thing. Corporate greed won't be stopped without a president who fights for you. Saving the middle class will be an epic battle, and that's a fight I was born for."
KEY IMAGES: Other than a brief opening photo of Edwards, the only image is of the Democratic presidential candidate speaking directly to the camera. Edwards is wearing a plain black sports jacket, white shirt, blue tie and lapel pin. He's seated in front of windows with sheer, white curtains. The stark background draws viewer attention to the candidate's face.
ANALYSIS: The ad is consistent with the former North Carolina senator and trail lawyer's populist campaign theme: that he will oppose rich, powerful corporations to improve the lot of ordinary Americans.
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On the Net: http://johnedwards.com/ads/born-for/
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TITLE: "Native son"
LENGTH: 30 seconds.
AIRING: South Carolina
SCRIPT: John Edwards: "I was born here in South Carolina. My parents and grandparents worked in the mills here. Like yours, they did it to give us a better life. I was the first in my family to go to college. And I spent my life fighting for middle class families hurt by powerful interests. Big corporations control Washington now. They're not going to give up without a fight. Saving the middle class is going to be an epic battle. It's a fight I was born for. I'm John Edwards. I approve this message and I will never forget where I came from."
KEY IMAGES: Opens with a photo of Edwards and his parents — Bobbie and Wallace Edwards — standing in front of a modest pink house, then flashes images of brick factories, followed by a close up of a photo of his parents again. The ad closes with Edwards speaking directly to the camera. As in another ad airing in New Hampshire, Edwards is wearing a plain black sports jacket, white shirt, blue tie and lapel pin. He's seated in front of windows with sheer, white curtains - a stark background that draws viewer attention to the candidate's face.
ANALYSIS: The ad emphasizes Edwards' South Carolina roots in an attempt to make a personal connection with the state's voters while continuing to sound the candidate's populist campaign theme of opposing the rich and powerful on behalf of ordinary Americans.
Analysis by Associated Press Writer Joan Lowy
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On the Net:
http://johnedwards.com/ads/native-son/
