Political ads interrupt normal bliss during commercials

By Melissa Mongi
Collegian Staff
November 1, 2006

While getting ready for class, I like to watch Rachael Ray’s new morning talk show. Somewhere after she teaches me how to stew potatoes and get the most out of my accessories, there is a commercial break. I hear a sound effect that is like a cross between a book slamming and a gong being hit, and know a campaign commercial is about to start. In the next 30 seconds I will be persuaded, confused and let down.

A barrage of political campaign commercials obnoxiously greets me every morning. Sadly, these campaign commercials never help me choose my candidate, and they never will. Worse yet, they make me more confused about whom I should vote for. I’m pretty sure the opposite is supposed to occur.

My favorite examples from the 2006 election season are the angry advertisements for both Patrick Murphy and Mike Fitzpatrick. It is bad enough their names both have Patrick in them, let alone their television ads are confusing.

Murphy is the Democratic challenger to incumbent Republican Fitzpatrick in the eighth congressional district of Pennsylvania. This district includes my stomping grounds of Bucks County.

Murphy’s attacks on Fitzpatrick make me think he’s the man for my district. According to the commercials, Fitzpatrick always sided with Bush, voted against benchmarking the Iraq War and opposed any timeline for the war. Along with these “devastating” facts, Fitzpatrick, according to the ad, “attacks Patrick Murphy’s patriotism.” All this is said while images of the Iraq War flash in front of the screen. Suddenly, calming music begins to play as Murphy reminds me that he is a veteran of the Iraq War and that, unlike Fitzpatrick, “leaders take a stand.” To finalize my decision, Murphy shows Fitzpatrick shaking hands with President Bush, clearly showing that the congressman is actually Satan in a suit and tie.

At this point, I’m sold. As I am hanging up my “Patrick Murphy for Congress 2006” sign, an advertisement for Fitzpatrick begins running. This advertisement does more than claim my man Murphy is indecisive; it shows his indecision on a recent interview on Hardball with Chris Matthews. Matthews asks if he had to decide now whether the United States would go to war with Iraq, what would he choose. My man Murphy looks confused – very confused. He stammers, “It’s a tough call, Chris.” I think I have misheard my newfound confident leader. Nope. The commercial repeats Murphy saying, “It’s a tough call, Chris.”

What happened to Mr. Murphy’s “leaders take a stand”? He is no longer taking one, but blinking at the screen, looking much like a scared little boy. Thanks to these opposing ads, I feel lost in a sea of political confusion with only the leaky boat of advertisements to hold me afloat. The tough decision is left to me now. But, can I believe anything in these commercials?

The national parties’ campaign organizations have reserved $16.1 million worth of commercial time on Philadelphia’s television stations, according to the Philadelphia Inquirer. These ads will run up until the Nov. 7 election. I repeat: $16.1 million in Philadelphia alone. This number doesn’t include ads funded by the candidates themselves and various interest groups. All that money, and for what? So candidates can send out harsh messages about opponents so the viewer is too confused to make an educated vote? Unless there is some form of independent research on the part of the voter, campaign ads are ineffective, expensive and deceitful to the general public.

Unfortunately, some people base their entire vote on watching Murphy stammer and Fitzpatrick being depicted as unpatriotic in a 30-second commercial. How are the viewers to judge reality from the lies edited into a vivid commercial? The commercials make me lose even more faith in politicians.

Political commercials range from the forceful to the ridiculous. I expect to see one say, “Vote for So-and-So and receive a pot of gold!” On Nov. 7, I would be the first in line to vote for So-and-So. From now on, my decision will be based purely on what color a candidate is wearing. Red is the color of a stop sign, and if a candidate wears red, he or she must want to stop the Iraq War. Election Day is right around the corner, so it’s time for me to turn on the television, look for the man or woman wearing red, knowing that my vote is important.

I’m Melissa Mongi, and I approve this ad.

mongim1@lasalle.edu