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Special (Campaign Ads) #490040

NBC Evening News for Thursday, Sep 16, 1976
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(Studio) Pol. advertising important to presidential campaign; limits by campaign funds reform laws noted.
REPORTER: John Chancellor

(NYC) 2 key men in ad campaign are John Deardourff for Ford and Gerald Rafshoon for Carter. [Film shown of Ford's high school coach.] [COACH - says Ford could do anything others could do and better.] [DEARDOURFF - discusses ad.] Ad mgrs. won't try to get at issues, but candidates' personalities. [DEARDOURFF - says it's important to voters and important for them to know about. Says there's no evidence of link between voters' perception of candidate stand on issues and how he votes.] In Atlanta, Rafshoon works on Carter ads. (Film of 1 such ad shown.) [CARTER - talks with regard to issues.] [RAFSHOON - says people not expected to remember Carter stand on issues after commercial, but approaches to issues will affect them.] Message of ad is what people get from it, not what's put in it; same true of free publicity from media events. (Film of bill signing at White House shown.) [FORD - welcomes audience to signing.] Reporter notes part these White House events take in campaign publicity. [MAN - plans media coverage of Carter campaigning.] [RAFSHOON - remarks on effect of Carter's personal contact with people.] Character is what campaigns selling this year

(Studio) Reporter John Hart will give guide to watching president ads on Friday's "Today" program.
REPORTER: John Chancellor

Chancellor, John;
Hart, John

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