Kerry-Edwards: A FRESH START
Second Unsolicited Advisory to the Kerry Campaign
Media parrotheads are calling for a soundbite, a slogan, a defining blurb to come out of the Dem convention; without it, they say, Kerry can't ride the media waves to the presidency. Maybe, maybe not. But we do have a very simple image to suggest that could help. And it just might help win the election.
It's simply this:
A FRESH START. Not just the concept, which is said and implied in many ways now, but the exact words. There are many ways to say it, but most of the formulations have been overused or are too abstract: time for a change, a new day, a new America, etc. But this is better.
Why? Words matter, and these are good words.
A FRESH START is fresh, it's more concrete and action-oriented. It has emotional resonance, connotations that are both exciting and warm.
Break it down:
A: An indefinite article. It doesn't directly blame. It doesn't start an argument immediately by claiming too much (such as "this candidate is THE perfect answer to make everything better," which puts a lot of people off.)
FRESH: has good associations, to fresh food, fresh air---something brand new, untainted. Fresh air is bracing, so it's exciting. Fresh bread is warm. FRESH is POSITIVE, in its literal meaning and its emotional message. But it also distinguishes from something that is not fresh, that's old, that leaves a bad taste in the mouth. Something that's fresh doesn't directly imply a change from something that's stale or decaying, but it is the desired alternative to something stale or decaying. It has associations of health, of flavor, that it will FEEL GOOD.
START is an action word. Start your engines! It is exactly paired with FRESH in its music.
The literal meaning of A FRESH START has everything to do with now and the future. FRESH is immediate. START implies action that goes on into the future.
But of course it won't work just because the words are good. The words have to be right: they have to convey the right message succinctly and dramatically. And
A FRESH START does just that.
All the polls show that the American electorate is clearly heartsick over the Iraq prison scandals and the Bush handling of the Iraq war. They know the reasons given for the war weren't true, and they suspect they were lies. Bush's credibility is in shambles. The public has soured on his economic policies, his leadership, the total bill of goods he sold. They've seen enough of the corruption, the crude rule of the Haliburtons, the political extremism. They are ready to repudiate him and his administration.
BUT he is still the president, and Americans are still in harms way in war zones. This presents difficulties for some voters. How can they get rid of Bush without appearing to be one of the haters, or even unpatriotic?
The answer is:
A FRESH START. It repudiates the past without laying blame. It honors the tradition: when people in power make serious mistakes, it's time to give the job to someone else. Everybody understands that. It doesn't have to be personal. It just means A FRESH START.
This is a way for making Bush accountable without being negative. As such, it is event-proof. Bush deserves to be replaced for what has already happened on his watch. He doesn't deserve to be rewarded, and he can't be trusted with the job.
It does several other things for the Kerry-Edwards ticket specifically. It allows them to be positive, which is especially important for Edwards. A FRESH START is entirely future-oriented.
It expresses a lot about the foreign policy objective of repairing our alliances and relations with other nations, as well as about domestic policies of new approaches to health care, education and the economy, and environmental and energy policies. In all cases, A FRESH START means new people with new policies. This is especially potent on relations with other countries. Everyone understands that Bush can't repair the relationships he and his people so arrogantly destroyed. It will take somebody new to credibly say, let's forget about the recent past---let's start over. That's just common sense.
But perhaps its strongest point is that it communicates new leadership even more than new policies. Republicans will argue about what Kerry supported or didn't support, and they will ask exactly what he will do differently in Iraq, and it will all get contentious and, for many, abstruse and over-complicated.
But you can't argue with the meaning of A FRESH START. It means a new president who is markedly different from the old president, and does not have the baggage of that past.
But of course it works equally well on issues (like health care) that are based on a new policy direction or different approaches. And for those predisposed to want a different direction, and those who want Kerry to bring a different direction, they will read all of that into A FRESH START. A FRESH START allows Kerry to be the candidate of change and hope.
A FRESH START appeals to the Democratic base: those who want nothing more than to get rid of Bush. But it can also appeal to independents ready to jump who are troubled, if not appalled. To those who are almost ready to hold Bush accountable for mistakes, regardless of how they feel generally about his policies or his personality.
But the real key is that it can also appeal to OTHER INDEPENDENTS AND EVEN REPUBLICANS who need a nudge to use the secrecy of their ballot to vote for A FRESH START, for somebody new, without the emotional turmoil of admitting they were wrong to back Bush, or without the appearance of being disloyal to their party or ideology or religious congregation.
A FRESH START doesn't require anyone to admit that they fault Bush specifically. They might fault others in his administration. They may not fault anyone---they just want all this bad stuff to go away, and they're afraid that with Bush it could continue. They don't want to see the awful pictures and terrible headlines. They want it all to be over, but they don't want to appear disloyal to a president in wartime. A FRESH START is unthreatening language. It is optimistic, forward-looking, and very American.
A FRESH START works even for those who don't really believe that a change in administration will make much of a difference. But at least it will be a change, a chance that things will be better. Even when people are afraid to criticize, they can be persuaded by the sensible American idea that if things aren't going well, it's time to give somebody else a chance.
That A FRESH START is a good idea, is something a great many people can agree on.
A FRESH START is a tag line to be used relentlessly until everyone knows it, until comedians are making jokes about it. But it is also a concept around which the candidate can build positions, and can show his personality. It turns the fact that many Americans are just starting to know Kerry into an advantage---he is new and therefore fresh, and imagery can reinforce this naturally by showing his family, his friends, his background---all new to the public.
When FDR was first elected, Will Rogers commented that if he had simply burned the White House down, the country would have cheered and said, at least he got a fire started. The electorate isn't that desperate yet. But there is a layer of something like desperation, and certainly deep dissatisfaction and disquiet, that is ready to be tapped. How do you do it without forcing anyone to feel guilty? How do you overcome the fear of change? Just a nudge might do it, just three words:
A FRESH START.
