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402: 480:, published upon the ad's release as part of the publication's ongoing "Ad Report Card" feature, gave the commercial a letter grade of "D", criticizing its premise as "ludicrous" and highlighting a number of perceived non-sequiturs in the ad, such as the ad's use of a food — spaghetti — associated with immigrants. The review went on to note that if the man were actually choking, then he might not have been able to speak to a 9-1-1 operator even if he had reached the English option in time. 280:
approach" and an agency which would pursue an unconventional media and creative strategy. Buchanan's national campaign finance chairman connected the campaign to Love. The agency's creative director, David Harrison, oversaw the ad. The commercial itself was filmed by Houston-based production company VTTV. Both Love Advertising and VTTV received criticism from some of their clients and Houston commentators for their involvement in an ad perceived to have "anti-Hispanic overtones".
33: 267:, Buchanan claimed that immigration at then current rates was "rapidly changing the nature of the entire country; we speak 300 languages", while in August of that year, his campaign website called for a reduction of legal immigrants to between 250,000 and 300,000 annually, as well as for an implementation of an assimilation program to teach them the English language as well as American customs and history. Foster, meanwhile, had supported California's 344:. Regarding the ad's message, Buchanan himself argued that one of the greatest threats to America was its potential to "dissolve" into demographic and cultural subgroups (such as race and language). He further alleged that the Democratic and Republican parties were unwilling to substantively discuss the issues of immigration and English, in spite of voters’ interest in the issue, out of interest in 252:, with Perot garnering eight percent of the national popular vote, the party qualified for matching federal campaign funds in 2000. Following a court ruling, Buchanan was awarded $ 12.6 million in such funds. A stated goal of the campaign was to again attain at least five percent of the national popular vote, so that the Reform Party would maintain its eligibility for matching funds in the 503:
deemed the ad "sort of funny, after a fashion" to its target audience, but also denounced the ad's message as being "inherently jingoistic, intolerant, divisive and racist". Garfield also observed that, whereas "extremists" running for public office often attempt to hide behind a respectable facade
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suggested that Buchanan targeted California and Arizona in particular because those two states included many voters who lived near illegal immigrants and supported more government action to combat illegal immigration. Buchanan indicated that he believed the issue would carry relevance for California
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in 1994, which sought to deny public services to illegal immigrants, and in her acceptance speech as Buchanan's running-mate in August, urged American immigration policy to "stop being stupid", claiming that illegal immigration had lowered educational quality at the school where she had taught. That
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that, although the issue was not top of mind for many voters, it "still resonates", also citing Proposition 187 as evidence of the issue's continuing resonance. The ad was also aired in Maryland and Iowa media markets, particularly in areas with many immigrant workers. Although it was produced by a
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ad as the sole point in the campaign that Buchanan's campaign received attention, owing to the widespread backlash and condemnation directed at the spot. Prior to the release of the spot, Buchanan was polling at around one percent in most polls; by the end of the campaign, following the release of
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On October 9, 2000, the commercial began airing in 22 states, including California and Arizona, using a portion of the federal matching funds which the campaign received. It became the first general-election campaign TV ad released by any presidential candidate that year. The ad aired primarily on
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The 30-second TV spot opens with a middle-aged white man sitting in his kitchen, eating a meal of spaghetti and meatballs while watching the news on TV. A newscaster announces that an executive order "say that English is no longer America’s national language". Upon hearing this, the man begins
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For their first television commercial of the general election campaign, funded partly by the federal matching funds, Buchanan's campaign hired Love Advertising, an agency based in Houston, Texas. Its owner, Brenda Love, reported that her agency had been chosen because Buchanan "wanted a fresh
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presidential nominee, "are writing off English for good." Before the recorded menu reaches the option for English, the choking man has fallen, "lifeless", to his kitchen floor. At the end of the ad, the viewer sees the man's dog standing on his stomach, licking the food off his face.
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ranked the ad at number eight on its list of the "10 of the most fear-mongering political ads in American history", with writer Kali Holloway calling the ad "ridiculous." In a 2012 retrospective on "the greatest dystopian campaign ads of the last 50 years" for
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Houston-based advertising agency, and the Buchanan campaign ran radio ads in the Houston area, the commercial was not initially aired in any Texas media markets; it was suggested that the ad's perceived anti-Hispanic message would alienate voters in the state.
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attacked the ad as "pathetic" and called for its condemnation. Torres continued that "English will always be our national language and no amount of fear mongering or clicking of the heels will change that". A spokesman for the
263:, both frequently called for a reduction in the number of immigrants allowed into America each year, as well as increased assimilation (in both language and culture) of those who enter the country. In a May 2000 interview with 361:
deemed the claim that both Gore and Bush "are writing off English for good" to be "a stretch", although noting that both candidates had voiced their opposition to establishing English as the United States' official language.
355:, author John Franzen noted that neither Bush nor Gore had expressed support for removing English's status as America's national language. Franzen concluded that the ad was "very funny", but unethical. Similarly, 490:, gave the ad a letter grade of "B" for execution and "no comment" for its message. In response to the ad's claim that "immigration is out of control", Snierson quipped that "Yeah, that’s not the only thing". 340:
suggested that the subtext of the ad is that real Americans speak English. The ad's allusion to an executive order deeming English not to be America's official language was regarded as a reference to
276:, ordering federal agencies to work to accommodate non-English-speaking citizens; the move was regarded as an inspiration for what would become Buchanan's first general-election commercial. 1439: 1695: 1503: 434:
concurred, opining that the ad demonstrated Buchanan's lack of understanding of California communities and voters. The deputy vice chair for Latino advocacy organization
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also proposed that another moral of the ad might be that "a foreign-food-loving social deviant got what was coming to him". A review by Dan Snierson, writing for
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included "Meatballs" and gave it an "Apocalypse Rating" of 3 out of 10, commenting that "As stupid as the ad was, there’s still a constituency that fears this".
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The accuracy of the ad's central claim — that Bush and Gore were not committed to protecting the English language — was questioned in some analyses. In his book
1710: 1705: 858: 1006: 1167: 1700: 1655: 967: 233: 210: 148: 438:, Lisa Navarrette, remarked that "There is a reason Pat Buchanan is getting 1% of the vote", while the national policy director for the 1690: 377:. The ad was given particular emphasis in California, airing in every major media market in the state, with a focus on news programs. 334:
The ad's "choking" plot has been interpreted as a metaphor for the idea that immigration will eventually "choke America to death". The
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deemed the ad "hyperbolic" and questioned the political saliency of illegal immigration as a campaign issue, citing a
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Upon its release, the ad was reviewed by professional advertising critics at several media outlets. A review for
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one of the two "cheapest and sleaziest" political commercials of the 2000 campaign, while in 2015,
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voiced concern that the ad could stoke anger and violence towards immigrants. In an interview with
293:, he has to wait through a recorded menu stating which number to dial for each language, including 159:-based agency Love Advertising, depicts a white man choking on a meatball while attempting to dial 708:
Covering the Border War: How the News Media Creates Crime, Race, Nation, and the USA-Mexico Divide
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and a string of other campaign ads, Buchanan was continuing to poll at one percent, far behind
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as his choice for the worst commercial of the 2000 campaign. A profile of Buchanan in the
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The ad aired in 22 states, with an emphasis by the campaign on border states like
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chairman, was among the political figures who accused the ad of "fear mongering."
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nominee for president in 2000, made immigration a central issue of his campaign.
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During his campaign, Buchanan and his running-mate, educator and activist
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Winning Elections: Political Campaign Management, Strategy & Tactics
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Winning Elections: Political Campaign Management, Strategy & Tactics
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and use code words to convey their ideas, Buchanan's ad does not.
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indicating that the issue ranked twelfth in importance to voters.
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Democracy for Hire: A History of American Political Consulting
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The commercial drew criticism from some political figures.
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2000 US presidential election campaign political commercial
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for prohibiting openly gay men from being scout leaders.
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Race-related controversies in advertising and marketing
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had recently been legalized) in which he defended the
1303:"With Eye on '04, Buchanan Maps Last-Minute Ad Blitz" 1157: 371:cable television and during, among other programs, 228:sought, and ultimately received, the nomination of 900:"Ad Report Card: Use FedEx, Vote Buchanan, or Die" 820:"Buchanan Immigration Ad Met with Quick Criticism" 639: 1642: 1419:. George Washington University. October 19, 2000 1081: 1079: 1028:Franken, Bob; Smith, Matt (September 12, 2000). 289:choking on his meatball. However, upon dialing 248:. Because of the Reform Party’s showing in the 1671:Anti-immigration politics in the United States 1131: 547:columnist Dave Denison retrospectively deemed 1711:Television controversies in the United States 1504: 1105: 1076: 700: 698: 1706:Reform Party of the United States of America 1027: 1030:"FEC awards Reform Party funds to Buchanan" 990: 988: 859:"Buchanan Broadside: Anti-Immigration Spot" 1511: 1497: 1405: 1114:"Buchanan gets boost in primary by e-mail" 923: 921: 813: 811: 809: 807: 805: 770: 768: 766: 764: 737: 735: 695: 272:month, President Bill Clinton also signed 31: 1559:Churchill, Hitler and the Unnecessary War 1262: 1260: 1258: 1231: 1229: 1227: 1056: 856: 781:. 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The commercial, which was created by 58:Pat Buchanan 2000 presidential campaign 1643: 1437: 1431: 1385: 1300: 1255: 1224: 1190: 1052: 1050: 1009:from the original on November 16, 2020 817: 640:CBSNews.com Staff (October 10, 2000). 635: 633: 631: 629: 627: 169:official language of the United States 1492: 1376: 1351: 1349: 1326: 1138:Carlson, Peter (September 13, 2000). 952: 837: 675: 671: 669: 667: 665: 663: 625: 623: 621: 619: 617: 615: 613: 611: 609: 607: 1388:"Third-Party Fortunes Smile on Bush" 1289: 1236:Gledhill, Linda (October 10, 2000). 1021: 994: 881: 416: 1476:View a transcript of the commercial 1356:Snierson, Dan (November 10, 2000). 1320: 1112:Witcover, Jules (August 12, 2000). 1057:Hamburger, Tom (November 6, 2000). 1047: 995:Rees, Matthew (November 13, 2000). 928:Denison, Dave (December 19, 2001). 906:. The Slate Group. October 16, 2000 857:Teinowitz, Ira (October 16, 2000). 238:North American Free Trade Agreement 13: 1346: 1203:. Oxford University. p. 185. 1174:. October 10, 2000. Archived from 940:from the original on March 4, 2021 705:Hea Kil, Sang (November 8, 2019). 660: 604: 14: 1722: 1691:Political campaign advertisements 1460: 1386:Koring, Paul (October 25, 2000). 1168:"Buchanan Ad Attacks Immigration" 818:Bailey, Eric (October 10, 2000). 642:"Buchanan serves up a "Meatball"" 1518: 1301:Kemper, Bob (October 31, 2000). 966:Holloway, Kali (April 3, 2015). 173:immigration policies of the time 1666:American television commercials 1438:Weigel, Dave (March 28, 2012). 1327:Levey, Bob (October 31, 2000). 1140:"Pat Buchanan's Far Right Hand" 676:Fleck, Tim (November 9, 2000). 1: 1087:"Pat Buchanan on Immigration" 598: 197: 1651:2000s television commercials 1480:George Washington University 507: 396: 7: 1197:Johnson, Dennis W. 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Index


Pat Buchanan 2000 presidential campaign
political commercial
2000 United States presidential campaign
Reform Party
Pat Buchanan
Houston
9-1-1
English
official language of the United States
immigration policies of the time
California
Arizona
racist
xenophobic

Pat Buchanan
Reform Party
2000 United States presidential election
Republican
Pat Buchanan
Ross Perot
Reform Party
North American Free Trade Agreement
illegal immigration
abortion rights
1996 presidential election
2004 election
Ezola Foster
National Public Radio

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