Terrorism and the war in Iraq were clearly the central issues of the 2004 presidential race, overshadowing such perennial domestic concerns as the economy, health care, and jobs. The polarizing subject of Iraq was connected in the minds of many voters to the 9/11 attacks. The focus on military issues and foreign affairs in 2004 marks a strong departure from the previous three elections-in 1992, 1996, and 2000-which focused almost entirely on domestic issues.
In the months leading up to the conventions, the ad strategies of the two major parties followed along the traditional lines established during the Cold War era. President Bush's ads presented him as a steady commander in chief during dangerous times, while Senator Kerry's ads argued that the Democratic challenger is more in touch with the daily needs of the ordinary voter.
The most influential ads of the campaign were produced by a relatively small PAC committee, Swift Boat Veterans for Truth. Their ads, including "Any Questions?," generated widespread and constant news coverage throughout the month of August.
The Internet became an important medium during the 2004 campaign. Candidate Websites functioned as the online equivalent of campaign headquarters, used to organize, mobilize, energize, and raise funds from existing supporters. Influenced by the internet-fueled, grassroots campaign of Democratic primary candidate Howard Dean, the Democratic and Republican nominees took advantage of new social networking technologies and platforms.
The widespread availability of broadband access made it possible for video to be circulated easily on the Web. As a result, Web-based ads by the candidates, independent groups, and individual filmmakers, were widespread. Web ads tend to be edgier and more provocative than TV commercials, partly because they are often targeted to specific groups with strong opinions about candidates and issues, but also because of the nature of viral video.
