Clinton made extensive use of comparison spots to differentiate his
agenda from that of Bob Dole. Ads itemized a number of issues spelling
out Clinton's and Dole's positions.
Hall Jamieson had this analysis: "In 1996, it's important to know
that Dole and Clinton differ on the minimum wage, that Dole and Clinton
differ on family medical leave. Those are important distinctions.
You learn about those distinctions in the Clinton ads. You might,
by the way, learn those distinctions and say 'Given my philosophical
predispositions, I want to favor Dole because I'm on Dole's side of
the argument,' but at least you have the ability to say 'There is
a difference here.'"
distinctions between Clinton and Dole are reinforced by visual style,
with Dole put in black and white.
Kathleen Hall Jamieson's analysis: "The visual techniques were designed
to make Dole seem old and outdated. And so the move to black and white
and the move to more grainy images in the past was a way of signaling
'old and out-of-fashion' without ever saying it."