527 Advertising527 Advertising

Negative Campaigning: Controversy in Negative Campaigning: Controversy in Theory and PracticeTheory and Practice

Allan BurtonAllan Burton

What is a 527 Organization?What is a 527 Organization?

An organization that has the objective to influence the An organization that has the objective to influence the nomination, election, or appointment of candidates or nomination, election, or appointment of candidates or public officials.public officials.Named after the section in the United States Tax Code – Named after the section in the United States Tax Code – section 527section 527Tax exemptTax exemptDoes not fall within the Federal Election Committee Does not fall within the Federal Election Committee requirements requirements Required to file reports with the IRS of contributions and Required to file reports with the IRS of contributions and expendituresexpendituresPolitical parties can use 527s to their advantage to bring Political parties can use 527s to their advantage to bring out the flaws in their opponents (connection between out the flaws in their opponents (connection between 527s and political parties is illegal under the Reform Act 527s and political parties is illegal under the Reform Act of 2002)of 2002)

Soft MoneySoft Money

Contributions that are not regulated by the FEC lawsContributions that are not regulated by the FEC lawsAfter the 2002 revision to Campaign Finance, soft money After the 2002 revision to Campaign Finance, soft money donations were banned to political campaignsdonations were banned to political campaigns527 groups are allowed to receive unlimited contribution 527 groups are allowed to receive unlimited contribution from any source. from any source. Loophole to campaign spendingLoophole to campaign spendingHelps campaigns, since it raises millions of dollars when Helps campaigns, since it raises millions of dollars when direct contributions are prohibiteddirect contributions are prohibitedThe money raised is used to influence the outcomes of The money raised is used to influence the outcomes of elections or appointments without having a connection elections or appointments without having a connection with any political party or organization.with any political party or organization.

Issue AdsIssue Ads

Most common form of advertisement of a 527 Most common form of advertisement of a 527 groupgroupAd is the topic of the groups main focus they Ad is the topic of the groups main focus they want to bring into the spotlightwant to bring into the spotlightCriticize a candidate’s record without endorsing Criticize a candidate’s record without endorsing another candidate or mentioning another another candidate or mentioning another candidate’s namecandidate’s name– Very noticeable which candidate they would endorseVery noticeable which candidate they would endorse

Usually distorts the truthUsually distorts the truth– Misleading in some way Misleading in some way

Ads are in the form of television commercials, Ads are in the form of television commercials, newspaper ads and mass mailingnewspaper ads and mass mailing

Swift Vets Swift Vets

Created in 2004 in response to Kerry’s candidacy for Created in 2004 in response to Kerry’s candidacy for presidentpresidentWanted to shed light on Kerry’s record in VietnamWanted to shed light on Kerry’s record in VietnamUsed Vietnam remembrance to create a powerful Used Vietnam remembrance to create a powerful messagemessageAds were successful because they kept Kerry on the Ads were successful because they kept Kerry on the defensive and kept him from discussing his own issues defensive and kept him from discussing his own issues and agendaand agendaSwift Vets received large donations from Republican Swift Vets received large donations from Republican supporters who’s continued funding of candidates was supporters who’s continued funding of candidates was prohibited due to campaign finance laws.prohibited due to campaign finance laws.Total Expenditures in 2004Total Expenditures in 2004– $22,565,360$22,565,360

Never mentions Bush’s name in advertisementsNever mentions Bush’s name in advertisements

Swift Vets AdSwift Vets Ad

http://youtube.com/watch?v=6bS627KVMCUhttp://youtube.com/watch?v=6bS627KVMCU

http://youtube.com/watch?v=vLwSaWB_G90http://youtube.com/watch?v=vLwSaWB_G90

Sierra ClubSierra Club

Environmental organization of more than Environmental organization of more than 700,000 members700,000 members

Played role in 2004 by running ads that Played role in 2004 by running ads that attacked Bush’s record on environmental attacked Bush’s record on environmental issues.issues.

Total expenditures for 2004Total expenditures for 2004– $6,261,811 $6,261,811

Sierra Club AdSierra Club Ad

Media FundMedia Fund

Focused on attacking President Bush on Focused on attacking President Bush on numerous issues from Iraq to the numerous issues from Iraq to the environmentenvironmentLarge Democratic donationsLarge Democratic donationsRan numerous tv and radio ads leading up Ran numerous tv and radio ads leading up to the electionto the electionTotal expenditures for 2004Total expenditures for 2004– $57,694,580 $57,694,580

Media Fund AdMedia Fund Ad

http://youtube.com/watch?v=oQxne0sCFBhttp://youtube.com/watch?v=oQxne0sCFBQQ

America Coming TogetherAmerica Coming Together

Mobilized efforts in 16 battleground states Mobilized efforts in 16 battleground states in 2004 election against President Bushin 2004 election against President Bush

Financed by wealthy Democratic Financed by wealthy Democratic supporterssupporters

Total expenditures for 2004Total expenditures for 2004– $78,040,480 $78,040,480

Progress for AmericaProgress for America

Republican response to The Media FundRepublican response to The Media Fund

Indirectly shows support for the way things Indirectly shows support for the way things are and criticizes the plans of the are and criticizes the plans of the democratsdemocrats

Total 2004 expendituresTotal 2004 expenditures– $35,631,378 $35,631,378

Progress for America AdProgress for America Ad

http://youtube.com/watch?v=jXb8HkqHoMhttp://youtube.com/watch?v=jXb8HkqHoMoo

Total 527 SpendingTotal 527 Spending

527 groups first became a large role in elections in 2004 527 groups first became a large role in elections in 2004 due to changes in Campaign Finance Laws in 2002due to changes in Campaign Finance Laws in 20022004 - $612,833,022 – presidential election2004 - $612,833,022 – presidential election2006 - $428,670,102 – midterm election2006 - $428,670,102 – midterm electionBiggest donors Biggest donors – George Soros - democrat leaning 527sGeorge Soros - democrat leaning 527s– Bob Perry – republican leaning 527sBob Perry – republican leaning 527s

Opensecrets.orgOpensecrets.org

There is talk within the Senate to limit the influence of There is talk within the Senate to limit the influence of 527s527s– Any reform is very unlikelyAny reform is very unlikely

More 527 advertisingMore 527 advertising

SourcesSources

http://www.opensecrets.org/527shttp://www.opensecrets.org/527shttp://www.factcheck.org/republican-http://www.factcheck.org/republican-funded_group_attacks_kerrys_war_record.htmlfunded_group_attacks_kerrys_war_record.htmlhttp://uspolitics.about.com/od/finance/i/http://uspolitics.about.com/od/finance/i/advocacy.htmadvocacy.htmhttp://www.gnossos.com/webhelp/http://www.gnossos.com/webhelp/What_is_a_527_Organization_.htmWhat_is_a_527_Organization_.htmhttp://www.irs.gov/charities/political/article/http://www.irs.gov/charities/political/article/0,,id=96350,00.html0,,id=96350,00.htmlhttp://www.sourcewatch.org/index.php?http://www.sourcewatch.org/index.php?title=527_committeetitle=527_committee