Well-informed people will have trouble "getting" this ad the way it's intended because it's not aimed at well-informed people. It presumes the audience isn't paying a lot of attention to political ads and doesn't know much about Kerry; typical undecided voters. Most political TV ads are designed to be heard more than seen. (It’s hard to ignore the audio and news is often on in the background.) So to hear what this ad is really about, try
listening to it while forgetting everything you know about Kerry's actual biography.
The narrative of the third SBVFT ad is this:
John Kerry was a POW in Vietnam, and he avoided torture by doing propaganda tapes for the enemy, in which he accused American soldiers of war crimes. The North Vietnamese tortured all the POWS to get them to make propaganda tapes, but they refused. Only John Kerry cracked. He betrayed America.
Really. That's what the ad says, insofar as that is the most straightforward narrative to explain the words uttered. That is what is
communicated. (In case anyone's not getting the narrative, the audio of the Senate testimony is supposed to be heard as a North Vietnamese propaganda broadcast. You have to hear it as an undecided voter who doesn't know anything about Kerry's Senate Testimony or the specifics of his naval career.)
It's a clever ad because it's unrebutable. What can you say? The offensive message doesn't exist on the videotape, it is created in the listener's head. How does one counter something so perfectly insidious? I do get frustrated with the campaign, but I try to cut Kerry a lot of slack because there's no obvious right answer to something this subtle.
KERRY: "They personally raped, cut off ears, cut off heads ..."
VOICE: The accusations that John Kerry made against the veterans who served in Vietnam were just devastating ... more than any physical wounds I had.
KERRY: "... randomly shot at civilians, cut off limbs, blown up bodies ..."
VOICE: That was part of the torture, that you had to sign a statement that you committed war crimes."
KERRY: "... razed villages in a fashion reminiscent of Genghis Khan ..."
VOICE: John Kerry gave the enemy for free what I and my comrades in the prison camps in North Vietnam took torture to avoid saying.
KERRY: "... crimes committed on a day-to-day basis ..."
VOICE: He betrayed us in the past. How could we be loyal to him now?
KERRY: "... ravaged the countryside of South Vietnam ..."
VOICE: He dishonored his country and, more importantly, the veterans he served with. He sold them out.