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This ad was from the 2004 Bush Presidential election campaign and was acknowledged as the most devastating of the campaign.

The images of Kerry windsurfing, edited so he appears to change direction repeatedly, are used as a visual gag. The ad accuses Kerry of “flip-flopping,” and the images make this charge literal. The amusing music and voiceover mock Kerry. The images, editing, music, and voiceover of the ad heighten both its argument and its emotional impact.


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