Bush says 'RATS' ad not meant as subliminal message

Gore calls ad 'disappointing development'

From CNN Senior Political Correspondent Candy Crowley

ORLANDO, Florida (CNN) -- Republican presidential nominee George W. Bush said Tuesday he was "convinced" an ad placed by the Republican National Committee that flashes the word "RATS" over a Gore prescription drug proposal was not intended to send a subliminal message.

VIDEO Watch the ad, plus a portion slowed down to show the word 'RATS' Play video (QuickTime, Real or Windows Media) 4.2MB QuickTime movie of the ad     AUDIO Bush responds to the 'RATS' ad 332K/30 sec. AIFF or WAV sound     AUDIO Gore responds to the 'RATS' ad 120K/11 sec. AIFF or WAV sound

"We don't need to play cute politics. We're going to win this election based upon issues," Bush told reporters in Orlando.

Democratic presidential nominee Al Gore's campaign contacted news organizations about an RNC ad in which the word "RATS" appears briefly on screen in a spot that criticizes Gore's prescription drug plan. A spokesman for the Texas governor on Tuesday brushed aside suggestions of subliminal advertising as "bizarre and weird," while the RNC had no immediate comment.

CNN slowed down a copy of the ad, and the word "RATS" clearly appeared on the screen in large, white letters superimposed over the words "The Gore Prescription Plan." In a fraction of a second, the word disappeared, and the words "BUREAUCRATS DECIDE" showed up in smaller letters. To viewers aware of the presence of the word, it is noticeable when the ad is played at normal speed.

Campaigning in Middletown, Ohio, on Tuesday, Gore told reporters he viewed the ad as "disappointing development" in the presidential race.

It's the second controversy involving an RNC ad. Late last month, Bush halted GOP plans to air an ad he rejected as deceptive because it used a Gore quote out of context. The "RATS" ad is likely to exacerbate tensions between the party's national committee and the Bush campaign over advertising strategy.

Bush said Tuesday that he believes the ad's creator, Alex Castellanos, who said it was not his intention to create a subliminal ad. Castellanos said he flashed the word -- part of "bureaucrats" -- so it would look more visually interesting, and that it was just a coincidence that the letters appearing first spelled out "rats."

"It's a visual drumbeat," he said. "People get bored watching TV. You're trying to get them interested and involved."

The "RATS" ad had run more than 4,400 times in 33 markets nationwide in the last two weeks, costing the RNC more than $2,576,600. When asked by reporters if the ad would be pulled, Bush said it was already coming out of rotation.

The ad touts Bush's plan for adding prescription drugs to Medicare, arguing that seniors will have more control over their health care under Bush's proposal. Under his opponent Al Gore's plan, the ad says, the program will be run by bureaucrats.

Bush speaks to reporters in Orlando, Florida

"I don't think there is a plot to try to put subliminal messages in the people's minds. The most important thing is to point out the differences between what I believe and what the vice president believes when it comes to important issues like prescription drugs," Bush insisted Tuesday.

Gore told reporters Tuesday, "I've never seen anything like it. I think it speaks for itself." When asked whom he felt was responsible for the "RATS" message, he replied, "That's obvious," but did not elaborate on whether he was referring to the Bush campaign or the RNC.

Earlier in the day, Democratic vice presidential candidate Joe Lieberman characterized the ad as "very disappointing and strange."

Rep. J.C. Watts, R-Oklahoma, the fourth-ranking Republican in the House of Representatives, told reporters Tuesday that he takes Bush at his word.

"I think the Bush campaign said that it was inadvertent, and I trust that it was," Watts said.

"I think that would seem to have merit to most folks, considering that this is the same man who ... two weeks ago refused to allow other ads to go out," he added.

The Federal Communications Commission has no regulation barring subliminal advertising, but generally considers it deceptive. Additionally, advertisers doubt the effectiveness of the tactic.

The CNN Producer Ted Barrett and The Associated Press contributed to this report.