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The most elaborate — and criticized — White House event so far was Mr. Bush's speech aboard the Abraham Lincoln announcing the end of major combat in Iraq. White House officials say that a variety of people, including the president, came up with the idea, and that Mr. Sforza embedded himself on the carrier to make preparations days before Mr. Bush's landing in a flight suit and his early evening speech.
Media strategists noted afterward that Mr. Sforza and his aides had choreographed every aspect of the event, even down to the members of the Lincoln crew arrayed in coordinated shirt colors over Mr. Bush's right shoulder and the "Mission Accomplished" banner placed to perfectly capture the president and the celebratory two words in a single shot. The speech was specifically timed for what image makers call "magic hour light," which cast a golden glow on Mr. Bush.
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http://www.cnn.com/2003/US/05/16/nyt.bumiller/