September 8, 2008

SHIFTING TO FLAIL MODE:


There's so much wrong with this ad one barely knows where to begin, but let's take the two most obvious problems:

(1) Effective political ads have to be extremely simple--one distinct and easily grasped point per 30-seconds. Here they can't even contain themselves to just John McCain. They also feel compelled to go after his running mate.

(2) Political ads aren't seminars. Despite what Democrats have convinced themselves about Swiftboating, you aren't going to reverse a theme. What you can do is play off the opponents message to highlight the aspect of it that you want people to pay attention to. So, when John Kerry made his Vietnam years the be-all and end-all of his campaign, all Republicans had to do was highlight the fact that he was best known for agitating against America during the war. His own subsequent mentions of Vietnam thus became a negative.

Here though the Obama campaign is trying to overturn an image of John McCain that the Democrats and the press have spent a decade forging. It's too late to argue that he isn't a Maverick. You could certainly make the case that he's such a maverick that he's even alienated from some Republicans and conservatives. Unfortunately, that's his message too.

Posted by Orrin Judd at September 8, 2008 5:24 PM
blog comments powered by Disqus
« YOUR HALO BETTER GLEAM: | Main | SOMEONE DOESN'T WANT TO WORK FOR A REPUBLICAN, EH? »