Political communications consultant Mike Hughes, special to OffTheBus, deconstructs the latest campaign ads, frame by frame.
In his latest ad, Obama "spins" details of the McCain health care plan to frighten senior citizens by using crafty symbolism and stark facts. Obama's ad equates McCain's proposal to buying a lottery ticket. In contrast, in his most recent national ad, McCain tries to sell voters on a purely market-based solution to their financial woes. Although McCain uses a simple direct style that is usually effective, his message is scattered and exposes parts of his ideology that will leave most of the true "Joe the Plumbers" scratching their heads.
Obama "Golden Years" Ad (October 17, 2008)
ANNCR: How would your Golden Years turn out under John McCain?
The image of spinning lottery balls is cunning, the announcer might as well ask: "and what are your chances of winning the lottery?"
ANNCR: His healthcare plan would cut Medicare by $800 billion.
As lottery balls tumble, viewers hope for the best. However, the first ball that pops up does not portend a winning ticket. Referencing an official report by subject matter experts is wise as Obama cites the Center for American Progress Action Fund.
ANNCR: That means a 22% cut in benefits.
Facts cleverly painted on lottery balls will stick. Obama spells out how it will personally impact their Medicare benefits. The Wall Street Journal reference carries weight considering that it is no bastion of liberal policies. In similar screenshots, Obama continues to tear apart the McCain plan by telling the audience that it also means higher premiums, co-pays and more expensive prescription drugs.
ANNCR: Nursing home care could suffer.
A well-tailored message. What could strike more fear into elderly voters than the risk of inadequate nursing home care?
ANNCR: After a lifetime of work, seniors' healthcare shouldn't be a gamble. Senator McCain's plan? It's not the change we need.
Most senior citizens want security when it comes to healthcare and abhor the concept of gambling it away. The Obama camp knows that this single issue may influence seniors to vote against McCain and his risky plan.
McCain "Fight" Ad (October 17, 2008)
McCain: The last 8 years haven't worked very well have they? I'll make the next 4 better. Your savings, your job and your financial security are under siege. Washington is making it worse...bankrupting us with their spending. Telling us - 'paying higher taxes is patriotic.' And saying we need to 'spread the wealth around'. They refuse common sense solutions for energy independence. So everyday we send billions to the Middle East. We need a new direction and I have a plan.
McCain attempts to reinforce a multi-tiered message in this ad in tandem with his stump speeches: (1) Washington is the problem and less spending and lower taxes are the answers, (2) Distribution of wealth is un-American and Obama is a socialist, and (3) drill baby, drill.
McCain: Your savings? We'll rebuild them.
McCain begins to address these issues, but his approach will likely fail to resonate because he does not use facts and lacks detailed solutions.
McCain: Your investments? They'll grow again.
Although it is true that commercials are about sound bites in this short attention span society, your sound bites need to have teeth. McCain miscalculated when constructing this message, continuing to miss the nature and depth of middle class angst. What kind of solution is "they'll grow again"? A plan based solely on trusting the free market is the last thing voters want to hear. In addition, as he has in previous commercials, he dilutes his message by talking about oil drilling.
McCain: lower taxes and less spending will project your jobs and create new ones. That'll restore our country. Stand up with me - let's fight for America.
In the final screenshot, McCain echoes the battle cry of Joe the Plumber. Lower taxes and curb government spending. McCain asking Americans to stand up and fight with him is Kennedyesque, reminiscent of the call to bear any burden, pay any price in times of crisis, implicitly reminding us that McCain has fought and served for our country. He is asking the electorate to trust him to restore our country. McCain's biography is still the key to his campaign, so this is an effective way to conclude.
Obama aggressively uses well-cited facts in his strategically placed attack ad to convey one clear message to the elderly in Florida: every facet of your healthcare benefits will suffer by electing John McCain. Obama employs viewer vantage to the fullest, leading seniors to deduce that McCain would rather risk their healthcare than abandon free market principles. McCain's mixed message may not help his campaign. It seems like McCain's ad attempts to assuage voters by telling them: "don't worry - the market will get better" and "don't worry - we'll rebuild your savings." This will only beg the real "Joe the Plumbers" out there - many of whom are scared to death as their savings dry up - to put forward a pertinent question that's been left unanswered, which is "how?"