Latest McCain And Obama Ads Play On Fear In Time Of Crisis: Out Of Touch Versus Unprepared

Political communications consultant Mike Hughes, special to OffTheBus, deconstructs the latest campaign ads, frame by frame.

An Obama TV ad that aired the day after the McCain-Obama Ole Miss debate opens up with the sound of touch-typing, as bold white letters fill a black screen, like someone typing an email. A McCain ad launched the very same day hits the viewer with chaotic images of soldiers fighting in Iraq, while a stream of machine gun fire rattles in the background. These openings provide insight into each campaign's ad strategy, and frame-by-frame analysis shows how Obama tries to portray McCain as not understanding the troubled economy, while McCain attempts to scare and convince voters that Obama cannot be trusted on national security.

Obama's "Zero" Ad

The email message technique will likely resonate with most voters, considering 60% of Americans over the age of 18 use email daily. The light colored words on a dark screen are typically easier to read and remember. This simplistic statement sets up the next frame's punch line.

This bold and direct statement underlines the concept that McCain is out of touch with average Americans. It builds upon unmentioned factoids previously sowed by the campaign such as McCain owning 7 houses and 13 cars.

These remedial phrases stick with voters, like "it's the economy stupid." This quip subtlety instills fear, suggesting that by voting for McCain economic conditions will not change.

This expression contrasts Obama with McCain, implying that Obama understands and can fix the problems of the middle class.



The American President-like background music pulls at the heartstrings. The purpose of this video excerpt from the debate is to show Obama as Presidential as he says: "The fundamentals of the economy have to be measured by whether or not the middle class is getting a fair shake..."



Obama turns to McCain and says: "And when you look at your tax policies, you are neglecting people who are really struggling right now." This strong visual contrasts the candidate of the future arguing with the candidate of the past. It also plays on Kennedy-Nixon imagery, which might appeal to voters old enough to remember.



In the final screen shot, Obama plays to his strength - charisma and personality. The open hands and caring expression will resound, as he closes with: "I think this is a continuation of the last eight years, and we can't afford another four." This is another attempt by Obama to tie McCain to Bush, and to frighten viewers into believing that a vote for McCain will prolong the economic turmoil.


McCain's "Not Ready to Lead" Ad

The narrator says in a dark horror-movie voice: "In the midst of war..." The goal is to remind voters that it is a dangerous world and we need to be protected by strong leadership.



The narrator then says: "Senator Obama voted to cut off funding for our troops...." The "supers" in this frame convey outrage in large catchy wording. The ad shows the opponent in black and white, which always carries a negative, villainous quality.

McCain employs a potent tactic by using Biden's words against Obama. Biden says: "They said they voted against the money to make a political point."

"This is cutting off support that will save the lives of thousands of American troops." Biden making the statement on Meet the Press, lends credibility to the charge. The connotation is that Obama and Biden take positions based on political expediency.

The final frame is compelling, juxtaposing a defiant Obama against the image of an American soldier. McCain uses a syllogism based on the supposition that because McCain is a P.O.W. he is strong on defense. Therefore, Obama's voting record means that Obama cannot be trusted on defense and McCain can. This builds upon McCain's "country first" theme.

Injecting fresh imagery into the subconscious mind of a voter before they enter the voting booth is crucial, and the campaign whose ads contain the most compelling visuals and message, greatly enhance their odds of winning.

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Mike Hughes is a communications advisor, political consultant and former executive speechwriter. Mike was an analyst at The Strategy Group, a political consulting firm currently advising the Obama campaign, which was established by former DNC chairman David Wilhelm in 1989. Mr. Hughes has worked on political campaigns at both the strategic and tactical level for Barack Obama, John Kerry and Illinois State Comptroller Dan Hynes. Mike has written speeches and delivered communications training to senior executives at several Fortune 500 and middle market companies as a management consultant for nearly 16 years. Mike is also the chief editor of www.CrossPolemics.com, an online journal for liberal and conservative discourse described by some as "Crossfire on the Internet." Mike graduated from the University of Notre Dame with a degree in political science.

Follow Michael Hughes on Twitter: www.twitter.com/mhughes3500

Comments

[CeciliaBertrand]

On what day does McCain return to Sedona and Palin to Alaska? I am so tired of all their lies and tomfoolery. The presidency is a huge responsibility-to which only the qualified need apply. Our lives are in the hands of that presidency. Right now we have to dig ourselves out of the corruptness of the McCain/Bush/Cheney administration, literally. How can anyone, anywhere, excuse and tolerate the vicious lies and thievery of McCain and his lobbyist cronies? His 26 year senate seat has been for sale since he showed up on the first day. He has never been a legislator -- he has been a front for his 'corrupt' political cronies and their combined ambitions. He has always been about swindling taxpayer money and hurting anyone he can. That is McCain's man's legacy.

[knowBuddhaU]

HuffPost's Pick

"Injecting fresh imagery into the subconscious mind of a voter before they enter the voting booth is crucial, and the campaign whose ads contain the most compelling visuals and message, greatly enhance their odds of winning."

So campaigners "inject" images into the subconscious, that then determine or cause the behavior desired by the campaigner? How is that different from hacking a computer?

Our great modern myth is this: the cosmos is a machine, and we master it with our superior science, thus demonstrating our innate superiority. Can you say "Space Race"? Or "Arms Race"? We had to put a man on the moon before the Russians or else...what? We have to have the best trained athletes at the Olympics or else...what?

Get this: we think we are machines! Just try going a day without using mechanical terms for living things. We study the human being as if it were a machine. So we can manipulate human behavior, but suffer no shame or guilt, since all we are doing is injecting images "into the subconscious mind of a voter," not attempting to override the will of said voter.

This kind of psychology reduces us to mere voting machines on two legs. That's not democracy, that's just machining the electorate.

[Michael Hughes - Huffpost Blogger]

You make very valid points here. These ads target 10% of the undecideds, and unfortunately, most jump into the game way too late, and are not as well informed on all the issues. I wish they would sit down and learn more about the candidates' records and proposed platforms. I think ads based on facts that contrast candidate policies are legitimate, no matter how aggressive. Some well done political commercials can actually inform voters. I agree with you that we are played like machines. But GW won the last election because he saved his spend for the last 30 days and bombed us with negative advertising. Unfortunately it was effective. I hope voters will not be influenced by negative ads that attack character, and make their decisions based on the truth. Let's not make the same mistake.

[SENATORCALLENBOWE]

SINCE THE CLASS OF THE NEW GENERATION IS FEARLESS, I THINK THEY NEED TO MAKE NEW AD'S :)

[VivaReagan]

It makes sense that McCain would portray Obama as against the troops - because Obama is against the troops. He was wrong on the surge and does not want to win in Iraq. Not only is this effective advertising - it is based on truth. Who cares if he ties McCain to Bush? What's wrong with Bush? When's the last time we suffered from a terrorist attack?

Obama's line about McCain not saying the word "middle class" seems a bit childish. What does that mean? Obama is clueless on the economy and doesn't really care. McCain suspended his campaign to fight for American citizens.

[amcg50]

There would have been no need for a surge had we not gone in unwarrented in the first place; and the surge is not the only reason for the reduction of Violence

[VivaReagan]

It's a typical Obama approach to dwell in the past. He does not have a solution. We cannot go back in a time machine and change things. The man who will be president must know how to deal with the current situation in Iraq. How can we pull out? What if insurgents and al Quaeda return once we leave? Stubbornly sticking to a pull out strategy and ignoring the advice of generals doesn't seem prudent. That's change we don't need.

[RRuin]

Americans have to wake up.
Eight years of dismal failure by Republican leadership is enough.

Obama/Biden 08

[PulSamsara]

Why would America REWARD complete Republican failure ?

We wont.