Three months before Election Day, John McCain's stepped up aggression begs the question: Will voters vote for the scold?
A new ad launched Wednesday suggests Democratic rival Barack Obama is nothing more than a lightweight celebrity akin to a Britney Spears or a Paris Hilton. A previous ad took issue with Obama's canceled visit to injured troops. McCain has suggested Obama would rather lose a war than an election and ridicules him for the "audacity of hopelessness" in his Iraq policies.
"He's the biggest celebrity in the world," his latest ad asks. "But, is he ready to lead?"
Some Republicans welcomed McCain's confrontational strategy. New Hampshire GOP Chairman Fergus Cullen said Republicans in his state "like to see the McCain campaign on offense."
But in striking an aggressive pose, McCain is in danger of letting the caricature of an angry, petulant candidate take seed — not so much because he is one, but because it stands in stark contrast to Obama's carefully cultivated, well, celebrity, and McCain's own promises to run a respectful campaign.
"The campaign is making him seem angrier than he is and therefore it's a disservice to him," said John Weaver, McCain's former senior strategist, who left the campaign in a shake-up last year.
Angry candidates don't win elections. Ronald Reagan and Bill Clinton won by running as sunny optimists — one promised John Winthrop's "shining city upon a hill" and the other was the "man from Hope."
But McCain wants the presidential campaign to be about Barack Obama — that's why he talks about him so much.
To that end, McCain is helping frame a not-so-flattering portrait of Obama for voters. His ads have become increasingly tough; a third of his commercials portray Obama negatively, a new study concluded.
Polls show that the race remains tight nationally and in key battlegrounds. New state polls by Quinnipiac University show Obama leading McCain in Pennsylvania, and McCain and Obama tied in Ohio and Florida.
No doubt Obama has fame. He fills political venues with people. He breaks fundraising records with a massive donor base. He does not have a name recognition problem. But Obama himself concedes that his challenge is getting voters to see him as president.
"It's a leap, electing a 46-year-old black guy named Barack Obama," he said Wednesday.
He also said McCain and his Republican allies will try to scare them by saying Obama, who is black, "doesn't look like all those other presidents on the dollar bills."
McCain campaign manager Rick Davis on Thursday said Obama, with that comment, had "played the race card." He said the remark was "divisive, negative, shameful and wrong."
In working to sow doubts about Obama, McCain and his campaign have worked on a specific story line that the Democrat is not tested, not ready to lead and too out of touch with the public.
As of last week, more than 90 percent of the ads aired by Obama did not mention McCain, whereas one-third of McCain's ads referred to Obama negatively, according to a study of political commercials by the Advertising Project at the University of Wisconsin.
For his part, Obama has managed to keep his hands cleaner on negative ads, though he has counter-punched. Instead, outside groups that support him have run commercials against McCain. On Thursday, a coalition including MoveOn.org and the Sierra Club was launching ads critical of McCain's stance on energy and gasoline prices.
For all the campaign's talk of Obama's celebrity, McCain is popular in his own right. He ran for president in 2000 and has built his image as a maverick, challenging President Bush and fellow Republicans on some high-profile legislation. Some Republicans worry that a negative campaign will undermine his appeal, particularly with independent voters.
Others maintain that as long as Obama is the candidate who needs to prove himself, voters will pay little attention to McCain — angry or not.
"John McCain is simply not a relevant variable in this election," said Ken Goldstein, a University of Wisconsin political scientist and director of the advertising project.
In building their case against Obama, the McCain campaign has employed several lines of attack. It's heaviest ad placements have focused on energy, blaming Obama for high gas prices and depicting him as a tax raiser who opposes expanded oil exploration. But it also has launched ads criticizing Obama's stand on the Iraq war and his decision not to visit wounded soldiers in Germany. Obama said he did not want the visit to be seen as political.
The Iraq ads have received widespread media attention, although they appeared only a handful of times in a few markets.
"This careening from message to message makes them look like they don't have one specific thing they want to say about this guy and that there is no centralized theme, there is no centralized message," Republican pollster Tony Fabrizio said. "And that is most concerning."
Obama is projecting confidence, but he is not ready to ignore McCain.
In back-to-back days, he has retaliated with ads attacking McCain. In both, he accuses McCain of engaging in "old politics" — a loaded phrase given that McCain turns 72 in late August.
Obama offered a personal rejoinder Thursday. "So far all we've been hearing about is Paris Hilton," he said, campaigning in Iowa. "I do have to ask my opponent: Is that the best you can do? Is that what this election is really all about? Is that worthy of the American people."
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EDITOR'S NOTE — Jim Kuhnhenn covers presidential politics for The Associated Press.
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On the Net:
McCain: http://www.johnmccain.com
Obama: http://www.barackobama.com
This man is a liar. He talked earlier in the campaign about the partisan "bickering" and negative campaigning, as he and his spokesmen complained about it vehemently. Just what exactly is this?
This guy is the ultimate flip-flopper. I think he took a cue from Clinton's campaign and realized that going negative contrasts poorly with Obama's style, and then realized he's losing in most polls, so he just does what he has to win. You're a great politician, Mr. McCain, but you sure are a fake. At least go negative from the start - I'd have more respect for you then.
Let's get a grip on reality here. Both McCain and Obama will try to color each other as incapable of the job. Both will claim they are better. They are both professional politicians. It's that simple. Neither is going to "take the high ground."
Anderson, it's the level to which a candidate will go. Obama has never come close to stooping consistently as Clinton did, and as McCain is beginning now. He knows the American people are tired of the pathetic attacks. Watch the rests of the campaign closely. You'll recognize the patterns in both, and how different they are in their scope.
Barack is right and he didn't play the race card first. I have no idea if McCain himself said anything, but his supporters and the GOP certainly have.
There have been sock Barack monkeys and repeating his middle name with disdain, calling his wife an 'angry black woman', etc and the GOP sold a button at their Texas convention that said "If Obama is President...will we still call it the White House?" Now what do you think that means?
If McCain thinks this has no place in this contest, then why hasn't he said something when Republicans made racially-charged comments? I don't recall McCain or his 'people' telling the Texas GOP to stop playing the 'race card', do you? Hypocrite! Deperate hypocrite!
A desperate hypocrite who thinks jokes about bombing a country, Iranians dying of lung cancer and women enjoying being raped make him 'authentic'. If he's an 'authentic' American hero, then God save us all!
Just because Obama smiles when he makes his attacks on McCain doesn't make him clear of slinging mud. Its still mud. He is slinging mud when he says those lies about McCain & the Republicans trying to instill fear in people by saying Obama is black & doesn't look like those other presidents on the dollar bills. No one ever said that! He is the one pushing that issue & over & over again plating it in people's minds. He is the one who has to prove himself. And I have to agree with the ads that he is just a poser - a media celebrity - all glitz & no substance. His past history instills distrust in a lot of us. The color isn't the issue - his inexperience is the issue. His muslim ties are an issue. His church is an issue - the former reverend Wright is an issue. Yes, even what his wife said is an issue. Those things do matter to a lot of people. They are not going to go away just because he smiles as he tries to explain them away, either!
McCain and his Secret Advisers want this election to boil down to a contest between - A White War Hero, who is a Political Veteran and a Bi-Racial (Black) Candidate, who is Intellectually Competent, Charismatic and Capable of bringing Positive Change to America. But, this bi-racial contender is considered by many on the Right, as out of place and a dreamer, thinking that he (Obama) could ever (and the Right will ensure that he will never) be President of the USA. Obama on the other hand wants the election to be a referendum on the failed policies of the Republican Right led by Bush,Rove and Cheney. Policies which McCain has adopted lock stock and barrel. Obama's policies favour Positive Change for Americans and Bi-Partisanism among Democrats and Republicans. However in an Election in which Democrats are expected to win, there is a major stumbling block against the Democratic Candidate(Obama). McCain's brilliant secret and discredited advisers(McCain does not want Americans to know they are his advisers) recognized this ace in the hole. OBAMA IS CONSIDERED BLACK (despite being bi-racial). HE IS THE FIRST AFRICAN-AMERICAN PRESIDENTIAL NOMINEE OF ANY PARTY. That,the Republican Right feel is their winning stroke. Obama must be isolated, demonized as a Muslim, made out to be a radical Christian, seen by Americans as Unpatriotic, made fun of - as being an over ambitious black intellectual who is arrogant, over confident and feels he can solve America's problems, which were created by the Republican Right in the first place. Their target group - angry and exploited white voters, who the Republican Right deem as "low information voters" who could be baited on historical race issues, historical stereotypes of the black man and anti Muslim and pro Christian Fundamentalist Religious issues. They calculate that with a majority of these white voters going to McCain in a tight contest, the Republicans can have another 4 year term in the White House. Hence McCain's introduction of the Race Issue from an old Obama speech on fear, he is new and different etc., Then the Ads by McCain on the non visit to the Injured Military, Britney, Paris and Moses. The McCain team know they have a winning formula given their perception(so they feel) that the historical environment as it relates to ethnic mistrust is still present. Who knows they may be right, unless a New America proves that this ethnic mistrust belong to the past and a New Dawn in America's History has arrived. That politicians can no longer appeal (and get response) to the dark period of America's Past. That Americans Now Vote on Issues and Not on Fear propagated by Politicians. Politicians who have failed the people but want to retain power under new guises. Those contenders who use Flaky Propaganda and Comical Insults, instead of dealing with issues which deeply affects the people. Are Americans wary of those who appeal to a past period stained with blood and injustice,hate and fear? WILL AMERICANS GIVE CHANGE A CHANCE? ONLY TIME WILL TELL.
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