(10-29) 21:16 PDT --
Barack Obama's 30-minute campaign commercial tonight was not merely a
tactical decision to carpet-bomb millions of Americans in pursuit of a
few thousand undecided voters who can dictate the outcome of the
presidential campaign. Aired on seven network and cable stations, the ad served as a national
get-out-the-vote organizing tool for Obama operatives. It offered even
the swiftest channel-flipper the chance to see Obama looking
presidential, helping to condition voters to that possibility. And once
again it proved to John McCain, and everyone else, how Obama's deep
pool of campaign cash has allowed him to rewrite the rules of
presidential campaigning.
As the years-long pursuit entered its final days, the Democrat's
commercials were pelting important electoral states, trying to smother
efforts by McCain to diminish Obama's lead in polls of voters
nationally and in most key states.
According to an accounting by the Neilsen television research
company, the Illinois senator was running more than twice as many ads
across the country as McCain, even after the Republican increased his
television buys.
The closing days of national campaigns are usually an exercise in
frustrating choices, with decisions made over which dollars can be
spared for a host of competing needs. Even if a campaign decides it
should make a move, financial constraints can make it impossible to
pull off. Because of its wealth, Obama's campaign has faced that
dilemma less often.
On Tuesday, for example, McCain ran 1,543 ads across the nation.
Obama ran 3,160, according to the Neilsen survey, and as with McCain,
most were aired in Florida, Ohio and Pennsylvania.
That meant it was more than twice as easy to hear Obama's message as McCain's.
"At some point, the tonnage of Obama commercials makes it difficult
for McCain to get his message out," said Ken Goldstein, a University of
Wisconsin-Madison political scientist who studies political advertising.
The half-hour Obama ad was a classic closing commercial, with a
positive tone that belied the hand-to-hand combat going on in key
states, both on the air and on the ground. He did not mention the names
of his opponents, Arizona Sen. McCain and Alaska Gov. Sarah Palin, nor
was there more than an elliptical reference to President Bush.
Instead, he presented himself as one who understands the fears of
middle class voters. Prominently mentioned were key electoral states,
like Missouri, Ohio, New Mexico, Colorado and Florida. The film evoked
Americana, opening with amber waves of grain.
McCain mocked the ad, calling it a reminder that Obama broke a
promise to accept federal financing of his campaign. McCain's
dependence on federal money has left him severely constrained against
Obama's ad blitz.
"When you're watching this gauzy, feel-good commercial, just remember that it was paid for with broken promises," McCain said.
Obama's words belied a continued concern in his campaign that some
voters remain unsure about his background, experience and proposals.
Threaded through his policy prescriptions were references to his family
background: his World War II veteran grandfather, Rosie-the-Riveter
grandmother and a Midwestern-bred mother who would wake him at 4:30
a.m. for school lessons.
"In six days, we can choose an economy that rewards work and
creates new jobs and fuels our prosperity, starting with the middle
class," he said pointedly at the end of the program.
The 30-minute national ad was not an original concept. A star turn
in a similar commercial for Barry Goldwater in 1964 helped propel
Ronald Reagan into the California governor's office two years later.
More recently, George H.W. Bush, Michael Dukakis and Ross Perot used
extended ads. In this campaign, however, Obama was doing it alone,
because he alone can afford it.
"If you have the money, you spend it," said University of Southern California political analyst Sherry Bebitch Jeffe.
While the program closed with a plea for votes, it served other
purposes. Obama partisans held watch parties; in Los Angeles more than
100 people gathered to make thousands of phone calls to voters in
Nevada, Missouri, New Mexico and Montana.
"We're in the turnout phase of the campaign," said Democratic
strategist Bill Carrick. He said voters who watched the program might
respond more positively because of the unexpected format.
"The mere fact that he's willing to talk longer, to be on longer, gives him more credibility," he said.
Americans may be near the saturation point when it comes to the
presidential race, but the stark reality for both candidates is that
the days until Nov. 4 are running down, and with them options for
changing the trajectory. One of the side benefits to Obama's media
splash Wednesday was that it overshadowed McCain on Wednesday, analysts
said.
"It's blocking out McCain," Wisconsin advertising specialist
Goldstein said. "It's not so much about what (the ad) says good about
Obama. John McCain has six days to disqualify Obama. It's like the end
of the football game, and Obama is running out the clock." SOURCE:SFGATE.COM
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