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| Images from LBJ's "Daisy" ad attacking Goldwater |
In his current column in New York Magazine, "Nuke 'Em: Why negative advertisements are powerful, essential, and sometimes (see “Daisy”) even artistic," June 16, Frank Rich describes Chrysler's halftime ad for Super Bowl 2012 as arguably "the best political ad of 2012 so far."
...Narrated by Clint Eastwood, [it] was so arresting, and, intentionally or not, so supportive of the auto-industry bailout, that [Karl] Rove hailed it as an "extremely well-done ad" even as he said he was "offended" by its seeming Obama partisanship.Rich fails to point out that Eastwood's final line could be the anthem for Obama's re-election campaign: "Yeah, it's halftime, America, and our second half is about to begin."
President Obama's first half taught him one of the lessons that America had been depending on him to learn: Trying to work with ideologically rigid Republicans in a bipartisan spirit doesn't work. In his second half, which begins with winning re-election, the President must hit the Republicans hard and drive them back to their own goal line.
I predict that he will take effective steps to do just that, and the momentum he establishes by winning re-election will result in his achieving some more of the things in his second term that we'd hoped to see in his first.
Moristotle readers can help. You may already have thought of an idea that could be developed into a highly effective attack ad.
If not, I suggest that you go read "Nuke 'Em." Rich provides links to about ten political ads that you can watch for stimulation, including the "Daisy" ad referred to in his column's subtitle, which the Johnson administration used devastatingly against Senator Barry Goldwater, who lost to Johnson in a landslide.
The Johnson team had a number of promising lines of attack to work with in going after Goldwater: his opposition to civil-rights legislation, his desire to make Social Security "voluntary," his fellow-traveling with John Birchers and other loons of the far right. But the campaign settled on Goldwater’s sloppy bluster about nuclear weapons because the prospect of an atomic Armageddon transcended ideological or policy differences and cut to the emotional quick of the electorate's existential fears.Study Rich's paragraph that describes Mitt Romney’s résumé as "a preposterously target-rich environment for attack ads."
The content dictated the bold form. Goldwater’s propensity for flip rhetorical bellicosity was so well known that any replay of his actual words in the ad would be a gratuitous distraction and could be dispensed with. Better still, from the Democrats' point of view, it was Goldwater's own vanquished GOP rivals for the nomination—Nelson Rockefeller and William Scranton—who had led the way in publicizing his loose talk and portraying him as a risky warmonger. (The then-governor of Michigan, George Romney, was another helpful Goldwater basher.) The Republicans had done such a good job of advance hatchet work that voters taking in David and Bathsheba [the movie on TV during which the ad was aired] could let their own imaginations run wild while filling in the ad's blanks. As any student of horror movies knows, what isn't seen or stated is far scarier than any literal enactment onscreen. It's hard for a Hitchcock fan to look at "Daisy" and not see it as a cinematic stepchild of Psycho (1960), in which the brutal shower scene is all the more terrifying because the audience never actually sees the knife violate Janet Leigh's body.
...his lackluster record as Massachusetts governor...his career at Bain...Potentially abortion [would] be criminalized [if Romney were elected]. Women [would] be denied contraceptive services. He’s far right on immigration. He supports efforts to amend the Constitution to ban gay marriage.When you've finished shaping your best idea for an attack ad against Romney and the Republicans, submit it to Moristotle for publication. Moristotle's readers will vote to determine the best attack ad idea submitted, and Moristotle will send the winning idea on to the Obama re-election campaign for consideration.
...There’s also the flip-flopping Mr. Etch A Sketch...countless tone-deaf attempts to feel the pain of the 99 percent...his effort to deny that his Massachusetts health-care law was the precursor of Obama’s Affordable Care Act...his truculence in foreign policy...[his] "Let Detroit Go Bankrupt"...the money stashed in the Cayman Islands and Switzerland...his endorsement of the Paul Ryan budget, which would mutilate the social safety net, including benefits for seniors...his endorsement of Arizona immigration policy as a national "model"...his call for illegal immigrants to submit to "self-deportation"...the radical party he is attempting to mask with a moderate image....
Multiple submissions are allowed. If you submit two or more winning ideas, you might have a future in political attack advertising!
