Sure, it has a clear, resonating message. It has tremendous imagery and production quality (other than Grayson's clownish tie... that thing is the equivalent of about 30 lapel pins). But it's missing the same piece that the vast majority of Democratic candidate ads lack: what is his opponent's stand on this issue? More specifically, why is Grayson's position/plan to address the issue superior to his opponent's malfeasance or misfeasance?
But we like this sort of "positive" ad, right? We want more of these, don't we?
Well, I don't.
The worst thing that can happen to an ad like this is for an opponent to follow right on its heels with "proof" that they've been fighting that same fight. And since Grayson hasn't cast his opponent's effort, focus, experience, or attention as either "against" or "indifferent to" fraud justice, he's left the door wide open for an easy rebuttal - a rebuttal that can take this very nice ad and render it impotent.
Does anyone expect the Republican candidate to say he thinks fraud is OK? Does anyone expect the R to cede the issue?
On the other hand, does anyone think that the Rs will now pony up some sort of bill or silly parlor trick on the floor of the House to pivot into an ad that makes him look like he's the drum major of the push for justice against the thieves who've stolen our tax dollars?!?
There are a lot of angles available to call into question the incumbent's ability on the issue. Is s/he on any committees that could have made a difference? Has s/he done anything about pushing for investigations into the fraud and waste? Anything on his/her web site that is cavalier - or is it completely ignored? Any mention anywhere else? Isn't there something that Grayson could say to show that the incumbent has done nothing on the matter?
There has to be something to contrast with Grayson's stand. If there isn't anything - that is, the incumbent has fought hard to prosecute fraud cases - then Grayson needs another issue to focus on in the campaign. Assuming the incumbent R is a typical hack, I think Grayson has a great issue to show how he's a superior candidate to the R.
But how do we know who to be angry at? Should we be angry at the incumbent? Why should we be angry at the incumbent? When the incumbent tries to claim to have fought fraud and abuse, how will we know if s/he's telling the truth? How do we know who's lying? How will you fight the fraud and bring people to justice? If your opponent says you have no plan to fix the problem, how will we know s/he's wrong?
I've seen comments characterizing this ad as strong - but unless it shows how his position contrasts with the repugs, it's really no different than the "typical" Dem ads that focus entirely on answering the question that really only some Dem voters ask, "do you have a great idea?"
The problem is that most voters want to get an answer to, "why should I vote for you instead of the other person?"
How is this Negative?
I've heard that this sort of approach is "negative" campaigning because it doesn't only say positive things. But it's not "negative" campaigning.... it's "effective" campaigning! If you've ever gone door-to-door as a candidate running for office as I have, you'd understand. Try doing that and NOT talk about your opponent. It isn't possible to avoid it (and you better have a much more impactful answer than, "I agree with ___ a lot and s/he's a wonderful person," or you have wasted your visit!).Look, if you want to get right to it, you're implicitly saying mean, rotten things about your opponent when you announce that you are running! THINK ABOUT IT! You claim you are "better" when declaring your candidacy, and therefore it logically follows that the opponent is "worse" simply by you deciding to line up on the ballot. There's nothing wrong, evil, or "negative" about it... it's simply the point. If you felt otherwise, why would you waste everyone's time running?!
And if you find yourself saying, "No, I'm not 'better,' I just have different solutions," you're just hiding from reality and have probably been associated with campaigns that have lost.
I've seen campaign after campaign after campaign for seats at all levels fail because Dems are too nice. The attitude that it's "negative" to compare your approach to solving or identifying problems to your opponent is one of the most common causes that I've seen. But the fact is that those who believe this are simply the worst campaign advisers.
Or perhaps they're just oversensitive because too many campaigns resort to gross distortions of a politician's record in drawing the comparisons about which I'm writing. I can understand if it's the latter. It can be a fine line between honest characterization of one's positions/record and filthy lies. However, a confident, well-informed candidate won't need to resort to lies and distortions to make their point.
Voter Decisions
Voters who aren't polarized one way prior to a race, want to weigh each candidate's strengths and weaknesses. They may have some slight bias one way or other.If one candidate says that s/he is great due to A and the other says s/he is great due to B, then the voters will have a harder time - "they're both so wonderful." The R machine understands this.
If candidate Repug adds that his/her opponent is bad due to reason "C," and C is unchallenged or proved publicly, then the person tagged with C is going to get hurt - especially if never is heard a discouraging word about Repug.
Then the Rs will say your running a negative campaign anyway.
True, it's easy for these to spiral out of control. The person who wins these shootouts is the one who uses credible, meaningful comparisons of their own and opponent's positions in an intelligent, rational manner which highlights why they are superior to their opponent. In fact, when one side goes over the top, the recipient of irrational attacks has for his/herself a very solid campaign issue in its own right!
But when it's one-way only, like in 2000 and 2004 Gore and Kerry campaigns, the targets of attacks don't fare well.
Read the Article at HuffingtonPost