Friday, October 31, 2008

Schauer's Closing Ad

Here's Mark Schauer's "closing argument," as articulated via television advertisement:

They released the ad on October 27, 2008, meaning it'll end up running for at most a week, and will probably be the last Schauer ad they see. I think it accomplishes a lot of things.

First, starting off by panning across a large group of unemployed workers has a certain populist element in a year that I think populism is a catchy message. There's a sense that these people losing their jobs was an injustice, and that Mark Schauer is on their side-- and on your side, if the same thing happens to you.

Second, it repeats the same message Schauer has stuck to for the entire campaign: he'll fight unfair trade agreements and fight for your jobs, while Tim Walberg thinks outsourcing is okay and won't fight for you. He's not trying some last-minute stunt or desperately changing messages. The Schauer campaign is comfortable with where they're at and think that it's working.

Third, everything about the ad, from the phrasing of Schauer's script to the music in the background implies "hope," which, as Barack Obama has shown, is popular this year. Schauer won't just fight the special interests or whatever. He'll "get up every day and work hard to get people back to work." That's a nice message.

And even so, it's couched in a certain degree of pragmatism-- the "I can't promise you that I can turn our economy around overnight" part. This is still a lean-conservative and lean-Republican district, and people won't vote for a Democrat they think is making ridiculously liberal assertions and promising to fix the world. Mark Schauer is promising to work hard, and will help make things better. Not perfect, but better.

I think this is his strongest ad. But then again, I'm a biased observer. What did you think?

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