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Candidates Go Head to Head in Message War

Obama offers policy details, McCain a 'maverick' record

By Michael Foreman,  Newser User

Posted Aug 13, 2008 2:48 PM CDT

(Newser) – Neither presidential hopeful can boast a significant lead three months before the election, leading both sides to ramp up their political ad machines. While McCain paints Obama as a "pop star" spouting empty rhetoric, Obama frames McCain as another Bush lackey. Salon asked a leading political analyst to assess ads from both sides and decide who's winning the message war.

Until recently, Obama's carefully crafted ads held the advantage, the analyst says, but McCain's camp has learned to leverage "material relevant to the news agenda." Overall, Obama ranked highest for answering criticism about his experience with specific policy details. Whatever tactics the candidates choose, voters "ordinarily reinforce what they already believe...and remember the most evocative visuals and what's humorous."

John McCain on Meet the Press. McCain's camp has learned to leverage material relevant to the news agenda in its latest campaign ads.
John McCain on "Meet the Press." McCain's camp has learned to leverage "material relevant to the news agenda" in its latest campaign ads.   (Getty Images)
This image from video released by the Obama campaign shows Barack Obama during a television ad.
This image from video released by the Obama campaign shows Barack Obama during a television ad.   (AP Photo)
With no clear leader in the polls, McCain and Obama go head to head in campaign ads.
With no clear leader in the polls, McCain and Obama go head to head in campaign ads.   (Getty Images)
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