There has been a lot of talk lately, from both sides, about negative ads and campaigning. In fact, negative ads was one of the topics discussed during the third and final debate just a few evenings ago. Given this recent use of and focus on negative ads, I had an interesting visit to the mailbox today.
Inside the mailbox were two political ads. Both ads are farily large, full color mailers that opened up to a larger sized brochure. That’s about where the similarities ended.
The first mailer I received was from Bob Goodlatte, who’s running for U.S. Congress. The front of the mailer has a picture of what I assume to be Goodlatte and his wife along with the “Bob Goodlatte – U.S. Congress” logo and an area for my address. The sender is listed as “Goodlatte for Congress Committee” and the mailer is addressed directly to me.
The back of the mailer has another picture of Goodlatte (I assume) and what appears to be a mother with a son and daughter and there’s what appears to be a playground in the background. In large lettering, the header of this side of the mailer is “Bob Goodlatte’s Plan” and then four tick marks list a summary of the key points of his plan: Strengthen our Economy, Become Energy Independent, Balance the Budget, and Lower Gas Prices. Each bullet point has a brief, one sentence explanation.
When I open the first fold of the trifold mailer, I see a picture of Goodlatte (by now, I’m sure it’s Goodlatte) sitting down with what appears to be an elderly, senior citizen-aged husband and wife at a kitchen table with coffee mugs, a newspaper, and a pair of reading glasses. Next to this image is a quote signed by Goodlatte that emphasizes the four points again.
I open the last fold and I’m presented with a large header that states “Bob Goodlatte. The courage to lead.” Below that is a banner of stars, followed by a banner close-up of red and white flag stripes, followed by another banner of stars. After that, it’s back to the four points, only in more detail. It’s “Lowering Gas Prices,” with several detailed sentences and a photo of Goodlatte working in an office with a nice library of books behind him. Then it’s “Reducing Waste and Balancing the Federal Budget” and more detailed sentences. Below that is “Creating new jobs and strengthening our economy,” again with several detailed sentences and a photo of Goodlatte in what appears to be a warehouse with a female and two male workers. The footer is a large-lettered listing of Goodlatte’s web site and a note that the mailing was “Paid for and Authorized by Goodlatte for Congress Committee.”
All in all, it’s a very nice and well put together mailer. In fact, it may be one of the best political mailers I’ve seen in quite some time. And here are some key statistics to remember:
- Including logos, web site listings, and every manner of text, the name “Goodlatte” appears eight times. Five of these instances represent most of the largest lettering in the entire mailing.
- The only use of the words “Republican” and/or “Democrat” are in the sentence, “I am pleased that over 160 members of the United States Congress, both Democrats and Republicans, have signed onto my legislation.”
- There is not a single mention of Goodlatte’s political party affiliation.
- There is not a single mention of Goodlatte’s opponent in the election.
The other mailer I received was from John McCain via the Republican National Committee. In stark contrast to Goodlatte’s mailer, the front of the McCain mailer is headed by the title, “With Wall Street in Crisis, Obama Partied with Hollywood’s Elite” in yellow and white lettering on a black background. There is a photograph of a smiling Barack Obama collaged with a performing Barbara Streisand and a serious-looking Leonardo DiCaprio. There is more text to further explain the issue with Obama partying with Hollywood in the face of an economic crisis. The sender is listed as “Republican National Committee” and the mailer is addressed directly to me.
The back of the mailer shows what appears to be a typed schedule. From 3:00 – 6:00 PM, the schedule lists an “Air Obama Flight.” From 6:00 – 9:00 PM, it lists a “Hollywood Fundraiser” and includes “Notes: $28,500 a plate dinner, filet mignon w/ asparagus. Notable Guests – Barbara Streisand, Leo [sic] DiCaprio, various Hollywood Producers, etc.” A large red arrow has been drawn on the schedule and, in seemingly hand-written text, “Squeeze in 20 minutes with economic team about Wall Street crisis.” has been added. Large text at the top asks, “Why would Barack Obama give wealthy Hollywood celebrities six times the priority that he gives the crumbling economy?”
Upon opening the single-fold mailer, I see a large photographic background along the bottom half. A photo of palm trees and the signs for “Beverly Dr” and “Sunset Blvd” is overlaid with a photo of Barack Obama speaking and a movie board that says “Movie Project: Election ’08.”
The header of the inside of the mailer is “During the Wall Street Meltdown Obama put Hollywood Above America. Below that is more text, including “Obama’s own staffers have conceded that they have concerns about how gingerly Obama has approached this crisis,” and a quote from ABC’s Good Morning America that states, “Obama aides say he did not make any calls to help round up votes.” The text is finished with “We need a President who Puts America First,” then much larger text that states, “Barack Obama. Not Who You Think He Is.”
The last part of the interior looks like a newspaper clipping and is a quote from The Washington Post further backing the 20-minute claim of the mailer.
Here are the stats:
- Including logos, web site listings, and every manner of text, the name “Obama” appears 11 times. Three of these instances represent most of the largest lettering in the entire mailing.
- The word “Republican” is used in three references to the “Republican National Committee” being responsible for the mailer.
- The word “Democrat” is only mentioned once, in the newspaper quote from The Washington Post.
- The single mention of McCain is in a note about the mailer being “Authorized by McCain-Pailin 2008.”
I had to look it up to make sure Bob Goodlatte was a Republican. I had to dig into a news article about a debate to find out that his opponents are Democrat Sam Rasoul and Independent Janice Lee Allen. The more I look into Goodlatte, the more I find out about Goodlatte.
On the contrary, McCain seems more worried about making sure people know his opponent’s name than his. For a man falling further and further behind both in the popular vote polls and the Electoral College estimates, one would think McCain would want to get more exposure for HIS name.
If nothing else, the Goodlatte mailer makes me want to find out more about him and actually makes me consider voting for him. The McCain mailer simply confirms for me that McCain has nothing to offer except attacks of Obama. When you have a Congressman from rural Virginia articulating his plans better than a Presidential candidate, that says a lot to me.