On positive side, negative ads work

By Adrienne T. Washington (Contact) | Sunday, August 10, 2008

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ANALYSIS/OPINION:

Paris Hilton? Britney Spears? "Fight the Smears?" Really?

So much for an "honorable campaign" as the political attack ads of 2008 begin to bombard the public airwaves.

The "I'm hot" debate last week did not delve into the presidential candidates' energy plans as much as it focused on who descended deeper into the muck — "the one who is promising change" or the "wrinkly, white hair guy," as Miss Hilton characterized the candidates in response to Republican Sen. John McCain's attack ad criticizing Democratic Sen. Barack Obama's "celebrity."

After all, did the socialite's cheeky video garner the presumptive GOP nominee even greater points in the polls? Slightly, it seems, at least for the moment, based on the Daily Double at Gallup. Should Mr. Obama have "hit back harder" to widen the gap as even some Democrats suggested? Perhaps.

Still, the larger question is how this mudslinging with expensive negative campaign advertisements will affect the election outcome and at what cost, not only to the candidates but also to the electorate they aim to sway? Replaceable dollars? Irreplaceable values?

Some folks contend they do not cotton to the negative tone campaigns take and that those messages, sophomoric or sinister, distract from the national debate the country needs to engage in every four years.

Jim Allen, host of "The Signs of The Times" (WPGC-AM, 1590), says "the majority of the listeners to my show who called on this topic were particularly surprised that John McCain compared Barack Obama to Paris Hilton and Britney Spears in an ad.

"No one put Paris or Britney down, per se. The most frequent observation was surprise that the ad resorted to trying to minimize Obama as a person. ... Some said the ad insulted their intelligence. But, if the intent of the ad was to stop people from talking about Obama's recent world tour, then, in political terms, it worked," Mr. Allen added.

The Olympic flame-throwing had to happen sooner or later with less than 100 days until the election. One candidate, then the other, then back-and-forth, as the presidential campaign goes up in smoke as each fire starter and his surrogates claim the other lit the match.