Word: argumentation
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...money on gas by inflating their tires properly. In its new hardball mode, McCain's team distributed tire gauges labeled OBAMA ENERGY PLAN, underlining the campaign's contention that Obama offered nothing but more air. For the first time in months, McCain's operation had laid down a clear argument against Obama, which advisers hope to nurture over the coming months. "Most presidential candidates fly at about 15,000 ft. Barack Obama has been living at 30,000 ft.," explains a senior McCain adviser. "The idea was, Let's not try to pull him down from that plane...
McCain has come a long way since April, when he released a Web ad in which he pledged to run the campaign as "an argument among friends." That ad was watched on YouTube a measly 3,000 times over three months. Hardly anyone noticed when McCain launched a bio tour during the Democratic primaries to proclaim his devotion to service. When McCain visited the black belt of Alabama to burnish his bipartisan credentials, network news barely covered...
...argument that amounts to this: Barack Obama is a huge phenomenon, but he does not have the experience, or the judgment, to lead the country. In fact, he is just another politician, an empty suit, who will do whatever he needs, and make as many vague but eloquent speeches as he has to, to get elected. John McCain, on the other hand, is a proven, principled leader you already know...
...debate has come to an end, and the more aggressive approach has clearly won out. The McCain campaign, under the direction of its new leader, Steve Schmidt, has settled on a story line that could last through the election. It is, at root, an experience argument, adjusted to undercut the enormous enthusiasm that Obama generates. It can be seen in the recent McCain campaign ad that compares Obama to Britney Spears and Paris Hilton, or the recent Republican Party ad that compares Obama to David Hasselhoff. It can be seen in the recent self-deprecating distribution of "junior varsity" press...
...former McCain adviser, John Weaver, also expressed worry to the Atlantic Monthly that the spot would make McCain look "childish" and "diminish the brand." On the other side of the argument, Republican strategists worry that the new approach may not be enough to take down Obama, especially in the absence of a third-party group, like the Swift Boat Veterans for Truth in 2004. "They have managed to scare off outside groups," said one veteran party strategist of McCain's, who, as a longtime supporter of campaign finance reform, is opposed to such third-party spending. "The outside groups have...