More Votes with Honey

In a couple contentious US Senate races here on the West Coast, a trend may be emerging. First lets look at the race here in Washington State. Long time US senator and woman of the people Patty Murray (Democrat) is facing a considerable challenge from professional loser and former Space Needle floor waxer Dino Rossi (Republican). Tonight while I was watching the news, each of their campaigns ran an ad. Murray's was as follows:



What impression are we left with? That Dino Rossi is in the pocket of big bad Wall Street, yes. But what does it tell us about Murray? Nothing, really. She only appears at the start for the standard message approval bit, then isn't seen or mentioned again. We've likely forgotten about her by the time it's over. By contrast, here's Rossi's ad:



It is still an attack ad, but what is the main difference? Rossi is present the whole time. We begin and end on his image, and it is his voice, not some anonymous baritone, that narrates throughout. Rossi's is much warmer and more personal; he speaks in a tone as if to say "it's a shame, but Patty Murray just isn't working out. Why don't we give someone else a chance?". Compare that to the coldness of Murray's ad, which comes across like the Senator sending one of her henchman after mean old Dino Rossi.

Now another incumbent democrat defending her seat from a formidable opponent; this time it is Barbara Boxer vs political newcomer Carly Fiorina in California

Boxer's piece:


Very similar in tone and structure to Murray's. In fact, that might even be the same voice. Now Fiorina's:



Again, like Rossi's, Fiorina herself narrates and is on screen most of the time.

I should be clear and say that I support Patty Murray and plan to vote for her, and I don't want Dino Rossi elected to anything, but I have to admit that his more personal touch is appealing, and I wouldn't be surprised if it succeeds in bringing him votes he might otherwise not have gotten. Ditto for the California race. Democrats should definitely take notice of what their challengers are doing, and try to learn something.