Mark McKinnon on McCain's Advertising Strategy
Mark McKinnon was the genius behind Bush's 2004 media strategy. The Bush campaign successfully portrayed Bush as "a strong leader in a time of change" while redefining Kerry as "weak, waffling, and weird." For more, see the clip above, with McKinnon discussing how they turned 9/11 and metaphors about the "war on terror" to the Bush campaign's advantage.
So does this sound familiar? It's the exact strategy that McCain is applying so effectively in his recent advertising blitz. McKinnon also directed McCain's media strategy up through the primaries, and then in a rare moment of modern day political chivalry, stepped down because of his admiration for Barack Obama. "I would simply be uncomfortable being in a campaign that would be inevitably attacking Barack Obama," said McKinnon. "I think it would be uncomfortable for me, and I think it would be bad for the McCain campaign."
So McCain went forward and hired Rove & McKinnon's junior colleagues to run his general election bid. Here's what McKinnon has to say about the McCain strategy so far.
Mark McKinnon, a media strategist and former McCain adviser who worked for both of Mr Bush's campaigns, said of the advertisements: "I think they've crystallised their message and I think they're hitting a nerve."
Political advertising is effective, he added, when it ties into an overall narrative. In this case, the message has been framed in a positive and negative way: that Mr McCain puts "country first", while Mr Obama puts "Obama first". The theme was repeated in a McCain advertisement released on Wednesday, showing flashing cameras and crowds chanting "Obama" as a voice asks, "Is the biggest celebrity in the world ready to help your family?"
Swipe right to make the connections that could change your career.
Swipe right. Match. Meet over coffee or set up a call.
No, we aren't talking about Tinder. Introducing Shapr, a free app that helps people with synergistic professional goals and skill sets easily meet and collaborate.
Is it "perverseness," the "death drive," or something else?
A growing body of research shows promising signs that the keto diet might be able to improve mental health.
- The keto diet is known to be an effective tool for weight loss, however its effects on mental health remain largely unclear.
- Recent studies suggests that the keto diet might be an effective tool for treating depression, and clearing up so-called "brain fog," though scientists caution more research is necessary before it can be recommended as a treatment.
- Any experiments with the keto diet are best done in conjunction with a doctor, considering some people face problems when transitioning to the low-carb diet.
It's up to us humans to re-humanize our world. An economy that prioritizes growth and profits over humanity has led to digital platforms that "strip the topsoil" of human behavior, whole industries, and the planet, giving less and less back. And only we can save us.
- It's an all-hands-on-deck moment in the arc of civilization.
- Everyone has a choice: Do you want to try to earn enough money to insulate yourself from the world you're creating— or do you want to make the world a place you don't have to insulate yourself from?
SMARTER FASTER trademarks owned by The Big Think, Inc. All rights reserved.