As part of CBS’s snap polling of the third debate this evening, respondents were asked if the candidates shared their values. Before the debate, 54% of voters thought Obama shared their values, 63% did afterwards.
A lifetime ago during the Democratic primaries, Obama parried the same smears currently being pressed by the GOP. Despite the invokation of Ayers, Rezko, and Wright, voters kept turning up for Obama. Even with Clinton’s more subtle, he’s not a Muslim “as far as I know,” Obama emerged a nose ahead of Clinton, clinching the nomination.
Since becoming the Democratic nominee, the Obama and his ground team have steadily worked to win households over one at a time. Michelle Obama’s telling of the Obama Family bio marked a shift away from the “angry black” rumor mongering. Americans became increasingly comfortable with the possibility of a mixed race President in the White House and began to see the Obamas like every other family on the block.
The campaign’s continued advertising choices and their endorsements have likely had a positive impact on voters’ ability to relate to Obama as we head toward election day.
Rural voters are a great example of these outreach efforts. This spring when a citizen journalist reported on a fundraiser in San Francisco, Obama’s comments about rural voters caused an uproar.
it’s not surprising then they get bitter, they cling to guns or religion or antipathy to people who aren’t like them or anti-immigrant sentiment or anti-trade sentiment as a way to explain their frustrations.
Arguably, that comment steepened the uphill climb to convince rural voters to vote Obama instead of McCain this fall.
Yet, he’s likely to win Virginia’s and Pennsylvania’s electoral votes and seems closer, poll after poll, to turning West Virginia and North Carolina blue next month. Obama has been vocal about their issues when stumping through those areas and continues to follow up with relevant localized advertising that features respected and trusted leaders in those communities.
In Virginia, bluegrass legend Ralph Stanley recorded a radio ad supporting a leader that’s “on our side,” mentioning how Obama will cut taxes for working folks, work to make college more affordable and try to bring jobs back to the region. Additionally, he personally vouched for Obama as a man who puts “family first” and is a “father and devoted husband”. That Obama, he shares our family values.
Virginian Senator Jim Webb also lent his voice to a Virginia radio ad detailing his childhood interest in guns that became a lifelong hobby thanks to his dad.
Our family tradition of hunting and shooting are a way of life to me, and no government will ever take that away. . . I am an NRA member and I know that my friend Barack Obama will protect our second amendment rights. So don’t be misled about Barack Obama. I trust Barack Obama. I trust him to protect our right to keep and bear arms. . .
As TPM points out, the word “trust” is reiterated several times as local son Web tells Virginians Obama is a man he trusts, and they should too. These sentiments work to reverse the effects of the the seeds of “difference” and “otherness” that McPalin work to plant in traditionally Red states.
Both ads are a great application of word-of-mouth advertising, since both men are well known and respected in their home states. So an endorsement from Webb or Stanley is more convincing than talking points from a voice-over artist whether in a pro-Obama or attack ad. .
The same localized advertising can be found in the Midwest With his homestate of Illinois securely behind him, Obama has won over farm country in Iowa and remains neck and neck in Missouri, with Ohio leaning Obama. In reaching out to farmers in those areas, they turned to an inspiring mural that bloomed across the side of an Ohio barn.
The Obama launched a web ad, pairing Obama’s thoughts on how the government should serve rural American with the video of the mural coming into existence over several days. Again he focuses on education and the family values that farming families hold dear. He also points to the need to support the next generation of farmers through policy and infrastructure improvements. The notion of community is reinforced by the folks who spend 2 days painting a Campaign for Change mural on the side of a barn.
Time and again, Obama is returning to the values and issues that each region considers important, working to keep voters’ attention on the issues and the ballot box. And it’s paying off.
With each debate more and more Americans are deciding that the Obama-Biden ticket shares their values, and the Obama campaign will do its best to ride that wave of relateability all the way to the White House.
Note: My generalizations about conditions in states are pulled from pollster.com’s electoral map, which is regularly updated as new polling data becomes available.









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