The Negative power of George Bush

[T_i_B]

Another article from Philip James, former senior Democratic party strategist. Is it me or is this guy batting for the other side?

http://www.guardian.co.uk/uselections2004/story/0,13918,1173778,00.html

The first rule of negative advertising is: they work because they are at least partly true. Senator Kerry's 20- year career in the Senate is providing the ammunition for President Bush's assault on him. The second rule of negative advertising is: never let one go unanswered. Unfortunately for Senator Kerry, as long as he is playing catch-up with President Bush's nine-figure campaign war chest, a whole series of unfavourable impressions are going unchallenged and therefore beginning to gel.

The latest Bush attack ad against Kerry powerfully turns the latter's more recent voting record against him. The ad, unveiled in West Virginia this week, interweaves the familiar ritual of a Senate roll call vote with it's own accusatory narrative: "Body armour for troops in combat? " asks the announcer. "Mr Kerry - no." emphatically intones the Senate clerk. The advert concludes: "John Kerry, wrong on defence."

The Bush team have rightly decided to keep their focus on national security. In the aftermath of September 11, the White House was quick to figure out that when they talk about the economy their numbers go down, but when they talk about the war, their numbers go up.

Hence a coordinated strategy to focus on the war. Besides the ad campaign, all President Bush's speeches this week have been related to the war on terror. Defence Secretary Donald Rumsfeld and his deputy Paul Wolfowitz have both been mobilised in support of the theme, appearing on network political shows and talk radio stations up and down the country. Vice-president Dick Cheney is also singing from the same song sheet, amplifying the message: President Bush is a strong leader in a time of war; Senator Kerry just can't be trusted.