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» Candidate/Organization: John Edwards
» Other Candidates Mentioned: John Edwards
» Year: 2007
» States: None
» Race: Presidential
» Party: Democratic
» Funded by: Candidate
» Disseminations: TV, Web

Ad Content

» Cues: A Common Man/Woman, Black and White, Candidate's Family, Childhood, Historical, Music
» Issues: anti-Washington, Constituent Services, Corruption, Leadership, Poverty, Values
» Tone: Positive
» Types: Biographical, Emotional, Issue, Personal, Record
» Music: Inspirational
» Characters: "Real People", Candidate, Elderly, Families
» Narrator: Male
» Language: English

Analysis

By Associated Press: ANALYSIS: "Born" is Edwards' third spot in South Carolina, the state of his birth. He was the first Democrat to air ads in South Carolina, a state that is key to Edwards if he has any chance of remaining a top contender for the presidential nomination. He won the state primary in 2004 against John Kerry, but polls show him trailing Hillary Rodham Clinton and Barack Obama this time around. Edwards hopes to capitalize on his native son status. Edwards, who served as a U.S. senator from North Carolina, was born in Seneca in South Carolina's northwestern corner. As in his 2004 presidential run, he has cast himself as the son of a mill worker who through hard work managed to become a successful and wealthy lawyer and politician. The new ad blends his roots with his anti-Washington message, one that he has especially aimed at Clinton. "Mess" is airing in Iowa. The message is broad, uncomplicated by specifics. As in "Born," Edwards takes aim at Washington, calling the system corrupt. He broadly speaks of leaving a proper legacy to the next generation, but he doesn't specify exactly what the "mess" is. In its vagueness, the ad can be about anything the viewer wants it to be _ fiscal responsibility, the war in Iraq, proper health care. The message of leaving a better life for the next generation might have some resonance. A recent study of economic mobility by the Pew Charitable Trusts found a downward trend in individual income. It also found that while growth in productivity and in median household income grew at nearly the same rate for nearly 30 years after World War II, the difference in that rate has widened significantly since 2000, with productivity continuing to rise while median income flattens. Both ads come as Edwards begins laying out plans aimed at helping, as his campaing puts it, "regular folks on Main Street." Among the issues he will address: rising home heating costs, the underinsured, affordable drugs and safe toys. More...