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I'm both blown away by this ad and saddened that the Obama campaign isn't doing this kind of framing.

Notice how they do not bring up what was said in the actual McCain ad (Plouffe if you're listening.....). They take the issue that was brought up and focus on the frame "Protecting Children", then ask McCain why he wouldn't want to protect children (really the "why are you beating your wife" kind of frame).  

Then they end it with framing McCain as someone who will say anything to get elected (a perfect way to take the lies his campaign has been spewing and turn them into a cogent frame).  This is the really great part because now it's not just about one lie, it's about creating the narrative.

This "say anything to get elected" frame would be a go to frame that could be used over and over (which is the real value of frames instead of just slogans -- notice how the McCain camp is developing the "they're out to get her" frame?  It has a great deal of value because they can keep going to it; it has longevity.)  In many ways, this frame is similar to the "there you go again" that Reagan used to great effect.

In this ad they managed to define/frame the opposition and produce an ad that has an emotional impact.

What a brilliant job by Planned Parenthood.  This is how it's done.

Update:  Thanks for the recs guys and gals.  This framing issue is a really HUGE one.  Dems are getting better, but have a looooong way to go yet.  I just saw the guy introducing Barack on CNN try to rebut the "Palin Fiscal Reformer" frame, except he just regurgitated the frame by making a "frame sandwich"!  Oh well, I guess it's going to take time.  Just frustrating to see the Repugnantcans be so much better at it.

Originally posted to C 1 on Fri Sep 12, 2008 at 03:14 PM PDT.

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