Obama Begins His Equal Pay Assault Against McCain
by Todd Beeton, Mon Sep 15, 2008 at 07:42:22 PM EDT
You knew it was coming.
The equal pay for women issue was everywhere in Denver. As I wrote then, the Tuesday of the convention may have been the official "women's day" but considering how often the Lily Ledbetter Fair Pay Act made it into speeches, whether in the California delegation breakfast, the EMILY's List gala or inside the Pepsi Center -- you'll recall that even Lily Ledbetter herself was there, it became crystal clear that the Obama campaign saw this issue as their ace in the hole with women voters. Back in April, Republicans killed the bill in The Senate where a cloture motion only received 56 of the required 60 votes to proceed to debate. John McCain didn't show up for that vote but later said that he would have opposed the bill if it had gotten an up or down vote.
The Obama campaign has turned his opposition to it into an ad now playing in Virginia (h/t Ben Smith.)
Notice how they turn McCain's opposition to this bill into more evidence that he is "out of touch with the economy." Also, I have to say, I know using black and white to depict ones opponent is pretty much political advertising 101, but I really like the sort of tinted B&W effect the McCain shots have here. It has the impact of reinforcing McCain as "olde fashioned" and, as Paris would say, from the "olden days;" it feels almost as though the footage is from news reel footage shown in movie theatres in the early 20th century or perhaps even from a silent film. They should use that more. It almost singlehandedly frames McCain's age not as a health issue but instead as a "from the past" issue and, hence, a step backward; by extension it casts Obama as the future, in a word, "change."