The ads begin
Last week, Michele Bachmann released her first ad, and is calling it "Dream Big." You can see it at her site (but only with Internet Explorer, at least in my experience.) Today, Patty Wetterling released her first ad, entitled "Voice."
Patty's ad is, in my opinion, a fantastic "intro" ad. In the same vein as Amy Klobuchar's well-received ad touting her successful fight to win more hospital time for new mothers, this ad starts with a brief summary of the Jacob Wetterling tragedy and then moves to Patty's successful fight in Congress for tougher crime and safety legislation. People already know who Patty Wetterling is, so this is more of a "reintroduction," and it seems nearly pitch-perfect.
Bob Collins at Polinaut does point out the oddity that the ad is entirely in black and white, a color scheme normally reserved for attack ads. He suggests an Oz-like color change from B&W to color would be psychologically effective. I'm wondering if there is some new advertising theory that seeks to blunt the effect of the inevitable GOP attack ads by creating a positive connotation with that color scheme. Has it ever been tried before?
(Anyone with any knowledge of the psychology of advertising, help me out here. I'm just BSing.)
On the other hand, Bachmann's ad seems mostly boring. It tells us a little about Bachmann, that she has a family and a "small business" (but, predictably, fails to mention that neither the Bachmann clinic or the Bachmann campaign provides healthcare for employees) and used to be a tax attorney. Its biggest success, I suppose, is that it does nothing controversial and portrays Bachmann as a run-of-the-mill Republican. Once voters learn the truth about Bachmann's extremism, this positive image of Bachmann will start to be tarnished.