Smiling Obama

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SMILING OBAMA….Fred Davis III, John McCain’s advertising guy, tells Time’s Michael Scherer that he felt handcuffed in several ways during the campaign:

Davis says that concern about race played a major role in the entire aesthetic of McCain’s ads. The photographs of Obama that the ads used, for instance, which often showed Obama elongated and smiling, were carefully selected, he recalls. “We chose them with only one thing in mind, and that is to not make them bad pictures because bad pictures would be seen as racist,” Davis says.

I’m disappointed to hear this. I had assumed all along that his use of a smiling Barack Obama was a masterstroke. Instead of the tired old schtick of using awkward or glowering photos in grainy black-and-white, he was instead trying to portray Obama as slick and shallow, a beaming tent preacher trying to sell you a bill of goods. Not only did it play up the stereotype they were trying to sell, but it made them impervious to criticism. How can you complain that your opponents are making you look too good, after all?

But no. That wasn’t it at all. They were just trying to avoid charges of racism. How banal.

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If you're new to Mother Jones or aren't yet sold on supporting our nonprofit reporting, please take a moment to read Monika Bauerlein's post about our priorities after these chaotic several years, and why this relatively quiet moment is also an urgent one for our democracy and Mother Jones’ bottom line—and if you find it compelling, please join us.

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