Seeing Spots: Campaign Advertising in the 2009 Virginia and New Jersey Gubernatorial Races
COPYRIGHT 2009 BY SABATO’S CRYSTAL BALL, ALL RIGHTS RESERVED. Campaign ads provide a window into any election. Who are the candidates? What do they stand for? What issues are at stake in the race? Campaign ads help to define the candidates, set the agenda of the campaign, and provide the critical information–wrapped up in a bundle of fear or pride or humor or some other emotional appeal–that many citizens rely upon as they strive to make sense of a sometimes perplexing decision-making process. What does campaign advertising have to tell us about this year’s gubernatorial races in Virginia and New Jersey? Advertising in the Commonwealth In Virginia, Republican Robert F. McDonnell faces off against Democrat R. Creigh Deeds in a re-match of their 2005 squeaker of a state attorney general race, which McDonnell won by 360 votes out of almost two million cast. During a hard-fought Democratic primary in which Deeds defeated two strong opponents (McDonnell enjoyed a clear primary field), the Democratic Governors Association spent close to $3 million on ads targeting McDonnell. (The one disadvantage of having no primary opponents is that one is essentially a sitting duck for attacks from the other side.) Since the end of