Barry Rascovar For the Community Times
March 19, 2014 — Have you seen the first batch of TV ads in the race for Maryland governor?
They are introductory commercials but tell us quite a bit about Attorney General Doug Gansler and Lt. Gov. Anthony Brown.
Brown is the early front-runner. He’s got the full weight of the O’Malley administration and much of the Democratic establishment behind him.
Gansler, although he’s been the state’s top legal officer for seven-plus years, is running as the outsider, the candidate who — in the words of the late comedian Rodney Dangerfield, “can’t get no respect” from Democratic powers that be.
He started his TV campaign on March 6, which spurred Brown into action the next day.
They take different approaches, which are reflective of the candidates’ styles and strategies.
Gansler’s Direct Approach
Gansler’s ad is casual, personal and direct. He’s dressed in a red polo shirt, looking right into the camera and speaking to viewers at home.
His tone is soft and relaxed.
As he mentions the legal battles he’s won, pictures flash on the screen showing the kinds of individuals he’s helped:
Brianna (a $4.6 billion settlement against polluters), Karen (a $1.6 billion mortgage relief settlement), Myra and her kids (bringing “the beltway snipers to justice” while Montgomery County state’s attorney and fighting child pornography), Eric and Mitchell (fighting for marriage equality in court) and for “thousands of Baltimore kids” (starting an inner city lacrosse league).
“That’s who I am” Gansler says directly to viewers, “I take on tough fights and get thing done. . .”
The ad is meant to convey the impression that Gansler is a doer, not a talker, and that he has fought uphill battles on behalf of John and Jane Q. Citizen and delivered quantifiable results.
Brown’s Indirect Approach
Brown’s ad conveys a different impression. He is stiffer and more formal in appearance and in his speaking. He’s also talking to someone off-camera, not directly to TV viewers.
The words sound strikingly similar to lines he has delivered thousands of times before at campaign appearances describing his parents, his upbringing, his commitment to public service and his military service.
Brown lets viewers know his father was a Jamaican physician who “served others all his life.” That example, a narrator says, inspired Brown to choose “the military over Wall Street.” He joined the Army Reserve. Nineteen years later, Brown explains, he was called to active duty in Iraq.
“It was my responsibility to serve,” he says in the ad.
What Brown doesn’t talk about is his accomplishments in office, probably because as lieutenant governor he’s not in position to do much on his own.
Choice of Image
The viewer is left with an image of Gansler as a candidate who faces up to tough issues and has something to show for it. The image of Brown is less focused — a man on a mission to serve the public.
Voters can judge for themselves which is the more compelling image. Hopefully, the candidates will fill in most of the blanks before the June 24 primary.
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