Responding in logical, measured terms that rationally pushes back on McCain's ads, they (Obama) are missing the emotional side of the attacks that is the determining factor in 98% of decisionmaking, and, thus, voting.
Using mockery McCain is trying to undermine, at the level of emotions, Obama's charisma and the passions his candidacy stirs both in the US and around the world. Obama ought to begin by reminding people, "these are the same people, using the same tactics, that brought us George W Bush, and look what a disaster he is."
Several great suggestions for response ads "to make them pay" are provided ...
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