http://www.nytimes.com/2004/10/17/politics/campaign/17ads.html?ex=1255665600&en=f2c61302dd65c603&ei=5088&partner=rssnytSANTA FE, N.M., Oct. 16 - In one of President Bush's latest advertisements, a clock ticks menacingly as a young mother pulls a quart of milk out of a refrigerator in slow motion, a young father loads toddlers into a minivan and an announcer intones ominously, "Weakness invites those who would do us harm."
At work, they say, are direct appeals to fear, with Mr. Bush's campaign and supportive groups making the case that a vote for Mr. Kerry is a vote for insecurity at home, and liberal groups and Mr. Kerry using commercials to make the case that Mr. Bush's Iraq policy has caused needless deaths that will continue if he stays in office.
"I'm not sure we've really seen a campaign with so many explicit plays to emotion," said Darrell M. West, a professor of political science at Brown University. "What we're seeing this year are direct plays to fear and anxiety."
A recent commercial from the voter fund of a new Republican group, Progress for America, showed pictures of Osama bin Laden and a phalanx of masked terrorists as an announcer says, "These people want to kill us," and asks, "Would you trust Kerry against these fanatic killers?"