From the campaign trail, CBS' Dean Reynolds walked us through the makeover of the look and tone of John McCain's candidacy. He called it a "sharper edge." Splashier, flag strewn events have replaced "bile green backdrops." The slogan has changed from Reform. Prosperity. Peace to Country First. McCain's initial pledge to conduct "a respectful campaign" against Barack Obama has been superseded by negative ads: "It frequently seems respect takes a back seat to ridicule." NBC's Chris Jansing noted McCain's ads too in her overview of the commercials running during her network's coverage of the Olympic Games. "A 30-second spot in primetime reportedly going for $475K," she said. That "reportedly" is choice. Jansing could not even get a straight answer from her own co-workers at NBC-Universal. "A feel good Olympics is a golden opportunity for advertisers," Jansing generalized, with spots alternating between the heart-tugging and the inspirational. McCain's ads are the exception, teasing Obama as "the biggest celebrity in the world." Jansing called it "a riskier more negative tone."
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