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Jonathan Tobin: Defending the Right to a Jewish State

Heather Hale: Compliment your kids without giving them big heads

Megan Shauri: 10 ways you are ruining your own happiness

Carolyn Bigda: 8 Best Dividend Stocks for 2015

Kiplinger's Personal Finance editors: 7 Things You Didn't Know About Paying Off Student Loans

Samantha Olson: The Crucial Mistake 55% Of Parents Are Making At Their Baby's Bedtime

Densie Well, Ph.D., R.D. Open your eyes to yellow vegetables

The Kosher Gourmet by Megan Gordon With its colorful cache of purples and oranges and reds, COLLARD GREEN SLAW is a marvelous mood booster --- not to mention just downright delish
April 18, 2014

Rabbi Yonason Goldson: Clarifying one of the greatest philosophical conundrums in theology

Caroline B. Glick: The disappearance of US will

Megan Wallgren: 10 things I've learned from my teenagers

Lizette Borreli: Green Tea Boosts Brain Power, May Help Treat Dementia

John Ericson: Trying hard to be 'positive' but never succeeding? Blame Your Brain

The Kosher Gourmet by Julie Rothman Almondy, flourless torta del re (Italian king's cake), has royal roots, is simple to make, . . . but devour it because it's simply delicious

April 14, 2014

Rabbi Dr Naftali Brawer: Passover frees us from the tyranny of time

Greg Crosby: Passing Over Religion

Eric Schulzke: First degree: How America really recovered from a murder epidemic

Georgia Lee: When love is not enough: Teaching your kids about the realities of adult relationships

Cameron Huddleston: Freebies for Your Lawn and Garden

Gordon Pape: How you can tell if your financial adviser is setting you up for potential ruin

Dana Dovey: Up to 500,000 people die each year from hepatitis C-related liver disease. New Treatment Has Over 90% Success Rate

Justin Caba: Eating Watermelon Can Help Control High Blood Pressure

The Kosher Gourmet by Joshua E. London and Lou Marmon Don't dare pass over these Pesach picks for Manischewitz!

April 11, 2014

Rabbi Hillel Goldberg: Silence is much more than golden

Caroline B. Glick: Forgetting freedom at Passover

Susan Swann: How to value a child for who he is, not just what he does

Cameron Huddleston: 7 Financial Tasks You Should Tackle Right Now

Sandra Block and Lisa Gerstner: How to Profit From Your Passion

Susan Scutti: A Simple Blood Test Might Soon Diagnose Cancer

Chris Weller: Have A Slow Metabolism? Let Science Speed It Up For You

The Kosher Gourmet by Diane Rossen Worthington Whitefish Terrine: A French take on gefilte fish

April 9, 2014

Jonathan Tobin: Why Did Kerry Lie About Israeli Blame?

Samuel G. Freedman: A resolution 70 years later for a father's unsettling legacy of ashes from Dachau

Jessica Ivins: A resolution 70 years later for a father's unsettling legacy of ashes from Dachau

Kim Giles: Asking for help is not weakness

Kathy Kristof and Barbara Hoch Marcus: 7 Great Growth Israeli Stocks

Matthew Mientka: How Beans, Peas, And Chickpeas Cleanse Bad Cholesterol and Lowers Risk of Heart Disease

Sabrina Bachai: 5 At-Home Treatments For Headaches

The Kosher Gourmet by Daniel Neman Have yourself a matzo ball: The secrets bubby never told you and recipes she could have never imagined

April 8, 2014

Lori Nawyn: At Your Wit's End and Back: Finding Peace

Susan B. Garland and Rachel L. Sheedy: Strategies Married Couples Can Use to Boost Benefits

David Muhlbaum: Smart Tax Deductions Non-Itemizers Can Claim

Jill Weisenberger, M.S., R.D.N., C.D.E : Before You Lose Your Mental Edge

Dana Dovey: Coffee Drinkers Rejoice! Your Cup Of Joe Can Prevent Death From Liver Disease

Chris Weller: Electric 'Thinking Cap' Puts Your Brain Power Into High Gear

The Kosher Gourmet by Marlene Parrish A gift of hazelnuts keeps giving --- for a variety of nutty recipes: Entree, side, soup, dessert

April 4, 2014

Rabbi David Gutterman: The Word for Nothing Means Everything

Charles Krauthammer: Kerry's folly, Chapter 3

Amy Peterson: A life of love: How to build lasting relationships with your children

John Ericson: Older Women: Save Your Heart, Prevent Stroke Don't Drink Diet

John Ericson: Why 50 million Americans will still have spring allergies after taking meds

Cameron Huddleston: Best and Worst Buys of April 2014

Stacy Rapacon: Great Mutual Funds for Young Investors

Sarah Boesveld: Teacher keeps promise to mail thousands of former students letters written by their past selves

The Kosher Gourmet by Sharon Thompson Anyone can make a salad, you say. But can they make a great salad? (SECRETS, TESTED TECHNIQUES + 4 RECIPES, INCLUDING DRESSINGS)

April 2, 2014

Paul Greenberg: Death and joy in the spring

Dan Barry: Should South Carolina Jews be forced to maintain this chimney built by Germans serving the Nazis?

Mayra Bitsko: Save me! An alien took over my child's personality

Frank Clayton: Get happy: 20 scientifically proven happiness activities

Susan Scutti: It's Genetic! Obesity and the 'Carb Breakdown' Gene

Lecia Bushak: Why Hand Sanitizer May Actually Harm Your Health

Stacy Rapacon: Great Funds You Can Own for $500 or Less

Cameron Huddleston: 7 Ways to Save on Home Decor

The Kosher Gourmet by Steve Petusevsky Exploring ingredients as edible-stuffed containers (TWO RECIPES + TIPS & TECHINQUES)

Jewish World Review Feb. 15, 2008 / 9 Adar I 5768

Candidate Reagan's Wordsmith Says Candidate McCain Needs To Adjust His Message...And Soon

By Steve Young


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http://www.JewishWorldReview.com | Elliott Curson was still a Philadelphia young advertising wunderkind when Ronald Reagan's 1980 primary campaign against the Republican power brokers and George H. W. Bush was sinking like, well, like John McCain's relationship with talk radio.


Curson was called in to right the ship by creating a new strategy and media campaign. Short on time and shorter on money, he crafted a campaign that quickly turned the election around. Kathleen Hall Jamieson, former dean of the Annenberg School of Communications at the University of Pennsylvania wrote in her book Packaging the Presidency, "For Reagan, Curson was a gift from the gods."


Curson feels that today McCain is dealing with a number of the same problems Reagan did.


"Reagan was dealing with negative issues concerning his age," said Curson. "We sensed it was best to ignore it and not try to show him as a young man jogging through the woods, trying to prove something he wasn't, but instead show the voter who and what he was. We didn't hide him behind smoke screens. We put him straight in front of the camera and had him talk to Americans about the issues."


And obviously, America listened.


What would Curson advise McCain to handle what is a bigger obstacle than opponents named Obama or Clinton? That obstacle being the discomfort Conservatives feel with McCain.


"When Ronald Reagan ran in '80, moderates weren't with us at first," says Curson. "But we knew if we stood strong, the public would come on board. Waffling is what's hurting McCain. He's got to be strong and stay on the issues. Conservatives will come along. Reagan never pandered. People - Conservative people - admire strength. You have to stand up for what you believe in."


But there's a difference here. Reagan was being painted as an actor and far-right winger. The complaint from conservatives is that McCain isn't right enough.


"The strategy isn't all that dissimilar," says Curson. "The major states in the Republican party at the time were controlled by people who fell in line with George H. W. Bush and Senator Howard Baker. Bush's campaign was similar to Hillary Clinton's. Bush's slogan was, 'A president we don't have to train.' Our strategy wasn't to confront Bush, but to present what he believed a leader should do."


One of the commercials Curson developed started with a voiceover saying, "Ronald Reagan believes that when you tax something you get less of it. We're taxing work, savings and investments like never before. As a result we have less work, less savings and less investment." Then Reagan appears and says, "I didn't always agree with President Kennedy, but when his 30% tax cut became law, the economy did so well that every group in the country came out ahead. If I become president, we're going to try that again."


"We got his tax cut in, but we also brought up his connection to Kennedy, hardly a right-winger. It made him more appealing to moderates."


Curson is a strong believer in having candidates appear in their commercials telling the people who they are and what they believe in. "Today, Republican campaign consultants aren't on the same page with the average Republican, let alone the average American. McCain should make that a theme. That he knows what America needs and he'll be a leader, not a follower.


"People like to be heard, and for the past seven years there's been a feeling that the American people weren't being listened to by this White House. Reagan loved talking to people, and he always gave the impression what he heard was taken into consideration during his decision making process. McCain needs to say more than 'I approve this message' in his commercials. He has to speak his mind on the issues, but he's has to do it without scaring the base he needs to vote for him. He's got to speak all Americans, including Conservatives, but without pandering. Americans know how to spot a hustle when they see one."


What would be the perfect commercial that Curson would create for McCain today?


"I know exactly what that would be," says Curson, with the twinkle of a legendary virtuoso wanting to get back into the opera. "But that's going to cost McCain a little more than I charged Reagan."

Every weekday JewishWorldReview.com publishes what many in the media and Washington consider "must-reading". Sign up for the daily JWR update. It's free. Just click here.

JWR contributor Steve Young is an award-winning TV writer and author of "Great Failures of the Extremely Successful". Comment by clicking here.



© 2008, Steve Young

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