2006 Campaign Ads Reveal Progressive PopulismTruth in Advertising: What 2006 Campaigns Tell Us (PDF)
The 2006 elections produced an historic sea change, as Democrats, despite the impediments of gerrymandered districts, incumbency, money, machinery and mobilization capacity, took control of the House and the Senate. Democrats have gained 29 seats and counting in the House and six in the Senate. Stunningly, incumbent Democrats lost not one seat. Democrats also made gains in the states. They picked up 275 seats in state legislatures, taking control of nine new chambers and winning six new governors’ offices. Democrats now control a majority of statehouses, and both legislative bodies in 23 states, with Republicans controlling 10 states and 16 split.
Democrats won in every region, but the bulk of the gains were in the Northeast and Midwest. This was a sweeping repudiation of one party rule in Washington, with Republicans suffering down ballot as well.
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In the races we studied, the largest sums of campaign advertising were spent on economic ads that featured remarkably populist messages. Ads from candidates of both parties showed people working harder and not getting ahead. Campaign ads featured drugs people couldn’t afford, college priced out of reach, and fuel prices breaking family budgets. Corruption was linked to this middle class squeeze. The cost of corruption – candidates voting the interests of corporate lobbies and donors rather than working families – attracted the most combined ad money. While working families struggled, big business and corporate elites were portrayed as making out like bandits. Corporate lobbies regularly appeared as a villain in ads by candidates from both parties, whether driving up the price of oil, polluting the Everglades, or fouling up health care. It can be safely said that more money was spent on ads depicting Big Oil and Big Pharma as threats than on ads warning of Osama bin Laden.
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