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Messaging 101: The Dodd Ads

Ads, as everyone knows, are primarily messaging instruments. This is true also of political ads. U.S. Sen. Chris Dodd’s latest ad features his five year old daughter Grace. The title of the ad is – do not blush – “Amazing Grace.” The referential message here is religious, though the text of the message is obscure. In the ad, Dodd says, “I was blessed to become a first time father at age 57,” and he reminds everyone that Grace was born on Sept 13, 2001, two days after the attacks on the World Trade Center towers in New York. Following a black and white photo of baby Grace, another photo shows the senator’s new family, wife Jackie and daughter Christina. This is Dodd’s second marriage. "I want my campaign to be about all of our children,” Dodd remarks, “and the kind of world we give them." Dodd says he wants to increase the security of the country, stop global warming and "restore our moral leadership." A following ad will picture Dodd as a young Peace Corps voluntee...