This page is part of an undergraduate assignment at Davidson College.
Pete Coors: One Issue Can't Win an Election
Pete Coors began his campaign positive. Facing Bob Schaffer, a hard-line conservative, in the primary, Coors released his first ad describing himself as a promising job creator. His experience with Coors Brewing Co. taught him the fundamentals of business and financial success. Following his debut ad, Coors maintained financial experience as his primary capability. His second ad compared Coors with the big spenders in the Senate. He stated, "with 57 lawyers and a Senate dominated by professional politicians, no wonder spending is out of control,” (National Journal Ad Spotlight). As the primary closed, Schaffer and other conservatives issued ads claiming Coors to be a liberal at heart and unconcerned with American values. In response, Coors did not acknowledge the conservative ads but appeared with his wife and stated that he will protect America’s values and economy. Once more, Coors highlights economic importance due to his strength with business.
Following his nomination, Coors continued to berate Washington politicians for fiscal irresponsibility. He reinforced his position as a successful businessman, distinguishing himself from career politicians and lawyers. Coors continued the comparative approach but did not engage his opponent for a few weeks. In mid-September the media ambivalence toward one another ended for Coors and Salazar. Coors issued his first negative attack against his opponent—tying Salazar to politicians Coors had formally portrayed as big spending Washingtonians. Though these ads paint a negative picture of the supposed evils of Washington, Coors ends the ad claiming his ability to stop big spending and stay loyal to Colorado thus remaining comparative. The next assault on Salazar's terrorism weaknesses, "Defense Contrast," places Salazar beside John Kerry in an attempt to link him with Kerry's aura of weakness on defense. The ad finishes promoting Coors stance on strengthening defense programs. Coors then attacks Salazar for running a smear campaign. This came after Coors was forced to be defensive following several negative ads by Salazar and his supporters.
Overall, Coors went negative due to political weakness. He presented himself in press releases and speeches as strong on one issue, fiscal responsibility. On every other issue, he aligned himself with the President hoping to ride his coattails into office. Coors discussed national issues and did not appeal to the local conservative voters. In a state like Colorado, with a huge rural population, securing a conservative and rural base is essential for a Republican win. Coors did not do this and instead appealed to urban areas expecting his connections and close ties to President Bush to secure a win. Overall, this was poor campaign strategy.
© Davidson College, 2004, Department of Political Science, Davidson College, Davidson, NC 28035
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Created: 11/15/2004. Last updated: 11/15/2004.
Political Science 318 - Strategy
and Ethics in Election Campaigns