{"id":4181,"date":"2020-10-08T15:22:23","date_gmt":"2020-10-08T15:22:23","guid":{"rendered":"http:\/\/9thstreetjournal.org\/?p=4181"},"modified":"2023-03-27T15:52:57","modified_gmt":"2023-03-27T15:52:57","slug":"analysis-cawthorn-employs-a-national-ad-strategy-while-davis-stays-local","status":"publish","type":"post","link":"https:\/\/9thstreetjournal.org\/2020\/10\/08\/analysis-cawthorn-employs-a-national-ad-strategy-while-davis-stays-local\/","title":{"rendered":"Analysis: Cawthorn employs a national ad strategy while Davis stays local"},"content":{"rendered":"

The poetry of American politics is now written in emojis and hashtags.\u00a0<\/span>In North Carolina\u2019s 11th Congressional District, the emojis are wavy American flags and the hashtags are Western North Carolina towns.\u00a0<\/span><\/p>\n

The animated star-spangled banners belong to Madison Cawthorn, the Republican candidate, who uses the icons in subtle national calls for financial support to galvanize potential donors who don\u2019t even live in his district. That red, white, and blue might work particularly well among the GOP donor pool. A 2007<\/span> Pew Research Center <\/span><\/a>\u00a0<\/span>report showed that 73% of Republicans say they display the flag at home, in their office, or on their car, while only 55% of Democrats do.<\/span>\u00a0<\/span><\/p>\n

In contrast, the Facebook ads Democrat Moe Davis directs to voters within his district come complete with hashtags denoting local cities and photo backdrops of Western North Carolina\u2019s rolling blue mountains.\u00a0<\/span><\/p>\n

Although one might expect the 37-year age gap between the congressional candidates to be reflected in their ad campaigns on Facebook, each candidate employs their own savvy strategy to target their intended audience \u2014 one national, one local.\u00a0<\/span><\/p>\n

The two candidates primarily focus their advertising on Facebook, investing much more money on the platform than Google and Youtube. Davis is also running ads on WLOS-TV. At the time of publishing, Cawthorn had spent $163,756 on Facebook, and Davis had spent $36,816.\u00a0<\/span><\/p>\n

Cawthorn: A National Approach<\/b><\/p>\n

The moment President Donald Trump phoned Cawthorn from Air Force One to call his primary win \u201cbeautiful\u201d was the moment Cawthorn launched his pro-Trump brand as a valiant warrior against \u201cradical leftists.\u201d\u00a0<\/span><\/p>\n

\u201cPro-Trump, Pro-Life, Pro-Gun, Pro-Law Enforcement,\u201d read the caption of <\/span>one ad posted in August<\/span><\/a>.<\/span><\/p>\n

Cawthorn\u2019s appeal to Republicans on a broader, national level is evident in his villainization of high-profile Democrats like House Speaker Nancy Pelosi and Rep. Alexandria Ocasio-Cortez. Pelosi and Ocasio-Cortez make more appearances in Cawthorn\u2019s Facebook ads than Davis does. One ad pictures Pelosi and Ocasio-Cortez with Rep. Ilhan Omar, all covered in a monochromatic blood-red hue while posing adjacent to a photo of Mount Rushmore. \u201cAdd your name to fight back against the mob!\u201d the caption reads.\u00a0<\/span><\/p>\n

\"\"
An ad posted by Madison Cawthorn’s campaign shows House Speaker Nancy Pelosi, Rep. Alexandria Ocasio-Cortez and Rep. Ilhan Omar covered in a red hue while posing adjacent to a photo of Mount Rushmore. \u201cAdd your name to fight back against the mob!\u201d the caption reads. (Courtesy of the Facebook Ad Library)<\/figcaption><\/figure>\n

\u201cYour support will help me combat Democrats like Nancy Pelosi and AOC,\u201d reads the caption of another ad.\u00a0<\/span><\/p>\n

Cawthorn\u2019s Facebook ads didn\u2019t mention his opponent by name until September. However, he recently launched a <\/span>website<\/span><\/a> and <\/span>Facebook community<\/span><\/a> (currently four followers strong) called Moe Taxes, dedicated solely to attacking Davis.\u00a0<\/span><\/p>\n

Cawthorn\u2019s strategy to garner support on a national level is underscored by Facebook ads utilizing buzzwords and phrases like \u201cradical leftists,\u201d \u201cleft-wing mob,\u201d and \u201cthe socialist Left.\u201d This language further polarizes voters, signals his alignment with the Republican agenda, and makes his ads generalizable to a broad audience beyond Western North Carolina.\u00a0<\/span><\/p>\n

What\u2019s the point of focusing on voters that won\u2019t even have Cawthorn\u2019s name on their ballot? Money. Like a signature at the end of a document, nearly all of Cawthorn\u2019s ads on Facebook have a bold box in either red, white, or blue that says \u201cDONATE NOW.\u201d\u00a0<\/span><\/p>\n

That strategy seems to be working. Compared with Davis, a greater proportion of Cawthorn\u2019s individual contributions come from out-of-state, according to financial records from the Federal Election Commission analyzed by <\/span>Open Secrets<\/span><\/a>.<\/span><\/p>\n

These advertising tactics and fundraising successes are in conflict with how Cawthorn has said congressional elections should run.<\/span><\/p>\n

\u201cI believe I should only be able to fundraise inside of District 11. That would mean that I owe my successes only to the people that I represent,\u201d he said at a <\/span>Sept. 9 debate<\/span><\/a>.<\/span><\/p>\n

Davis: A Local Approach<\/b><\/p>\n

Davis is keeping it local, often addressing Western North Carolina voters directly in ad videos or captions.\u00a0<\/span><\/p>\n

Unlike the all-encompassing American flag that Cawthorn garnishes his ads with, Davis applies hashtags, used to increase engagement and draw in audiences of interest, for specific counties in District 11.<\/span><\/p>\n

\u201c<\/span>#asheville #brevardnc #hendersonvillenc #wnc #nc #waynesvillenc #sylvanc #cullowhee #franklinnc,\u201d were among some hashtags Davis used in ads where he talked about legalizing marijana and making Western North Carolina the \u201cepicenter for alternative energy.\u201d\u00a0<\/span><\/p>\n

The tagged locales paint a clear picture of Davis\u2019s targeted region. He\u2019s focused on the \u201c#blueridgemountains\u201d area.<\/span><\/p>\n

Those hallmark mountains also appear as Davis\u2019s background for ads, further signaling his focus on Western North Carolina.<\/span><\/p>\n

In a Facebook ad that ran regularly from August through September, Davis flaunted a poll conducted by his campaign that put the two in a \u201cDEAD HEAT!\u201d<\/span>
\n<\/span><\/p>\n

\"\"
A Facebook ad posted by Moe Davis’s campaign declared the District 11 race a “DEAD HEAT!”<\/figcaption><\/figure>\n

The graphic shows Davis and his campaign logo, which features mountains, with 40% of the vote and Cawthorn, his name in plain black text, with 42% of the vote.\u00a0<\/span><\/p>\n

In the caption, Davis distilled the choice down to \u201ca 25-year veteran,\u201d or a \u201c25-year old QAnon believer.\u201d\u00a0<\/span><\/p>\n

On Oct. 8, Davis\u2019s active Facebook ads were almost exclusively shown in North Carolina. Many of Cawthorn\u2019s active ad campaigns were primarily viewed in California, Texas, and Florida, while several were primarily viewed in North Carolina, according to the Facebook Ad Library.<\/span><\/p>\n

The local focus that anchors the content and targeting of Davis\u2019s Facebook ads extends through his campaign. At the <\/span>Sept. 9 debate<\/span><\/a>, he made it clear he\u2019s staying in the district.\u00a0<\/span><\/p>\n

\u201cSince the first of the year, I\u2019ve left the district for one night. My opponent\u2019s been jetting around the country with the Trump kids and up in Washington,\u201d said Davis.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

The poetry of American politics is now written in emojis and hashtags.\u00a0In North Carolina\u2019s 11th Congressional District, the emojis are wavy American flags and the…<\/p>\n","protected":false},"author":1,"featured_media":4184,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[135,185,196,279,280],"class_list":["post-4181","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-election-2020","tag-madison-cawthorn","tag-moe-davis","tag-u-s-congress","tag-u-s-house","entry"],"yoast_head":"\nAnalysis: Cawthorn employs a national ad strategy while Davis stays local<\/title>\n<meta name=\"description\" content=\"37-years apart in age, two 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