Part of Dean's Appeal - Simple Unslick Bluntness

Howard Dean and the power of TV ads

Political analysts credit Dean's simple and blunt TV ads with contributing to the buzz that built around his campaign early - combined with his innovative use of the Internet - which in turn has led many Democrats to open their checkbooks.

The Dean campaign is flush with cash, and set to break party fundraising records for the quarter that ends Sept. 30. That has meant more spending on more ads in more states.

In New Hampshire, where local boys Dean and Kerry are fighting for the mantle of "favorite son," Dean is also the front-runner with a double-digit lead in recent polls. One of Kerry's television ads, launched after Labor Day, uses shots from his recent campaign-announcement tour.

But New Hampshire political analysts question their effectiveness. Independent pollster Dick Bennett refers to Kerry's ads producing a "Castro effect" - speaking to big crowds, which tells TV viewers that he's speaking to someone else, not them. Mr. Bennett also critiques Gephardt's TV ads as being too "MTV-style" - quick cuts from scene to scene that don't allow the viewer to focus on the candidate.

"The easiest way to explain it is, the ads should work for older voters," says Bennett. "They need more time to connect."

In New Hampshire, the majority of primary voters are over 45, and so candidates need to focus on messages and a style that appeals to them, he says. The irony is that the slick, highly produced ads are more expensive, while the simple low-tech Dean ads - with the candidate just speaking into the camera - are cheaper.

Along with all his other early advantages, Dean is getting more bang for the buck.