Na New Yorker, o crítico literário James Wood põe o dedo na forma como a campanha Republicana acusa Obama de se só se preocupar com palavras, enquanto eles próprios as distorcem, manipulam ou inventam. Pelo caminho, ainda tentam fazer de McCain uma marca:
Or take McCain’s slogan “The Original Maverick,” now attached to many of the campaign’s ads. It cynically stipulates that politics is just merchandise, by sounding as close to a logo or a brand name as possible. But it also understands that consumers trust brands that sound like “quality.” Thus “Original,” which has the reassuring solidity of something like “Serving Americans of discernment since 1851,” or, indeed, “Levi’s 501: Original Jeans.” In such formulations, “Original” means eccentric, strange, unusual, and also first, best, belatedly copied by others.
Uma boa análise das políticas contraditórias da palavra.