Mar. 17, Interview - With all the money being spent on campaign advertising Sid Bedingfield, Professor of Media at University of South Carolina, discusses the overall advertising strategy of the two candidates.

Bedingfield says Obama's strategy has been to uphold his image of a visionary who rises above political bickering and offers a positive message. But Obama has to respond to attacks and allegations that come with politics. Bedingfield says Obama:

"has to be careful he doesn't get too far down in the dirt, he's tended to use surrogates and radio and other media to do that a little under the radar."

As for Cinton's strategy, Bedingfield says:

"Clinton's advertising tends to be more negative or more in contrast... and that proved true in Iowa. A study showed that 20 percent of Senator Clinton's advertising had a negative cast to it while about one fifth of Obama's ads had any kind of contrast or negative tone to it."

With Pennsylvania the next big thing, Bedingfield says two factors will determine how the campaigns determine their advertising strategy. He says that if the Clinton campaign thinks they broke Obama's momentum in Ohio and Texas with the 3 am ad that asks who you'd want answering your phone with your children sleeping Bedingfield says "You can expect to see a lot more of that moving forward."

Bedingfield says that if the Clinton campaign thinks it was not the 3 AM ad, but Clinton's message about her ability to deliver for the working class that enabled her to break away from Obama in Ohio especially, then "you're gong to see her push that message more and not go quite as negative against Obama."