Clinton and Fear Persuasion

I came across the following mailer from Hillay Clinton and noticed the strong element of fear and shame that is used in an attempt to persuade voters. This seems to be a sign of desperation that Hillary is turning so negative.

Elements of persuasion at work:

• A diverse group of individuals are present in the ad
• Individuals of many races: white/black/Asian
  
• Individuals of many ages: old and young
• Individuals with many different types of clothes: man in a tie, man in an unbuttoned shirt, etc.
  
• The ad uses moody colors that engender sympathy
• The individuals in the photo are not ecstatically happy nor depressingly sad. However, they look sympathetically concerned.
  

The second page of the mailer is as follows:
Elements of persuasion at use here

• The use of red, white, and blue in the ad is designed to evoke patriotic feelings.
• The check box to the left of Obama's face (without a check in it) is a subtle message trying to condition voters to not check the box next to Obama (i.e., not vote for him).
• "Barack Obama's plan says, 'No We Can't'" is a not so-subtle jab at Barack Obama as a major slogan in his campaign has been "Yes We Can"
  

Some commentators have expressed disgust at this ad (see Daily Kos and Ted Kennedy).