Every political season, the ads and endorsements fly back and forth. To be truthful, none of it really matters in my opinion. If you are part of a union, your union's endorsement might make a difference to you, but that is on the decline. Ike's son gives his endorsement to Kerry, who cares? To be truthful, if Ronald Reagan, a man I greatly respect, was alive and gave his endorsement I still would not care. Or even if John McCain, the man I currently respect most in Washington, gave an endorsement it would not matter. In the end those are their opinions and often times those opinions are for sale. Is the point of these things that people are too stupid to make up their own minds so if this person says he is ok then I think he is ok too? Just space filler, something to talk about. Importance level 1.5 on a 10 point scale.
Flip flop, (any one serving in a legislative body for more than one term may have to take different positions based on bill particulars, unconvincing), Texas Guard (really who cares 30 plus years ago, unimportant), too liberal (people like things in boxes ... I am not sure when this became a dirty word, but its use doesn't make me more or less likely to vote for anyone, rheotoric), too eager for war (again someone else's opinion, I'll form my own thanks)... it is all just 6 to 15 second sound bites for the non-thinking voter. Ad importance 0.5 on a scale of 10. Only important for amusement value, much like a beer commercial. For me I could care less about this type of message.
I would hope that people are not persuaded by these things. I would hope that people are active voters and that they really listen to the issues and attempt to make an informed decision. Maybe it is too much to hope. But I would urge people to find the message of each candidate and ignore the distractions of the pop-presidency.