The McCains might not be as savvy with the web as a branding/communications and ecommerce (fundraising) tool as the Obamas — but Sarah Palin might be more TV-savvy than perhaps she’s let on thus far.

An article published today by a former opponent of Palin’s has a lot to say about communicating fact vs. emotion (in advertising this sometimes is referred to as “informational” vs. “transformational” messages).

Photo Credit: Frank K. AKA Alaskan Dude

The Christian Science Monitor published a piece today by Andrew Halcro who ran against Palin for governor in AK and debated her many times.

In it, he says:

“On April 18, 2006, Palin and I sat together in a hotel coffee shop comparing campaign trail notes. As we talked about the debates, Palin made a comment that highlights the phenomenon that Biden is up against.

“Andrew, I watch you at these debates with no notes, no papers, and yet when
asked questions, you spout off facts, figures, and policies, and I’m
amazed. But then I look out into the audience and I ask myself, ‘Does
any of this really matter?’ ” Palin said.

While policy wonks such as Biden might cringe, it seemed to me that Palin was simply vocalizing her strength without realizing it.”

For a more visual take on this, check out this video at the New York Times, also from today.

We’ll see at 9 PM Eastern. We’ll really see in November.

Gulp.