September 30, 2008

Reader Proposes McCain Campaign Theme
— Ace

It's obvious, but it's been inchoate, so props to Jeff for putting this into form.

McCain does need a stronger campaign theme. And this is the one he needs.

I hope you check email regularly and can comment / post something on this (or even post this directly). Although there’s no way for you to verify this, I do have [a background in marketing] (as a Concerned Conservative Christian, I thought it’s important to be honest up front ;-p )

Here goes:

It’s not a secret that the McCain camp has not had a consistent theme recently in his ads and speeches, and this is something that is costing him. “Country First” is too generic and quite honestly isn’t making much traction. Here is what the blogosphere should push (so hopefully his campaign guys get the message):


He can tie the Surge, the Financial Meltdown, Energy and Foreign Policy into one theme with this. Here’s how:

The Surge

This is the obvious one: he called for it years ago and it “fixed” the mess in Iraq.

Financial Crisis

In light of the financial meltdown, the one thing McCain has going for him is that he is on record years ago trying to get a bill passed to regulate Fannie / Freddie. I am no expert in finances and have no idea if his bill would have done anything, but it shows that he was attempting to curb the problem in advance.


This goes along the lines of “Democrats say that if we drill now we won’t see any oil for another ten years. That’s what they said ten years ago and it’s affected today’s gas prices”.

Foreign Policy

This should focus on his comments over the last two years on Russia (easy case to be made here).

I really believe he can legitimately be cast as a politician who anticipates problems AHEAD OF TIME using this theme. I also think that while the financial crisis is in the top of the news, it is the perfect time for him to launch this theme. What independent wouldn’t be more attracted to a politician who has a record of trying to avoid problems in the first place?

We just need a new shorthand for this idea. "First" plays off Country First and also suggests he's the first to note these problems. "First into the Breach?" That doesn't work but you know what I'm trying to say.

First into Fire? I dunno. Needs work.

I changed Jeff's background a little because I'm using his name and didn't want to tie this to him.

A bit of advice, to help me out: If you send me something, please let me know if you want your name used at all, or just initials, or a pseudonym, etc.

Posted by: Ace at 08:20 AM | Comments (79)
Post contains 470 words, total size 3 kb.


If you are still looking for a coherent campaign theme in OCTOBER, it's over.  "Where's the outrage!"  The famous last words of candidate Bob Dole.

Posted by: Judd at September 30, 2008 08:25 AM (BXHeE)

2 Less than 40 days till the election and we are coming up with campaign themes for McCain? Says it all, I suppose.

Posted by: lorien1973 at September 30, 2008 08:26 AM (IhQuA)


I like "Courage" better.


Posted by: Dan Rather at September 30, 2008 08:27 AM (ivbbD)

4 Why not keep it simple.

When times are good, you can afford to take a chance on something new and unproven.

When times are tough, you want someone who knows what he's doing, even if you don't agree with all of it.

If you're in good health and you just want to try something different, you might try that new macrobiotic yoga herbalist.

If you need heart surgery, you damn well want a surgeon whose been opening people up for a long time.

Posted by: Socky at September 30, 2008 08:28 AM (PLvLS)


Or how about "Excelsior"?


Posted by: Al Gore at September 30, 2008 08:29 AM (ivbbD)

6 I don't know. The "first" mouse might find the cheese, but it's the second mouse that gets it. I'm getting a Betamax/VHS vibe from the "first" pitch.

Posted by: SarahW at September 30, 2008 08:29 AM (7sl9X)

7 How about " McCain 2008 - I TOLD you so.

Posted by: SarahW at September 30, 2008 08:30 AM (7sl9X)

8 Ummm, its the "vision" thing. 

Posted by: Purple Avenger at September 30, 2008 08:31 AM (Xl9pj)

9 How about

McCain: He's in yer desijun loop, kickin' yer nads.

Posted by: krakatoa at September 30, 2008 08:32 AM (/FUhT)

10 #7 is pretty much how I see things turning out.

Posted by: SarahW at September 30, 2008 08:35 AM (7sl9X)


Posted by: SarahW at September 30, 2008 08:35 AM (7sl9X)

12 McCain better to something soon other than the Bob Dole impersonation he's got going now.

Posted by: profligatewaste at September 30, 2008 08:36 AM (s65nF)


Want a prevent the crap in Washington from  Congress, Obama, Bush, Paulsen, etc. who saw none of this coming....
vote for McCain....The One who did.

Should you vote for the person who says he can fix your problems or the one who can show his plans would have prevented them to begin with?

Washington has tried to solve our problems forever, isn't it time there was someone in charge trying to prevent them?

Posted by: Rocks at September 30, 2008 08:37 AM (Q1lie)

14 10 #7 is pretty much how I see things turning out.


Thank you, 27% of Florida Republican Primary voters. Thank you very much, indeed.

Posted by: Socky at September 30, 2008 08:38 AM (PLvLS)

15 McCain-Palin. Clarity for the Future.

Posted by: Some Dude at September 30, 2008 08:41 AM (+dnnZ)

16 I like Beldar's "McCain-Palin: New Energy for America."

Posted by: Diffus at September 30, 2008 08:42 AM (MR/ge)


A Pilot for challenging times.


Posted by: bcismar at September 30, 2008 08:43 AM (zhVlW)

18 McCain-Palin '08....because you should never go "full retard"

Posted by: Lemmiwinks at September 30, 2008 08:46 AM (CiVat)


A proven Pilot in troubled times.




Posted by: bcismar at September 30, 2008 08:48 AM (zhVlW)

20 McCain/Palin '08, because your Pilot should tested and proven.

Posted by: bcismar at September 30, 2008 08:49 AM (zhVlW)

21 Vision?
Vision First?
Vision of Country First?

Posted by: FloofyParisParamus at September 30, 2008 08:50 AM (+diRI)


McCain/Palin, Tested and proven leadership.

Posted by: bcismar at September 30, 2008 08:51 AM (zhVlW)

23 I would avoid the pilot theme.  He was shot down you know and that is exactly the angle the bad guys will take.

Posted by: Lemmiwinks at September 30, 2008 08:51 AM (CiVat)

24 #7 - ditto
but I like the pilot theme

Posted by: konrad at September 30, 2008 08:53 AM (2Pfrj)


First Responder?


Posted by: ArandomPerson at September 30, 2008 08:55 AM (MSMPS)

26 Yeah, I'm sticking with "McCain '08...Get Off My Lawn"

Posted by: DrewM. at September 30, 2008 08:55 AM (hlYel)

27 McCain-Palin. The lesser of two evils.

Posted by: Some Dude at September 30, 2008 08:56 AM (+dnnZ)


McCain-Palin should be running in-your-face speeches and ads against both parties in congress. even GWB has higher ratings. his rant about naming names at the convention followed by weeks of "bipartisanship" killed the message that energized his troops. the guy wants to take the high road to a permanent seat in the Senate. maybe that's where he belongs.

Posted by: mark c at September 30, 2008 08:57 AM (EVmYn)

29 Our country's first responder.

Posted by: right at September 30, 2008 08:58 AM (EquV1)

30 Pathfinders!  show the way to victory

Posted by: bob hussein dole at September 30, 2008 08:59 AM (yl9yA)

31 Dammit a random person makes me look stupid.  Story of my life.

Posted by: right at September 30, 2008 08:59 AM (EquV1)


 I would avoid the pilot theme.  He was shot down you know and that is exactly the angle the bad guys will take.

Oh I'm sure they would.  And it would be a far cry from the worst thing they have done or will do.  And it would not be a free hit.  Thre will be backlash for such an attack.

The point of choosing that theme is to make it clear that if McCain isn't the Pilot, Obama will be, and a pilot is exaclty what a national leader is.  Awareness of where you are, where you are coming from, where you want to go, and what you need to get there.


Posted by: bcismar at September 30, 2008 08:59 AM (zhVlW)

33 Ahead of the curve.

Posted by: angler at September 30, 2008 09:00 AM (kSuu1)

34 That's just what I thought before logged on and found it on #25 and #29:

John McCain: First Responder.

It also fits in with his military service.

Posted by: AmishDude at September 30, 2008 09:01 AM (T0NGe)


America's First Responder.

Posted by: ArandomPerson at September 30, 2008 09:01 AM (MSMPS)

36 Jindal-Romney 2012

Let's be realistic.

Posted by: Socky at September 30, 2008 09:02 AM (PLvLS)

37 Look. The press is committed balls-deep to getting Obama elected.

A slogan is irrelevant.

What is required of the McCain campaign is maximizing their opportunities of unfiltered speech to the people.

They need to shine in the debates. They need to shine every single time they are interviewed, hitting their marks, and contributing as few phrases that can be turned negative with a little contextual editing by the newsies.

They need to be on their "A" game, every single at-bat. And that is a nearly impossible thing to ask of them.

We have the election the media wanted. I can't help but recall the recent admission by major MSM that they held some sort of vote to protest Palin's reticence in meeting with them after their egregious hit pieces on her.

How long have they been holding these votes, and what has been on their ballots?

Posted by: krakatoa at September 30, 2008 09:03 AM (/FUhT)

38 Eh, I like "Country First".  It fits.

Posted by: bcismar at September 30, 2008 09:03 AM (zhVlW)

39 I don't like "First Responder."  It implies action only after something catastrophic has already happened, as opposed to leadership and vision necessary to head off catastrophies before they happen.  Reactive, not pro-active.  IMO.

Posted by: angler at September 30, 2008 09:03 AM (kSuu1)

40 Dammit a random person makes me look stupid.  Story of my life.

Not bad, but we're talking about McCain themes. Not Joe Biden themes.

Posted by: Socky at September 30, 2008 09:03 AM (PLvLS)

41 ace;
i've been bloggin this for months: the dems CAUSED all the probs we fac - and the one we don't -- iraq - we don;t only cuz the dems didn't get their way.

the dems didn;t get their way visavis iraq cuz bush as CINC had complete authority to do the surge without their approval.

ENERGY: the dems blocked bush's energy plan FOR YEARS - the dems were more interested in subpoenaing the folks who chatted to cheney when he wuz developing the plan than in voting on the plan. BTW: the plan was ALL ABOUT INCREASING SUPPLIES. bush was supply oriented cuz of the CA energy crisis the year before.

and we all know the OIL BUBBLE has been a MAJOR FACTOR in causing our economic slowdown.

and we all know the dems prevented fannie mae oversight - so they are COMPLETELY responsible for the financial fiasco we are no suffering under.

all our problems are the fault of the dems.

mccain was right on all three.
obama wrong on all three.

end of story.

Posted by: reliapundit at September 30, 2008 09:06 AM (Hhqr7)

42 I wonder if Biden would pay me for that.

Posted by: right at September 30, 2008 09:06 AM (EquV1)


McCain. He gets it.

Some people get it after they've been through an ordeal, with the help of hindsight.

Some people get it while it is happening.

And some people, no matter how well they talk or how much we may like them, just never get it at all.

There are some people who get it from the beginning. They've been through the ordeals, they have the experience, and they have the vision to understand from the very beginning, to solve problems, to prevent a crisis, to make a difference.

John McCain. He gets it.

(No credit sought. Just win this thing.)

Posted by: FireHorse at September 30, 2008 09:11 AM (+dm+A)

44 Oh, yeah.  I forgot who I was talking about.

Posted by: right at September 30, 2008 09:11 AM (EquV1)


Obama and McCain have both been running on the concept of "change" while no one has offered anything specific.  Unfortunately for McCain being right on the surge gets him an "attaboy" at this point but probably not much election momentum just like the first Gulf War did not provide Bush I with an election victory.

My proposal is as follows.  A fiscal policy contract with America:

1) Monetary policy reform.  The Fed by leaving interest rates too low for too long created excesses that in part contributed to this problem.  This followed a period where the same Fed members jacked up interest rates and caused a recession.  As a result we have an economic and dollar crisis.  The current approach to monetary policy is unacceptable!  Monetary policy needs to be more transparent and discretion on the part of Fed members needs to be more limited.  McCain will take office and immediately look at ways of improving our monetary policy and restoring confidence in the US dollar.  He will look at among other things re-establishing a firm monetary standard (a new gold standard), will look at making the fed funds rate a floating function of the free market rates (i.e. fed funds rate will be 85-100% of the two year treasury rate.  when inflation is problematic treasury yields rise and take the fed funds with it, when growth slows treasury yields decline and the fed funds declines too.)

The ability to identify this problem and address it will leave the community organizer in the dust.

2) Fiscal policy reform.  McCain should call for the elimination of capital gains taxes and a big reduction in corporate income taxes with a goal to getting them to zero...this would be big separation from Obaman who is looking to raise them.  First principle of economics: JOBS FOLLOW CAPITAL.  Create more capital you create jobs.  If you repel capital you repel jobs!  The problem in our financial services industry is a lack of capital.  Guess what?  That is the same problem with our steel industry, auto industry, and energy industry.  Capital is being invested in Mexico, South Korea, and the Middle East and not in the US because the returns on capital are much high higher in these locations.

To answer the obvious budget deficit push back to this proposal: we will initially cut the corporate tax rate to 25% and the capital gains tax to 10%.  Incremental cuts in these rates will be "revenue-triggered."  The immediate effect of these rates will be a larger deficit until the supply-side effects of the intial rates have led to capital formation and new jobs.  Once the initial deficit is filled with new tax revenue from a broader economic base the next 5-10% cut in the rates is triggered.  The important thing is to tell the world that these rates are going to 0% and that is what they will plan for. 

3) Long-term spending and tax code reform.  End the direct taxation of citizens by the Federal government.  Allow each state to collect tax dollars and fund the federal governement directly....50 checks from 50 states.  Allows you to eliminate the IRS and make the states fully accountable for the Federal budget.  Immediately ends pork and earmarks as the State of CA would have to tax their citizens directly to pay for AK bridge to no where.  State legislatures become very sensitive to how much money they are collecting from their citizens and sending to Washington.  This re-establishes the notion of Federalism as well...the Federal government is a creation of the States and therefore should be funded directly by the States.  And since all money would flow from the States to the Feds all the baggage (separation of church and state, school mandates) attendant with money flowing from the Feds to the States ends.  

Posted by: scofflaw at September 30, 2008 09:14 AM (u4+XZ)


They should really start hammering Obamuh on the "multitasking" comment he made.  He basically equated the importance of him being on TV to the credit crisis.  Sure the President should be able to multitask but some issues are big enough that you drop everything else.

9-11, Cuban missile crisis, Iranian hostage crisis, Pearl Harbor, '08 Credit crisis, Wall Street crash of '29, Oil embargo, Chernobyl, Invasion of Kuwait.....Is he saying that if any of those events happened while he was in office it would be business as usually and he would continue his grandstanding baby kissing tour.

McCain-Palin...Serious about America

Posted by: Lemmiwinks at September 30, 2008 09:22 AM (CiVat)


mccain was right on all three.
obama wrong on all three.

Barak "0 for 3" Obamuh

Posted by: Lemmiwinks at September 30, 2008 09:28 AM (CiVat)


"Serious about America."


Posted by: FireHorse at September 30, 2008 09:29 AM (+dm+A)

49 Obama/Biden08:  Just words

Posted by: toby928 at September 30, 2008 09:42 AM (evdj2)



Out of Bounds.

Posted by: angler at September 30, 2008 09:49 AM (kSuu1)

51 I favor the more realistic approach:

Palin-Jindal  '12: Look, we TOLD you cheetos-munching dumb fucks last time, but noooooo, you got all orgasmy over the chocolate jesus and his gaffe machine, and look what happened: the stock market collapse, all our retirement accounts up in smoke, unemployment at an all time high, Iraq and Afghanistan in total meltdown, Al-Qaida dancing little jigs of delight in Pakistan, and meanwhile, congress is busy conducting show trials of George Bush and Donald Rumsfeld; is THAT what you lazy-ass fucks WANTED? "Change" and "hope" you say? Fuck me! Do you know what you miserable asswipes did by electing that clown? Do you know the damage you caused?  I'll bet you don't. I'll bet the lot of you have been sitting in front of your TVs with your hands down your pants watching "American Idol" for the past four years, while getting dorked up the squeakhole by Professor Hopey McChange and his merry band of assholes. And only now do you wonder why all those businesses have closed and so many are out of work. You cretinous bunch of fucking retards, Oprah-fied pansies, and drooling slobs make me want to PUKE my guts out!

So now what you juveniles need is a couple of adults to straighten everything out that you fucked up. Well, that's us. So get up off your slacker butts and vote for us, goddamnit, or we'll come down there and shove the ballot up your ass sideways!

Posted by: OregonMuse at September 30, 2008 09:50 AM (FO+YO)

52 I'm glad I got that out of my system...

Posted by: OregonMuse at September 30, 2008 09:51 AM (FO+YO)

53 boo

Posted by: hnav at September 30, 2008 09:51 AM (3UgGF)


How about a string of slogans, all of the same form, with the key issue different in each one:


For [], before it was Cool.

substitute in the surge, Rumsfeld's ouster, financial reform, etc.


Posted by: MW at September 30, 2008 09:57 AM (YQsF5)


First of all, with the "vision" thing, McCain needs to get his "vision" out there again.

I would start with what Palin says tomorrow night.  don't give rote answers.  She needs to be totally personable and honest.  On the economy, she should tie up the package.  Not just "Country First", but "people first".

America is in a financial crisis.  Ordinary Americans of all walks of life are going to be tightening their belts.  It's time that the government of the United States did the same thing.  Sen. Obama, in the last debate with John McCain, refused to answer whether he would cut government spending in light of the current financial situation.  In fact, he continued to talk about the programs that he planned to implement.  Programs that will cost the United States' tax payers another trillion dollars in debt.  That is just the prelude.

We have programs today that are simply wasteful, over funded and inefficient.  (name two).  We have programs that have gone far over budget and over time.  Earmarks, subsidies and hand outs have drastically increased our government's spending.  So much so that, even with detailed information available, no single American can verify or validate the magnitude and size of the government and it's operations.  No one can rightly understand where their money goes and why it is being spent.

It needs to stop now.  The people of the United States, the voters and the taxpayers, need to come first.  They should not have to pay for unending projects and programs that show no results.  The money belongs to the American people, not just a few elected officials and special interest groups that can make their presence felt on Capitol Hill 365 days of the year. 

The people should come first.  That doesn't mean that the government takes all the money it can possibly gather.  That means we need to insure that the people have more of their own money, not have it taken by government and spent on unquantifiable, expensive and unjustifiable government programs so that some politician can say that they "did something" for the people.  But, real, tangent actions that will show the people of the United States that the Government understands their needs and will do nothing more or less than is necessary to meet those responsibilities. 

The first thing that John and I will do is examine our national budget and insure that only essential spending is being approved.  We will expect valid and verifiable reports that support the need for this spending.  We will examine government offices for efficiency and cost.  The American people should not have to pay one dime extra for the services that they deserve from their government. 

We will lead the way for our colleagues in congress by showing them how it can be done and redirecting any spending bill back to congress if it does not meet even the basics of fiscal responsibility.  If the American people must tighten their belts, so must the government.

The people of the United States deserve leadership that always puts the peoples' interests first. 


Governor Palin should then give a list of actual activities she did as governor to cut spending.  Move away from the tired ol' "I sold the airplane on ebay" schtick.  Talk about some the items she vetoed and why.  Should be short list of two or three items.  she can talk about living like the rest of America, just don't get hokey about the governor's chef.  Talk about going grocery shopping or paying heating bills.  Got to connect with the people.  Besides, Joe isn't going to be able to go there without sounding tres ignorant. 

Sarah Palin needs to talk like Sarah Palin, American citizen.  She needs to say what got her elected in Alaska: People first.  But, she needs to say it, not like a cheerleader, but like Sarah America. 

Then, McCain needs to get out there and hammer "People first/Country First".  Every speech needs to be about the people coming first.  Every speech.  Every talking point needs to be preceeded or ended with how that program puts the people first. 


Posted by: kat-missouri at September 30, 2008 09:58 AM (YLs4U)




How about a string of slogans, all of the same form, with the key issue different in each one:


For [], before it was Cool.

substitute in the surge, Rumsfeld's ouster, financial reform, etc.


Maybe I should have said "Popular" instead of "Cool", since "Before it was Cool" does sound a bit cute.

Posted by: MW at September 30, 2008 09:59 AM (YQsF5)

57 I actually like "Country first".

I think it resonates right now, particularly, in light of Pelosi's recent hyper-partisan behavior on the bailout bill.

He can always make the point that his great vision/prescience was a by-product of putting his country first.

Other than that, I like:

"McCain/Palin - Not Commies like the other guys".

Posted by: Nice Deb at September 30, 2008 10:00 AM (RPPPS)

58  McCain/Palin -  They've been to Scranton on many occasions!

Posted by: Nice Deb at September 30, 2008 10:02 AM (RPPPS)

59 Wow wouldn't Obama love to have 700b have if he wins the election. Hmm is the take on ?; Paulson-Goldman Sachs Democrat-single handedly creating a liquidity problems. I mean if you were a bank wouldn't you hold on to your money. Knowing a nice bailout is coming. Plus all that power to do what is needed. I'm sure Obama loves that he can probably fund some his socialist ACORN projects without needing a vote. Gov. Corzine governmer also former ceo of GoldmanSachs. Hey bet you guys can name some more Wall Street Democrats. Never underestimate your enemy.

Posted by: lions at September 30, 2008 10:09 AM (Fh8LM)

60 This is spot on. The word to tie it together is not "vision", however, but "leadership". And leadership fits of course with the image of reform.

Posted by: Barracudameister at September 30, 2008 10:10 AM (LMgrC)


Obama / Biden - Surely you can't be serious

McCain / Palin - Stop calling me Shirley

Posted by: gebrauchshund at September 30, 2008 10:16 AM (pY77a)

62 McCain / Palin - Boom goes the dynamite!

Posted by: gebrauchshund at September 30, 2008 10:30 AM (pY77a)

63 I second Diffus. Beldar's "New Energy For America" perfectly encapsulates the Republican candidates and their shared vision.

Posted by: w3bgrrl at September 30, 2008 10:40 AM (++F+m)

64 Please stop using words like "inchoate," it makes my brain hurt.

Posted by: Christopher Taylor at September 30, 2008 10:47 AM (0+Ggj)

65 NO 'Bama
NO Way
NO How

McCain-Palin '08

Posted by: Z as in Jersey at September 30, 2008 10:51 AM (kZT4X)


It's not the slogan I'm talking about, but a coherent message that needs to play through every public encounter (ads, speeches, debates).

John McCain has an advantage of being on record YEARS before these issues hit and he needs to focus exclusively on that (the 1992 Clinton / Gore campaign was extremely effective because they rarely deviated from their "Economy" message).  I can't really see any other way he can take the lead because detailed policy explainations don't come across well on the campaign trail.

Posted by: Jeff at September 30, 2008 11:09 AM (bQPTH)

67 "First into the Breeches" was Bill Clinton's slogan.

Posted by: Ralph L at September 30, 2008 11:29 AM (adsOv)


I like America First more than Country First.

But anyway, how about

Experience We Can Trust for the Change We Need

By the way, is there any possibility that Obama is just the lead in a remake of that Blue Wave movie where the high school somehow gets out of control and goes all nazi like? I keep waiting for a social studies teacher to come out and tell us that there is no Obama and this was all a hoax to show us how easily the media and dimwits alike can be controlled and manipulated and become manipulators themselves.

Posted by: Prindle at September 30, 2008 11:33 AM (2Ynt1)

69 YUP:


Posted by: reliapundit at September 30, 2008 11:46 AM (Hhqr7)

70 McCain/Palin '08 - Obama blows hobos.

Posted by: adolfo_velasquez at September 30, 2008 12:13 PM (qTM6q)


Not voting "Present"

Posted by: Ralph L at September 30, 2008 12:32 PM (adsOv)

72 Jeff,

  How about "Been there, faced that."

Posted by: Pat R. at September 30, 2008 01:36 PM (3rwFl)


Blank screen with a voice over- "You know who else put country first?"  Then cut to video of John F Kennedy giving his "Ask not what your country can do for you..." speech.  End with McCain/Palin '08- Country First.

Posted by: Darth Randall at September 30, 2008 04:52 PM (oLULt)

74 McCain '08 - No Fann of Freddie or the Financial Fuckwits who Founded the Federally Funded Fix. McCain '08 - ...Because an ACORN never falls far from the tree. McCain '08 - No Fannie for Freddie. McCain '08 - Believe me, you could do worse. McCain '08 - Haven't we had enough of Carter-omics? McCain '08 - CRA me a river...

Posted by: monkeyfan at October 01, 2008 06:59 AM (cEE8N)

75 McCain '08 - Formatting is my friend.

Posted by: monkeyfan at October 01, 2008 07:00 AM (cEE8N)


First In, Last Out!

First for Country, Last for Politics.

Vision to see the problems, Experience to fix them!

And that's all I know 'bout slogans.

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